Definition
Social proof (or informational social influence) is a psychological and social phenomenon wherein people copy the actions of others in choosing how to behave in a given situation. The term was coined by Robert Cialdini in his 1984 book Influence: Science and Practice.[1]
Recommendations
6 Types of Social Proof:
- Expert: Expert social proof is when an expert in your industry recommends your products or services or is associated with your brand.
- Examples: a Twitter shoutout by an expert or having an expert on your Twitter chat.
- Celebrity: Celebrity social proof is when a celebrity endorses your products.
- Examples: an Instagram post or tweet about your product by a celebrity or influencer.
- User: User social proof is when your current users recommend your products and services based on their experiences with your brand.
- Examples: praises on social media or positive ratings on review sites.
- The wisdom of the crowd: This type of social proof is when a large group of people is seen to be endorsing your brand.
- Examples: having thousands of customers or millions of followers on your social media profiles.
- The wisdom of your friends: This type of social proof is when people see their friends approve your product.
- Examples: seeing their friends use your product or follow you on social media.
- Certification: This type of social proof is when you are given a stamp of approval by an authoritative figure in your industry.
- Examples: the blue checkmark on Twitter or Facebook.
Examples
- Customer Testimonials
- Case Studies
- Number of Shares
- Number of Users/Downloads
- Trust Seals
- Privacy Policy
- App/Service Ratings
- Expert Collaborations
- Press Coverage
- Brand Ambassadors
- User-Generated Content
- Success Metrics
- Professional Verifications
How to handle Social Proof for early and pre-launch products
- Relevant public comments
- Quotes from people who are excited about the product
Resources
References
- Wooten, D; Reed II, A (1 January 1998). "Informational Influence and the Ambiguity of Product Experience: Order Effects on the Weighting of Evidence". Journal of Consumer Psychology. 7 (1): 79–99. doi:10.1207/s15327663jcp0701_04.