Skip to content
Know.itKnow.it
Create an animated lesson
On request

This article is free to read. Creating a lesson uses your daily or stored credits; review the language and settings before starting.

What is social proof?

MarketingLesson on requestFree to read

Quick answer

Social proof is the tendency to copy the actions of others when we're unsure what to do. In marketing, reviews, ratings, testimonials, and 'best-seller' labels all use social proof to make a product feel trusted and popular. People look to others' behavior to decide what's correct.

Key things to understand

  1. People look to others' behavior to decide what's correct.
  2. It's strongest when we're uncertain or the crowd is similar to us.
  3. Reviews, ratings, and testimonials are classic examples.
  4. It builds trust and lowers the perceived risk of a choice.

People also ask

What is social proof in marketing?
Using signals like reviews, ratings, and testimonials to show that others trust and use a product.
Why does social proof work?
When unsure, people assume the crowd knows something they don't, so following others feels safer.
What are examples of social proof?
Customer reviews, star ratings, 'best-seller' tags, follower counts, and expert endorsements.