What is Social Proof?

Social proof is a term that was first coined by renowned psychologist Robert Cialdini in his book Influence . It refers to the social phenomenon where people tend to copy or conform to the actions of others. This is especially true in situations where someone is undecided or unsure of what the “correct” action is, which can include thinking about purchasing a new product or trying a new service. Social proof is why we often ask our friends and family for advice or recommendations on products, services, businesses, etc. On websites, social proof tends to include elements that show that other people trust, like, and interact with your business. One of the most relevant modern examples of social proof in action is when people are more likely to buy a product or use a specific service because others that they know, like, and respect have purchased or used it. Some of the most common types of social proof are customer testimonials, product reviews, media mentions, shares on social media, and more. Because these provide the “social proof” that others trust your business enough to work with you or purchase from you, they are also considered trust signals . Having things like this on your website can help build trust with potential customers.