How to Use Social Proof as a Marketing Strategy

How to Use Social Proof as a Marketing Strategy

Social proof is an excellent strategy to use in online and offline marketing.  It is a powerful psychological approach that can be used on websites, social media, landing pages, product pages, google, and other places.  Social proof as a strategy is about getting the proof and then leveraging the evidence that your brand is indeed what they need.

What is Social Proof?

Social proof is the idea that people will follow others when making choices.

Looking at reviews of products online is reading how other people see the product is social proof in action.  Customers’ experiences can sway your opinion of an item and encourage a purchase if the proof is positive.  Social proof is most powerful when it comes from a friend or family member.

Common Ways Brands Use Social Proof

There are several different ways in which a brand can use social proof.  It is about proving that other people like your product or services and they will too.

  • Reviews
  • Testimonials
  • Influencers
  • Awards and Recognition
  • Social Media Following


A positive review will help establish credibility for brands.  This is why you want to ask for reviews from happy customers.

As a brand, you want to get reviews on major sites like Google and Yelp.  You will want to get them on multiple sites, as people will check multiple review sites if they are trying to make a decision.  Once reviews go up on a site you should use it in marketing materials add to your website, use in a social media post, or a landing page so that it is visible.

Keep in mind that as much as positive reviews will increase sales, negative reviews have an equally strong effect as well.


A testimonial differs from a review in that it will tell the client’s story.  Storytelling is a compelling tool, and it engages the reader so that they see the struggle and how your brand gave them a solution and made their life better.


Social media influencers are a great resource as they have a large following and they can persuade their connections to purchase from your brand.  The first step is to find the right influencers for your brand, if you sell pet products then you want an influencer who has a pet and fits your target audience.

Having an influencer post about a product that they like or giving a discount code can create social media buzz.  Successful brands are using influencers to market for them and create social proof.

Another way to work with influencers is to create a brand ambassador program.  Ambassadors will post about products or services and will announce their relationship on social media bios, blogs, or websites.  This again is about working with the right people and making sure that they model your brand’s vision.

Awards and Recognition

Awards and recognition validate a brand as a stamp of approval from a group.  The more prestigious and recognizable the source of the award is the more valuable it becomes to your marketing efforts.  Awards and recognition should be listed on your site, in social posts, and in press releases.

Opportunities to Use Social Proof

Social proof can improve the way your brand is seen and in turn gain more customers.  There are many opportunities to use social proof as a marketing strategy.  The important piece is to take a few of these ideas and do them well.  If you are unsure of the best way to get more social proof for your brand, we can help.  MaxAudience has been helping brands big and small get the credibility that they need in the marketplace.  Contact us today.

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