What is Social Proof Content?

| Online marketing

What is Social Proof Content?


Social proof is a term used to describe a “psychological and social phenomenon wherein people copy the actions of others in an attempt to undertake behaviour in a given situation.”

In other words, it’s a powerful tool to get people to take action with your business by following the actions of your existing customers. It is proven to raise conversion rates considerably as it puts the potential customers mind at ease.

Reviews are 12 times more trusted than a service or product description and around 70% of online users will look at reviews before using your services, which means social proof content is vital if you want to sell your services online.

Here are five types of social proof content you can use on your website to help convert your potential customers into actual customers:

1) Customer Reviews/Testimonials

Customer reviews, good or bad will help your potential customers make an informed decision on whether or not to use your services. Therefore, it is crucial for all brands to do their best to deal with negative reviews.

92% of people will trust peer recommendations, while 70% will trust recommendations from someone they don’t know at all.

These reviews carry even more weight if they are published on reliable and trusted review sites such as Google My Business or Feefo, but any review as long as they are genuine will help lead your potential customers into making the right decision.

2) Ratings

This goes hand in hand with customer reviews and are usually included within the review process. However, you don’t necessarily have to leave a review which just leaves you with a rating. Of course, this isn’t as good as a full review and rating, but it still helps draw the user in enabling them to see if the service is worth learning more about.

3) Case Studies

Case studies are put in place to show potential clients exactly how your services have helped your customers. Potential customers want to know what you have to offer and how it can help them, so by showing them exactly what you do and how it has benefitted your customers in the past in the form of a case study will put their minds at ease.

4) Numbers

If you have a lot of subscribers on your mailing list or social media channels, use these numbers to encourage others to join.

For example, you could say “Join 10,000 of our happy subscribers to get the latest news regarding the property industry”.

Because large numbers generally impress users, they are more likely to want to join the crowd. Ensure the numbers are actually large though as if they aren’t, they may have the opposite effect.

5) Credentials

Your potential customers want to know that you are the best and professional. One of the best ways to do this is by showing off your credentials such as awards you have won, the qualifications you have or even the businesses you deal with.

By displaying your credentials, you prove to your audience that you are a respected, professional business that is serious about what they do. This will help your audience trust you and encourage them to use your services.

Luke Stanley