In 2023, Chanel teamed up with Timothée Chalamet to promote its new fragrance, Bleu De Chanel. You probably already know where this story is going; we’ve seen it play out many times. The collaboration went on to become wildly successful, with Chanel selling their fragrance by the boatload, and sales are expected to reach $19.6 billion by 2025. (source)

Michael Jordan and Nike; Ryan Reynolds and Mint Mobile; Tampax, and Amy Schumer. These are all outrageously successful examples of social proof at work.

Now, your business may not have Chanel or Nike’s multi-million dollar budget, but you have social proof and that’s enough to get you sales and marketing success. That's what this article is about: social proof. We’ll talk about what it is, why it’s so effective, the different kinds of social proof, and how to use them in your business.

Social proof is a psychological phenomenon where people follow the actions and recommendations of others, based on their trust and general perception of that person. While we might instantly think of celebrities and influencers as the main source of social proof, more than ever it's what our peers and 'people like us' think of a product or service.

A simple example is when you go shoe shopping and buy the same brand that your friend has, thinking, "They must be a good brand if they think they're good".

People turn to social proof when they need guidance or evidence that one option is better than the other. Basically, we lean on social proof and the actions of other people (satisfied customers) because it seems like the right thing to do. You could also call this "informational social influence."

Celebrity endorsements are a very profound example of social proof in persuasion. When celebrities talk about a product, it immediately creates a sense of trust and validation in our minds, and that product seems like the best option available.

We should also mention that this kind of social proof is most effective in situations where people don’t know what the available options are. If you're convinced there's something better for you, it won't work. So for example, you wouldn’t listen to Robert Downey Junior singing the praises of Audi when you know that a Toyota meets your needs and fits in your budget.

While social proof refers to the opinion and advice of others, there are different types of social proof. These are:

This is when an expert in a particular field endorses a product or service. Expert social proof is often seen as the smart way to go because the speaker knows exactly what they are talking about.

A great example of expert social proof is Sensodyne's "9 out of 10 dentists recommend our toothpaste" campaign. It is expert backed and it works.

Celebrity endorsement leans more towards admiration than logic. People who admire and trust celebrities or well-known personalities will be more likely to buy products that these personalities endorse. You’ve probably seen this at all levels, whether it’s an Instagram influencer promoting a skin care product, The Rock selling Tequila or Logan Paul selling Prime hydration.

And while influencer marketing is an extension of this, it does deserve its own category.

Arguably, fame and social influence have been democratized by social media. And today, almost anyone can build an audience and become an online influencer, whether that's on YouTube, Instagram, TikTok or other social platforms.

With these huge audiences and engagement, the opportunity for influencer marketing has become a go to strategy for brands. Not just because of the audience reach, but also these accounts can offer good value for money when it comes to exposure to the potential customer base.

User social proof is based on feedback, reviews, and testimonials, and is often considered reliable because they come from customers who have tried the product in the past.

In the modern era this tends to be reviews on popular reviews sites, case studies and even social media comments.

The wisdom of the crowd type of social proof happens when people assume that a large group of people are making the correct choice. Like when you see a long line in front of a food truck and assume it must be great - better join it!

This type of social proof is a little more subtle and it happens when people are influenced by the actions of individuals around them. The example we gave earlier about buying a pair of shoes because your friend wears the same brand is an example of social proof by association.

So, just how powerful is social proof? Well, if you’ve ever bought something based on the recommendation of someone else, celebrity, influencer, or friend, then you’ve experienced social proof in action, firsthand. Studies have shown that social proof affects up to 90% of all buyers. 95% of people will consult a review before buying, and 60% will trust User-Generated Content (UGC).

These are just a few examples. But regardless of the types of social proof marketing you come across, they affect everything we buy in one way or another. It’s that powerful.

How can you use social proof in your marketing?

There are several ways to use social proof in your marketing, but the key to remember is that you’re trying to show new and prospective customers what older, satisfied patrons think of your offers. You can use these approaches in online marketing like a Facebook ad.

But increasingly people are looking to use social proof as a badge within their business. An obvious way to do this is with certificates and badges proudly displayed in windows (as you might have seen from TripAdvisor or Yelp).

Increasingly, digital signage is being used to display social proof within a business venue.

These are the most common ways people use social proof. First, you encourage customers to leave reviews, star ratings and testimonials on trusted platforms like TrustPilot, Google, or Yelp depending on the kind of establishment. You can then use these reviews as authentic sources of endorsements in your marketing material, basically showing your business’ credibility.

A growing and increasingly popular form of marketing, user-generated content is where brands repurpose things such as social media reviews, YouTube channel content or other online content to use within their own marketing campaigns.

This content allows you to showcase customers using your product and service everywhere from your own social media pages to paid video ads. This can also create a sense of community around your brand, and according to statistics, 66% of companies agree that community impacts their customer retention.

One way to do this is by encouraging users to tag you in their posts, or use a branded hashtag.

Your business can also collaborate with influencers whose endorsements show their followers the value of your brand. These influencer partnerships can be displayed in your marketing material, or you could get the influencers to publish the videos through their own platforms, increasing the authenticity factor.

Display trust badges, certifications, or affiliations from reputable organizations or industry authorities on your website. One great example is the Better Business Bureau Accredited Business badge. Symbols like these can reassure potential customers about the quality and reliability of your products or services.

Incorporate real-time social proof notifications on your website, such as notifications of recent purchases, sign-ups, or website visits. Tools like "Live Sales Notifications" or "Recent Activity Widgets" can create a sense of urgency and credibility.

You can also create in-depth case studies or success stories showcasing how your product or service helped real customers achieve their goals or solve their problems. Share these stories on your website, blog, or email newsletters to inspire prospects and show them past customer behavior.

There are many more ways to use social proof in your marketing campaigns, but these three cover the basics. A little later, we’ll talk about how you can leverage social proof even more by using it on your company’s digital signage.

While the old-fashioned stamp of 'As seen on TV' doesn't quite carry the same aura of authority as it used to, press mentions are still highly valuable. Whether this is a review in a glossy magazine, a mention on a morning TV show, or even product placement within a movie - press and media exposure can be a huge driver to more sales and more new customers.

This might not be an option for every business. But with a good strategy, it's certainly more within reach than ever before. And just imagine how that can look when shared on your socials!

How to influence potential customers with social proof

Coming by social proof is not always easy. Sometimes your business lucks out and customers create UGC for social media, or, someone might leave the occasional online reviews. But for the most part, you have to actively generate your own social proof, whether that’s creating celebrity relationships, asking users for reviews, or creating an active strategy to build your reviews and feedback.

So when you finally generate the social proof, why not use it in the most effective way possible? For most businesses, you have several ways to leverage social proof, but they often boil down to these social proof strategies:

This is one of the most underused potentials for social proof out there. Leveraging your social proof by sharing it within your business venue – displaying customer reviews on the walls or windows of your retail establishment - can convert customers who are already considering your business.

Think about it; when you create a visual representation of the positive experiences and satisfied customers, you’re basically telling everyone who walked in curiously, “People like you trust our business because we deliver.” Nail this properly and you can rapidly increase your sales. We’ll share a few tips on how to share social proof in your venue later in this article.

But you can also use this technique without a physical store. Simply showcase customer testimonials on your website, include them in your email newsletters, or work them into your digital marketing.

We’ve seen this done over and over because it’s so effective! Incorporating social proof into your marketing strategy can significantly boost your credibility and influence consumer behavior. You can showcase positive reviews, ratings, or endorsements from satisfied customers in your advertising materials, social media posts, or even in your product packaging.

The key is simple: By highlighting the positive experiences of others, you create a sense of trust and reliability for potential customers. This can help nudge them to make a purchase, subscribe to a service, or patronize your business in several other ways.

Another effective way to leverage social proof is by integrating it directly into your content. Like the Instagram posts you put out every so often, for example. This step is incredibly easy, especially if you have a content calendar in place already.

Simply include customer testimonials, success stories, or user-generated content within your blog posts, videos, or other forms of content. By sharing real-life examples of how your products or services have benefited others, you will provide valuable information but also enhance your credibility and influence. Businesses often also use this approach to establish trust in their industry and set up their brand as an authority.

Influencers have become the go-to when businesses are trying to appeal to a new target audience or generate buzz for new products.

Chances are that your business has collaborated with influencers in the past, so you know the drill. They publish sponsored content or user-generated content, share it with their followers, and the audience becomes more likely to trust your business.

Benefits of social sharing in your business venue?

We already mentioned how social sharing in the physical business venue is not so common. If you haven’t been doing this already, here are 5 reasons why you should begin ASAP, starting with installing digital signage.

Build trust and credibility: Seeing positive feedback about the products they are currently thinking about buying can reassure shoppers about your business’ reliability

Increased sales: Social proof affects purchasing power, and user testimonials or UGC can help you increase conversions by encouraging visitors to buy based on the overwhelming positive evidence

Create a positive shopping experience: Social proof also gives shoppers the reassurance that they are making the right decision by patronizing your brand.

Differentiation from competitors: Using digital signage to share social proof can set your business apart from competitors who haven’t been turned on to the strategy. This could be an edge.

Real-time updates: Displaying reviews is one thing, but sharing customer social media posts in real-time can keep your content fresh and engaging, and also show shoppers that your business is very much beloved.

Ways to share social proof on digital signage

So, you already have great digital signage improving your store experience, but how do you show off your business' wealth of social proof? After all, you didn’t just stumble on it. So why not leverage it to convert your in-store customers?

Let’s look at the five ways to share social proof on your in-store digital signage screens.

Most businesses today use social media platforms. But have you embraced the power of physical social media walls yet? With most digital signage software, it’s so simple to get a great-looking social media wall up in your store, restaurant, or office. For example, you could use any of many apps in our app store to display social media posts in real-time

When you do this, the hard work is done for you. A social media wall lets you take all those great things customers are saying about you online, show them to offline customers, and encourage them to do the same.

If you’re looking for ideas, here are a few ways to use social media apps to harness the full potential of social proof:

Gallery for Instagram pulls your latest Insta posts (or those created by others) into a scrolling grid for your digital signage screens.

Visual social proof really gets under the skin of what you have to offer. If your customer has a great dessert and shares it on social media, Instagram plus digital signage allows you to put that up where everyone can see it.

Similar to the Twitter search app, Gallery for Instagram allows you to select a user, phrase, or hashtag. So you could create a hashtag competition for customers to tag you in their best shot and voilà—a whole bundle of social proof to display on your digital screens.

The Social Feed for Facebook app does exactly what it says: all of your most important Facebook posts are sent to your digital signage screen. This is super useful for social proof because you can engage your audience by sharing customer reviews, comments, and case studies as Facebook posts.

The information can contain a mix of text and images and best of all, it fills the screen with bitesize chunks that just beg to be remembered.

If your audience consists of a younger demographic, chances are that most of your social proof will be on TikTok. And this is also the demographic that are more susceptible to this type of content.

Social proof is a popular way to build brand trust and awareness. We look at how to use social proof and user generated content in your business marketing

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