Have you heard of social proof? Does it really work? Why is it effective, and how can you start using it?

These are all questions you may have as a marketing pro. Don’t worry; we are here to help. Keep reading to learn more about social proof and how you can leverage it to help your clients. 

Social Proof Defined

Social proof is derived from the concept of normative social influence. This means people will conform to be liked by or accepted by an influencer or society. 

When looking at a landing page, and you see a testimonial from an expert in the industry you respect, you have encountered social proof. If you are browsing a pricing page and you see an industry giant that is using the tool already, that’s also social proof. If you decide to sign up for a demo because it was used to solve the same problem you are having, it’s social proof again. 

Put simply, social proof is borrowing third-party influence to help sway a potential customer. 

The Most Common Types of Social Proof You Can Use 

Now that you know what it is, it’s time to learn more about the types of social proof you can use. 

Case Studies 

An in-depth, data-driven analysis of the service or product you offered a current customer can be extremely effective. Agency services, B2B software companies, and similar service providers should use this. 


Short, simple recommendations from your current happy customers can also be used as social proof. These are considered universally applicable and can be effective in almost any context. 


You can look at a review as the more objective cousin of a testimonial. Try using reviews for products that are highly technical or for industries that are saturated and extremely competitive. 

If you plan to use reviews, remember that your customers will not wait for you to request this. Be sure to check review sites and forums often to see what is being said. 

Social Media

Getting praise from existing brand advocates and customers through Instagram comments, Facebook posts, and tweets is also beneficial. Be sure to save all the positive things people say about the service or product you offer through social media. This type of social proof is ideal for B2C services and products, but that doesn’t mean that it won’t be effective for a B2B service. 

Trust Icons

Adding logos and icons to your site from sources like the Better Business Bureau and other trusted organizations can serve as social proof. If you have clients who are members of these professional organizations, make sure they use it to their advantage. 

Making the Most of Social Proof

As you can see, there are more than a few types of social proof available. You must decide what is right for your clients and then leverage it to benefit their brand and marketing strategy. Doing this will pay off and help you build clout in the industry.