Social Proof

1. Define your target audience 👥

Understanding who your customers are; their needs, preferences, and behavior, can help you narrow down the most effective types of Social Proof methods to use.

Use surveys, social media insights, and customer feedback to gather this information.

2. Decide on the most effective Social Proof methods ⭐

Are your customers influenced by facts and logic? Emotions? Ethics and character?

📊 Appealing to: Facts & Logic

• “521 people liked this” (Facebook, Linkedin) — example
• “59,383 views - 18 hours ago” (YouTube) — example
• “89% liked this” (Rotten Tomatoes) — example
• 401 shares (Interaction Design) — example

🎭 Appealing to: Emotions

• Testimonials
• Reviews (context, not star ratings)

⚖️ Appealing to: Ethics, moral, and character

• Approach your audiences’ role models to deliver endorsements, quotes, and statistics.
• Find where your audiences “hang out”, and which groups they belong to. This information can be used to communicate ideas.

3. Placement and format 📃

• Provide testimonials or expert quotations on a sign-up page
• Customer quotes when talking about your product or service
• Display accreditations in the footer
• Display testimonials from industries/groups relevant to the service page you’re displaying them on
• Consider leveraging influencers (relevant to your audience) to endorse or review your product