How Social Proof Can Drive Sales (And How To Gather It Easily)
Everyone likes the reassurance of a personal recommendation before they buy something. Especially if that something has a high price tag. People particularly don’t like taking risks with company money. That’s why we look to others for validation before we click ‘buy’.
Social proof is key to overcoming your customers’ (understandable) reluctance to take a risk on your product or service. It’s one of the most powerful ways to build trust, remove hesitation, and drive more conversions.
But—and it’s a big BUT—how do you collect and use the overwhelming mass of social data effectively?
It’s incredibly time-consuming to wade through all the available information and find the right social proof for convincing your prospects. You need the right tools to automate and optimize your approach.
This article will break down the psychology behind social proof, the different types you can use, and how ScoreApp makes it easy to collect, showcase, and amplify other people’s high opinion of your brand.
The psychology behind social proof and consumer behavior
Social proof is all about what people do when they’re unsure of what to do. Whether it’s choosing a product, picking a brand, or jumping on a trend, we generally look at what others are doing to guide our own decisions.
This isn’t just based on anecdotal evidence or random observations. The field of buyer psychology is well researched. Two of the big hitters in the research of social proof are Dr Robert Cialdini and Richard Shotton. Here’s a very potted summary of their work.
Warning: This may lead you to a period of interesting, in-depth reading!
Dr Robert Cialdini
Psychologist Dr Robert Cialdini, author of Influence: The Psychology of Persuasion, identified social proof as one of the six main principles of influence. His research shows that when we’re not sure how to act, we tend to assume others—especially people like us—know what they’re doing.
“To discover why popularity is so effective, we need to understand the nature of yet another potent lever of influence: the principle of social proof. This principle states that we determine what is correct by finding out what other people think is correct. Importantly, this principle applies to the way we decide what constitutes correct behavior. “We view an action as correct in a given situation to the degree that we see others performing it” (author’s emphasis, pp.129–130).
That’s why online reviews, viral trends, and ‘best-seller’ labels work so well. In one of Dr Cialdini’s well-known studies, guests were more likely to reuse their hotel towels just because they were told that most people do.
Richard Shotton
Behavioral science expert Richard Shotton builds on this idea in his book The Choice Factory. He talks about “contextual social proof”—the idea that we’re more influenced by people who feel relatable. A product review from someone in your age group or industry? That hits harder than a random celebrity endorsement. He also points out that timing matters: social proof works best when it shows up right when someone’s about to make a decision.
So, this isn’t just a marketing trick. It’s a real psychological driver. Brands that understand how social proof works—and know how to use it well—can make a serious impact on how people think, feel, and buy.
How does social proof actually influence buyer decisions?
Social proof is powerful because it taps into deep-rooted psychological triggers that influence how people make decisions. Here are a few examples of how it works—and how the world’s biggest brands use it to their advantage.
Bandwagon effect
When we see others doing something, we assume it’s the right choice. So, when people see a product or service is popular, they’re more likely to trust it.
Netflix uses this by promoting ‘Top 10 in Your Country’ lists to show what everyone else is watching, making you want to join in. And it’s why brands such as Apple show long queues for product launches—a clear signal of popularity that creates instant credibility.
Customer feeling: “If all those people are watching/eating/wearing/doing that, it must be good!”
Authority bias
People trust experts, professionals, and well-known sources. Nike, for example, leverages this by partnering with elite athletes to boost the authority and appeal of their products. Oral-B highlights recommendations from dental professionals across their advertising.
Customer feeling: “If they’re using/eating/wearing/doing that, it must be good because they actually know what they’re talking about.”
FOMO (Fear of Missing Out)
Seeing others benefit from something we haven’t tried yet makes us want in—fast. Booking.com and Skyscanner are masters of this, using real-time alerts like ‘5 people are viewing this hotel’ or ‘Only 2 seats left at this price’ to nudge users into making quicker decisions.
And this isn’t just clever marketing—it gets results. Brands that use strong social proof see higher conversion rates, increased engagement, and greater trust. It helps customers feel confident, reassured, and ready to take action.
But this isn’t just for the big, global brands. With the right tools (such as ScoreApp), any business can use these same psychological triggers to boost results and build long-term credibility.
Customer feeling: “Wait for me! I don’t want to be the only one who hasn’t got the good deal—that’d be embarrassing.”
Types of social proof that drive sales
Not all social proof works the same for every business. The key is to test different types, see what resonates with your audience, and double down on what drives results. Here are seven types of social proof, with big brand examples, to get you thinking.
1. Customer reviews and ratings
Ninety-five percent of people read reviews before buying, so if you’re not showing them, you’re losing trust and sales. Well-placed, authentic reviews reduce hesitation and help customers feel confident.
Example: Amazon’s star ratings or Trustpilot reviews on business websites.
2. Testimonials and case studies
Nothing beats a real success story. Testimonials, especially in video or case study format, build credibility and show real-world results.
Example: HubSpot and Shopify use detailed case studies to prove their impact.
3. Influencer and celebrity endorsements
An endorsement from someone your audience trusts can boost visibility and credibility fast. It doesn’t have to be a celebrity—micro-influencers often drive more engaged traffic. You need to find what’s most powerful in your industry, for your customers.
Example: Think of Nike teaming up with medal-winning athletes, Gymshark’s micro-influencer strategy, or Jaeger-LeCoultre’s partnership with Lenny Kravitz.
4. User-generated content (UGC)
Real photos, videos, and social posts from happy customers show authenticity. UGC builds community and trust in a way no polished ad can.
Example: Coca-Cola’s ‘Share a Coke’ campaign or GoPro’s customer-submitted footage are perfect examples.
5. Social media likes, shares, and comments
People trust what other people are engaging with. A post that’s getting traction is a strong trust signal that helps reinforce your brand authority.
Example: Think of brands such as Airbnb or Duolingo, whose comments sections often add as much value as the post itself.
6. Media mentions and press features
Being featured in a reputable publication or podcast adds instant authority. Adding media logos or quotes to your website can significantly boost trust.
Example: Brands often display logos like ‘As seen in Forbes’, ‘As seen on the BBC’, or ‘As seen on TechCrunch’ to build credibility fast.
7. Wisdom of the crowd (large customer base and popularity)
Highlighting how many people use or love your product helps reduce decision anxiety. People feel safer buying what’s already popular.
Example: Think: ‘Join 10,000+ happy customers’, or Spotify’s ‘Top 100 Most-Streamed’ playlists.
That’s a lot of options! And a lot of data to wrangle. But we’re not suggesting you suddenly do everything all at once. It’s important to plan how you’re going to incorporate social proof into your overall marketing strategy.
That way, you choose the right type of social proof evidence that will really persuade your clients.
Look at what your competitors are doing. Is it working for them? Would choosing a different way of delivering social proof help you stand out? Whatever you try, make sure it’s appropriate for your industry and authentic to your brand.
Not all social proof is good for business
Negative social proof happens when you accidentally highlight the wrong things, such as low engagement, poor reviews, or minimal sales. Instead of building trust, it can do the opposite and put people off.
Common mistakes to avoid
Saying things like ‘Only 3 people bought this last month’ might sound honest, but it highlights low demand. Flooding your page with negative or outdated reviews doesn’t help either. And fake scarcity tactics (like ‘Only 1 left!’, when that’s not true) can damage your credibility fast.
How to counter it
Focus on quality over quantity. A handful of strong testimonials works better than lots of average ones. Stay on top of your online reputation—respond to negative reviews in a professional, helpful way. And boost engagement by running social campaigns, offering smart incentives or teaming up with others to get your audience talking.
Measuring the impact of social proof on sales
If you’re using social proof, you want to know it’s actually working. The good news? You can track it and tweak it to perfection with a few simple metrics.
Here’s what to look out for:
Conversion rates before and after adding social proof
One of the clearest ways to measure impact is by comparing conversion rates. For example, if your landing page was converting at 3% and jumped to 6% after you added testimonials or media logos, that’s a clear sign your social proof is building trust and driving action. With ScoreApp’s analytics, you can easily track this shift and see what’s moving the needle.
Engagement levels on social media
Social proof also shows up in how people interact with your brand online. Are your testimonial posts getting more likes, comments or shares? Are people tagging others or asking questions in the comments? These signals tell you they’re paying attention—and buying into the message. ScoreApp helps you track this engagement so you know which content is resonating with your audience.
Trust signals: reviews, testimonials, media mentions
You should also keep an eye on the quality and quantity of your trust signals. Are you getting more reviews? Are they mostly positive? Have you been featured on a podcast, in a blog post, or in an online publication?
These elements not only build credibility, they can directly influence buyer decisions. ScoreApp makes it easy to showcase these trust signals when you customize your chosen templates, and see how they impact on results.
With ScoreApp’s built-in analytics, you’re not just guessing, you’re constantly optimizing. See what social proof is working, where it’s making a difference, and how you can use it to boost your sales even further.
How ScoreApp helps businesses leverage social proof
Using social proof effectively doesn’t have to be complicated and time-consuming. ScoreApp provides businesses with a streamlined way to collect, display, and leverage social proof for maximum impact.
Here’s how ScoreApp makes it easy:
- Automated review collection: Gather real feedback and testimonials through smart surveys and quizzes. No chasing needed.
- Built-in testimonial features: Easily collect and showcase customer success stories to build instant trust and credibility.
- Personalized case studies: Use your quiz data insights to write compelling, tailored case studies that speak directly to your audience’s pain points and goals.
- Lead-generating quizzes: Engage potential customers while naturally collecting social proof.
- Customizable landing pages: Professionally display your best reviews, testimonials, and case studies on high-converting landing pages, assessments, and quizzes.
- Data-driven insights: See exactly which types of social proof are working so you can refine your strategy and boost conversions.
Social proof isn’t just a ‘nice to have’. It’s essential for building trust, removing buyer hesitation, increasing conversions, and strengthening your brand.
