Human beings are social creatures. We like to be a part of something bigger, part of a clan where we feel we belong and are accepted. This applies to all facets of life, including our consumer behaviour and buying decisions. 

We tend to look up for reviews, ratings, testimonials on a high involvement purchase even if it's a known brand. Why? Because people want to know and are influenced by what others like and purchase. 

In these times of uncertainty, businesses are all the more required to gain their customer’s trust and prove themselves to be credible. A loyal customer can only be formed if they believe in the brand and that happens through established social proof which is positive. 

So, what is social proof exactly? Social proof is the psychological and social phenomenon by virtue of which our own behavior is impacted by the influence of the actions, attitudes, and beliefs of other people (online or in-person).

While buying products/services, this basically pertains to consumer psychology that if a certain thing has worked for someone else, it will work for me too. 

Be it FOMO or the feeling of being part of a community, social proof is one of the best ways to acquire new customers and untapped territories. 

A business can generate social proof in various ways. Customer reviews, client testimonials, case studies, user-generated content, certifications & awards etc. can all serve as effective social proof.

Social proof not just attracts and converts customers but helps you in various other ways.  As the world goes digital, and paid ads have soaring high beds, you can pop up as the first result on Google due to high SEO ranking if your social proofs (ratings, reviews, mentions etc.) are more than anyone else. 

Your business is also rewarded in the form of more shares across various social media platforms which can form as great social proof. Social media continues to play a major role in business and can be a major platform for you to reach out to your potential customers. Acknowledging your brand mentions, celebrating x number of followers/users, collaborating with influencers who are also customers, are just some of the ways that social media can turn around your social proof game. User-generated content is one of the most sought-after content on social media today. Influencers are making big bucks and brands are ready to spend big bucks only to get the attention of their potential customers. Getting verified on social media is another way to showcase positive social proof for your business. 

Ecommerce is picking up more than ever and is here to stay. Sticking to online social proofs is the most reliable way to use this tool for marketing.  

Also, as customers are increasingly losing their interest and trust in other forms of media, one can find reliable facts about your business and not have second thoughts about choosing you as their go-to brand, given your social proof is effective. 

All these actions result in more customers that are indirect advocates of your business generating more social proof. 

An important aspect to remember about using social proof as a tool is to know who your customer is, really well. People only believe those to who they can relate. So for instance, your TG is a home-making mother, gathering social proof from working moms will fetch you no results and might actually hurt your business as your TG would repel from your brand. Your social proof should belong to your core demographic, otherwise, it's useless. 

Also, remember, social proof should not be ‘generic’ as that’s as good as having no social proof at all.  

Social proof is just another way to say “we care about our customers” and that is exactly what your customer wants. So go out and show them all the positives you have in store for them.