Social Proof? Never Heard of her
Good marketing sometimes comes down to understanding that there are people behind every process—people with all the same curiosities, intrigue, and sense of mistrust that you have.
‘Social proof’ began with the idea that people, in new situations where they feel unsure, will take inspiration from the people around them. That applies to all walks of life, to situations where they feel awkward or in unfamiliar places.
It also counts in marketing. Here, it refers to the fact that, when it comes to decision-making and making those first purchases, people are very likely to rely on the reviews, recommendations, and opinions of others.
For someone who isn’t sure about a purchase, a good review might be just the ticket to push them into conversion territory.
It’s all about building trust. That’s why companies plaster positive reviews all over their websites and social media platforms. It’s also why we encourage user-generated content and building a sense of community around your content.
How Does Social Proof Work?
Social proof can take a number of different forms.
Star reviews, share metrics, testimonials, customer reviews, and user-generated content all contribute towards building trust in your brand.
One handy tip for creating content that acts as social proof is to look at any places on your blog, site, or social media where you’ve asserted your own opinions about your brand. Then, see if you have any customer reviews or testimonials that you can use instead.
Let’s say your website reads: the quickest way to instant wins. This is great, obviously, but sometimes hearing those words from your audience’s mouth, instead of yours, can inspire greater trust.
For example, “I won £500 in no time. The process was so quick and easy.” It means the same thing, as the quickest way to instant wins but, oh! The difference a pair of quotation marks can make.
Even if they don’t put it into so many words, people know that you have an invested interest in saying nice things about your own brand.
Other customers do not. They are less likely to be biased, so people trust their words more than yours. Sorry, not sorry.
Social Proof Examples
1. Testimonials
Break down your customer’s testimonials. Sometimes, it’s best to highlight the best bit or to use it as a title.
Here’s a little example, and—indeed—a chance for us to humble brag about our own social proof. No biggie…
“A very helpful and friendly team of professionals”
This is a very supportive and collaborative venture, and for someone who was new to the business architecture of competition sites, it would have been naive to assume success without a company such as Zap. They have a very helpful and friendly team of professionals with experience on the nuances of competition sites, and provided all the steps needed to understand what is required
RaceSphere Competitions
2. Press Mentions
Has your brand been mentioned by any other brands or news outlets? If so, why not add a ‘as seen in’ or ‘featured by’ section to your website?
An endorsement by the right companies can make a huge difference.
3. Metrics
Share the results you’re most proud of. Put them where people can revel in them!
We’re talking things like ‘250 happy customers per year’, or ‘5 prizes won per day’. Years in business, combined team experience, and numbers relating to customers.
Numbers are a powerful tool, they’re quick and easy to understand.
4. Awards, certificates, and regulators
If you’re regulated by, sponsored by, or partnering with another brand, make sure that’s clear on your page.
It all comes down to other people wanting to be involved with your business. If that’s the case, then people will know you’re trustworthy.
Where to Put your Social Proof
Get ready for the social proof ground rules.
Firstly, pop your social proof where it can be seen. Your web page design plays a big factor; the proof should be at the top of the visual hierarchy of a page. That means all those places where it’s most visible. Don’t hide it behind images or links. Simple, bold, effective.
Another top tip is to keep your social proof close to the product in question. When we’re looking at buying things, our brains are a bit more impulsive. If customers have to click off to read reviews, and then re-find the product, they might get bored, no matter how well you socially prove the product’s worth.
The Proof's In The Pudding
We can help accelerate your marketing campaigns.
But don’t just take our word for it. Take these guys’:
‘We started working with Zap in September. Right from the start we have found them to be very helpful and knowledgeable’ (Lucky Lizards Competitions)
‘Our website successfully launched on January 28th 2025, and we want to express our gratitude to the Zap Ltd team for their exceptional professionalism and structured approach. Working with them has been an absolute pleasure.’ (Too Much Competitions)
So… with that in mind… Can we help?
Social Proof? Never Heard of her
Good marketing sometimes comes down to understanding that there are people behind every process—people with all the same curiosities, intrigue, and sense of mistrust that you have.
‘Social proof’ began with the idea that people, in new situations where they feel unsure, will take inspiration from the people around them. That applies to all walks of life, to situations where they feel awkward or in unfamiliar places.
It also counts in marketing. Here, it refers to the fact that, when it comes to decision-making and making those first purchases, people are very likely to rely on the reviews, recommendations, and opinions of others.
For someone who isn’t sure about a purchase, a good review might be just the ticket to push them into conversion territory.
It’s all about building trust. That’s why companies plaster positive reviews all over their websites and social media platforms. It’s also why we encourage user-generated content and building a sense of community around your content.