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Need more trust from your audience? Try these social proof tactics

Social proof is like the stamp of approval that your audience needs to feel confident about choosing your products or services. 

It’s all about showing potential customers that others have had great experiences with your business. 

So, let’s dive into these effective strategies that companies like Amazon, Netflix, and Airbnb use to win over their audiences.

Reviews and Ratings:

  1. Display customer reviews and ratings prominently on product pages and throughout your website.
  2. Encourage customers to leave reviews by offering incentives or making it easy and convenient for them to do so.
  3. Respond to all reviews, both positive and negative, in a professional and timely manner.
  4. Highlight positive reviews and testimonials on your homepage, social media, and marketing materials.


User-Generated Content (UGC):

  1. Run contests and giveaways that encourage users to submit photos or videos using your products or services.
  2. Feature UGC on your website, social media, and marketing materials.
  3. Create a dedicated space on your website for showcasing UGC, such as a “Customer Gallery” or “Featured Reviews” section.
  4. Give credit to users who submit UGC, such as tagging them on social media or featuring their work on your website.


Expert Reviews and Awards:

  1. Get your products or services reviewed by industry experts and influencers.
  2. Display awards and accolades prominently on your website and marketing materials.
  3. Use quotes and testimonials from expert reviews in your advertising and promotional materials.
  4. Partner with experts and influencers to create exclusive content or promotions for your customers.


Social Media Integration:

  1. Display your social media follower count and recent posts on your website.
  2. Allow visitors to share your content directly from your website to their social media networks.
  3. Run social media campaigns that encourage user engagement and interaction.
  4. Use social media to showcase customer testimonials and user-generated content.


Progress and Achievements:

  1. Track and display user progress and achievements, such as points, badges, or leaderboards.
  2. Celebrate user milestones and achievements publicly.
  3. Use gamification elements to motivate users and encourage engagement.



  1. Display social proof that is relevant to the individual visitor, such as recommendations based on their browsing history or purchase history.
  2. Use personalization tools to tailor your social proof messaging to different segments of your audience.
  3. Create a sense of community and belonging by showcasing social proof from users who share similar interests or demographics.


Additional Tips:

  1. Focus on quality over quantity. It is better to have a few high-quality testimonials than many low-quality ones.
  2. Be authentic and transparent. Avoid using fake or misleading social proof.
  3. Make it easy for users to find and understand your social proof.
  4. Use social proof consistently across all your marketing channels.

Social tactics used by big companies –



Tactic: Real-time booking notifications
Impact: Creates a sense of urgency and scarcity, prompting visitors to book before it’s too late.
Result: Increased bookings and conversions.


2. Amazon

Tactic: “Frequently bought together” and “Customers who bought this also bought” suggestions
Impact: Leverages the wisdom of the crowds, suggesting relevant products and influencing purchasing decisions.
Result: Increased average order value and cross-sells.


3. Netflix

Tactic: “Trending Now” and “Popular on Netflix” sections
Impact: Sparks curiosity and encourages viewers to explore popular content, leading to increased engagement.
Result: Increased watch time and user satisfaction.


4. Airbnb

Tactic: Prominently displaying reviews and ratings
Impact: Builds trust and confidence in potential guests by showcasing user experiences.
Result: Increased bookings and positive reviews.


5. Buzzsumo

Tactic: Displaying the number of social shares for each article
Impact: Leverages the wisdom of the crowd and encourages visitors to share content.
Result: Increased website traffic and social media engagement.


6. Warby Parker

Tactic: “Virtual Try-On” feature showcasing glasses on users with similar features
Impact: Increases customer confidence in purchasing glasses online
Result: Increased conversion rates and reduced product returns


7. Casper

Tactic: User-generated photos of customers sleeping on their mattresses
Impact: Creates a sense of community and authenticity around the brand
Result: Increased brand awareness and trust


8. Glossier

Tactic: “How To” videos featuring influencers using Glossier products
Impact: Provides valuable educational content while leveraging influencer trust
Result: Increased product sales and brand loyalty


9. Headspace

Tactic: Progress bars and badges showcasing user achievements in the meditation app
Impact: Motivates users to continue practicing and reinforces their progress
Result: Increased user engagement and retention


10. Duolingo

Tactic: Leaderboard showcasing top users and their language learning progress
Impact: Encourages healthy competition and motivates users to learn more
Result: Increased app usage and language learning progress


11. Peloton

Tactic: Live leaderboard during fitness classes
Impact: Creates a sense of community and competition, motivating users to push harder
Result: Increased engagement and workout completion rates


12. GoPro

Tactic: “Hero Awards” recognizing user-generated content captured with GoPro cameras
Impact: Encourages users to share their content and promotes brand awareness
Result: Increased social media engagement and brand loyalty


13. Slack

Tactic: Case studies showcasing how successful companies use Slack for communication and collaboration
Impact: Demonstrates the value proposition of the product and attracts new users
Result: Increased business subscriptions and customer acquisition


14. Mailchimp

Tactic: “Customer Stories” showcasing how businesses use Mailchimp to achieve their marketing goals
Impact: Provides inspiration and demonstrates the effectiveness of the platform
Result: Increased customer retention and upsells


15. Trello

Tactic: “Power-Ups” showcase popular integrations and third-party apps
Impact: Demonstrates the platform’s flexibility and expands its functionality
Result: Increased user engagement and adoption of paid features


16. Grammarly

Tactic: Real-time grammar and spelling corrections
Impact: Provides immediate value to users and builds trust in the platform’s accuracy
Result: Increased user adoption and paid subscriptions


17. Shopify

Tactic: Success stories highlighting online businesses built on Shopify
Impact: Provides aspirational examples and encourages potential users to start their own businesses
Result: Increased platform adoption and revenue


18. Fiverr

Tactic: Seller profiles showcasing client reviews and ratings
Impact: Provides transparency and builds trust in the platform’s freelance talent
Result: Increased buyer confidence and transaction volume


19. Udemy

Tactic: Prominently displaying the number of enrolled students and instructor ratings
Impact: Helps potential students assess the value and popularity of courses
Result: Increased course enrollments and revenue


20. Coursera

Tactic: Partnerships with prestigious universities and companies to offer specialized courses
Impact: Adds credibility and attracts students seeking professional development
Result: Increased course enrollment and brand recognition


21. Zapier

Tactic: “Automations Gallery” showcasing popular workflows users can automate
Impact: Provides inspiration and demonstrates the platform’s potential for productivity gains
Result: Increased user engagement and adoption of paid features

Remember, it’s not just about the quantity of social proof, but the quality and authenticity that matters most. 

By consistently using these strategies across all your marketing channels, you’ll be well on your way to gaining the trust of your audience and achieving your business goals. 

So, go ahead and give these tactics a try, and watch your brand flourish!