7 Social Proof Types to Build Trust and Credibility
There are many different social proof types that copywriters can use to build trust with their target audience. This isn’t just important for brand marketing – it’s essential. When potential customers land on your website, scroll through your social media content, or open your emails, they’re looking for signs that your brand is credible and trustworthy. This is where social proof comes in. It serves as a powerful tool that copywriters can use to transform skeptical visitors into confident customers.
Implementing social proof can significantly impact the conversion rates of your copy. In this blog post, we’ll:
- Define what social proof is
- Explore seven tried-and-true types of social proof
- Explain how social proof can be used to build a deeper connection with your audience
Keep reading to learn how to master the use of social proof in your copy!
What Is Social Proof?
Social proof is a psychological and social phenomenon where people look to the actions and behaviors of others to guide their own decisions. In marketing and copywriting, it’s the principle that potential customers are more likely to make a purchase or take an action when they see others have done the same and had positive experiences.
Think about the last time you chose a restaurant. Did you pick the empty one or the bustling establishment next to it? Most people will be drawn to the more popular option even if they know nothing about the quality and will have to wait for longer.
That instinct to follow the crowd is social proof in action. The same principle applies to copywriting and online marketing. However, in these cases, customers can’t physically see others making purchases; they rely on various indicators of trust and popularity.
To implement social proof effectively in your copy, remember these four key principles:
- Stay authentic: Use testimonials from real people, and genuine facts and figures. Authenticity builds lasting trust.
- Stay current: Make sure any social proof is updated regularly to show the business is actively serving customers.
- Test and measure: Monitor which types of social proof generate the best response from your audience.
- Be aware of context: Place social proof strategically where it can influence purchasing decisions.
7 Types of Social Proof
Different types of social proof can serve different purposes in marketing material. Let’s explore seven powerful forms of social proof and how to implement them effectively.
1. Ratings and Reviews
Ratings and reviews are two of the most common forms of social proof. They serve as quantifiable evidence of a product or service’s value. They’re particularly powerful because they provide both quantitative data (star ratings) and qualitative feedback (written reviews). A lot of consumers check out the rating of a product before making a purchase.
Best practices for displaying ratings include:
- Showing the total number of reviews alongside the average rating
- Highlighting both positive and negative reviews for authenticity
- Responding professionally to all feedback, especially criticism
- Regularly updating your review section with fresh content
On its homepage, Hootsuite combines five-star customer ratings with a short review snippet and a link to the full review:
2. Customer Testimonials
Customer testimonials are perhaps the most versatile and powerful form of social proof. They provide authentic, relatable stories that potential customers can connect with.
The most effective testimonials are specific and detailed. Just like the detailed reviews above, try to include the customer’s full name, photo, and relevant details about their experience.
Zendesk’s customer stories page uses a visually engaging, card-based layout with clickable testimonials that link to detailed stories that can be filtered by, for example, region, industry, and product feature:
3. Influencer Endorsements
Influencer endorsements leverage the trust and authority that social media personalities have built with their followers. The key is using influencers whose audience aligns with you or your client’s target market.
Effective influencer partnerships should:
- Feel authentic and natural
- Provide value for the audience
- Maintain transparency about the partnership
In 2020, Burger King partnered with popular TikTok creators to promote its signature burger. By using the hashtag #WhopperDance and uploading a dance video, participants were given a discount code for a Whopper Burger:
4. User Count or Statistics
Numbers tell a powerful story. Whether it’s the number of customers served, products sold, or downloads completed, statistical social proof can quickly communicate a brand’s scale and success. However, it’s crucial to keep these numbers updated and specific.
Sticking with the food theme, Mindful Chef – who sells subscription recipe boxes – uses lots of impressive numbers on its home page. Here are some examples:
- “94% of customers say Mindful Chef has made healthy eating easier.”
- “That’s why 66% of our customers have switched from another recipe box company.”
- “Over 30 million meals delivered to more than 400,000 happy customers.”
5. Case Studies and Success Stories
Case studies are the deep-dive version of social proof. They provide detailed accounts of how a product or service solved specific problems for real customers, including measurable results and implementation details.
Key elements of an effective case study include:
- A clear problem statement
- A detailed solution implementation
- Specific, measurable results
- A quote from the client
- Visual data or graphics showing improvement
Xero offers industry-specific case studies that often include a video to demonstrate how their software has met various business needs:
6. Awards and Recognition
Winning awards or achieving any other kind of public recognition shows a business’s customers – and the world – that the brand is credible, trustworthy, and has a valuable product or service. They demonstrate that independent organizations have evaluated the company and found it worthy of distinction. This type of social proof is particularly effective for service-based businesses and B2B companies.
Award badges should be displayed prominently on a homepage, or a dedicated page for awards and evidence of recognition can be created. Significant awards can also be mentioned in various marketing materials and can be shared on social media.
On the Body Shop’s website, the company proudly highlights its certification from The Vegan Society:
7. Trust Badges
Another great way to show that a business is reliable is with trust badges and security seals. These serve as visual symbols that instantly communicate security and authenticity and can include security certificates, payment processor logos, industry association memberships, and professional accreditations. Any mention of recognizable companies will strengthen a brand’s credibility.
Here are some of the most effective types of trust badges:
- SSL security certificates
- Payment security badges (e.g., Norton, McAfee)
- Professional association memberships (e.g., PEN International, Outdoor Industry Association)
- Payment method logos (e.g., Visa, PayPal)
- Any well-known brand names that are existing clients or customers
The key is strategically placing trust badges throughout the website and ensuring they are relevant to the audience’s concerns. For example, an ecommerce site should prioritize payment security badges, while a B2B service provider might focus on industry certifications.
Wise’s business webpage lists just a few of the companies they have helped with international money transfers:
Becoming A Copywriter
The goal isn’t just to include social proof in marketing material – it’s to know how to use it effectively to improve the power of your copy and drive people to action. If you’d like to learn all of this and more, enroll in our Becoming A Copywriter course.
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