Social proof is defined as “a psychological phenomenon where people assume the actions of others in an attempt to reflect correct behavior for a given situation.” (Wikipedia) In other words, we look to others to help make and validate decisions.

Social proof shows what forms of advertising you should use

We use social proof to make all types of decisions: Where to eat, what to wear, what to buy. In fact, over 70% of consumers consult consumer reviews before making a purchase.

Here are three tactics to use social proof to build trust for you brand.

  1. Find Your Brand Advocates: People trust people. We trust other consumers more than we trust brands, so leveraging user generated content from social media and reviews is more believable than what a brand says about itself.
  2. Use Pictures: Adding a face to the digital world makes the commentary seem more real and more believable. In addition, a picture is very believable. Find pictures of your customers using your product or service and use them in email, on a social wall in social posting.
  3. Better Yet, Use Video. A video capturing a customer or expert review is as close to actual word of mouth as you’ll get in the digital world.

What are your secrets to building trust with social proof?