What is Social Proof?

Marketers love to throw fancy terms around. But let’s strip this one down. Social proof is really just other people saying, “Yep, this company is the real deal.” That’s it. It’s the reviews, the testimonials, the five-star ratings, the stories customers tell when you’re not in the room.

Here’s why it matters: 92% of people trust recommendations from others—even strangers—over what a brand says about itself. That stat alone should make you sit up a little straighter. Because it means your best sales pitch might not come from you at all.

Social Proof Types and Their Effectiveness

Think of social proof like a ladder. On the bottom rung you’ve got something simple, like a star rating. Helpful, but kind of surface level.

Climb up a bit and you’ve got written reviews—short blurbs where customers explain their experience. A step higher, you reach testimonials featured on your website. That carries more weight because it feels more personal.

Then comes video testimonials. Now we’re talking! When someone’s face, tone, and body language all scream this was amazing, people believe it. At the very top of the ladder are case studies: detailed stories of a project from start to finish. These aren’t just proof—they’re authority builders.

Why Social Proof Works

Let me tell you a quick story. A few months back, I wrapped a big video project for a client. They were thrilled with the end product, but here’s the interesting part: when we launched their recruitment video, it wasn’t my fancy camera gear or editing that did the heavy lifting. It was the chief of police sitting in front of the camera saying, “This video worked. It helped us recruit.”

That single testimonial did more for my credibility than me rattling off years of experience or showing a portfolio. Why? Because prospects expect me to say I’m good. But when someone else says it—someone without any reason to sugarcoat—it lands differently. It’s believable.

Social Proof Tools and How to Use Them

Here’s where most people get it wrong. They collect testimonials or reviews and then let them rot in some forgotten email thread. Social proof isn’t meant to sit in a drawer. It’s meant to work.

Here are a few ways you can put it to use:

• On your website. Add testimonials to your homepage or landing pages. They keep visitors from bouncing.

• In your emails. I’ve sent simple outreach emails that included a quick testimonial, and suddenly the response rate doubled. People clicked because they trusted the words from someone like them.

• On social media. A short testimonial clip makes for authentic, engaging content in a feed full of polished ads.

  More on how to use social media for business.
  
  

• In print. If you’re old-school and still handing out brochures, why not stick a client quote in there? It’ll make that piece of paper ten times more persuasive.

• As video. Host long video testimonials on YouTube, then cut them into bite-size clips for Instagram or LinkedIn.

  Check out our post on how to us video testimonial.

Don’t Overdo It

Here’s my little warning: don’t just post review after review and call it a day. Balance is important. Social proof is powerful, but if it’s all you ever share, your brand loses its own voice. Mix in behind-the-scenes content, thought leadership, or stories from your team.

Examples of Social Proof

Social proof is simple at its core. It’s not your words—it’s someone else confirming your words. When used right, it’s the trust-builder that can turn “I’m interested” into “Where do I sign?”

Here's a few social proof examples from our own portfolio:

• Video Testimonial: Aspen Fuels
• Video Testimonial: Hawkeye Fiber Optics

So next time a client sings your praises, don’t just smile and move on. Write it down. Film it. Share it. That’s the stuff that builds credibility faster than any sales pitch you’ll ever give.

Let us help you with your social proof by producing an awesome video testimonial!