Social Proof
Definition:
Social proof is our tendency to be influenced by what others do, how they think and behave. Especially when we are uncertain what to do.
Impact:
Motivation
Achieved by showing that others are doing the same.
Ability
Reduces mental cycles and improves ability.
Prompt
Seeing other people doing something.
Description:
Imagine you just landed in a new city and need to find a place to eat? You spot two restaurants: one's packed, the other's empty.
Chances are, you'll pick the busy one, or maybe quickly check Google reviews for some extra assurance - that's social proof in action! Social proof helps with decision making, especially in situation when we are not sure what to do.
Principles
- Social Proof needs to be implicit - if it is too straightforward or not authentic, it won't work
- It helps users make safe decisions, especially in uncertain moments
- It works well when communicating that the majority of people or people like you did something
- It can be an element of design and a basis of the whole mechanics
How to apply?
- Shows what majority of people does
- Use reviews
- Use implicit testimonials
- Use expert social proof
- Certifications and “featured in” badges
- Use as close reference group as its possible
- Use implicit social proof
- Shows that something is worth of interest
- Use authorities
- Organize referrals program.
Examples:
Application:
Followers count and verified accounts on Instagram
Impact:
Impact: On Instagram, an account's high follower count combined with its verified status (indicated by a blue tick) serves as an influential form of social proof, signaling credibility, popularity, and authenticity to users.
Amazon
Application:
Customer reviews
Impact:
Amazon uses social proof by displaying customer reviews and ratings for products. Shoppers often rely on these reviews before making purchase decisions.
X (Twitter)
Application:
X shows number of all interactions
Impact:
X (former Twitter) shows the number of retweets, likes, and followers for tweets and profiles, which can influence users to follow or engage with others.
Booking
Application:
Opinion and demand information on Booking
Impact:
Why Booking shows demand? Social proof works particularly well in situations of uncertainty. It’s a huge help for your undecided customers as it clearly signals what the preferred option is. It helps to build trust.
Application:
Followers count and verified accounts on Instagram
Impact:
Impact: On Instagram, an account's high follower count combined with its verified status (indicated by a blue tick) serves as an influential form of social proof, signaling credibility, popularity, and authenticity to users.
Amazon
Application:
Customer reviews
Impact:
Amazon uses social proof by displaying customer reviews and ratings for products. Shoppers often rely on these reviews before making purchase decisions.
X (Twitter)
Application:
X shows number of all interactions
Impact:
X (former Twitter) shows the number of retweets, likes, and followers for tweets and profiles, which can influence users to follow or engage with others.
Booking
Application:
Opinion and demand information on Booking
Impact:
Why Booking shows demand? Social proof works particularly well in situations of uncertainty. It’s a huge help for your undecided customers as it clearly signals what the preferred option is. It helps to build trust.
Application:
LinkedIn places connections in the center
Impact:
LinkedIn shows the number of connections and endorsements on user profiles, which can influence professional networking decisions.
Application:
Number and variety of interactions
Impact:
Facebook displays the number of likes, comments, and shares on posts and pages. This encourages users to engage with content that others have found interesting.
TikTok
Application:
Information on how many users like the comment
Impact:
People are more likely to engage with the 'like' button when a post already has some reactions. TikTok took it to the next level and also highlights the number of likes each comment receives, emphasizing positive interactions. Interestingly, it hides negative reactions, subtly steering users' attention away from them.
Youtube
Application:
Number of views shows interest
Impact:
YouTube displays the number of views, likes, and comments on videos, guiding users to watch content that's trending or has received positive feedback.
Airbnb
Application:
Reviews of hosts and guests
Impact:
Airbnb features user reviews and ratings for both hosts and guests, helping travelers make informed choices about where to stay.
Netflix
Application:
Top 10 watched
Impact:
Netflix suggests TV shows and movies based on user viewing history and the popularity of content among other viewers.
Google Maps
Application:
Google Maps shows users statistics
Impact:
Google Maps displays crowd-sourced data, such as the busy times for businesses and places, based on user visits and reviews.
AI GPT Prompt
About
Experiment with this prompt to get ideas on how to use Social Proof for engagement and retention in your product.
Technique
Chain-Of-Thought
AI Type
LLM
Prompt
Given a [specify product niche], what are innovative ways to implement social proof within this niche to drive engagement and retention? Provide a Chain-Of-Thought for how these methods fit to the niche's unique audience and how they can be measured for effectiveness.