Social Proof

With endless options and constant information at our fingertips, it’s hard not to feel overwhelmed when making decisions. Whether buying a product, choosing a service, or picking a place to go, we tend to look to others for guidance. 

Social proof gives consumers the reassurance and validation they need before making a commitment, influencing their purchasing decisions. By understanding and using social proof, businesses can gain trust with potential customers. 

Reddit, with its diverse communities and discussions, serves as a prime example of how social proof influences decision-making. Reddit is the #1 platform for making purchase decisions because people want answers they can trust, from real humans.

Redditors turn to subreddits like r/BuyItForLife for product recommendations, service reviews, and travel advice, relying on the collective wisdom and experiences of fellow Redditors to inform their choices. It’s like getting a second opinion from a close friend. 

What is social proof?

Social proof taps into a psychological phenomenon in which people naturally look to others' actions or opinions to guide their own decisions. 

For example, when you see a long line outside a restaurant, you might think, "It must be good if so many people are willing to wait."

Social proof makes consumers more confident when others agree with them. 

Businesses can use social proof marketing to build trust and credibility with their audience, ultimately influencing consumer behavior in their favor. 

Types of social proof

Businesses can use different types of social proof to influence consumer decision-making: 

  • Customer reviews or testimonials: Feedback and comments from satisfied customers about their experience with a product or service.
  • User-generated content (UGC): Content created by users, such as photos, videos, or posts, that showcase their interactions with a brand or product.
  • Social media engagement: Likes, shares, comments, and followers on social media platforms that indicate popularity and credibility.
  • Influencer endorsements: Recommendations or endorsements from influential individuals or celebrities who endorse a product or service to their followers.
  • Customer success stories: Stories or case studies that highlight successful outcomes achieved by customers using a product or service (like these Reddit Ads success stories). 
  • Customer usage statistics: Data or metrics demonstrating the popularity, usage, or satisfaction levels of a product or service among customers.
  • Trust badges and certifications: Logos, symbols, or certifications displayed on a website to indicate credibility, security, or compliance with industry standards or regulations.

Benefits of using social proof

The benefits of using social proof marketing include: 

Boosts brand awareness and recognition

Positive customer feedback and engagement on social media platforms can increase visibility and exposure for your brand, reaching a wider audience and enhancing brand recognition. 

Tap into Reddit's vast network of over 100,000 communities, each representing unique interests and demographics.

With over 16 billion posts and comments, Reddit stands as the World's “largest interests platform.” Advertising on Reddit provides and opportunity to engage with diverse audiences, and for your brand to be in the consideration set for important purchase decisions.

Builds trust and credibility

Social proof provides validation and reassurance to potential customers. It demonstrates that others have had positive experiences with your brand, which builds trust and credibility.

With built-in incentives for users to prioritize honesty, Reddit fosters an environment where authenticity thrives, ultimately contributing to a higher level of trust among its community. As a result, 93% of individuals express increased confidence in their purchasing decisions after researching products on Reddit.

Increases conversions and sales

When consumers see that others love your products or services, they're more likely to make a purchase themselves, leading to increased conversions and sales. With users seeking a recommendation on Reddit every second and receiving an average of 14 responses per inquiry, Reddit fosters a community environment driven by social proof.

Furthermore, people are 27% more likely to purchase products advertised on Reddit compared to other platforms. Reddit is where opinions are formed, and final purchase decisions are made.

Improves customer retention

Through tailored and authentic interactions within Reddit's community-driven platform, your brand can foster genuine connections with your customers for improved loyalty and sustained engagement over time.

Differentiates your brand from competitors

Highlighting social proof sets your brand apart from competitors, by showcasing unique selling points and demonstrating the value and benefits of your products or services over others in the market.

Reddit boasts a unique user base that often can’t be found on other social platforms. When you advertise on Reddit, you are reaching out to a diverse, highly engaged audience, that is often not found on other social platforms. With over 500 million monthly visitors, connecting with your target community is easy.

Social proof best practices

When leveraging social proof, certain best practices can amplify its effectiveness. 

Here's how to make the most of it:

Authenticity is key

Ensure your social proof is genuine and reflects real customer experiences and opinions to build trust with your audience.

Respond to feedback

Engage with customer feedback, whether positive or negative, to show that you value their opinions and are committed to addressing their concerns. 

Responsiveness enhances trust and demonstrates your dedication to customer satisfaction.

A/B test social proof elements

Experiment with different types of social proof, such as testimonials, reviews, or user-generated content, to identify which works best. A/B testing allows you to optimize your social proof strategy for maximum impact.

Update regularly 

Keep your social proof content fresh and relevant by regularly adding new testimonials, reviews, or user-generated content. Updated social proof demonstrates ongoing customer satisfaction and reinforces trust in your brand.

Leverage social proof to build trust and drive conversions

Social proof is a powerful tool. It can give your target audience the confidence to click that link, fill in that form, or make that purchase.

Use social proof in your Reddit Ads campaigns to effectively showcase your credibility and popularity to a broader audience. With strategic placement and messaging, your ads can capture the trust of potential customers. 2022; TalkShoppe, Find Your People US, n=2000, 13-54 year old, social media users, February 2022