When was the last time you saw a new product and immediately bought it without checking the reviews, or at least, the average star-rating? It was likely long ago, because social proof has never been easier to collect, display, and use as a tool to build trust with online buyers. Here’s what we know about today’s consumer and social proof, plus how testimonials drive their trust.

What Those 5-Star Reviews Do For You

Social proof is sometimes the cherry-on-top needed to secure a purchase or investment from a new customer. It can take the decision from maybe to I have to have this! But, how?

Human nature is to look at the actions and behaviors of others when in uncertain situations. We naturally want to go with the flow of the majority when making a decision, so, in order to feel more comfortable when we don’t know the answer, we conform. 

Conforming helps create a sense of belonging and acceptance, and we’re more inclined to make a purchase if others are doing the same (even if we’re still unsure that we personally need or want it). Some common examples we see of conformity in the world around us:

• Laughing at a bad joke because everyone else is
• Following norms in public to maintain harmony and order
• Lining up in an orderly manner in public spaces, such as supermarkets

How This Works for Your Customers

Launching a new brand or product in today’s saturated market is no small feat, and gaining the trust of potential customers who’ve never heard of you can be particularly challenging. Here’s where social proof eliminates the skepticism and replaces it with trust.

When people see others endorsing a brand through reviews, testimonials, or social media mentions, it eases their apprehensions. Featuring genuine customer testimonials prominently on your website can provide that validation new customers need. Think of these testimonials as friendly nudges of, “This really works,” reassuring new faces that your brand is worth their time and money. The more 5-star ratings, the more purchases there will be.

Expert endorsements can also give you a significant credibility boost. Partner with industry influencers or community partners whose opinions are valued by your target audience. You can borrow and play off of their authority to enhance your own, and vice-versa. That’s a win-win. 

User-generated content (UGC) is another potent form of social proof. Encouraging your initial customers to share their experiences on social media not only creates authentic content but also fosters a sense of community around your brand. This organic buzz can snowball, drawing more attention and trust to your fledgling or full-on business. This is exactly what Coca-Cola did with their Share-a-Coke campaign.

After Establishing Your Customer Base

While social proof is a winning ticket for new brands, its importance doesn’t diminish once you’ve established a customer base. In fact, it becomes a way of reinforcing that trust and keeping loyal customers engaged.

Regularly updating your reviews and testimonials will keep your current narrative fresh and credible. It’s like adding updated chapters to a beloved book as the character evolves, keeping readers (in this case, customers) hooked. Continuous positive feedback validates their choice to stick with you and reinforces their decision to remain loyal.

But It’s More Than Just 5-Stars

Sharing customer stories or highlighting big milestones in your company can deepen emotional connections. You can even send a check in with your valued customers. 

For example, after your customer’s first purchase, send them a sample with a note when it’s about time to buy a new product, like, “We’re thrilled to celebrate your one-year anniversary with us! Enjoy this complimentary product, and we’d love to feature your story on our Instagram to share this journey with our community.”

This simple act not only makes the customer feel valued but also showcases their real-life success stories to your broader audience.

Encourage New Customers with Social Proof

Encouraging satisfied customers to leave reviews or share their experiences can turn them into advocates. Offering small incentives—like discount codes for future purchases—can motivate them even further to spread the word about your brand. These organic endorsements hold immense value, and as we know, we’re going to go with that 5-star product backed by real results.

Check out these testimonials straight from our customers, and fill out the form below if you’re ready to start collecting your own.