According to Wikipedia the term “social proof” was coined in 1984 by a man named Robert Cialdini and is therein defined as “a psychological and social phenomenon wherein people copy the actions of others in an attempt to undertake behavior in a given situation.”

So what is Social Proof really?

Social Proof is anything someone says about a brand – other than the brand saying it.

Testimonials and reviews are the first two that come to mind for online marketing. They are the digital equivalent of a friend telling you about some great experience they just had at a shop or restaurant for example.

Besides general testimonials and reviews (a face with a quote, start ratings) they may also take the form of social network posts and shares, videos, quotes in articles or reviews.

Further reading :

Social Proof: What It Is, Why It Works and How to Use It

The Psychology of Marketing: 18 Ways to Use Social Proof to Boost Your Results