In the easiest terms, there are typically 6 categories that social proof can fall into. They are Expert, Celebrity, Certification, User, Wisdom of the Many and Wisdom of the Few. Learn what each of these means below. See what businesses are using these different types of social proof. Also, check out this blog post to learn how to leverage social proof on your own site & download!

  • Expert
Expert social proof is using an expert in your field/industry that can recommend your product or services or is associated with your brand.
Examples: an AMA (ask me anything) thread on Reddit, Twitter shoutout by an expert, having experts take over your Twitter/Snapchat/Instagram/Facebook for the day to chat with followers

Bill Gates and Reddit mascot in AMA promo image 

  • Celebrity

Celebrity social proof is when you use a celebrity (influencer, actor/actress, model) to either model, use or endorse your products. Oftentimes companies will use influencers (people with large social media followings) to either post about their products or say that they use them.

Examples: Kim Kardashian & Fit Tea on Instagram, Kendall Jenner in the Pepsi commercial, Brooklyn Beckham for Burberry,  or Steph Curry for Vivo

Kyle Jenner Fit Tea promo image Kendall Jenner Pepsi Commercial image Steph Curry for Vivo image


  • Certification

This social proof is achieved by being given a verification or “stamp of approval” by an authority figure. This can also be achieved through having an expert approve/recommend/certify your product.

Examples: Blue verification checkmark on Twitter or Facebook, “4 out of 5 dentists recommend Trident/Colgate/Crest”

Twitter Logo icon image       Trident Gum recommended by dentists image


  • User

User social proof is leveraging those people who already love your brand and/or your products/services. You can use these loyal followers or buyers to recommend your products or services to new potential customers based on their own experiences with your brand.

Examples: Positive ratings on review sites like Google Maps & Facebook, reviews from happy customers or shared photos/messages of love and support

5 stars image        Emoji expressions image


  • Wisdom of the Many

This type of social proof is great for bigger businesses. This type attracts new customers as they see a large group of people promoting and endorsing your brand. This works because you’re more likely to do something when you see lots of others doing it. Consequently, this can also be called social validation.

Examples: High social media followings on different platforms

Hands reaching into social media cloud image


  • Wisdom of the Few (Friends)

This type of social proof is when people see their friends approve your product. Similar to the wisdom of the many, you’re more likely to try/buy something if you’ve either seen someone you know using it, or they’ve recommended it to you directly. This is especially relevant with social media being on the rise!

Examples: Seeing friends use a product or service, recommended to you by a friend, they follow you on social media

Social Media Icons image


In addition you can check out our other blog post and see how to use social proof on your own e-commerce store! You can finally get the same IRL magic, but online!

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