Social proof is a concept that defines the use of testimonials, reviews and other forms of user-generated content or trust seals with the purpose of convincing customers to do a certain action in a given situation. It is based on the idea that people are easier to convince if they find out that everybody else is doing the same thing, or buying the same products.

In marketing, social proof or informational social influence is used for increasing credibility, building trust and driving more conversions, but also for generating brand awareness. More than a marketing strategy, it’s a psychological phenomenon where customers assume that the actions of their friends, relatives, acquaintances or other customers reflect the correct behavior in that given situation.