Ad glossary
Social proof
Evidence that other people use, trust or recommend a product, such as reviews, ratings, testimonials and customer content.
Social proof is the tendency for people to look at what others are doing when deciding what to do themselves. In marketing, it refers to any evidence that real customers buy, use and value a product. When someone is unsure about a brand they have never heard of, signs that others have taken the leap can reduce perceived risk.
Common forms
- Star ratings and written reviews
- Testimonials, in text or video
- UGC showing customers using the product
- Customer counts or order milestones, where they are accurate
- Press mentions and awards
- Endorsements from relevant experts or creators
- Comments and engagement on the ad itself
Where to use it
- In ads: a review quote in the first line, a customer video as the main creative, or a rating shown on a static image.
- On the product detail page: reviews near the price and the add-to-cart button, plus photos from customers.
- At checkout: short reassurance close to the payment step.
Why it matters
Social proof addresses one of the biggest barriers with cold traffic: trust. It can support conversion rate on the page and help ads stand out in the feed.
Keep it genuine
Only use real reviews and testimonials, and do not edit them in a way that changes their meaning. Fake or selectively misleading reviews can breach consumer protection rules in the EU and UK and damage trust when discovered. If a reviewer or creator was paid or given free products, disclose it as required.
Last reviewed Oct 27, 2026