Our behaviors are constantly influenced by the behavior of others. When we are in a new environment or faced with a new decision, we look around toward other people for a clue as to what the “right” behavior or decision is. In marketing, this is known as Social Proof.
Social proof comes in many forms, but the most popular and well-known form is the testimonial. Whether written or in a multimedia format, a testimonial shows prospects that your product or service is not risky. The more testimonials you have, the more persuasive your argument is.
There are many other forms of social proof beyond the testimonial. Any situation in which a large group of people is featuring an endorsement of a particular product, service, movement, or brand, social proof is at work.