Social Proof: Definition, Types, Examples & How To Work With It

Ever think you’d pay a stranger to stay in their home when they’re not there? Airbnb realized that convincing people of this would be challenging when they first started out.
As a relatively unknown platform, it needed to gain the trust of users who were skeptical about staying in strangers’ homes. To overcome this, Airbnb emphasized user reviews and host ratings. As the reviews grew, so did the platform’s popularity, ultimately transforming it into a global giant.
This is social proof in action.
At its core, social proof is the psychological phenomenon where people look to the actions and opinions of others to guide their own behavior, especially when unsure about a choice. It‘s a powerful tool for anyone looking to influence decisions, build trust, and grow their brand or business.