Social Proof in Paid Media: Leveraging Testimonials and Reviews

What is social proof and why does it work?

Social proof is all about tapping into our herd mentality. As humans, we’re naturally inclined to follow the actions of others, especially when we’re unsure about our decisions. When you see hundreds of glowing reviews for a restaurant, you’re more likely to book a table. In paid media, social proof builds trust, reduces hesitation, and nudges users towards making a decision. Whether it’s a testimonial from a happy customer, a shoutout from an influencer, or user-generated content, social proof makes your ads feel authentic and credible.

How to use social proof in your paid media campaigns

Using visual cues to build trust 

We all know the saying an image speaks 1000 words so let’s make the most of that. Incorporate star reviews, verified buyer badges, or images of customers alongside testimonials. These small design elements act as behavioural nudges, increasing the perceived authenticity of your reviews. 

Highlight personalisation and relevancy 

Not all testimonials are created equal. Pick ones that directly align with your audience’s pain points or goals. This taps into the Barnum Effect, making your audience think, “This is perfect for me.”

Emphasis the present moment

People love instant gratification. Use testimonials that highlight quick wins or immediate benefits. For example: “I saw a 10% increase in conversions within a week of using their service!”

The role of behavioural nudges in social proof

To make your testimonials and reviews pack a punch, you need to layer in behavioural insights. Here’s how you can do it: 

Putting social proof into practice

Let’s have a look at a few examples of brands who are already using social proofing in their paid media ads. 

Bloom & Wild ads include their google reviews building the trust that they are a go to, this clearly stands out within the ad. They continue their social proofing with links to their trust pilot scores. This strategy works because it taps into consumers' natural tendency to trust peer reviews and verified feedback. By showcasing positive customer experiences, Bloom & Wild not only boosts trust but also drives higher conversions. 

Fussy do not shy away from using their five star reviews within their paid social ads. Similar to Bloom & Wild they continue using reviews as a key statement on their landing page too. By showcasing these reviews, Fussy immediately reassures potential customers of their product’s quality. This consistency across ads and landing pages strengthens their message.

 Key Takeaways

• Incorporate visuals - Use star ratings, badges, and images to reinforce trust.
• Be relevant - Choose testimonials that align with your audience’s needs.
• Create urgency - Combine positive reviews with time-sensitive offers.
• Simplify choices - Avoid overwhelming users by focusing on a handful of standout reviews.
• Experiment with behavioural nudges - Tap into authority bias, scarcity effect, anchoring, and more to amplify your impact.

Social proof isn’t just about showing off good reviews, it’s about creating connections and building trust. By layering in behavioural insights, you can make your paid media campaigns more engaging, effective, and human. If you would like to speak to one of our team further about this, contact us now!