Glossary/Strategy & Frameworks/Social Proof
Strategy & Frameworks
Social Proof
The tendency to follow what others do when uncertain, named by Robert Cialdini in 'Influence' (1984) and used via reviews, ratings and testimonials.
By Brandon Mina·CEO, BrandPilot AI·Updated November 2026
Short answer
Social proof is the tendency for people to follow what others do when they are uncertain. Robert Cialdini named it in his 1984 book Influence. Marketers use it through reviews, ratings, testimonials, customer counts and user-generated content, which reassure prospects that others have chosen and approved of a product.