Definition
Social proof
Social proof is evidence that other people like you got value from the product (reviews, testimonials, numbers, recognisable logos, results).
What it means
Social proof reduces perceived risk. In ads, it can be direct (testimonial) or indirect ("10,000+ customers"). The strongest social proof is specific and believable: who it helped, what changed, and what the process looked like.
Why it matters
- Social proof increases trust, which usually improves CVR.
- It helps cold audiences believe the claim faster.
How to improve it
- Use real customer language (from reviews) as script material.
- Include specifics: timeline, situation, constraints, and outcome.
- Show proof visually when possible (screens, demos, receipts).
Common mistakes
- Generic testimonials ("Amazing!") that don’t reduce skepticism.
- Overclaiming results without believable context.
Related terms
Apply this with free tools
Use August Ads tools to generate better hooks and scripts, then test variants: