Video, Facebook Ads

The Power of Social Proof in Advertising

If you're not using social proof in your ads, chances are that they could be a lot more effective. In this video I talk about what social proof is, and a few examples you can test out.


Something that you can add in your ads to make them a lot more effective is social proof. Social proof is basically proof that someone other than you or your business thinks your business is amazing. So this can come in the form of testimonials, reviews, your rating on Google or TripAdvisor or any other review platform. It can also come in the form of numbers such as the number of people that like your Instagram page or how many people liked your latest post or commented on it or liked your ad.

There's a lot of ways that you can use social proof. And one of the best performing types of content that I use for my clients in any industry is testimonial videos. If you can get your customers to record videos of themselves raving about your product, I highly recommend testing that in ads because it can be extremely effective. If you aren't able to get videos you can also use text testimonials and put that into your ad copy. You can even pull those right from review sites like your Facebook reviews or Google reviews and test them in an ad.

You can also use numbers such as, "Our app has been downloaded over 200,000 times," or, "We've got more than 500 five star reviews on Google." So there's lots of ways that you can add social proof into your advertising, and I highly recommend testing it out.

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About Leah Mazur

Leah has worked in digital marketing for 9 years. She consults for clients on digital advertising and teaches marketing workshops across Canada.
  • Montreal, Canada
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