Social proof: what is it, and why is it important? 

Most tourism and hospitality owners have heard of social proof. Few use it well. Here is what it is, where to find it and how to use it.

What is social proof? 

Social proof is simple: when we are unsure, we copy what other people do. 

Walk past two cafes on a Saturday morning. One has a queue out the door, the other is empty. You join the queue. 

In marketing, social proof refers to consumers looking to others for reviews, recommendations, or other signals that the product or service is worthy before purchasing. A good example of this is a potential customer searching for online reviews before buying a product. 

Why do businesses need social proof? 

Why does it matter? Because people trust people more than they trust ads. 

Nielsen’s 2021 Trust in Advertising study found 88% of people trust recommendations from people they know more than any other channel.

BrightLocal’s 2026 Local Consumer Review Survey found 97% of consumers read reviews for local businesses.

If you need further convincing, the same survey found 85% of consumers say positive reviews make them more likely to use a business.

Social proof is word of mouth at scale. Your guests will always be more convincing than your captions.

Where do I find social proof? 

Here are a few examples of social proof and where to find it. 

Reviews and testimonials

You probably have a pile of five-star reviews sitting on Google, in your inbox and in your comments, doing nothing. Just remember to preserve consumers’ privacy and not share too much personal information about them without their consent. 

Awards and credentials 

Share the news if you’ve been nominated for an award or, better yet, take home a win! It’s also worth sharing certificates and credentials. For example, you may be certified in accessibility, diversity or inclusion. 

User-generated content

If a customer shares a photo of your product or service, you can foster social proof by sharing this content on your social media channels. 

Influencer endorsements 

Like user-generated content, this involves a public figure or influencer sharing your business on their social media channels. For example, you could organise a local food influencer to visit your cafe and share their delicious meal on their Instagram. 

Mentions of your business in the media 

Has a media outlet mentioned your business? Perhaps you’ve landed on a listicle about the best local cafes in your area. Share the good word!

Ready to put your social proof to work? 

Now you know where to find it. The next step is building it into your social media strategy.