I'll trust it if you trust it.
Part 2 in a series on brand metrics, emotion, and how perception drives $$.
Today we’ll answer: what is Cialdini's Social Proof Theory and how to use it without faking it. Class is in session.
We like to believe we’re independent thinkers.
Smart. Skeptical. Immune to hype. But then we scroll the reviews before booking a hotel. We choose the crowded restaurant over the empty one, or buy a book because we saw a few people talk about it on IG.
Whether we admit it or not, we look for cues from others when we’re uncertain — and that’s exactly what social proof is.
It’s called “social proof”
Coined by psychologist and persuasion expert Robert Cialdini, social proof refers to our tendency to assume, without much thought, that the actions of others reflect the correct behavior for a given situation.
If everyone else thinks it’s good, we’re more likely to believe it’s good too.
And online? Social proof shows up everywhere:
Follower counts
Star ratings and reviews
“As seen in” press logos
Testimonial quotes
Share counts
“People also bought…” carousels
None of these tell the full story. But they do give our brains just enough to feel safer making a decision.
We can’t help it, we’re wired this way
Cialdini’s theory is built on a basic truth of human psychology: we’re pack animals.
When we’re unsure, we look to the crowd for guidance. It’s a survival mechanism and it applies just as much to picking software as it does to crossing the street. (Remember the trend where people were screaming in fear to see if their partner would match their energy.. and they DID?)
Especially in situations where:
We’re unfamiliar with the brand or product
The stakes feel high (money, reputation, time)
We want to minimize risk
That’s when social proof becomes the emotional reassurance we need to act.
Vanity metrics = social proof
Let’s connect this back to last week.
Vanity metrics (likes, shares, followers, views) are forms of social proof. They may not show buying intent, but they do show social validation.
10K people liked this post? Must be worth reading.
500 people signed up for the waitlist? Must be a product to watch.
This brand has a testimonial from someone I admire? Adds trust.
It’s not always logical. But it feels credible. And when perception = trust, trust often leads to action.
How to ethically manufacture social proof
Here are ways to build real, trust-earning signals:
1. Show faces instead of logos
Testimonials hit harder when they feature a real person’s name, face, title, and story. It humanizes the brand. Bonus points if the person represents your ideal customer.
2. Feature press selectively
“As seen in Forbes” only works if it feels real. Aim for relevant coverage or insightful quotes instead of logo stacking.
3. Highlight engagement more than reach
Instead of bragging about 100,000 followers, pull out one powerful DM or comment. “This post helped me finally understand XYZ” builds more trust than follower counts ever will.
4. Use your audience to amplify you
Encourage your actual community to share their unfiltered experiences. Screenshots of genuine praise often outperform case studies bc they are more raw and real.
5. Start small, build loud
If you’re early-stage, lean into micro-proof. “50 founders joined our pilot in 2 weeks.” It just feels more credible and realistic instead of inflating numbers for hype. Be the anti-startup-bro.
Real world examples
Ali Abdaal’s book launch
Ali’s book Feel-Good Productivity hit bestseller lists fast, not just from ads or PR, but because he:
Pulled in testimonials from fans pre-launch
Shared screenshots of DMs and early reader feedback
Encouraged user-generated photos of the book in real life
Everlane’s transparent pricing
Everlane gained traction early not just from design but from strategic social proof:
Clean, visual reviews
Email campaigns featuring real customer photos
Waitlists and restock notices
-sponsored ad-
Brand trust you can track
If you’re still trying to connect brand metrics to ROI to prove value, you need a better measuring tool. My friends at Tracksuit wrote this article to help you make the case to preserve your brand budget (since so many leaders still find it frivolous despite their blanket desire to be like Steve Jobs 🫠).
I love Tracksuit for:
Comparing brands to competitors over time
Spotting shifts in perception before performance dips
Justifying brand spend with real data that CFOs actually respect
(Did you know that the global economy has experienced 14 global recessions since 1870…almost one a decade on average? Don’t look at your IRA for awhile.)
🎉 Need help? I am giving away a free 60 minute workshop with me & a strategist from Tracksuit to go through your brand goals and measurement model to help you get unstuck. No sales pitch or follow up, just a free strategy session I charge $2,500+ for with clients.
To enter: DM me "Brand Health" in The Brand Insiders Club (reply to this email for a free monthly pass if you're not already a member). Winner will be chosen in a randomizer on May 29 and I’ll DM you directly to coordinate your custom session!
Coming up next…
Next Saturday: Neurobranding & Dopamine
Why our brains get addicted to feedback, and how brands can create dopamine loops without being skeevy.
What's new in The Brand Insiders Club
ALL my courses and playbooks are being moved from Gumroad into The Brand Insiders Club in June for members to take lessons directly in app and connect with other students.
May 29: Watercooler Networking event (FREE, click Join on top right if you’re not a member)
June 2: Effective Delegation with Sarah Still, founder at Vivid Impact Partners (premium members only)
June 10: The Story Moat - How to Build a Brand Nobody Can Take Away with Milly Tamati, founder of Generalist World. (premium members only)
Finding Shared Enemies: do you know what enemy you share with your customers? Learn to find yours and build community against it.
Not a member and want to try it out? Reply to this email for a trial pass or sign up here.
What to know this week
WTF is going on with Duolingo? First they killed the owl, then they announced they are firing workers to be AI-first, the internet lost its mind, now they’ve scraped their socials and are posting ransom videos?
Propaganda I’m not falling for trend is my favorite at the moment.
Publicis expanded its capability in influencer marketing with its acquisition of Captiv8.
Google’s back on the glasses and launched Smart Glasses and. Wow.
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