Social proof describes our human need to fit in with others - this is especially true when they’re taking a risk or uncertain about a decision. According to Nielson research, 83% of consumers in 60 countries say they trust social proof over any other form of advertising.
Social Proof in the Real World
Consider the case of “canned laughter” - recorded tracks of crowds laughing used in sitcoms. Everyone hates the sound of canned laughter - so why is it so popular? Because experiments have found that the use of canned laughter causes audiences to laugh longer and more often when jokes are delivered. Audiences are feeding off the social proof that what they're watching is funny, so they're more likely to laugh.
