RMI Contributor: David Secrest
Can you relate to sitting at your desk on a Monday morning when you get an email from your boss that shows up in your inbox? It simply says, “Hey, take a look at this.” You click on the link, and it’s another LinkedIn article from an influencer making loud, unrealistic claims.
When you check their profile, you notice they have 20,000 followers. Their post has been shared a dozen times, with 500 likes and 100 comments. You know their claims are dubious, but here’s the thing, your boss doesn’t. To them, that person is a trusted, credible source for getting that specific thing done (e.g., they are an influencer). Why? Because social proof tells them so. And that’s why this principle is so important.
That said, social proof is not merely influence; it’s about compelling people to take action. Whether on LinkedIn, Instagram, TikTok, or a local forum, social proof reduces risk. It reassures individuals, provides them with validation, and ultimately drives purchasing behavior, whether that’s buying something, reserving a service, or providing their contact details for a white paper.
Today, we’re dissecting the strategic function of social proof in three important areas:
1. Social Proof in B2B
Using social proof helps key employees establish themselves as thought leaders in a specific subject. This isn’t just your CEO or key executives, your subject matter specialists also help your brand establish credibility by posting LinkedIn updates, interviews, and speaking opportunities. When your team shares their knowledge, engages in industry discussions, and demonstrates expertise, they develop both their own personal brand and your company’s reputation.
This strategy works because:
- Individuals trust other individuals more than they trust companies.
- Authenticity always wins. An individual’s well written LinkedIn post feels more personal than a company blog.
- It differentiates your brand in a competitive marketplace.
Companies that excel at this actively support employee engagement in industry conversations. That means interacting with other leaders, commenting on posts, and sharing their own thoughts. When creating a strategy, it is important to understand the end goal. The objective is not always engagement; it influences your Ideal Customer Profile (ICP). Even if a LinkedIn post receives a single comment, if that comment is from a target prospect, it’s a win.
2. Hyperlocal Communities
An area that has exploded in terms of trust is social proof in the form of word of mouth, which scales rapidly and can be hard for companies to engage with.
Hyperlocal digital communities, such as Facebook mom groups, NextDoor, and Reddit, are becoming a significant source of influence for consumer buying decisions. Whether selecting a plumber, a daycare, or a local business to explore, consumers trust recommendations from their neighbors more than they trust conventional marketing.
For companies, the task is to determine how to join these discussions without being obtrusive. The first step is to find tools to track when your brand is being mentioned to identify where these conversations happen. The next step is deciding how to engage. The key is realizing that these conversations are happening whether you and your company choose to participate or not. This often involves uncomfortable situations, where people may feel that your company has come up short in terms of their expected service levels. The key is to address these concerns publicly by having a dedicated person or team actively engaging.
These networks will only grow in significance. As AI-generated content inundates the web, individuals will rely on actual conversations and neighborhood recommendations as a more accurate source of information. It will be interesting to see if AI affects hyperlocal communities. Will trust in these platforms decline? Or will new verification methods emerge to ensure authenticity?
3. Visible Measures of Social Proof
We are experiencing a time when social proof builds credibility. In both B2B and B2C, people are obsessed with metrics like follower count, likes, shares, and views. However, other types of social proof stem from human conversations, such as video participation, reviews, and testimonials. Businesses can use this information on landing pages to eliminate friction and establish trust.
Some examples include:
- More than 1 million satisfied customers
- 100k downloads
- 95% of customers recommend this service
- Actual customer reviews
- 4.9-star rating from over 2,500 reviews
These metrics are powerful for improving response rates. However, social proof can also create a cycle of chasing vanity metrics. For instance, in B2B, a LinkedIn post does not need 500 likes to be valuable, it just has to be visible to the right decision makers.
Social proof is not about numbers but trust. A truly engaging brand across platforms builds long term credibility, no matter the vanity metrics. Trust will ultimately show up into visible measure of social proof, the key is patience.
The Future of Social Proof and AI
Will AI change social proof? AI is already changing the way we produce content, interact with individuals, and fact-check. But it also presents a fundamental question, what will happen to social proof with increased AI-created content?
For example, will we see AI generated reviews, AI driven hyperlocal communities, and artificial social interactions destroy trust? Or will new authentication technologies emerge to verify authenticity?
It is difficult to say exactly where we will be in five years, just as it was impossible in 1995 to see how the internet would develop. But one thing is for sure: Authenticity will always win. No matter how AI alters social proof, businesses and individuals that focus on authentic engagement, actual experience, and truthful communication will be successful. Above all, stay ahead of the trust curve. As AI redefines digital experiences, credibility will become the key differentiator.
