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Social proof may be your missing link if you’re a creator struggling to sell a valuable product or service.
Social proof is essential for showing off your expertise and the impact of your product on customers’ lives.
In this article, we’ll share some examples of social proof from other creators and teach you how to make social proof work for your business.
What is social proof?
Social proof is humans’ psychological tendency to copy other trusted people’s actions when they have to make a decision.
This is especially true when people feel unsure about what to do. It’s why you ask your friends to recommend a good therapist or try a restaurant with lots of great reviews.
Social psychologist Robert Cialdini first coined the term social proof and referred to it as one of the six main principles in the science of persuasion. Cialdini’s social proof principle states that the actions and choices of others often influence humans.
Statistics show that Cialdini knows what he’s talking about! According to Wyzowl, “ 9 out of 10 people say they trust what a customer says about a business more than what that business says about itself.”
What does that mean for you as a creator?
Even if your sales copy is appealing and your products look enticing, you’ll need referrals from prior customers to get new customers to part with their hard-earned money. That’s where social proof comes in.
How does social proof help creators
According to a Nielsen study, 89% of people trust personal recommendations from people they know more than any other marketing channel.
This means your customers probably trust other people they know who’ve used your products and services.
Social proof helps improve creators’ credibility. It proves to your audience that your products and services can be trusted, making them more confident to invest in your offerings.
Here are three other benefits of social proof for creators:
- Position yourself as a trustworthy expert: Anyone can claim to be an expert, but a genuinely credible person has external recommendations to back up that claim. Social proof shows potential clients that your products and services have been tested and proven effective.
- Fuel your marketing flywheel: The marketing flywheel is a continuous marketing approach centered on delighting your customers. Social proof helps keep that flywheel moving by generating referrals and growing your audience.
- Scale: With more customers and referrals, the natural next step is a growing, thriving business. Social proof can help you drive more revenue and make more profit.
8 impressive social proof examples sorted by type
Ready to start drawing in customers with your social proof? We’re here to help by showing you 8 different social proof examples sorted by type.
The six types of social proof, according to former Buffer Product Marketer Alfred Lua, are:
Social proof type #1: Users
This kind of social proof refers to unbiased public recommendations from people who have used your products and services. Think of restaurant reviews on Yelp or book reviews on Goodreads.
The most common forms of user social proof are:
- Testimonials: These are personal reports—hosted on your website or social media page—from clients who have previously bought your services or a product like a course or a paid newsletter. A testimonial usually includes the clients’ experience working with you, specific ways your products have helped them, and whether or not they recommend you to others needing your services. You can use Kit’s testimonial email templates to request testimonials from previous customers.
- Case studies: Case studies are in-depth articles that showcase the impact of a product or service on a client or their business. They are usually written by the creator (with information from the client) and include specific, measurable details about the product’s impact. Many creators and companies use downloadable versions of their case studies as lead magnets.
- Reviews: Similar to testimonials, reviews are first-hand accounts of a customer’s experience with your products/services. However, the main difference between reviews and testimonials is that reviews are provided via a third party like Google, Amazon, Yelp, or Trust Pilot.
Testimonial example: Dan Go

Dan Go showcases testimonials of prior clients on his private coaching page
Dan Go is a high-performance coach who helps his clients get in shape and feel their best. On his website, he uses before-and-after images of his clients and a short testimonial to showcase his expertise.
Dan presents the visual impact of his work and shares written notes from previous customers describing what he helped them accomplish, which helps potential clients see themselves benefiting from his work.
Review example: James Clear

James Clear shares third-party reviews on his app’s sales page
Although reviews are hosted on third-party websites, author James Clear shows how creators can bring that onto their websites. James is a renowned author and productivity expert who recently created a new app to help people build better habits.
On the product page for Atoms, James showcases reviews from app stores, which moves potential users on the fence to get curious and try out the app.
Social proof type #2: Experts
Expert social proof means getting positive feedback from a renowned industry expert.
Receiving public praise from a well-known figure in your field signals to your audience that your work is valuable. It stacks the expert’s reputation on yours because they’re backing up your work confidently.
Some examples of expert social proof are:
- Getting a rave book review from a popular author in your niche. This boosts your credibility as a skilled author.
- Receiving positive press mentions and coverage regarding your latest album. You can request coverage by sharing your electronic press kit with relevant outlets.
- Being a guest on a well-known podcast in your industry. This allows you to reach a greater number of people in your audience.
Expert’s approval example: Logan Ury
Author and dating coach Logan Ury’s book How to Not Die Alone was blurbed (a short positive review) by the acclaimed relationship therapist and podcaster Esther Perel. Logan shared this blurb to promote her book on Instagram, and the impact was obvious.

Logan Ury uses an expert’s social proof to promote her book
Fans of Esther Perel were automatically curious about Logan’s book and moved to pre-order the book. Finding influential individuals in your niche and offering them a chance to try your product—even for free—can be a great way to generate this kind of social proof.
Social proof type #3: Celebrity
For celebrity social proof, you’ll need a celebrity, influencer, or public figure to recommend your product or service. This could be on social media or on their website.
If you don’t have any celebrity connections, influencer marketing is the way to go— 69% of US consumers trust influencer recommendations.
Choose influencers whose audiences are interested in your industry, are highly engaged (check comment sections, for example), and whose content resonates with your values. Some examples of celebrity social proof are:
- A celebrity or influencer endorsing or investing in your product
- Having a line-up of leading experts at your event. This makes your event marketing plan more likely to succeed since you’ll have well-known experts vouching for the value of your event.
Event speakers lineup example: Kit’s Craft + Commerce conference

The Craft + Commerce conference page showcases a speaker lineup of aspirational creators
Kit’s Craft + Commerce conference is a practical example of celebrity social proof. In 2024, the speaker line-up was star-studded with popular, successful creators like Ali Abdaal and Bonnie Christine.
Seeing these big names in the lineup is an extra incentive to sign up and get a chance to learn from them.
Social proof type #4: “Wisdom of the crowds”
If you’re like most people, when you see a long line snaking out of a cafe at breakfast time, you likely assume the food there is excellent. That’s the wisdom of the crowds—the idea that if many customers flock to a product or service, it’s probably fantastic.
You can harness the wisdom of the crowds by showing off how much of a crowd is at your doors. This shows people that your expertise is valuable and your products are actually helpful.
Some ways to do this are:
- Have a big following on social media or a lot of email subscribers
- Highlight your most popular product or service with specific numbers of how many people buy it or use it monthly/annually
- Share how many users visit your website or how many coaching customers you had in the past year
- Show website notifications alerting visiting customers to how many people have bought or are purchasing a product at that moment
Newsletter signup example: Bonnie Christine
Artist, pattern designer, and teacher Bonnie Christine runs a mega-popular newsletter and isn’t afraid to show it off. In her opt-in form on her site, she tells new subscribers that over 185,000 people have already signed up.

Bonnie Christine showcases the number of newsletter subscribers on her mailing list
Knowing that her newsletter is THAT popular will at least make potential subscribers curious about its content or, at best, convince them that Bonnie’s newsletter is packed with useful content!
Social proof type #5: “Wisdom of your Friends”
If you aren’t the kind of person to “follow the crowd,” this form of social proof might appeal better to you.
The “wisdom of your friends” social proof still involves showing potential clients that other people enjoy your product—not just any “other people,” but their (internet) friends!
So when potential clients’ friends (or people they follow and trust on the internet) use or recommend your products, they’re more likely to try your products, too.
You can use the “wisdom of your friends” proof by taking advantage of:
- Recommendations from people your audience already follows
- User-generated content on social media
- Kit’s newsletter recommendation feature
User-generated content example: Janssen Bradshaw

Janssen creates UGC for author Katherine Center
Janssen of Everyday Reading shared a review of the latest Katherine Center book in an Instagram Reel (and Katherine Center collaborated with her on the post, which allows Instagram to show it to her audience, too).
The review was not sponsored and is an excellent example of user-generated content and social proof that the author can also distribute with her network without creating additional content.
Newsletter recommendation example: Cole Bridge

The Kit Creator network allows creators to recommend their favorite newsletters and receive recommendations, too.
Cole Bridge uses the Kit newsletter recommendation feature. When a new person subscribes to Cole’s newsletter, the form automatically showcases several wonderful newsletters Cole loves so that the subscriber can also sign up for those as well.
This is a great way to gain more subscribers. Other creators can recommend your newsletter if you’re a member of the Kit Creator Network — and you can do the same for them, too!
Social proof type #6: Credentials
When an industry board or authority endorses you, you can benefit from this social proof example. Unlike getting subjective expert approval, credential social proof is objective and shows that a qualified body or multiple organizations have recognized your skills.
Credential social proof can look like:
- Showcasing industry awards on your website
- Highlighting your coaching certification on your social media profile
- Product Hunt “Product of the day” award in your email signature
- Logos of the clients/brands you work
Client list example: Katelyn Bourgoin

Katelyn shows off her client list on her newsletter sign-up page
Katelyn Bourgoin, marketer and writer of the Why We Buy newsletter, shows off her client list—a list of companies that love or benefit from her newsletter—on the newsletter sign-up page.
In addition to the individual testimonials and reviews on that page, this credential social proof is what most visitors need to be convinced to join Katelyn’s list.
Best practices to leverage social proof effectively
Now that you understand the value of social proof and see how it’s done from these examples, and walk you through some crucial tips to remember as you use social proof.
Never buy or create false social proof
It’s tempting to fake social proof when you don’t have it or if you feel like your social proof isn’t substantial enough to create FOMO, but don’t do it. False social proof is unethical and often easily detectable.
The whole reason for sharing social proof is to build trust, and when your potential audience discovers that you’ve been buying or faking your social proof, you’ll lose their trust.
Feature social proof examples on your marketing materials
If you have a product that’s selling like hotcakes, your main concern might be: how do you demonstrate social proof?
We’ve shared some ways to get different types of social proof—from reviews, testimonials, and user-generated content. But where should you showcase your social proof?
The best places to feature social proof are on your audience’s decision-making stop-points.
Here are some suggestions:
Website pages and landing pages
Use social proof on lead generation landing pages, sales pages, coming soon pages, your about page, and your website homepage.
Opt-in forms or pop-ups
Add short reviews and testimonials to your opt-in forms or pop-ups. On my website, Reading Middle Grade, I share a short testimonial from a newsletter subscriber in the pop-up form.

Add testimonials or reviews to opt-in forms and pop-ups
In social media profiles and posts
Use social proof like expert reviews, guest features, and testimonials in your social media ads, campaigns, and social posts. You can also allow reviews on your profiles or repost reviews from one platform to another.
In emails to your audience
Add social proof to your emails by sharing reviews, expert recommendations, and testimonials in your email footer, newsletters, product launch emails, and sales emails.
How to add social proof to Kit’s emails
Kit makes it easy to add quotes or images to your email newsletters for effective email marketing.
Here’s how to add an image to your newsletter:
- Go to your Kit dashboard and click Send > Broadcasts
- Click +New Broadcast
- To add an image, click the + button on the left side of the email body and select Image from the Media section
- Select from recent uploads or upload a new image
- Save and send email when you’re ready!
Use Kit to showcase your social proof and build trust with your audience
Social proof is a powerful marketing tool that every creator should know how to use. It helps you sell your products and services with minimal effort—just let others’ words do the talking.
No matter what type of social proof you prefer, Kit makes it easier to add others’ voices to your promotional content.
Sign up for your free account now and start getting recommendations from the Creator Network!