20+ Social Proof Statistics & Trends in 2024

In today’s digital era, social proof is critical to shaping customer behavior and decision-making processes. 

Understanding the most recent data and facts about social proof could give useful insights for businesses looking to improve their online visibility and reputation.

Whether you’re a startup or a corporate giant, these numbers hold the keys to unlocking unparalleled success in the competitive world of business.

Let’s dive into these social proof statistics so you can turn the numbers into action and transform your business game.

Top Social Proof Stats

  • 97% of consumers look at reviews before buying a product.
  • 77% of small businesses utilize social media to reach their clients and claim it’s an integral part of their success.
  • 82% of marketers feel that influencer marketing brings in high-quality clients.
  • Facebook is the most-used platform by marketers worldwide.
  • 88% of Gen Zs and Millennials value authenticity when following influencers.

The State of Social Proof

Picture yourself scrolling through an online store. You come across a product with glowing reviews and high ratings.

Without consciously realizing it, you’re more inclined to trust the quality and popularity of that product simply because others have endorsed it.

Social proof refers to the psychological phenomenon where people mirror the actions of others, assuming those actions reflect correct behavior. 

This concept is particularly significant in the realm of marketing and consumer behavior, where it can greatly influence purchasing decisions.

By leveraging social proof effectively—whether through customer testimonials, user-generated content, influencer endorsements, or social media engagement—companies can significantly influence purchasing decisions.

97% of consumers look at reviews before buying a product. (Power Reviews)

percentage of consumers who look at reviews before buying

By seeking out and evaluating reviews, consumers can gain insights into the quality, performance, and overall satisfaction levels associated with a particular product.

Positive reviews can instill trust and confidence in a product, while negative reviews can serve as warnings for potential issues or drawbacks.

Testimonials can increase conversions by 34%. (VWO.com)

testimonials increase conversions

VWO, an A/B split-testing business, collaborated with UK-based WikiJobs to determine the effectiveness of testimonials on their sales page.

WikiJobs experienced a 34% increase in conversion rates after merely posting three brief, text-only testimonials.


Testimonials provide tangible evidence that these claims are not just marketing hype, but are supported by real customers who have benefited from the product or service.

This validation strengthens the persuasive power of marketing messages and encourages conversions.

According to Wyzowl, 79% of buyers have watched video testimonials to learn more about a business or product. (Wyzowl)

This figure demonstrates that video testimonials are a trusted source of information as buyers rely on them to gain insights about a business or product.

Video testimonials offer a dynamic and engaging way for consumers to learn about a business or product. 

Unlike text-based testimonials, videos can capture attention more effectively through visual and auditory elements, making them more engaging and memorable for viewers.

This authenticity helps build trust and credibility, as viewers can assess the sincerity and credibility of the testimonials based on non-verbal cues and emotions conveyed in the video.

Social Proof Market Statistics

In response to the undeniable influence of social proof, marketers around the world have unleashed innovative strategies to take advantage of its power.

As we delve into these market-specific statistics, it becomes unequivocally clear that social proof stands tall as a significant force shaping modern marketing strategies.

75% of marketers feel that user-generated content improves their marketing effectiveness. (Tintup)

user generated content improves marketing

This statistic indicates that marketers are aware of the positive impact of user-generated content in engaging their target audience and building trust with consumers.

User-generated content, such as reviews, testimonials, social media posts, and customer photos or videos, allows marketers to leverage authentic and relatable content created by their customers. 

This helps to enhance brand credibility, increase brand awareness, and ultimately improve marketing effectiveness.

Influencer marketing reached an estimated market size of $24 billion by the end of 2024.

influencer marketing market size

When Influencer Marketing Hub first started tracking the industry in 2016, they estimated it was worth $1.6 billion.

Less than 10 years later, that number has increased over 1,318%. This illustrates the rapid pace at which influencer marketing has evolved and its ability to deliver tangible results for businesses.

This growth highlights the positive impact that influencers can have on brand awareness, customer engagement, and sales conversion.

On average, businesses generate $6.50 for every $1 invested in influencer marketing. (Saleslion.io)

This shows the high return on investment (ROI) that businesses can achieve through influencer marketing strategies.

Compared to traditional advertising channels, which often require substantial financial investments, influencer marketing offers a remarkable return, making it an attractive option for companies seeking to maximize their marketing budget.

Influencers have built dedicated and engaged audiences across various social media platforms.

By partnering with influencers whose followers align with their target demographic, businesses can tap into a ready-made audience and effectively reach potential customers who may be more receptive to their message.

How Small Businesses Are Using Social Proof

Small businesses are increasingly using social proof to improve their exposure and credibility in competitive marketplaces.

They use a variety of techniques to build trust, attract clients, and increase revenue.

Let’s dive into the stats to know for this area.

77% of small businesses utilize social media to reach their clients and claim it’s an integral part of their success. (Forbes)

Social media platforms offer small businesses a cost-effective and accessible means to connect with their target audience.

With billions of users worldwide, platforms like Facebook, Instagram, and Twitter provide businesses with unprecedented reach and the ability to engage with potential customers on a global scale.

By regularly sharing content, engaging with followers, and participating in relevant conversations, businesses can elevate their brand profile and stay top-of-mind among their target audience.

82% of customers in the United States seek the advice of friends and family members before purchasing items. (Business2Community)

This number highlights the enormous impact of word-of-mouth recommendations on customer purchase decisions in the United States.

People tend to place greater confidence in the opinions and experiences of those they know and trust, making word-of-mouth recommendations a powerful driver of purchasing decisions.

Positive ratings increase the likelihood of purchasers using local small businesses by 68%. (Brightlocal)

When consumers encounter businesses with high ratings and positive reviews, they are more inclined to trust the quality of products or services offered, thus increasing the likelihood of patronage.

Positive ratings also improve a business’s visibility in search engine results and online directories, increasing the likelihood of attracting new customers and driving foot traffic to the business’s physical location.

Social Proof: Influencer Marketing

Influencer partnerships and marketing help businesses gain credibility and reach by leveraging their followers’ existing trust and relationships.

Endorsements give powerful social proof that validates product quality. Influencers target particular groups and generate real content that connects, breaking through digital clutter and increasing engagement, conversion, and brand exposure.

72% of Generation Z and Millennials follow at least some influencers. (Morning Consult).

gen z and millennials follow influencers

Generation Z and Millennials are digital natives who have grown up in an era dominated by social media and digital content.

For them, influencers are more than just content creators; they are relatable figures who shape trends, opinions, and purchasing decisions within their peer groups and communities.

Younger consumers are drawn to influencers who they perceive as authentic, relatable, and transparent, making influencer marketing an effective way for brands to connect with these demographics on a deeper level.

82% of marketers feel that influencer marketing brings in high-quality clients. (Influencer Marketing Hub)

By partnering with the right influencers who have a genuine connection with their audience, marketers can leverage their influence and credibility to attract clients with a genuine interest in the brand and its offerings. 

These customers are more likely to have a higher lifetime value, be loyal to the brand, and potentially become brand ambassadors themselves.

Nano-influencers have the highest engagement rates. (HypeAuditor)

nano-influencers engagement rates

While mega-influencers and celebrities have the most reach on social media platforms, nano-influencers have an advantage in terms of interaction. 

Nano-influencers, or those with 1,000-5,000 followers, have a 5% average engagement rate, which is more than three times that of influencers with one million or more followers.

Consumer Behavior Statistics

Understanding customer behavior is critical for firms seeking to establish effective marketing strategies and increase sales. 

Let’s dive into some interesting data that throws light on different elements of customer behavior, to help businesses better understand and connect with their target audience.

56.1% of internet users buy something online at least once each week. (Datareportal.com)

percentage that buy online once a week

The rise of e-commerce has fundamentally transformed the way people shop, with a significant portion of internet users now preferring the convenience and accessibility of online shopping over traditional retail experiences.

This statistic reflects a substantial shift in consumer behavior towards digital channels for purchasing goods and services.

With a large and growing base of internet users regularly making online purchases, businesses can capitalize on this trend by offering compelling products, seamless shopping experiences, and targeted marketing strategies to attract and retain customers.

The same study shows that 51.2% of people research brands online before making a purchase.

Small businesses can capitalize on this trend by establishing a strong online presence, providing detailed information about their products or services, actively engaging with customers via social media and other online channels, and displaying positive reviews and testimonials to increase trust and credibility. 

Small companies may impact customer opinions and, ultimately, generate sales by leveraging internet platforms successfully.

The average consumer reads 10 online reviews before making a purchase decision. (HubSpot)

This statistic highlights the significant role of online reviews in influencing consumer purchasing decisions.

Consumers trust the opinions and experiences of fellow shoppers when making purchasing decisions.

Reading multiple reviews allows consumers to assess the credibility and authenticity of the feedback provided. 

Positive reviews from multiple sources build confidence in the product or service, while negative reviews may raise concerns and prompt further evaluation.

Social Proof Buying Decisions

Social proof plays a pivotal role in understanding consumer’s buying patterns and decisions as well. 

Here are some important statistics to know.

71% of customers would not consider doing business with a company that has an average rating of less than three stars, which is 16% lower than in 2023.

minimum star rating a business should have
Image Source

This data demonstrates a greater importance on internet reputation for businesses, since the majority of clients increasingly prefer ratings when choosing new organizations. 

Online ratings serve as a proxy for trust and credibility in the eyes of consumers. 

A lower average rating signals to potential customers that previous customers have had unsatisfactory experiences with the business, leading to doubts about the quality of products or services offered.

Maintaining a positive average rating is essential for building trust with customers.

In 2024, 6% fewer consumers will utilize a firm with a 3.5 star rating compared to 2023.

This figure proves a continued trend of rising customer expectations for internet ratings.

The reduction in consumer use of businesses with a 3.5-star rating demonstrates an increasing preference for higher-rated establishments, stressing the continuous necessity of businesses maintaining and improving their online reputation in order to remain competitive in drawing clients.

Most customers anticipate a business to have between 20 and 99 reviews (59%), which has not changed since 2023.

The statistics demonstrate a continuous customer expectation for the number of reviews a firm should have.

The fact that the majority of customers expect a business to have between 20 and 99 reviews emphasizes the need to gather a large amount of feedback in order to build credibility and trustworthiness with potential clients.

Businesses that fall below this threshold may struggle to inspire confidence among potential customers, potentially impacting their ability to attract and retain customers.

Social Proof Recent Trends

As organizations navigate the changing digital terrain, new trends in social proof arise, redefining marketing methods. 

Let’s look at some of the key developments and breakthroughs shaping how organizations use social proof to boost brand credibility and generate consumer engagement.

88% of Gen Zs and Millennials value authenticity when following influencers. (Morning Consult)

The top trait was authenticity, with 88% of respondents saying it was either very important or somewhat important.

Large influencer followings were the least important trait — only 29% of respondents place importance on the number of followers.

44% of people prefer to learn about a new product or service via short video content.

how people learn about a product
Image Source

The preference for short video content indicates a shift in consumer behavior towards more visual and interactive forms of communication.

People are increasingly drawn to video content due to its engaging and easily digestible nature, making it an effective medium for delivering information about new products or services.

Short video content is easily accessible across various digital platforms and devices, allowing consumers to engage with content on their terms, whether it’s on a smartphone, tablet, or computer.

This accessibility and convenience make video content an attractive option for consumers seeking quick and convenient ways to learn about new products or services.

Facebook is the most-used platform by marketers worldwide (89%). Instagram sits in second place (80%). (Statista)

Facebook and Instagram boast massive user bases, with billions of active users worldwide.

By leveraging these platforms, marketers can reach a vast and diverse audience, spanning different demographics, interests, and geographic locations. 

This global reach allows marketers to amplify their brand message and engage with potential customers on a global scale.

Wrap Up

Social proof has evolved beyond the period of online reviews and social media, exerting an even greater effect on businesses today.

Authentic product experiences now have a greater impact on customers than traditional advertising tactics, indicating a long-term trend that’s here to stay.

Without social proof across many channels, modern companies may struggle to build a devoted following and drive sales. 

Small companies that are just starting up can benefit hugely from social proof by working with influencers, requesting customer feedback, and emphasizing user-generated content.

We hope these stats are useful in your small business journey to amplify your reach in 2024!

Beatrice is a seasoned productivity writer with a knack for uncovering game-changing productivity hacks that simplify life routines. Armed with a triple major in Commerce, Accounting, and Insurance, she also runs her own digital consulting firm. You'll usually find her immersed in crafting captivating literary novels and traveling the world.