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NeuroTactic Overview

Social Proof

We place more trust in things and people that our peers already trust


Our behaviors are constantly influenced by the behavior of others. When we are in a new environment or faced with a new decision, we look around toward other people for a clue as to what the “right” behavior or decision is. In marketing, this is known as Social Proof.

Social proof comes in many forms, but the most popular and well-known form is the testimonial. Whether written or in a multimedia format, a testimonial shows prospects that your product or service is not risky. The more testimonials you have, the more persuasive your argument is. 

There are many other forms of social proof beyond the testimonial. Any situation in which a large group of people is featuring an endorsement of a particular product, service, movement, or brand, social proof is at work.

Primary Source:

Bandura & Menlove (1968). Factors determining vicarious extinction through symbolic modeling. Journal of Personality and Social Psychology.

Dream Category:


The DREAM framework, created by Vivid Labs, represents a research-backed framework for effective marketing messages. It stands for Desire, Routing, Emotion, Attention, and Memorability.

AIDA Category:

Awareness, Action
AIDA is a well-known framework for assembling a marketing message. It stands for the four steps of human decision-making: Attention, Interest, Decision, and Action.

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Snake Oil walks you through using and testing NeuroTactics in your own marketing, along with other critical skills marketers need to have these days.