Ad Relevancy

Social Proof

Social proof is public social engagement that other users can see. This includes likes, comments, and shares of an ad. It can also include award wins, reviews, and other forms of press engagement. These interactions can matter just as much as the ad copy when it comes to building trust and credibility.

Who's done it well

See who’s doing this well in travel.


GetYourGuide showcase star ratings, in addition to referencing the number of reviews for added relevance. If your customers are shouting about your brand (in a good way!), then put it at the front and centre of your ad.


Turo use a simple quote from a highly authoritative and well-known source to build credibility. Not only is the quote short and memorable, but it uses another brand (Airbnb) as a reference point, thereby aiding recall.

Key takeaway

Some form of social proof should be applied to all ads, whether it’s a number of how many have bought your product, a review rating, reference to an award win, or a press snippet. For best results, social proof signals should be overlaid on top of your image for maximum visibility.

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