Leveraging Social Proof: How to Showcase Your Brand's Popularity and Trustworthiness.

Phil McMahon | B2B

Leveraging Social Proof: How to Showcase Your Brand's Popularity and Trustworthiness.

Phil McMahon | B2B
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In UK retailers, competition among FMCG brands is both fierce and relentless. For start-up brands, especially those championing ethicality and sustainability, making a mark can seem daunting. Yet, in a digitally-connected age, leveraging social proof can be your trump card. Displaying your brand's popularity and trustworthiness can significantly impact how buyers perceive and engage with your brand. Here's how to harness this power to your advantage.

Customer Testimonials and Reviews:

Gathering genuine reviews from satisfied customers is a great way to start. A plethora of positive reviews not only showcases a product's quality but also fosters trust amongst prospective buyers. Make sure to prominently display these reviews on your website, packaging, or promotional materials. In the interest of authenticity and integrity however, it’s important to be open minded and show that all genuine feedback is well-received, even when it is negative.    Don’t ignore or try to suppress negative reviews that are genuine. Taking the time to respond to individual customers’ feedback encourages more feedback, allows you to address negative issues quickly, and boosts customer retention. It is worth bearing in mind that trust in written reviews is declining due to the use of chat bots and paid for fake reviews.  Consider using video review platforms, which are considered to be more trustworthy.

User-generated Content (UGC):

Encourage customers to post their product experiences on social media through photos, videos, and stories. This UGC acts as genuine testimonials, fostering trust more effectively than traditional ads. This is of particular strategic importance due to increasing digital content saturation and dwindling trust in traditional advertising. Platforms like TikTok and Instagram amplify the influence of UGC, making it a powerful tool for organic brand promotions. Brands that embrace it foster stronger communities, enhancing loyalty. Furthermore, social media algorithms generally now favour UGC due to its higher engagement rates, making it a vital component in modern digital marketing strategies. By highlighting this content on your brand's official channels, you not only boost trust but also enhance customer loyalty and advocacy.

Endorsements from Recognisable Figures:

If a well-known personality, ideally aligned with your brand's values, endorses your product, it can have a profound impact on public perception. These individuals, with their dedicated following, can offer authentic endorsements that resonate with your brand identity, bolstering brand awareness and trust. While celebrity endorsements might seem out of reach for start-ups, consider approaching influencers or local personalities who share your brand's ethos.  You’ll never know if you don’t try. Really Good Culture’s affinity data can identify which celebrities and influencers are most likely to resonate with your target audience.

Certificates and Awards:

Securing industry awards or sustainability and ethicality certifications can elevate your brand's credibility. But it's paramount to clearly communicate their significance, otherwise these badges might just be meaningless symbols to consumers who don’t understand what they represent. By explaining the meaning and implications of these accolades, you not only highlight your brand's dedication but also cater to the informed consumer who values alignment with ethical and sustainable practices. Such clarity can make your product stand out on the shelves and resonate deeply with the values of discerning shoppers. Awards and certifications can also be used to create meaningful and engaging social media content, which can be particularly useful for start-ups.

Engage in Public Discussions and Forums:

In today's world, consumers appreciate brands that don't just sell products but contribute meaningfully to public discourse. Active participation in relevant public forums or industry discussions positions your brand as an authority and thought leader. By answering questions and sharing insights, you not only showcase expertise but also foster trust and understanding among potential consumers and business partners. This engagement demonstrates genuine commitment, enhancing brand credibility, and deepening connections with your audience in an era where authenticity is crucial.

Showcase Real-time Stats and Consumer Sentiment:

In the digital age, consumers often seek instant validation when considering a new product. Incorporating real-time statistics and consumer sentiment (such as your Really Good Score) on your website or digital platforms, such as the number of recent purchases, positive endorsements, or even the number of concurrent viewers, can serve as compelling evidence of your product's popularity and efficacy. Seeing that others are actively engaging with or buying your product can create a sense of urgency and FOMO (Fear of Missing Out) among potential buyers. Moreover, it subtly communicates that your brand is transparent, trustworthy, and has momentum in the market. Leveraging such dynamic social proof can effectively bridge the gap between consideration and conversion, giving prospective buyers that final nudge they need to buy your product.


Social proof is an invaluable asset, especially for start-up FMCG brands aiming to secure their position in the market. By harnessing its power, not only can you exhibit your brand's popularity and trustworthiness, but you can also nurture meaningful relationships with both consumers and retailers. Don’t forget that authenticity is key. Genuine, transparent engagements will always resonate more deeply with audiences, setting the stage for long-term success. Embrace the digital age, leverage your social proof, and watch your brand grow from strength to strength.

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