Use Social Proof to Scale Globally: a Guide for Amazon Sellers

Here’s a great example of social proof: you see a large crowd gathered in front of a donut shop. Your curiosity is piqued, and you assume that the donuts taste good. So you line up to grab a donut for yourself.

Here’s another type of social proof – when all of your friends start saving up for the Starbucks planner, so you hop on board the bandwagon and start saving up for your own planner as well.

Fact – people are more likely to follow the actions of others. This phenomenon carries through to the food they eat, the products and services they patronize, the content on social they follow, and even the schools they put their kids in.

Coined by American psychologist Robert Cialdini in his 1984 book Influence: Science and Practice, the principle of social proof is a psychological phenomenon where people reflect the actions of others, especially in situations that may feel new or unfamiliar.

So, what does this mean for you, dearest Amazon seller?

The power of social proof can be maximized when you’re trying to expand globally. By including social proof in your marketing campaign, you’ll gain new customers, build customer trust, and minimize the risk that new customers may feel when trying your product for the very first time.

This week, we’ll understand social proof better. We’ll understand the different types of social proof, how to measure social proof, and the importance of a localized approach.

Ready? Let’s get to it!

Social proof relies heavily on user generated content, which is something this soda brand did expertly. Now that Christmas is fast approaching, use the example of Coca-Cola when localizing your listings for the peak gift-giving season!

How Amazon Sellers Can Use Social Proof

Social proof is especially important for Amazon sellers – especially when you’re trying to scale to other markets.

According to Hubspot, here are the benefits of social proof – tailored specifically to Amazon sellers:

1. Increase conversion rates or sales – because a potential customer is probably going to check your Amazon product review before making a purchase (so, yes, product reviews are a form of social proof)
2. Establish credibility – Trusted Site showed that 97% of customers are wary of shopping on unfamiliar sites, mostly due to data privacy issues. This statistic doesn’t just apply to your Shopify store; it also applies to unknown brands on Amazon. When you showcase social proof, new customers are more likely to associate you with dependability and transparency.
3. Increase social presence – Reviews on your website and social media can really boost performance. When more customers review your business online, it’s much easier to tap into a broader market.
4. Reduce customer anxiety – Dixa reports that 93% of customers read reviews before buying. Use social media or positive ratings on Amazon to allay customer anxieties and encourage trust in your brand.
5. Build brand awareness – this one’s crucial when expanding globally. You want your brand name to become a household name wherever you may sell. Get one person to start talking about your brand, and soon their peers will follow suit. Social proof leverages on the power of word of mouth marketing strategies.

So, here’s how you can leverage social proof in your listing:

• Customer Reviews and Ratings: Use things like product inserts and stellar customer service to make the buying experience an enjoyable one, encouraging customers to leave a positive review
• Influencer Endorsements: When entering new markets, use influencer marketing to tap into localized social proof, spurring the influencer’s followers to experience your brand for themselves
• User-Generated Content (UGC): This one’s social proof at its finest. When customers talk about you, other customers will try you. Real-life customers showcase real-life usage, and that converts other customers much better than something canned, derived, or brand-mandated.
• Best-Seller Tags, Verified Badges, and Awards: Consider this expert social proof. When you showcase that you’ve appeared in magazines and TV shows, or gotten awards from this-or-that awarding body, you subtly showcase that you’re popular and your products follow the best in quality standards.

So, now that you understand why social proof is important in Amazon listings, let’s understand the six types of social proof.

Which Type of Social Proof Should You Use?

Before we answer this question, let’s understand the 6 types of social proof. There are various types of social proof that you can use, mix and match, or combine to leverage this powerful marketing element.

Expert Social Proof

Have you ever seen those toothpaste ads with a model dressed up as a dentist? That’s expert social proof. It uses a credible expert to endorse the product or service. This method establishes trust and reliability, particularly in areas that benefit from specialized knowledge or validation.

If you’re selling fire extinguishers, get the fire department’s endorsement. If you’re selling pet products, ask a veterinarian to give it their thumbs up.

Celebrity Social Proof

Celebrity social proof in action is when celebrities or influencers with large followings endorse your product. Now, it’s possible to have celebrity social proof and expert social proof in the same boat, if the celebrity at hand also happens to be an expert, like our friends from Shark Tank.

This type of social proof may be pricy because of the celebrity endorsement. You’ll see it exemplified beautifully with Serena Gomez x PUMA, Tiger Woods x Nike, George Clooney x Nespresso, or Anna Taylor Joy x Dior. Celebrity social proof leverages on aspirational marketing; people want to be like these celebrities, so they buy the product that the celebrities endorse.

User Social Proof

This type of social proof is one of the most powerful types. Actual customers leave reviews, photos, and videos. Potential buyers see how real people interact with and benefit from the product, providing relatable and genuine insights.

This type of social proof is a non-negotiable for Amazon sellers, especially when expanding to new countries. People are unlikely to buy a product if nobody has left a review so make sure you pour a considerable amount of energy into wooing your new customers to leave a review.

Wisdom of the Crowd

This is when a large group of people appears to support or endorse a product or a brand, and others are likely to follow suit. Remember the example we made at the start of this blog with the donut shop? If everyone’s doing it, your FOMO is triggered, and you feel compelled to do it too. If everyone’s doing it, it must be right, right? (Not to get into a moral discussion, mind you, this is pure marketing theory; we’ll leave the moral philosophy for another time and someone much more qualified to discuss it.)

Wisdom of Your Friends

This type of social proof refers to recommendations or endorsements from friends or people within your social circle. Word-of-mouth or referrals from friends and family are highly persuasive. They come from someone you know personally, and (assuming) you trust their style, taste, and judgment, so there’s a higher likelihood that you’ll explore whatever new product or brand they’ve discovered.

Certification

Have you ever explored third party testing? This can lend a lot of credibility to your social proof marketing experts. When your toy is certified safe by a 3p testing group, or your product is patented, or Greenpeace has stamped “eco-friendly” on  your bamboo toothbrush, you increase trust. Certifications vouch for the quality or authenticity of your product.

In other words, social proof is a powerful tool to establish trust with markets new and old. The best social proof method depends on your brand, target market, and business goals. Social proof is the psychological phenomenon where people look to the actions and opinions of others to determine their own. People are likely to buy your product if they perceive it as popular and authentic – a message that’s best conveyed by other people.

Adapting Social Proof Marketing for Different Locales

Now for the localization part. It’s so important to make your social proof important for all markets you sell in.

Tailor your social proof to specific cultural expectations and norms in order to connect with diverse audiences in global markets. Reviews and feedback will resonate differently across cultures, and are often influenced by distinct preferences for tone, detail, and credibility.

For example, in the US, reviews tend to be expressive, detailed, and anecdotal. Buyers share both positive and negative experiences. Japanese customers meanwhile may provide more concise, respectful feedback that avoids extreme opinions, because their culture prioritizes harmony and subtlety over direct criticism. German customers lean more towards straightforward, factual reviews that emphasize product specifications and functionality, reflecting the German customers’ preference for reliability and pragmatism. In Brazil, though, reviews may blend emotive language and social engagement, because Brazilians often appreciate warmth and personal connection in brand interactions.

So, the use of social proof differs across markets. English testimonials in a non-English-speaking market can create a disconnect; it’ll feel out of place, and even risk diminishing trust, because local customers may question the credibility of a review that doesn’t reflect the sentiment of their market and culture.

Adapting social proof to align with each region’s unique cultural standards ensures that testimonials and endorsements resonate effectively.

This will help you enhance credibility and foster trust.

But how can one go about getting localized social proof?

Hang on to your hats, we’re not done yet.

How to Implement Localized Social Proof in Your Marketing

Social proof works best when it actually mirrors the people it hopes to influence. Inasmuch as you can leverage social proof to encourage new customers to purchase, you need to make sure that the proof really does speak to the new audience. Here’s how.

Localized Review Generation

Remember what we said earlier about getting people to leave Amazon product reviews, or even social media posts, that showcase the product in use? Do that in every language your customers speak.

There are a couple of different ways to do this. First of all, make sure your product inserts are localized to the culture you sell in. (And nope, US English is not the same as UK English, so a certain element of localization still needs to be implemented here.) Second, how about an email campaign in the customer’s language, so they feel incentivized to continue the trend, and leave a product review in their own language? This will feel more genuine than something forced, especially if they’re trying to leave proof in a foreign language.

Partner with Local Influencers

We’ve already touched on this – but we can’t underplay its importance. Local micro influencers have a loyal following from their own culture. When you’re trying to penetrate a new culture, it helps to have a strong voice as your ally. This type of social proof works really well when you’re just trying to gain a foothold in a new culture, because that voice will amplify your reach.

Encouraging Local User-Generated Content (UGC)

This type of social proof marketing works best on your chosen social media platform. Inspire customers to share their experiences with your brand through localized campaigns that align with regional preferences and values. Localized UGC adds authenticity to your brand story, and acts as social proof to reflect each market’s unique perspective.

Here’s an example. Let’s say you’re selling a vegetable peeler on Amazon. For Japan, you might release a contest on the most creative way to cut daikon, carrots, or other Japanese ingredients. Use a localized hashtag like #料理の準備 (#CookingPrepJapan) to provide that local feel.

For Germany, you could ask customers to share recipes for Kartoffelsalat or Bratkartoffeln, sharing before and after photos or a short video of your peeler in action, with a hashtag like #KüchenhelferDeutschland (#KitchenHelperGermany), emphasizing the ease and speed of peeling.

Then in Brazil, ask users to showcase the peeler when they cut up mandioca or batata doce, with the hashtag CulináriaBrasileira (#BrazilianCooking).

See? It doesn’t have to be too complicated, but you encourage social proof through the things that matter to your market;.

Managing Feedback Across Markets

Here’s where social listening gets really important. Display and respond to feedback in ways that cater to each market’s cultural expectations, ensuring authenticity and relevance. Don’t employ a one-size-fits-all approach; organize feedback according to location, with responses in the native language to demonstrate active engagement. When you reply to feedback in their native tongue, you strengthen trust with your market, and you show that you value and respect each customer’s unique voice.

Integrating Social Proof into Amazon Listings for Maximum Impact

Now that you know how to get social proof, here’s how to show off that social proof on your Amazon listing for maximum impact.

Naturally, your product reviews are the first place people would go to check for social proof, but there are other ways that you can do so, that are entirely within your control.

Highlight Reviews & Ratings in Your Content

You can’t outrightly say “average rating of 4.5 stars on Amazon” anywhere in your copy, but you can use social listening to address customer concerns. Are they saying that your vegetable peeler doesn’t cut carrots as well as it cuts onions? Provide an infographic of the different blades that should be used for different types of vegetables.

Has a magazine extolled your product for its features? Explain this in your copy.

Feature Local Influencer Endorsements

How about including influencer endorsements in your A+ and through your Amazon Posts? Displaying social proof in a subtle way by integrating it into your current content is the perfect way to use the Psychology of Persuasion in your listing. Perhaps new customers don’t know your partner influencer yet; by “advertising” them this way, you come up with a mutually beneficial arrangement that promotes their brand as well as providing valuable social proof for your product.

Leverage Localized Visuals and Testimonials

Let’s go back to our example of localized UGC for your vegetable peeler. Now, take a look at your infographics. How about you change one infographic up, so it shows the peeler cutting up the Japanese/German/Brazilian ingredients? When people identify more closely with an image, there’s a higher likelihood they’ll buy the product – and then spread the good word around their social circles.

Localized Customer Service and Social Proof Maintenance

Let’s skip ahead. Congratulations; you’ve mastered the art of getting social proof! Those reviews are flowing in, and your shares on social are steady. Your online marketing is starting to make an impact in every country you sell in. Well done.

Your work isn’t finished, though. Now, you have to maintain social proof. Here’s how.

First, offer multilingual customer service in responding to feedback. It’s a great way to build trust and commitment in each market you serve. By responding to feedback in your customer’s native language, you demonstrate respect and dedication to your customers, showing you value each culture’s unique voice and needs,

Second, build trust through timely responses. Address questions swiftly, respectfully, and proactively. Offer solutions, provide assistance, and follow up when needed, to create a positive customer experience that goes far beyond the initial purchase. In doing so, brands can build a strong reputation in each market, strengthen relationships and encouraging future loyalty.

The same goes for addressing negative reviews. How many times have you seen a negative review turn around because of adept customer service? We rest our case.

The Role of YLT Translations in Building Effective Social Proof

Social proof provides incredible value and credibility to your brand, and is a massive help when scaling globally. What’s the best way to get social proof?

Build localized content that resonates with global customers.

When your content is written exactly how your global customers communicate – not just in words, but through the correct color combinations (since colors mean different things in different cultures), images, model selection, and customer service responses – it’s so much easier to build a relationship with your customers. Listings that sound awkward and clunky – as if AI, machine translators, or inexpert translators wrote them – just won’t resonate with global customers, and that lowers your chances of getting social proof.

So, make sure you localize your listings with the correct keywords, and consider translating a customer service chatbot too so people get answers to FAQs in real time. All this effort makes social proof a higher probability.

Conclusion: Social Proof as a Catalyst for Global Success

So, let’s wrap this up. Social proof is when people are driven by the actions of their peers and by people they admire. In essence, our decisions are often influenced by the result of our social beliefs, which shape how we perceive trust and credibility in brands. Many marketers leverage different elements like social media influencers, feedback on social networks, UGC, and expert opinion as social proof.

Social proof is most powerful when delivered by one’s peers, because it feels most authentic that way, unpolluted by what a brand may mandate. If you consider that many consumers nowadays know when they’re being sold to, social proof follows a similar principle: an honest review from another consumer, someone just like you, holds much more weight even than the biggest influencer with the most following.

That’s why it’s a fantastic tool when trying to expand globally. It cultivates trust and brand recognition with new customers, by using the testimonials of people just like them – other customers. When your content is carefully localized in the communications style of the new market, you increase the chance of gaining social proof, because of the relationship you develop with your new demographic.

Social proof makes or breaks your expansion efforts, so be sure to incorporate it in your plans! Don’t forget; YLT Translations has you covered when it comes to a well-optimized, expertly localized, and perfectly researched listing. When your content is handled that carefully, you can expect conversion and engagement – and, indeed, social proof – to follow suit!

Interested in more psychological and sociological phenomena that can help you scale? Read all about McDonaldization for Amazon Sellers – when sociology meets Amazon selling!