Watch
Social proof vs authority 0:37
A 37-second explainer of Social proof vs authority, narrated over the same demo you can try yourself.
Try the interactive Social proof vs authority demo
What this video covers
Two routes to "you can trust this". Social proof points sideways - lots of people like you chose this. Authority points up - an expert or credential vouches for it. The crowd versus the expert; both borrow credibility, from very different places.
The same product felt convincing two ways: "12,000 happy customers" leaned on the crowd, "recommended by a dermatologist" leaned on the expert. Which moved you more is the whole point - they pull different people, in different situations, and knowing which you're reaching for is half of using either one well.
