A Guide on Using Social Proof in an Instagram Shop
Published on 07.02.2026 by Chizoba T
You can imagine a situation where you are scrolling through Instagram and come across a business with a great product and a reasonable price. You scroll down and see another business with the same product, which also has exemplary reviews from customers who have previously bought the product. Which of these businesses are you likely to buy from?
You will likely buy from the business with many positive reviews. This is a clear illustration of the power of social proof in driving customer conversions. In an era of widespread doubt, it's no longer enough to showcase your great product. You need to show people evidence that the product will do what it claims to do. In this article, we will show you how to use social proof to improve the conversion on your Instagram shop.
Why Social Proof is Effective in an Instagram Shop
Studies indicate that 95% of people prefer to follow others rather than take the lead. These statistics suggest that humans follow others when making decisions. Social proof is a psychological principle where people copy other people’s behavior when they are unsure of what to do.
This doesn’t mean manipulation. It is a psychological phenomenon that influences people’s decisions. Social proof is usually adequate because of three key principles:
- Informational influence. This involves using others as a reliable source of information.
- Normative influence. It involves conforming to match a perceived group.
- Group wisdom assumption. The belief that collective decisions are usually better.
With a proper understanding of these psychological principles, marketers can create more authentic campaigns that align with the natural decision-making process. According to research, 93% of customers check customer reviews before making a buying decision, indicating that social proof isn’t just a theory. It can, therefore, be used to build a strong identity on Instagram or other social media platforms.
How to Use Social Proof For an Instagram Shop
If you are looking for ways to add social proof in your Instagram shop, consider the following options:
Customer Reviews and Ratings
Statistics show that 53% of consumers consider reviews and ratings an essential factor in their online shopping. Reviews are usually very effective because they provide informational influence from other customers who have faced a similar challenge in their purchasing decisions.
When customers encounter reviews from multiple sources, they receive more substantial social proof than from a single testimonial. According to research, you need at least 112 reviews to gain your customers’ trust. Whether using email or social media for conversion, you can use customer reviews to take your brand to the next level.
Video Testimonials
Instagram is primarily a visual platform, which means videos can be an effective way to showcase your social proof in the Instagram shop. Additionally, studies indicate that brands can increase their conversion by 34% by using video testimonials. These are usually effective because they offer visual authenticity, detailed context, and emotional context, something that a testimonial cannot provide.
When leads see your previous customers sharing genuine experiences, this can result in a higher level of empathy and identification than from written testimonials. Customers also believe it’s harder to fake video testimonials than text testimonials. These are, therefore, a good choice for addressing fake testimonials that plague text reviews.
Use of FOMO and Flash Sales
Brands selling through Instagram Shop can use pop-up messages and sales notifications to show that other buyers have purchased a product and create a sense of fear of missing out. Studies indicate that 86% of elements of real-time proof are added to incoming chats, which result in appointments.
When customers see others buying your product, it indicates that the product is valuable while creating the impression that they will miss out if they don’t act quickly. However, when doing so, you need to remain authentic, as sending fake notifications will erode your trust and credibility.
Followers Count and Higher Engagement
While a high follower count and high engagement aren’t considered social proof, they can also provide instant validation. When people visit your Instagram profile, this is the number they look at first. If you have a big following, this shows a higher level of trust. Similarly, if your followers are engaging with your content through comments, likes, and follows, it shows they love your product. It’s also an indication that your followers aren’t just numbers; you have an active, engaged community. That also means you need to understand the mistakes that slow down Instagram’s growth for creators.
User-Generated Content (UGC)
UGC refers to the content that your customers create on behalf of your brand. The content could be in different formats, such as reels and stories, showcasing your product being unboxed or used. This content format is effective for demonstrating valuable, authentic social proof because it feels like a recommendation from a friend rather than a marketing message. You can ask your friends to share posts using a branded hashtag.
Influencer Endorsement
Another great way to market your Instagram shop is by collaborating with influencers. They can recommend buying your products to their large following. Since their followers already trust them, they are likely to trust the influencer’s recommendation.
Be Authentic Using Social Proof For Your Instagram Shop.
When using social proof to increase your audience’s trust, ensure you seamlessly integrate it into your content engagement strategy. Instead of telling people what to do, you should illustrate to them. Rather than telling them “customers trust our product,” you can create a reel of a happy customer unboxing your product. This strategy makes the social proof more authentic and prevents it from looking like an ad.
You can increase engagement by ensuring that your audience becomes part of the story. For instance, you can run a contest asking your audience to share a picture of themselves unboxing the product, and the one with the most likes wins. When sharing your content, make sure to tag your followers, as this will not only encourage them to participate but also grow your brand’s following.
In Conclusion
Social proof can be your secret weapon for increasing sales in an Instagram shop. When prospective customers see reviews and testimonials from other customers, they are also nudged to buy. If you are wondering how to use social proof in your Instagram shop, the steps outlined above will prove helpful.