Social proof (reviews, ratings, case studies, photos/videos from customers) is one of the cheapest and most powerful factors in building trust.
For the buyer, it’s a signal that ‘this product/brand has already been tested by others,’ and for the business, it’s a tool for reducing risk in the eyes of the customer, increasing the clickability of the product card, and growing conversion.
Reviews today are a manageable marketing asset. Companies consciously invest in encouraging feedback because they understand that buyers trust other buyers much more than they trust advertising.
Reviews directly affect sales and product visibility
The volume and freshness of reviews improve the position of a product card in search results and marketplace filters.
High-quality photos and videos solve the problem of mistrust
Modern buyers do not believe in perfect photos from a catalogue. They want to see what the product looks like in real life (on the body, in the interior, in use).
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Photos and videos from users increase trust in the brand and reduce the number of returns.
Especially important:
- for clothing and footwear: real photos help to understand the fit and material;
- for cosmetics: shades and effect;
- for technology: ease of use, configuration, noise, etc.
Motivation for reviews — an investment in content that sells
Brands encourage buyers to write reviews by offering bonuses, discounts, samples or test copies. This is not ‘buying reviews,’ but a way to gather honest, diverse opinions that give the platform and users more useful information about the product.
The ‘social majority’ effect
When a potential customer sees hundreds of reviews, their psychology works on the principle: ‘if others have bought it, then it can be trusted.’
Even neutral reviews create a sense of mass appeal and reduce the fear of making the wrong choice.
Psychologists call this the social proof effect. People tend to repeat the behaviour of the majority, especially in conditions of uncertainty when they cannot assess the quality of a product in advance.
Why brands send products for testing?
Testing is a content strategy. Products are given to active users, bloggers, and experts so that they can create native content: reviews, photos, videos, and comparative tests.
This content is then used in product cards, social media, and advertising as independent confirmation of quality.
Bonus:
Users who participated in testing often become brand ambassadors and continue to share their experiences and recommend the product to others.
What reviews should be included and how to structure them
Short quotes (for the landing page/home page). 1–2 sentences with the result/effect.
Full reviews on the card. Title, text, rating, date, photo/video, tags (e.g., ‘Size: S,’ ‘Delivery: pick-up point’).
Case studies/customer stories. For expensive/complex products: results, figures, implementation stages.
Video reviews. More powerful than text reviews, especially for demonstrating performance/effect.
Customer logos and short quotes. For B2B, they work as proof of status.
