Social Proof
Creative
Social proof is any signal in an ad or landing page that shows other people already trust, use, or endorse a product — reviews, ratings, follower counts, or visible testimonials.
Social proof works because it lowers perceived risk faster than a brand simply asserting its own quality — "12,000 five-star reviews" is more persuasive than "we're the best" precisely because it's a claim the brand isn't making about itself. It's one of the most consistently effective levers in both ad creative and landing page conversion rate optimization.