Social Proof
When unsure, people look at what others are doing, above all people like them.
Why it matters
Copying others is a quick way to make a decision that feels safe, and friends count more than strangers.
How to use it
- Show real numbers, and show them where people hesitate.
- Use people the viewer knows or resembles.
- Leave out numbers too small to impress.
Example
"6 friends going" persuades more people than "Popular event".
Watch out
Invented counts and fake reviews destroy trust when they are found out. A low number can also put people off.