When it comes to customer acquisition, one of the biggest mistakes brands make is focusing almost exclusively on awareness.
They pour energy into getting people to notice them—running ads, publishing content, partnering with creators—yet give far less attention to what actually helps customers take the next step forward.
That next step is conversion.
And conversion hinges on one fundamental question consumers are always asking, consciously or subconsciously:
“Will this product, service, or experience work for someone like me?”
If your brand can’t answer that question quickly and clearly, interest fades. Hesitation creeps in. And customer acquisition efforts stall—not because people aren’t interested, but because the risk feels too high.
One of the most effective ways to reduce that risk is through relevant social proof.
Customer Acquisition as an Invitation
Think about customer acquisition like inviting people to a party.
There are four phases to that invitation:
- Deciding who you’re going to invite
- Sending the invitation
- Getting your house in order so guests feel seen, supported, and like they belong
- Answering the unspoken question every guest asks before they say yes:
“Who else is going to be there?”
It’s that fourth phase—the conversion moment—that many brands overlook.
Before people commit, they want to know whether others they respect, relate to, or aspire to be like are already there. In other words, they want to see people like them.
That’s where relevant social proof comes in.
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What Is Relevant Social Proof?
Most marketers are familiar with social proof: testimonials, logos, case studies, reviews.
But relevant social proof goes a step further.
Relevant social proof doesn’t just say, “People have succeeded with us.”
It says, “People like you have succeeded with us.”
That distinction matters—especially when you’re trying to convert customers from underrepresented or underserved communities, who often face higher perceived risk when engaging with brands.
What works as proof for one person may not work for another.
The social proof that convinces a B2B growth leader won’t be the same proof that convinces a nonprofit executive. What resonates with a Gen Z consumer won’t necessarily resonate with their parents.
Relevance is what turns proof into permission.
Why Relevance Reduces Friction
Have you ever attended an event where, minutes after arriving, you thought:
“Ugh… this is not the place for me.”
That feeling—regret—is exactly what customers are trying to avoid.
Before saying yes, they’re scanning for cues that reduce risk:
- Do I belong here?
- Has this worked for people like me?
- Am I going to feel out of place?
Relevant social proof answers those questions before customers ever have to ask them.
It lowers friction.
And lower friction leads to higher conversion.
A Global Example of Relevance in Action
I once spoke with Selim Dahmani, a Senior Growth Manager at HubSpot, about the company’s efforts to grow in French-speaking markets.
He explained how common it is for brands—especially U.S.-based brands—to unintentionally signal “this isn’t for you” when expanding globally.
If all the examples shown are American delivery companies, American fast-food chains, or U.S. booking systems that don’t exist locally, the message is clear:
“It works… but it won’t work for me.”
That’s the essence of relevance.
Without it, social proof doesn’t reduce risk—it reinforces it.
Relevant Social Proof Builds Trust (Not Optics)
One critical caution: representation alone is not enough.
Too often, brands treat representation as a shortcut—adding stock imagery or surface-level diversity cues without grounding them in real relationships or real outcomes.
Customers can feel that disconnect immediately.
Relevant social proof is rooted in:
- Genuine experience
- Real relationships
- Authentic outcomes
When you share proof that reflects actual success with people your audience relates to, you’re not checking a box—you’re building trust.
And trust has a direct, measurable impact on conversion.
Ways to Show Your “Guest List”
There are many effective ways to communicate relevant social proof. Common examples include:
- Featuring current clients who reflect your ideal audience
- Highlighting past clients your audience already respects
- Collaborating with partners or creators who share your customers’ values
- Showcasing your own team—because their identities, expertise, and lived experiences signal who you’re equipped to serve
As a guiding principle:
Social proof works best when it’s not just proof of success—it’s proof of belonging.
Representation in Proof: Showing Success Outcomes
Belonging alone isn’t enough.
Customers are asking two related questions:
- Is this for people like me?
- Do people like me actually succeed here?
The first is about identity and belonging.
The second is about outcomes.
Testimonials and case studies are often how brands answer that second question—but many brands unintentionally limit their effectiveness.
For example, if you have 25 testimonials and several case studies, yet none reflect the success of someone who is neurodivergent, a neurodivergent customer is left without a clear answer.
That uncertainty introduces friction.
As a Black woman, I can tell you firsthand: I’m constantly scanning for evidence that other Black women have had positive experiences with a brand. And for me—and many others—it can’t just be one example.
Our identities shape how we move through the world, how we’re perceived, and what barriers we face. Seeing someone with shared lived experience succeed reduces risk in a powerful way.
Sometimes, contractual or confidentiality constraints make public case studies impossible. I’ve worked with high-profile brands where even mentioning the client wasn’t allowed.
If that’s your situation, you still have options.
Relevant proof can also include:
- Quotes from workshop participants
- Feedback from event attendees
- Social media comments
- Aggregated outcomes shared without naming names
The goal is to curate proof that reflects a range of identities and experiences, aligned with the customers you want to serve.
Representation in your proof isn’t about optics—it’s about outcomes.
Make Relevant Social Proof Easy to Find
This is where many brands fumble.
They’ll gather testimonials… then hide them on a single page.
Or publish a case study… then expect customers to hunt for it.
But customers don’t go on scavenger hunts for reassurance.
They’re forming impressions at every touchpoint in your customer journey.
If people don’t see proof quickly and clearly, they’ll assume it doesn’t exist.
To reduce friction, relevant social proof should appear:
- On your website
- On landing pages
- On social media
- In emails
- In ads
- In podcast interviews
- At events
You want customers to feel the answer to the question
“Do people like me succeed here?”
without ever having to ask it.
When Proof Feels Forced (and Why That Backfires)
There’s a big difference between organic proof and performative proof.
You never want it to feel like:
“Look—here’s one example. See? Representation!”
That feels like selling a narrative rather than sharing reality.
Instead, relevant social proof should feel obvious and natural—woven into how your brand shows up consistently.
Customers should be able to infer who belongs with you simply by observing:
- Who you feature
- Who engages with you
- How people talk about their experience with your brand
When proof is integrated this way, customers don’t have to wonder who’s going to be there.
They already know.
A Cultural Example of Trust Earned Over Time
I’ve been a longtime fan of Shonda Rhimes—from Grey’s Anatomy to Bridgerton to Queen Charlotte.
If Shonda Rhimes invites me to watch something she’s created, I don’t hesitate.
I already know:
- The cast will be diverse
- The stories will feel authentic
- Inclusion won’t feel forced
That’s not branding.
That’s reputation built over decades of consistent delivery.
She’s proven, repeatedly, that people like me are welcome—and represented—through the experiences she creates.
That’s the level of trust brands should aspire to.
Why Relevant Social Proof Supports Customer Acquisition
Relevant social proof doesn’t stand alone. It strengthens your entire customer acquisition ecosystem.
It:
- Reduces customer acquisition friction
- Builds trust faster
- Improves conversion rates
- Signals belonging across the journey
Most importantly, it helps customers confidently say yes.
Because people don’t just want to buy from brands.
They want to belong with them.
And they want to know that people like them don’t just show up—they succeed.
Ready to Identify the Gaps?
If you want to uncover where your customer acquisition strategy might be falling short—and where proof, trust, or experience are misaligned—the Friction Finder Growth Audit is the place to start.
It helps you identify the hidden gaps between:
- What your brand promises
- And what customers actually experience
So you can remove friction before it costs you growth.
You’ll find the link with more details below.
Final Thought
Everyone deserves a place where they belong.
When your social proof is relevant, consistent, and authentic, you don’t just attract customers—you earn their trust.
And trust is what turns invitations into lasting relationships.
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