How To Use Social Proof To Boost Your Facebook Ad Results

A common question that I’m often asked is:

“Emma, how can I improve my Facebook ad results?”


Which is a bit like a client asking you “how can I lose weight?”

It completely depends on so many different elements/time-scales/what they want to achieve, etc.

There’s not one set answer.

With Facebook advertising, there are multiple areas that you need to get right if you want to get big results.

Whether that’s increasing the conversions of your landing pages, testing/tweaking your funnel or improving your audience targeting.

But there’s one element of the Facebook advertising that is little discussed but can make all the difference.

That’s the advert itself.

In this blog post, I’m going to explain how you can use a little trick in your adverts to rocket your results.

What’s the trick? I hear you ask …

Well, it’s the power of ‘Social Proof’.

I’m going to give you practical examples and explain different methods for stitching authority/social proof into your ads.

But before we dive into the details, let’s just cover what Social Proof actually is.

Well the definition is …

A psychological phenomenon where people assume the action of others in an attempt to reflect correct behaviour for a given situation.

But in simple terms; social proof in marketing is simply adding authority and credibility to your advertising.

For example …

Would you take an action if you knew that thousands of people had previously taken the same action?
Would you trust something more if they were affiliated to a celebrity or authority figure?
Would you sign-up for something if it had proven results?

Using social proof increases trust and surges your results.

With Facebook advertising, your advert’s aim is to catch the attention of the user as they’re scrolling through their newsfeed and drive a click.

Your image must stand out, your copy must sizzle and your headline must encourage the click.

But if you can also build trust for your product/service into the advert, then the likeliness of the click is increased, and the chances of the user taking your desired action on your page is heightened.

I’m going to go through four key credibility techniques that you can add to your adverts today.

1. Result images

It might seem simple, but simply showcasing your results works brilliantly, because they prove that your bootcamp/program gets results.

This plays on two physiological triggers.

#1 –  it shows your training in use – you obvious walk the talk and you’re trustworthy.

#2 –  it shows a customer case study, showing the results that one of your clients achieved by working with you.

But keep in mind that Facebook do not like ‘Before & After’ pictures – they will not accept your adverts.

You can post ‘Before & After’ pictures organically, but they’re against Facebook’s ad rules.

2. Testimonials

Testimonials can be heavily utilised for Facebook ads.

You could use short punchy quotes from your customer’s testimonials in your ad copy – or if you really want to maximise your results, you could record testimonial style videos of your clients where they’re singing your praises.

Facebook users will always be hesitant if you’re blowing your own trumpet – but if you can have a client blowing it for you – then their level of trust will increase.

This applies in the fitness industry more than others, as there are so many conflicting messages from so called “experts” – it’s important that you win trust immediately.

3. Power In Numbers

If a lot of people have purchased/downloaded/took an action, your chances of doing it yourself are increased.

That’s why you’ll commonly see Facebook adverts/landing pages with copy such as:

“7,000 people have downloaded this free guide.”

It adds huge social proof, and it’s such a simple addition to your ad copy.

4. Celebrity/Experts

I’ve noticed that this is becoming more and more common on Facebook adverts – it’s a timeless technique that’s been used in print advertising for many years.

It’s simply using a celebrity or authority figure in your Ad image.

Of course, this is a legal minefield.

As long as you’ve been given the “thumbs up” by the celeb/figure – then you should utilise this.

It could even be a picture of you and the celeb – maybe you’ve met a big name at an event/expo.

When users see your advert, they’ll identify with the celeb/authority figure which will build instant trust.


Social proof is massively underutilised within Facebook advertising – if you get in early, you can take advantage of some of the points above to effortlessly improve your results.

Whether that’s adding a testimonial into your ad copy, focusing on credibility through numbers or giving some thought to your ad image.

If you’d like my help to drastically scale your Facebook advertising results, then you can apply to work with me below.

I hope that’s helpful and we’ll speak next week,

Emma x

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