Social proof is one of the most powerful tools that a business can use to increase conversions. It is the idea that people will do what other people are doing, in order to fit in or feel safe. This phenomenon can be seen everywhere, from fashion trends to how people vote.

Social proof is often thought to originate from our need to belong. From an evolutionary perspective, it makes sense that we would want to fit in with our tribe or community. 

After all, being ostracized was a death sentence for our ancestors. Today, we may not be at risk of physical expulsion from our social groups, but the psychological impact of being rejected can still be very real.

However, recent research has shown that social proof is not always driven by a need to belong. In some cases, it may actually be the result of a fear of missing out (FOMO).

This occurs when we see other people doing something that we want to do, but feel that we cannot have. For example, if everyone at your office is going out for drinks after work, but you have to stay home with the kids, you may feel FOMO.

These two motivations – belonging and FOMO – can lead us to do things that we would not normally do. We may spend money on unnecessary things, or take risks that we would not normally take.

However, it is important to remember that social proof is not always a reliable indicator of safety. Just because everyone is doing something, does not mean that it is safe or wise.

So, while social proof can be a powerful tool for businesses, it is important to use it wisely. Make sure that you are not taking advantage of people’s fears or vulnerabilities. And, always remember that safety is not always found in numbers.