Last week, I was walking down James Street in Fortitude Valley, looking for a spot for lunch. I passed two cafes. One was architecturally stunning but completely empty. The other had a small huddle of people waiting out the front and a slightly chaotic vibe.
I chose the one with the crowd. Why? Because my brain made a split-second decision: If they’re willing to wait, it must be good.
In the digital world, your social media profiles are your shopfront. If they look like that empty cafe—no matter how pretty the aesthetic—potential customers will keep walking. Social proof isn't just about getting five stars; it’s about creating a sense of momentum that makes it 'safe' for a new customer to say yes.
Here are four quick-win strategies to engineer that momentum right now.
1. The 'Over the Shoulder' Screenshot
Many Brisbane business owners wait for the perfect, high-production testimonial video before they post. By the time it’s edited, the lead is cold.
Instead, start capturing 'raw' social proof. Did a client just send you a glowing text message? Did someone leave a lovely comment on your latest post? Take a screenshot, crop out the sensitive details, and post it to your Stories with a 'Thank you!' sticker.
This works because it’s unfiltered. In an era of AI-generated content, weaponising authenticity is your greatest competitive advantage. This raw proof signals to your audience that real people are interacting with you in real-time.
2. Show the 'Work in Progress'
If you run a service-based business—say, a landscaping crew in Ashgrove or a boutique accounting firm in the CBD—don't just show the finished product. Show the activity.
- The 'Behind the Scenes' Proof: A photo of three coffee cups and a messy whiteboard shows you’re busy solving problems. - The 'Delivery Day' Proof: A stack of boxes ready for the courier shows that people are buying.
When people see you are busy, they perceive you as valuable. It’s the digital version of that line outside the James Street cafe. If you find your engagement is high but sales are low, it might be time for a social ROI audit to ensure your 'busy-ness' is actually driving conversions.
3. The 'Wisdom of the Crowd' Poll
Social proof doesn't always have to come from past customers; it can come from your current community. Use the 'Poll' or 'Slider' features on Instagram or LinkedIn to let your audience make decisions for you.
Example: "Should we bring back the Blue Ceramic vases or the Matte Black?"
When 200 people vote, a new visitor sees that 200 people care about your brand. This creates a psychological 'safety in numbers.' You are no longer a stranger; you are a hub of a high-yield community. This shifts the focus from you trying to sell, to the community wanting to buy.
4. Borrow Authority Through Local Tags
For Queensland businesses, local relevance is a powerful form of social proof. If you’re a tradesman and you’ve just finished a job in Paddington, tag the location and mention a local landmark.
"Great day out in Paddington finishing this deck—the view of the city skyline never gets old!"
When a local resident sees that you work in their specific suburb, their trust in you triples. You aren't just a faceless business; you're the person who helped their neighbour.
Your 24-Hour Action Plan
You don't need a month-long strategy session to implement these. Try this today: 1. Screenshot a win: Find one positive email, text, or comment and share it to your Stories. 2. Tag a local spot: Share a photo of your team out and about in Brisbane and tag the suburb. 3. Run a 'This or That' poll: Give your followers two choices related to your product or service.
Social proof is about reducing the perceived risk of a purchase. By showing that others have already taken the leap—and liked the result—you make it infinitely easier for the next customer to click 'Buy Now.'
Ready to turn your social presence into a conversion engine? Contact Local Marketing Group today and let’s build a strategy that works for your Brisbane business.