Social proof is a psychological phenomenon where people copy the actions of others because they assume that if everyone is doing it, it’s the right thing to do. It’s in our nature to look to others to make sure we’re making the right choice. Studies show nearly 70% of online consumers look at a product review prior to making a purchase. And according to Nielsen’s Global Trust in Advertising report, consumers are 92% more likely to trust their peers over advertising when it comes to purchasing decisions.