When Social Proof Hurts: A Common Marketing Mistake Losing You Customers

Let’s talk about why this happened and how you might be doing the same thing without realizing it.

The Mistake Most Marketers Make

These anti-drug ads ended up backfiring because they unintentionally suggested that drug use was more common than it really is. Instead of making the behavior seem rare, the ads actually made drug use appear trendy.

This is known as negative social proof.

People often look to others to figure out what’s considered normal. The more they hear about something, the more they start to believe it’s widespread.

We tend to mimic the actions of those around us. For instance, just labeling a menu item as “most popular” can boost its appeal by as much as 20%.

The anti-drug ads were supposed to stop kids from using drugs, but they had the opposite effect. By showing drug use as a big problem, the ads made it seem like a lot of people were doing it.

When something seems common, it can actually make others more likely to try it—especially kids.

Many marketers make the same mistake. They talk so much about a problem that they end up making it look normal, which only makes things worse.

We’ve all seen messages like this. For example, Wikipedia often says, “fewer than 2% give.” But that kind of message can backfire. And there’s proof that it does.

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Negative Social Proof Evidence

1. If you want to change behavior, show them the right thing to do.

Don’t tell them that many people are doing the wrong thing.

Take, for example, the situation at Arizona’s Petrified Forest. A sign that mentioned how many people were stealing wood actually had the opposite effect — instead of curbing theft, it ended up doubling it.

On the other hand, a new sign that encouraged preservation worked wonders, cutting theft by more than half.

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2. If you want people to change their behavior, the way you share information matters.

Nationwide, the UK’s biggest bank, ran an ad saying, “11.5 million Brits have less than £100 in savings.”

Instead of motivating people to save more, the message made it seem normal to save very little—so it actually had the opposite effect.

A better message would have been something like, “15 million British adults are saving enough for retirement.” That would have encouraged more people to follow the good example.

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3. In the UK, the NHS is grappling with a persistent problem: missed medical appointments.

To address this issue, some NHS managers started showcasing statistics about no-shows. For instance, they pointed out, “Every week, 4,520 appointments are missed.”

At first glance, this approach seems logical, as it aims to encourage patients to show up on time.

However, research has shown that this tactic can actually backfire. When people see such high numbers, it tends to normalize the behavior of missing appointments.

A simple change made a big difference. New signs highlighted that “most patients arrive on time,” and as a result, the number of no-shows dropped significantly.

If you want to convince someone to do something, don’t make it sound like most people aren’t doing it.

For example, if you want someone to buy a product, don’t say “most people haven’t bought yet.”
If you want someone to attend an event, don’t say, “many of you haven’t signed up.”

If you want more YouTube subscribers, don’t say, “only 2% of people subscribe.”

And if I want you to share this blog, I shouldn’t say, “only 1 in 1,000 readers share my blogs.”

Instead, I’ll say this—more people than ever are sharing my content on social media, and I’m truly thankful for that.

This blog is part of Phill Agnew’s Marketing Cheat Sheet series, where he shares science-based tips to boost your marketing.

FAQ’s

Q1: What does “social proof backfire” mean?

Answer: It means using social proof in a way that hurts your results instead of helping them. For example, when you mention that very few people are taking an action (like buying or signing up), it can make others less likely to do it too.

Q2: Isn’t social proof supposed to help increase conversions?

Answer: Yes, when used correctly! Positive social proof—like showing that many people love your product—can build trust and increase sales. But when you highlight negative behavior (like “most people don’t donate”), it can send the wrong message.

Q3: Can you give a real-world example of this mistake?

Answer: Sure. In an anti-theft campaign, signs that said “many visitors steal wood” actually increased theft. Why? Because it made stealing seem normal. When they changed the message to encourage good behavior, theft went down.

Q4: How does this apply to digital marketing?

A: If you say things like “only a few people signed up” or “hardly anyone subscribed,” you’re making it seem like your offer isn’t popular—which can turn people away. Always highlight the positive actions others are taking.

Q5: Why do people follow what others are doing?

A: It’s called social proof. When we’re unsure, we look at what others are doing to guide our decisions. That’s why positive social proof works so well—because it shows people that the “right” choice is also the popular one.

Q6: What’s the main takeaway from this blog?

A: Be careful how you use social proof. Don’t accidentally highlight the wrong behavior. Instead, focus on showing that the right action is common and appreciated by others. That’s how you boost trust—and conversions.

Q7: What should I say instead to avoid this mistake?

Answer: Use encouraging language. Say things like:

• “Thousands have already joined”
• “Most of our users recommend this”
• “More people are subscribing every day”
• These messages show value and build trust.