People seek instruction from individuals around them to determine how they should act or think in a certain scenario, a psychological phenomena known as social proof. It’s like when you notice a large line outside a nightclub and assume that the club must be fantastic because it’s so popular. The number of interactions a piece of material receives or the number of followers you have on social media can be used to determine social proof. The premise is that if other people are sharing or following something, it must be good. (Here are some pointers for including social proof on your landing pages.)