Reviews 8 min read
04 Sep 2023

Testimonial Advertising Made Simple: What You Need to Know

Testimonial Advertising Made Simple: What You Need to Know

Feedback from customers holds greater sway in shaping what people buy.

This is especially true online, where reviews and social media have revolutionized marketing.

For any brand, it's important to show what people are saying about them, as it builds trust and credibility. Enhancing brand recognition.

In this article, we look at how customer feedback can help your brand stand out and engage with customers.

What is Testimonial Advertising?

Testimonial advertising is when companies use customer feedback to promote products or services.

According to BrightLocal, 91% of consumers aged between 18 and 34 trust reviews they find online.

People see them as trustworthy as a recommendation from someone they know.

How to Apply Testimonial Advertising?

First, gather feedback and experiences from satisfied customers.

The better your feedback record, the better the quality of your campaign.

Then, showcase them as written testimonials, video testimonials, or posts on social media.

To Pay or Not to Pay?

Paying for advertising can make your message more effective and reach more people.

This means more people will see your customer stories on different platforms. Which can boost your brand's visibility and awareness.

The goal of testimonial advertising is to make more people trust your brand. By showing real customer stories.

It can create a positive impression of your brand and build a reputation.

The Benefits of Testimonial Advertising

According to Nielsen, about 92% of consumers worldwide trust earned media. This includes testimonials and recommendations from family. Above all other forms of advertising.

Testimonial advertising also helps you:

Boost Brand Trust and Credibility:

Testimonials are when people speak positively about a brand. They can help others trust the brand, especially customers who might not be sure about it. This is social proof.

Influence People’s Buying Decisions:

Testimonials can affect how people buy things. When customers support a brand, other people feel confident buying from that brand.

It makes a big difference for people. And their buying decisions.

Connect With Potential Customers:

Businesses connect with their audience using testimonials. It is an emotional bond.

Real stories and customer experiences make the brand real.

It helps potential customers relate to the brand.

Set Apart From Your Competitors:

In a crowded market, testimonial ads make businesses stand out. Real testimonials show what makes them special. They also explain why people pick them instead of other brands.

This helps get and keep customers in a busy market.

All in all, testimonial advertising and email marketing help businesses harness customer support. They make a strong impression on the segment of the audience marketers try to reach.


User experience is key / Source: NiceVeryNice

The Types of Testimonial Advertising

According to the Spiegel Research Center, customer reviews can increase conversions by up to 270%. 

It's crucial to understand the type of testimonial for your audience for the best results. Below, you'll find testimonial categories to help you determine the best option for your needs:

Written Customer Reviews

Written testimonials help build trust and credibility for a brand. They allow customers to share their experiences with a product or service.

When using written reviews, it's important to consider the following.

They Boost Trust:

Written testimonials are a record of customers' positive experiences. Potential customers can easily access and review them.

These testimonials show real stories and genuine feedback. It makes them valuable.

To further boost results.

  • Design a "Google Review Flyer"
  • Highlight the best positive testimonials
  • Encourage feedback on your Google business page.

Authenticity and Detail Are Important:

Authenticity and attention to detail are crucial in written testimonials. Customers appreciate testimonials that are honest, detailed, and specific.

Prior experiences help potential customers understand better the product or service. Building trust in the brand.

Video Testimonials

Video testimonials build trust and inspire emotions. They offer potential customers an immersive audio-visual experience. And allow them to connect with real customers.

Using genuine customer reviews can be time-consuming. Video testimonial apps are a valuable tool to streamline the process.

To harness the power of video testimonials, consider the following aspects:

The Impact in Conveying Emotions:

When customers share their experiences in video testimonials. Their genuine emotions are easier to relate to.

This emotional connection makes potential customers more likely to respond to the testimonials.

The Role of Quality Production and Storytelling:

Video testimonials have a high impact. Quality visuals, professional editing, and engaging storytelling captivate and leave a lasting impression.

A compelling narrative and visuals can effectively communicate the brand identity and values.

Social Media Testimonials

Share testimonials on social media platforms and reach a wider audience.

Leveraging social media for testimonials has the following advantages:

Reaching a Wider Audience:

Social media platforms help showcase testimonials to a large and diverse audience. Through likes, shares, and comments, testimonials gain visibility. Helping potential customers, who may not have encountered the brand otherwise, find it.

Talking to Customers:

Social media testimonials offer a space for direct interaction with customers.

Thanking customers and engaging in conversations prove a solid commitment to customer satisfaction.

Active engagement on social media platforms (like Instagram) helps build trust and loyalty.

It also shows people that the business is real. And there are real people ready to help them.


A testimonial about a product / Source: EmbedSocial

Share your Reviews

In a survey by Vendasta, 88% of consumers said they trust online reviews and testimonials as much as personal recommendations.

That is why it is fundamental to highlight your testimonials where they can make the most impact.

Some examples include:

Website Testimonial Pages

Creating dedicated testimonial pages on your website helps to share customer feedback. It is a window to your brand.

Consider these best practices for better results.

Dedicated Testimonial Pages

They are the core place for your reviews and feedback. Helping potential customers check your background.

Dedicated testimonial pages help prove that real customers like and prefer your brand.

How to Structure a Testimonial Page:

  • For navigability, organize testimonials by categories or themes. It makes it easier for users.
  • A mix of written testimonials, video testimonials, and ratings grants variety.
  • Include customer photos, names, and relevant details to boost the authenticity. People want to know all about your business.
  • Consider adding brief case studies or success stories for more in-depth insights.
  • Ensure the testimonial page is attractive and easy to navigate. Ad a mobile version.

Why Incorporate Testimonials in Ads

Testimonials can amplify the effectiveness of your ad campaigns. When using testimonials in ads, keep the following points in mind:

Boost Credibility and Persuasion:

  • Including ad testimonials adds credibility to your marketing messages.
  • Positive reviews can convince potential customers. And lead them to your brand over competitor brands.
  • Think about it. Clients want to get the best product or result. If someone already done it, they can do it too.

How Ad Campaigns Use Testimonials:

  • Show stories of real customers who achieved remarkable results. It gives your product or service trust.
  • Connect with your audience. It is not only about selling. Video testimonials in ads evoke emotions and enchant the audience.
  • Highlight specific benefits or features. Your product is unique. Use customer testimonials to prove it.

Social Media and Review Platforms

Testimonials on social media and review platforms influence the brand's visibility and reputation.

You can not dismiss its role in testimonial advertising. Pay attention to the following for the best results.

The Importance of Testimonials on Social Media:

  • Social media platforms provide a broader reach and engagement with a wide audience.
  • They encourage social proof and virality. Share testimonials as posts or stories.
  • Relevant hashtags and tags expand the reach of testimonials.

Customer Reviews and Engagement:

  • Respond to positive and negative reviews. It shows you understand and commit to customer satisfaction. Always provide a solution.
  • Engage with the audience. Respond to comments, address concerns, and encourage further interactions. Your business is a living being.
  • Encourage customer reviews on review platforms. It boosts the brand's online reputation. It is a way to increase social proof.

Website testimonials work / Source: AppSumo

The Effective Use of a Testimonial in Digital Marketing

In the evolving industry of digital marketing. You must include testimonial advertising in your strategies. Regardless of the size of your business or niche.

To boost the benefits of customer advocacy and succeed, consider the following.

  • Gather and display only real testimonials.
  • Interact with customers on social media channels.
  • Test various formats and platforms. It will help you find the best one.
  • Take the initiative. Dare to start today!

Use testimonial advertising to gather and distribute stories from content customers. And see testimonial advertising launch your brand to increased visibility and success.


Are Testimonials Better for Specific Businesses?

No, testimonials are beneficial for a wide range of businesses and industries.

Whether they're about products or services. Testimonials offer social proof and establish trust. 

Customers like hearing positive experiences from others. It makes testimonials valuable for all kinds of businesses.

Start today and launch your brand to increase visibility and success!

How Do I Get Testimonials From Customers?

There are a few ways to prompt customers for testimonials.

  • Contact happy customers directly, and ask for their feedback. People are willing to share their experiences.
  • Simplify the process with clear instructions or a feedback form. Less is more.
  • Think about giving discounts or rewards to encourage customers. They can be more open to sharing their experiences.

How Do I Assess the Impact of My Testimonial Advertising Campaigns?

To check the success of a testimonial advertising campaign, track essential metrics like:

  • The website conversions.
  • The click-through rates for testimonials ads.
  • The interactions on social media.

Use analytics tools to track and compare these metrics against your past campaigns.

Surveys and feedback forms can collect customer input.

They offer insights into testimonials' influence on buying decisions. A valuable resource you do not want to miss.

Joe Troyer

Joe Troyer

I’m one of the founders of Virtual Valley. We own and grow profitable bootstrapped ventures that are entirely bootstrapped and funded by customers, forcing us to focus on building products that customers, not investors, love. Our latest venture Review Grower aims to compete in a market with competitors doing hundreds of millions a year. Our goal is simple: By creating enterprises that address the most pressing issues affecting tomorrow's top firms, we enable growth in marketers, agencies, and companies.

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