When I’m searching for a new item, from makeup to furniture, I always begin by asking others for recommendations. I reach out to friends to hear about their purchases, their satisfaction, and most importantly, whether they’d suggest it to others. If this method proves fruitless and the purchase is significant (like a sofa or, yes, even mascara), I delve into online reviews. Hearing from those who have used the product firsthand is crucial for me. Essentially, I embody the ideal audience for testimonial advertising, and it’s highly likely that many of your potential customers do as well.

Within this comprehensive guide to testimonial advertising, we will delve into:

• The definition of testimonial advertising
• The distinctions between testimonials and endorsements
• The reasons behind testimonial advertising’s effectiveness
• Illustrative examples of testimonial advertising

Let’s begin!

Defining Testimonial Advertising

A testimonial constitutes a statement made by a customer elucidating the benefits they’ve derived from a product or service, often accompanied by a recommendation. Testimonial advertising leverages these genuine customer evaluations in advertising copy and creative content to cultivate trust among prospective customers—establishing it as a highly effective marketing strategy.

Testimonial ads can manifest in various forms:

• Screenshots of customer feedback from platforms like Google, Amazon, or Yelp
• Excerpts from case studies presented as quotes
• Consumer-generated content (such as a simple repost on Instagram)
• Professionally produced videos, among other formats

Even a positive response on Quora could serve as a testimonial ad.

These testimonials can range from a single word to a comprehensive account of a sunscreen’s lightweight texture or the swift arrival and excellent service provided by an emergency plumber. The key takeaway is that these positive remarks should emanate from a place of sincerity, whether they arise organically or are solicited.

Differentiating Testimonials from Endorsements

The two primary distinctions between testimonials and endorsements lie in the customer’s influence and the incentives they receive. A testimonial from an average customer might be rewarded with a gift card or a discount; a celebrity endorsement, however, entails a financial arrangement.

This distinction becomes somewhat blurred when social media influencers enter the equation. These individuals receive payment—often substantial—to review products and services for their audience. While it may not always be clear whether a particular instance constitutes a testimonial ad or an endorsement, in most cases, it leans closer to a testimonial. It’s worth noting that very few influencers currently attain true celebrity status.

Why Testimonial Advertising?

Testimonial advertising demonstrates efficacy by shifting the spokesperson role from the brand itself to consumers promoting the product or service to their peers. This approach enhances the authenticity and relatability of the recommendation, amplifying its impact.

In fact, BrightLocal’s research reveals that nearly 50% of consumers place as much trust in customer reviews as they do in recommendations from friends and family. Given the immeasurable value of word-of-mouth marketing, the fact that half of your potential customers might trust your testimonial ads as much as a suggestion from their mother or a glowing review from a close friend holds significant implications for your business.

This finding highlights the substantial potential value of testimonial advertising. However, it’s essential to acknowledge that consumer trust in reviews is not universal. BrightLocal also discovered that 62% of consumers suspect they’ve encountered a fabricated review. Therefore, if you’re incorporating a real customer review into your advertisement, ensuring its quality is paramount. The testimonial should exude authenticity and uniqueness, with the customer appearing as a genuine individual.

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Now that we have established a clear understanding of testimonial advertising, its boundaries, and its effectiveness, let’s explore some illustrative examples to inspire your own creative endeavors.

Must-See Examples of Testimonial Advertising

Here are 11 examples of testimonial advertising that leverage customer recommendations in their copy and visuals to persuade potential buyers. These examples are drawn from diverse platforms, encompassing social media networks, landing pages, and even print publications.

1. Alan David Custom: Facebook Testimonial Ad

The strength of testimonial ads lies in their ability to directly connect your existing customers with potential ones. Consider this testimonial Facebook ad from Alan David Custom, a New York-based suit retailer.

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The specificity of this testimonial clearly indicates an actual customer who, in need of a navy suit, received exceptional service and a high-quality product. And exceeding expectations? That’s truly commendable.

2. Glossier: Instagram Testimonial Ad

Glossier excels at branding—its design, social media presence, and landing pages all exhibit cohesion and engagement. However, numerous beauty brands possess impressive branding yet fall short in product quality, failing to deliver on promises or hype. This is precisely why genuine customer recommendations are invaluable, and Glossier understands this principle.

Observe this Instagram testimonial ad:

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The ad maintains simplicity, rendered in the brand’s signature millennial pink, featuring a visualization of an online review in its distinctive font. The impact? The testimonial speaks volumes.

3. Noom: Google Testimonial Ad

In Noom’s Google Ad displayed below, the description commences with a testimonial: “This is the only thing that works despite having no time on my hands.” -Sarah. Had Noom opted to write, “The sole solution for those with no time,” it simply wouldn’t resonate as powerfully.

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It’s worth noting that you can also integrate a sitelink extension directing users to your testimonial page, as exemplified in the subsequent ad:

4. Ana Luisa: Instagram Testimonial Ad

This particular example complements the preceding one effectively. It’s an Instagram Story from jewelry brand Ana Luisa featuring a social media comment extolling the product—complete with the user’s handle—alongside a product photograph.

Presenting both the product and the genuine comment serves as a compelling means of conveying precisely what the testimonial recommends. Additionally, the story’s shoppable nature (aligning with a prominent 2022 digital marketing trend!) makes it remarkably convenient for users to access further details on a product page or convert instantly.

5. Raisedwithwolves: Influencer Testimonial Ad

We previously touched upon the distinctions between testimonial ads and celebrity endorsements, highlighting the ambiguity that arises with Instagram influencers. Here’s a prime example of a testimonial ad from a “momfluencer” boasting a relatively modest following of 24,000. While not quite reaching celebrity status, she commands a dedicated audience and a thriving business.

The image itself is undeniably adorable, and the copy furnishes relevant information about the Once Upon a Farm snacks. The Instagram caption, however, elevates the content further. The first-person “I love” injects a personalized touch—serving as an impactful testimonial.

6. Calm: LinkedIn Testimonial Ad

LinkedIn might not strike one as the most exhilarating ad platform; however, it boasts over 800 million users, with a significant portion logging in regularly. This represents a substantial audience to target during their job application process or workday.

This explains the effectiveness of Calm’s testimonial ad showcased here:

The review maintains anonymity and avoids excessive detail, yet its context and specific audience targeting contribute to its success. The ad reaches individuals who are likely occupied with work, presenting them with a solution their employers can provide. Moreover, it’s an employee—not an HR representative overseeing the program—who shares Calm’s positive impact.

The strategic use of quotation marks to highlight the customer’s testimonial is another commendable aspect. This enhances the ad’s visual appeal, leading us seamlessly to our next example.

7. Relay: LinkedIn Testimonial Ad

Visual appeal is undoubtedly valuable, but visual representation of your testimonial isn’t always necessary, particularly when it originates from a reputable publication. Here’s a compelling example of a testimonial ad on LinkedIn from Relay, a communication software company.

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The copy takes center stage here, presenting a powerful evaluation from a respected source like Fast Company—a strategic move by Relay.

8. Headspace: Display Testimonial Ad

Amidst unseasonably warm weather, a wave of runners took to the streets, seemingly radiating tranquility. Witnessing this serenity, while aspirational, did little to motivate my own jogging endeavors. This testimonial ad from Headspace employs vibrant colors to capture attention, drawing focus to the featured sneakers and a quote about running.

The brilliance of this ad lies in the fact that Knox, the featured customer, isn’t necessarily advocating for running itself but rather recommending an app offering guided meditation—presenting a path to achieve that same inner peace, regardless of one’s inclination to run.

9. Spur: Vintage Testimonial Ad

Thus far, our selection of testimonial ad examples has primarily revolved around digital placements. However, this doesn’t imply that such ads are a recent phenomenon; in fact, they have a rich history.

Consider the example below, dating back to the 1940s. It showcases a testimonial alongside a customer enjoying a beverage—or at least, that’s the image conveyed. Let’s take a closer look.

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This testimonial ad aligns with others in its simplicity—a customer expressing their fondness for the product. While unfamiliar with the brand “Spur,” the ad’s competitive copy suggests it’s a Coke alternative.

10. General Assembly: Landing Page Testimonial Ad

Landing pages provide a fertile ground for testimonial ads. By reaching this point, leads have already demonstrated an interest in your offering. Having clicked through to your page, they seek a clear outline of your benefits, and leveraging customer testimonials is an effective means of achieving this.

Here’s an example from General Assembly’s landing page for their UX Design Immersive program:

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While specific to Emma’s experience, the theme of layoffs and involuntary career transitions unfortunately resonates with a broader audience.

Expanding Testimonial Advertising: Incorporating Video

A common thread connects all the examples presented thus far—they rely on static imagery and copy. While effective, testimonial advertising can achieve greater compelling force through a different medium: video.

Video testimonials are inherently more trustworthy and have a higher potential to drive sales. Research indicates that a staggering eight out of ten individuals have made an app purchase after engaging with a brand video.

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Let’s delve into some inspiring testimonial-infused video ads.

11. Dove: TV Commercial Testimonial Ad Example

TV commercials offer a more generous timeframe compared to other video formats, and Dove capitalizes on this by featuring multiple testimonials for their antiperspirant.

Watch the ad here

While staged, these testimonials supposedly involve real individuals, not actors. Regardless, the act of showcasing these women trying the product on-screen effectively conveys the message that the antiperspirant feels pleasant and delivers on its promises.

12. Secret: TV Commercial Testimonial Ad

Here’s another TV commercial testimonial, this time for a competing product: Secret deodorant. While Dove utilizes the extended timeframe to incorporate diverse perspectives, Secret opts for a more profound approach. The commercial centers around strong women grappling with personal questions.

Watch the video here.

This particular commercial might not be my personal favorite. However, there’s a reason why such commercials linger in our minds, much like Sarah McLaughlin’s “Angel” unfailingly evokes tears with its portrayal of neglected animals. The key lies in evoking emotion. When crafting your testimonial ads, strive to elicit an emotional response from your audience through the copy, visuals, or video itself.

13. Linked Living Homes: Facebook Video Testimonial Ad

Facebook video ads might impose tighter time constraints compared to TV commercials, but this limitation can fuel creativity. You can leverage extended captions, carousel ads, collections, or even time-lapse techniques, as demonstrated in this example.

View the video ad here.

Linked Living Homes features a testimonial within the caption, praising their “dedication,” and proceeds to showcase the construction of an accessible modular addition using time-lapse footage.

14. V1CE: YouTube Testimonial Ad

When seeking reviews for intricate products or services, YouTube serves as my go-to platform. In a recent quest for new business cards, I delved into numerous YouTube reviews to gain a comprehensive understanding of whether reusable options would suffice.

Here’s a compelling example of a YouTube testimonial video from London-based Afro Is Massive, featuring a V1CE card, a reusable business card (which we ultimately chose).

This testimonial excels by incorporating minor hiccups—the slightly prolonged setup time, the initial difficulty in accessing contact information. These challenges aren’t necessarily deal-breakers, and acknowledging them preemptively manages expectations and prevents potential frustration. Furthermore, these imperfections enhance the testimonial’s authenticity, reinforcing trust in V1CE cards.

15. Go-To: Display Testimonial Ad

Crafting testimonial ads for the Google Display Network demands eye-catching, concise, and clear messaging. This example from Go-To Skincare stands out as my favorite:

This GIF ad cycles through succinct testimonials such as “Must-have,” “I’m hooked!” “Love it,” “Can’t live without it,” and “Glowy!” Watch it here.

The subtle movement of the text effectively captures attention, while the rotating testimonials emphasize the abundance of positive customer experiences—showcasing a product so well-loved that numerous users felt compelled to leave five-star reviews. And the strategic decision to keep those five stars static? A brilliant touch.

16. ILIA Beauty: Instagram Testimonial Video

If the prevalence of Instagram ads in this guide seems striking, it’s no coincidence. The platform thrives on showcasing friends’ reading preferences or vacation destinations, yet a significant portion of its content revolves around ads or product placements. And users engage accordingly. One in two rely on Instagram to discover new brands, while 44% utilize the platform for weekly shopping endeavors.

This implies that incorporating Instagram testimonials for your products or services would effectively target individuals actively seeking such information before making purchasing decisions.

Here’s an excellent example of a subtly effective testimonial ad on Instagram. ILIA Beauty features a mother-daughter duo using their product to create a complete (natural-looking) makeup look.

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The genuine smiles and body language clearly demonstrate an enjoyable experience, while the video provides valuable insights into product application—how it feels, how it’s applied, and the end result. This aligns precisely with the information Instagram users typically seek.

17. SharpSpring: LinkedIn Testimonial Ad

Our concluding example of a video testimonial ad takes a slightly different approach. It’s a LinkedIn post from SharpSpring, a growth marketing platform. The video’s minimal production works surprisingly well, especially on LinkedIn, a platform known for its professional tone. The video’s resemblance to a Zoom call (which it likely is) feels fitting. Within the video, the customer personally delivers the testimonial, lending it an air of an internal customer interview. Let’s take a look.

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This casual video exudes authenticity, enhancing the recommendation’s significance. Furthermore, SharpSpring’s inclusion of captions within the video is commendable. Given that many LinkedIn users watch videos without sound, this ensures the testimonial video remains impactful.

Final Takeaways and Testimonial Advertising Tips

We’ve traversed a multitude of examples, hopefully providing ample inspiration for your own testimonial advertising endeavors. Whether you opt for screenshots of existing reviews, record customers trying your product, or solicit testimonials to craft compelling graphics, empowering your satisfied customers to become your advocates is a strategy that yields positive results.

Let’s conclude with some key takeaways and tips gleaned from these examples:

• Maintain Authenticity: Avoid omitting less-than-positive aspects. As BrightLocal’s survey revealed, 45% of individuals harbor skepticism towards reviews overflowing with effusive praise.
• Humanize with Faces: Incorporate images and videos of the customer whenever possible. This fosters relatability and enhances trustworthiness.
• Prioritize Consent: Ensure you have obtained your customer’s explicit permission to use their words and likeness in your advertisements.
• Ubiquitous Application: Leverage testimonials across all channels—social media, landing pages, your website, and beyond!