In the dynamic realm of marketing, testimonial advertising stands as a powerful beacon of authenticity and trust.
According to a recent survey, 72% of people only make a move after reading a positive review.
In this article, we’re diving into the hows and whys behind the best testimonial ads. We’ll check out examples that not only grab attention but also make people take action.
So, let’s explore the power of real customer endorsements and see why testimonials can be a game-changer for your brand!
What Testimonial Advertising Means
A testimonial is when a customer shares how a product or service helped them and often recommends it. Testimonial advertising uses these genuine customer reviews in ads to build trust with potential customers, making it a top-notch way to promote your business.
Testimonial ads come in various forms:
- Pictures of customer reviews from platforms like Google, Amazon, or Yelp.
- Quotes taken from case studies.
- Content created by customers (like a repost on Instagram).
- Professionally made videos, and more.
It can even be promoting a positive response on platforms like Quora.
These testimonials can be super short or more detailed, expressing anything from the comfort of sunscreen to the promptness of an emergency plumber.
The key is that these positive comments should be real, whether they’re given spontaneously or in response to a prompt.
How Testimonials and Endorsements Are Not The Same
|Celebrities or well-known figures
|Gift cards, discounts
|Social Media Influencers
|Paid reviewers for products/services
|Blurred distinction; often leans towards testimonials. Limited influencers at celebrity endorsement level (for now).
Why Testimonial Advertising Actually Works
Testimonial advertising proves effective by shifting the voice of your ads from your brand to consumers advocating for your product or service. This shift adds authenticity and intimacy to the recommendation, rendering it more powerful.
A study by BrightLocal reveals a significant statistic almost 50% of consumers trust customer reviews as much as advice from friends or family.
Considering the invaluable impact of word-of-mouth marketing, having half of your potential customers trust your testimonial ads akin to recommendations from their closest circles bodes exceptionally well for your business.
The potential value of testimonial advertising is substantial. However, not every customer review gains immediate trust. BrightLocal’s findings also highlight that 62% of consumers suspect encountering fake reviews.
Therefore, if you incorporate a real-life review into your ad, it must be compelling. The testimonial should exude authenticity and uniqueness, with the customer appearing genuinely real.
Real-Life Examples of Testimonial Advertising
Explore 13 instances of testimonial advertising where customer endorsements are cleverly woven into the text and visuals to convince potential buyers.
These examples span diverse platforms, ranging from social media networks and landing pages to print publications.
1. Alan David Custom
A testimonial ad’s advantage lies in its direct communication from your current customers to potential ones. Consider this Facebook ad from Alan David Custom, a New York-based suit business, as an example.
The detailed account in this testimonial distinctly indicates it’s from a genuine customer who sought a navy suit and experienced outstanding service and a top-notch product. Achieving a rating beyond A+? That’s truly exceptional.
Glossier looks awesome with its cool design on social media and websites. But, you know, lots of beauty brands seem great, and then their products don’t match the hype. That’s why real customer recommendations matter so much to Glossier.
Check out their Instagram ad.
It’s simple, in that pink they love, showing a review in their special font. The message? The customer’s words speak for themselves.
In the Google Ad from Noom featured below, they kick off the description with a testimonial: “This is the only thing that works despite having no time on my hands.” – Sarah.
If Noom had written something like “The only solution for people with no time” themselves, it wouldn’t have the same impact.
Also, remember that you can enhance your testimonial page by adding a site link extension, just like in the ad below:
4. Ana Luisa
Here’s another cool example that goes well with the one we just talked about. Ana Luisa, a jewelry brand, shared an Instagram Story with a comment praising their product and a photo of it.
It’s a neat way to show exactly what people like about it.
And guess what? You can even shop the story, making it super easy to check out more or buy right away!
Before, we discussed the distinctions between testimonial ads, celebrity endorsements, and the potential confusion with Instagram influencers.
Now, let’s check out a fantastic example of a testimonial ad from one such influencer—a mom with a decent following of 24k. While not a celebrity, she has a strong following and a successful business.
The picture is undeniably cute, and the accompanying text provides valuable details about Once Upon a Farm snacks. What makes this Instagram caption even better is the personal touch with the first-person “I love,” making it a powerful and genuine testimonial.
LinkedIn might not sound super exciting, but guess what? Over 800 million people use it, and lots of them check it regularly—especially when they’re job hunting or working.
Now, let’s talk about this cool ad from Calm on LinkedIn.
The review, though anonymous and not overly detailed, hits the mark due to its context and the specific audience it targets. The folks encountering this ad are likely busy working individuals, and they’re presented with a solution that their employers can offer them.
What’s even better? It’s not an HR lead but an actual employee sharing how beneficial Calm has been.
The use of quotation marks in the review adds a visually interesting touch to the ad, setting the stage for our next example.
Looking good is nice, but not every testimonial has to be shown visually, especially when it’s a review from a trusted publication. Check out this awesome LinkedIn testimonial ad from Relay, a communication software.
In this case, the words are the star—the impactful review comes from a respected source, Fast Company, and Relay makes it the main focus.
Headspace’s testimonial ad grabs your attention with vibrant colors, directing your focus to the sneakers and the quote about running.
What’s cool is that Knox, the customer, isn’t just endorsing running; he’s recommending an app that provides guided meditation. This way, you can achieve that same peace of mind, whether or not you’re gearing up for a run.
Until now, all the testimonial ad examples we’ve seen were in digital spaces. However, that doesn’t mean these ads are a recent invention. Quite the opposite.
Consider this example from the 1940s below. It includes a testimonial with a customer enjoying a soda—or at least, that’s what the display implies. Have a look.
This testimonial ad is akin to others in its straightforwardness—a customer expressing their love for the product.
10. General Assembly
Landing pages are a great spot for testimonial ads because people are already interested in what you offer. They clicked and landed on your page, so it’s time to show off why your stuff is awesome. Using customer testimonials is a cool way to do that.
Look at this example from the General Assembly’s page for their UX Design Immersive.
Emma shares her thoughts here, but the tough stuff like job changes is sadly something many people go through.
Testimonial Advertising Examples with Video
All the examples we talked about before are pictures and words. That’s cool, but you can make your testimonial ads even better with videos.
Videos make customer testimonials more believable and help sell more stuff. Surprisingly, 8 out of 10 people bought something after watching a brand video.
Now, let’s check out some video ads with happy customer stories for ideas!
Dove’s TV ads are longer, so they fit in lots of people saying good things about their antiperspirant. Even if these people are set up, not actors, seeing them try the product on TV makes it look like it works well and feels good too.
Here’s another TV ad with testimonials, this time for Secret deodorant. Unlike Dove, which shows lots of people, Secret goes deep. The commercial introduces strong women and asks personal questions.
It’s all about emotion. When you’re creating testimonial ads, think about how you can stir up feelings in your audience—whether it’s through the words, the video, or the picture in your ad, go for it!
13. Linked Living Homes
Facebook video ads have shorter durations compared to TV commercials, but that’s an opportunity to be inventive.
You can leverage extra-long captions, carousel ads, collections, or try a time-lapse, as shown in this example.
Linked Living Homes incorporates the testimonial in the caption, praising their “dedication,” and utilizes a time-lapse to showcase the construction of an accessible modular addition.
Saufter.io: Your Review Management software
In today’s digital world, online reviews can make or break a business. Saufter.io is a top-notch review management tool that makes it easy for businesses to gather and handle customer feedback.
Designed to be simple and effective, Saufter.io streamlines the review collection process, letting businesses use positive feedback to their advantage and deal with concerns efficiently.
- Multi-Platform Integration: Saufter.io seamlessly integrates with Yelp, Google Reviews, Facebook, TripAdvisor, and more, bringing all your reviews to one central dashboard.
- Automatic Review Requests: Save time by automating the process of asking satisfied customers for reviews, maintaining a consistent approach.
- Real-Time Awareness: Stay in the loop with instant notifications for new reviews, ensuring timely responses and constant awareness of customer feedback.
- Negative Review Solutions: Effectively manage negative reviews with Saufter.io’s tools, turning customer complaints into positive outcomes.
- Insightful Analytics: Gain valuable insights into customer sentiment through detailed analytics and reporting features, enabling data-driven decisions.
In the realm of marketing, testimonial advertising stands tall as a trusted ally, seamlessly connecting brands with consumers through the language of authenticity.
Our exploration of diverse examples, ranging from traditional TV to the dynamic world of social media and online reviews, highlights the versatility and impact of customer endorsements.
In a crowded marketplace hungry for authenticity, testimonial advertising isn’t just a strategy; it’s a conduit for genuine communication, fostering lasting relationships.