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4 Best Examples of Testimonials in Advertising

Your existing satisfied customers and customer testimonials are the biggest sources of motivation for potential customers. When your past customers share their online reviews of how your product or business has helped them, it inspires new potential customers, boosts brand credibility, and increases traffic to your sales pages. Few growth tools are as effective as this one when it comes to generating happy customers as customer testimonials be it a video testimonial, influencer testimonials, or quote testimonials are a game-changer.

There are several examples of customer testimonials in advertising and they’re a powerful tool to boost conversion rates, they go well with a sales pitch, and are a great way to social proof your own website (blog testimonials, more professional videos, generating marketing materials, etc.) so more business owners try to acquire more positive feedback through this.

You can use your own customer testimonials in advertising campaigns in different ways to make your brand trustworthy but also add them to a testimonials page.

Do you want to know exactly

Let’s find out how a simple customer testimonial can change your business.

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1. Video Testimonial

The best example of testimonials in advertising and marketing is none other than video testimonialsVideo testimonials work best because they can’t be faked. It’s simply the best customer testimonial form due to a few reasons.

A text testimonial has no guarantee but when someone sees a video of a customer sharing his experience, it can’t be ignored. This is exactly what the doctor ordered!

Video Testimonials Work Because of the Nature of the Medium

Video content is highly engaging. An average user spends 88% more time on a website with video as compared to a website without video.

Videos aren’t just engaging but people who watch a video are more likely to buy. A study found that 8 out of 10 people have purchased an app after watching a video of it. It is a direct representation of a customer’s experience with your brand!

video-testimonials-engage-visitors

The best part: Videos give the best ROI according to 52% of the marketing professionals. What this means that a video testimonial is most likely to work and give you a decent return on investment.

Video testimonial advertising examples can be hard to find, but here’s are two different examples from Monidor.

First up, they’ve used Trustmary’s video testimonial collection feature to get this remote video testimonial. They posted this one on their Facebook page:

video-testimonial-advertising-example-facebook

Furthermore, they’ve opted to create a high-quality testimonial video from one of their customers as well. They’ve posted this onto their references page

video-testimonial-advertising-example-case-study

Here is an example from HubSpot that has created a dedicated testimonial page:

Video testimonials can be used on the website, landing pages, as social testimonials, and of course YouTube channels. The video, however, needs to be high-quality.

It needs to be professional with immaculate quality, sound, and direction to be worthy of your testimonial page. Low-quality testimonial videos won’t work no matter how hard you try. If you’re wondering how to make video testimonials, here are top 5 things to consider.

If you can’t create a good video, audio testimonials will do the trick and help you get actual customers. Best testimonials need to be presented properly otherwise the customer’s story doesn’t hold as much weight and they become inconsequential as a growth tool. Feature testimonials that are worth the effort and create more videos.

2. Text Testimonials

Text or quote testimonials are the most common examples of testimonials in advertising. These are easier to acquire and are extremely cost-effective.

Quote testimonials can be acquired easily via email as compared to a video testimonial that needs a lot of backend working and they can quickly be added to testimonial pages.

Using quote testimonials in advertising is an effective approach to improving CTR and conversions as people tend to trust these testimonials more than ads, especially if they are peer testimonials.

Text Customer Testimonials Are Easy to Acquire

Having real customers telling their experiences with you work waaaaay better than anything else. Here’s a great example how Windward Business Management Software has added written customer testimonials to their front page.

written-testimonial-example

By using Trustmary, they’ve been able to import reviews from Capterra and Google and to display them directly onto their site.

If you’d like to experience similar results, sign up for Trustmary for free.

Here is an example of how Infolinks is using a quote testimonial in its Facebook ad to drive clicks:

text testimonials in advertising

You can use these text testimonials on your website too. Here is an example of how SproutSocial is using quote testimonials on its homepage:

The quotation testimonials can be used in all types of forms and across multiple channels. The best approach is to use them everywhere so that prospective customers find testimonials on all the touchpoints.

The quote testimonial should be accompanied by a customer photo, designation, and other details (e.g. link to a website or a social media account). You can also get them from review sites and use them as a written form of reviews from real customers on a neutral website.

This makes these testimonials authentic and trustworthy. A mere text testimonial with no photo or further details seems fake so don’t put it on your testimonial page.

If you are spending resources to acquire a customer testimonial, go the extra mile and ask for their photos and personal details so anyone can verify the authenticity of the customer feedback.

3. Influencer Testimonials

These are the most popular examples of testimonials in advertising today. Influencers, especially micro-influencers, have transformed the marketing industry. They are everywhere from social networks to podcasts to TV to being a guest interviewee in a blog post here and there.

And rightly so…

The Influencer Marketing Sphere Keeps Growing

Influencer marketing is expected to be a $10 billion industry by 2020. Statistics show that 70% of teens trust influencers more than celebrities and 49% of consumers depend on influencer recommendations for buying a product.

influencer testimonials

A testimonial from an influencer is more effective than an influencer merely talking about your product or brand. Boxed Water used a customer testimonial on Instagram for awareness and generating sales:

Subaru worked with 20 influencers to increase its sales in a campaign called Meet an Owner. The influencers used Subaru in their social media images and videos to boost brand awareness. The campaign resulted in an increase of 10% in sales. Here is an example of a post by Zach King that received over 9 million views:

Influencer testimonials work great as long as you work with the right influencers. The right influencer with the right customer testimonial is one who has a significant impact on your primary target audience.

Your target audience should be the follower of the influencer you are working with. Else, your influencer will be an unknown personality for your audience, and it won’t work at all.

4. Success Story Testimonials

Nothing beats customer success stories and they are the perfect examples of testimonials in advertising. They provide readers with the complete story of how the product helped the users and are truly inspiring.

Here is an example of a perfect success story from Sumaya Kazi. She lost 50 pounds with intermittent fasting and her guide has passed 1,700K+ views. People are in love with her success story because it is inspirational and motivational. You can find a lot more testimonial examples of this type of social proofing.

Creating a Story from a Customer Testimonial Is Pretty Easy

The success story could be in the form of text, videos, case studies, interview testimonials, or a combination of all. However, the focus of the success story is on the ‘success’ that the customer achieved with your product. It should be inspirational for the readers.

There are several variables that should be considered when creating a success story for your testimonial page:

  1. It should explicitly discuss the success customer achieved with your product or service.
  2. It should compare before and after situation clearly. This helps readers relate to the story as they might be suffering from the same issue and they would be able to see themselves achieving success with your product.
  3. The success story must share and explain results preferably quantitatively. Quantifiable results are much easier to understand. In Sumaya Kazi’s example above, she explained that she lost 50 pounds instead of saying she lost weight.
  4. It has to be detailed. If it is short, it isn’t a success story rather a quote testimonial. They must explain all the aspects of success.
  5. It must be actionable. You need to show readers how they can achieve similar results. Clearly show how they can do the same.

Testimonial Propaganda

Testimonials normally refer to having a real person recommend a product or service. Testimonial propaganda refers to having a famous person or figure (it can even be an animated character!) endorse and support a product or brand.

You can probably think of many such examples. For example, Pepsi is famous for using different celebrities in their huge ad campaigns. In 2017, they featured Kendal Jenner.

When choosing the right famous person or influencer to endorse your brand, beware of…

Transfer Propaganda

Transfer propaganda refers to the phenomenon, where the feelings towards the endorser are transferred directly onto the brand or product they are endorsing. If you choose a controversial figure to use in advertising, it might create a lot of traffic, but it can also make some people automatically boycott your brand.

Conclusion

All of the discussed options are forms of social proof. There are several other examples of great testimonials in advertising that you can use in your advertising campaigns to boost it with additional social proof.

However, these 4 are the best ones that will give your brand a jumpstart. What type of testimonials will you use for your ads? What appeals to you the most? Are you ready to search for a suitable testimonial example?

Here are my two cents when it comes to creating a good testimonial…

Start off with video testimonials as it works best. Videos won’t disappoint you when it comes to creating effective testimonials for your target market. Don’t delay using a great testimonial given from a customer’s own perspective as you’ll be able to get an emotional response from website visitors based on your happy customer online review. It just makes sense no matter how many employees your business has.

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