Your existing satisfied customers are the biggest source of motivation for potential customers. When your past customers share their experience of how your product or business has helped them, it inspires new potential customers, boosts brand credibility, and increases sales.
There are several examples of testimonials in advertising. You can use customer testimonials in advertising campaigns in different ways to make your brand trustworthy. How exactly to do it and what are the major examples of testimonials in advertising?
Let’s find out.
1. Video Testimonials
The best example of testimonials in advertising and marketing is none other than video testimonials. Video testimonials work best because they can’t be faked. A text testimonial has no guarantee but when someone sees a video of a customer sharing his experience, it can’t be ignored.
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.
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. Here is an example from HubSpot that has created a dedicated testimonial page:
Video testimonials can be used on the website, landing pages, social media, and of course YouTube channel. The video, however, needs to be high-quality. It needs to be professional with immaculate quality, sound, and direction. A low-quality video testimonial won’t work no matter how hard you try.
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.
Using quote testimonials in advertising is an effective approach to improving CTR and conversions as people tend to trust these testimonials more than ads.
Here is an example of how Infolinks is using a quote testimonial in its Facebook ad to drive clicks:
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 potential customers find testimonials on all the touchpoints.
The quote testimonial should be accompanied by customer photo, designation, and other details (e.g. link to a website or a social media account). This makes these testimonials authentic and trustworthy. A mere text testimonial with no photo or further details seems fake.
If you are spending resources to acquire testimonials from your customers, go the extra mile and ask for their photo and personal details so anyone can verify the authenticity of the testimonials.
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 blogs and more.
And rightly so…
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.
A testimonial from an influencer is more effective than an influencer merely talking about your product or brand. Boxed Water uses influencer testimonials 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. A right influencer 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. Success stories provide readers with the complete story of how the product helped the users. Success stories 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.
The success story could be in the form of text, video, case study, 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:
- It should explicitly discuss the success customer achieved with your product or service.
- 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.
- 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.
- It has to be detailed. If it is short, it isn’t a success story rather a quote testimonial. Success stories must explain all the aspects of success.
- It must be actionable. You need to show readers how they can achieve similar results. Clearly show how they can do the same.
All of the discussed options are forms of social proof. There are several other examples of testimonials in advertising that you can use in your advertising campaigns. 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?
Here are my two cents…
Start off with video testimonials as it works best. Videos won’t disappoint you.