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Testimonial Advertising: 11 Proven Examples To Sell More
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by
Martin -
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CO-founder at Dropshipping.com
Martin is an agency owner and SaaS projects maker. His work is featured in the leading ecommerce brands, magazines and podcasts. Talks about Marketing, Business Development, and Growth Hacking!
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CO-founder at Dropshipping.com
15 minutes

Wondering why testimonial advertising when there are tons of other marketing tactics?

Well, What’s the first thing customers do before purchasing? They look for customers’ reviews and comments!

Customers trust customers. So, hearing out a few words from their friends is much more effective than the magical one you, as a dropshipper would say. 

In this article, I will guide you through the top 11 proven examples of testimonial advertising. Let’s get some inspo!

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What Is Testimonial Advertising?

Testimonial advertising is a form of paid promotion that relies on customer quotes to establish credibility and trust in a product.

In fact, these testimonials can take various forms, such as a single word, a few words, or even a detailed description highlighting the excellence of a certain product or service. 

Essentially, testimonials serve as firsthand accounts that provide evidence regarding the characteristics, qualities, or value of something.

For example, testimonial ads may consist of images displaying customer reviews sourced from platforms like Google, Amazon, or AliExpress. 

What’s more, they can be quotes from case studies, or a simple repost on Instagram, like consumer-generated content, fully produced videos, and various other formats.

Plus, Advertisers frequently employ testimonials to support their ideas about products and services, leveraging social proof

Now, let’s see what types of testimonial advertising I have!👇

👉 Learn How To Become An Amazon Product Tester From Home.

Types Of Testimonial Advertising

🔸 Quote Testimonials

When I envision customer testimonials, my minds instinctively gather up the timeless form of quotes. 

It’s no coincidence that quote testimonials reign supreme as the most sought-after and influential type of written testimonials. 

Plus, their potency lies in their unparalleled ability to captivate and persuade. 

In fact, these gems of social proof emerge directly from the voices of genuine customers. They offer an undeniable testament to the credibility and trustworthiness of your product or service. 

Also, unlike conventional marketing materials, quote testimonials bear the mark of authenticity, resonating profoundly with potential customers.

🔸 Written Testimonials

Testimonials in written form have stood the test of time. These compelling stories from satisfied customers can significantly impact the purchasing decisions of potential buyers. 

So, whether displayed on your dropshipping store home page, product pages, or promotional materials, written testimonials create a sense of trust and authenticity.

For example, what do you do first you land on a huge marketplace like Amazon, or AliExpress, and want to buy a specific product? 

Well, I look at product photos and descriptions, but the next thing I do is navigate to customer reviews. They are always honest, presenting satisfaction or dissatisfaction. 

Your customers are no different. Therefore, craft compelling copy, highlight the unique benefits of your products or service, and watch your conversions soar. Ready to unleash the power of the written word?

🔸 Video Testimonials

In today’s visually-driven world, video testimonials have become a game-changer

💡 Learn the 7 Video Marketing Tips To Promote Your Dropshipping Store.

Showcasing real people expressing their satisfaction with your products or services adds a personal touch that resonates with your target audience. 

Therefore, consider incorporating video testimonials on your website, social media platforms, and even in your email campaigns.

 By doing so, you can engage, captivate, and convert potential customers like never before.

For example, check out this Dove video testimonial ad.👇

Thus, first, a customer tells her story about her problem. Then, she explains how magically Dove products helped her solve her years of ongoing problems. 

🔸 Social Media Testimonials

Social media is a MUST when it comes to advertising. More importantly, testimonial advertising! 

People share everything from their daily lives on their stories or reels or like a post. Therefore, harnessing the vast reach of social media platforms to leverage the power of social proof is a must.

So, encourage your satisfied customers to share their experiences on platforms like Facebook, Instagram, TikTok, or Twitter. 

@frowniesfamily

#duet with @mother__ren #frownies I can’t get enough customer testimonies about Frownies. Hearing from real people about their experience with Frownies is my favorite because you can’t make that up! There are literally over 25k reviews on Amazon for Frownies and so many people raving about them! If you need an alternative to Botox or dysport and you want smoother more youthful looking skin send me a message and I’m happy to give you some recommendations!!! #botoxchallenge #babybotox #nobotox

♬ original sound – Ren 🐣

For example, if you try typing “customer testimonials” on TikTok search, you will get millions of them. Plus, with a million views and comments below! 

Inspiration: 100+ TikTok Bio Ideas For Your Dropshipping Business.

Therefore, authentic user-generated content in the form of reviews, comments, and shares can greatly influence potential buyers and increase your brand’s visibility. 

🔸 Influencer Testimonials

Partnering with influencers who align with your brand values can be a game-changing strategy. 

In fact, influencer testimonials offer a unique opportunity to reach a broader audience and build credibility. 

👉 Learn about Influencer Marketing For Dropshipping In 2024 – Beginner’s Guide.

Thus, collaborate with influencers in your dropshipping niche to showcase your products, and let their influence work its magic.

By doing so, you can tap into their loyal following and drive targeted traffic to your store. Discover how to leverage influencer testimonials to skyrocket your dropshipping sales.

For example, let’s see what PUMA does. In fact, they use the influencer marketing strategy and look for influencers that are in their branch, like fitness instructors, or athletes.

For instance, for the Europe region, they picked a famous fitness influencer to run their marketing campaigns. 👇

https://www.instagram.com/reel/CqgE5yaDZHY/?igshid=MmJiY2I4NDBkZg==

11 Best Examples Of Testimonial Advertising

1. Lowe’s Air Duct Cleaning – Video Testimonial Advertising 

Lowes Air Duct Cleaning took a unique approach in their customer testimonials by featuring two separate perspectives: one from the husband and another from the wife. This clever strategy allowed them to cater to different demographics and present diverse viewpoints on the same experience.

Plus, statistics show that customers tend to prefer product videos featuring individuals they can relate to, often described as “people like me.” In fact, the most impactful product videos typically showcase a diverse array of people, containing various ages, genders, and backgrounds.

Therefore, it’s essential to be mindful of incorporating customer testimonials from a wide range of customers to effectively appeal to prospective leads. 

2. Calm – Quote Testimonial Advertising 

Firstly, make you say, why choose LinkedIn for testimonial advertising instead of all other social media platforms that have triple the number of users? 

And, you are right. But, the idea behind this shows that LinkedIn is really the right choice. 

For instance, let’s consider the testimonial advertisement by Calm showcased here. Although the review lacks intricate details and remains anonymous, its effectiveness lies in the specific audience and context it addresses.

In fact, LinkedIn users are immediately presented with a solution that employers can provide, recognizing the universal understanding of the stress and challenges I often encounter in life.👇

3. Dove – Video Testimonial Advertising

Dove is a well-known brand that uses testimonial advertising as a marketing strategy for many years behind. Thus, they use random people, instead of celebrities to promote their products and testify about product quality.👇

Also, in one of their biggest projects nowadays they also include testimonial ads, and this is what makes it special.👇

In today’s digital landscape, a staggering 80% of girls as young as 13 years old find themselves distorting their online appearance. Recognizing the gravity of this distressing phenomenon, Dove joined forces with the esteemed marketing agency, Ogilvy, embarking on a mission to redefine this harsh reality through an impactful initiative known as ‘Reverse Selfie’.

This Dove project is one of the most powerful in the past years. Also, starting from a single customer testimonial about bullying and social media fake looks, it rose to dozens of customer testimonials.

https://www.youtube.com/watch?v=tLP9gS_dn0I

Since its momentous debut in April 2021, the campaign has transcended expectations, leaving an indelible mark on the hearts and minds of viewers. 

Gaining over 750,000 views on YouTube and an impressive 870,000 views on Instagram, the campaign video has captivated audiences far and wide. Plus, they made a 6-minute film of several customer testimonials.

https://www.youtube.com/watch?v=litXW91UauE

The resonant response from both the press and the public has been very positive, with words describing the campaign as “powerful” and “beautiful”.

4. Sephora – Hashtag Testimonial Advertising

Sephora, a renowned beauty brand, has a dedicated segment known as Sephora Squad, which serves as a vibrant community comprising storytellers, beauty enthusiasts, and artists of various backgrounds. The brand actively seeks out potential partners to join this esteemed squad.

In order to showcase the squad and its incredible members, Sephora prominently features testimonials on its website. 

Thus, these testimonials consist of quotes from existing Sephora Squad members, passionately expressing their reasons for cherishing their involvement in this unique community.

Plus, as they say, this is more than just a hashtag, they share their experiences of using Sephora products. Plus, this is a great marketing tactic of Sephora company as well.

5. Cisco – Hashtags Testimonial Advertising

Employing hashtags can be a powerful tool to gain insights into how people are discussing your brand and their opinions about it.

And, that is exactly what Cisco does. Cisco is a US-based IT company that produces and sells networking hardware, telecom equipment, and other IT services.

As for testimonial advertising, under the #CiscoChat hashtag, Cisco provides a wealth of resources such as pre-recorded podcasts, real-life business case studies, and testimonials to enrich the conversation and offer valuable content to their audience.

💡 Tip: Read about What Is A Digital Creator vs Influencer + How To Boost Your Brand?

6. #ShotoniPhone by Apple – Hashtag Testimonial Advertising

In 2019, Apple made an exciting announcement by introducing a captivating photo contest. 

The guidelines were pretty easy, inviting users to unleash their creativity by capturing fascinating images using their iPhones. Hence, to participate, all they needed to do was share their masterpiece on either Instagram or Twitter, accompanied by the hashtag #ShotoniPhone.

The winning images received well-deserved recognition, as they were showcased in a prestigious gallery. This gallery found its place on Apple Newsroom, apple.com, the renowned Apple Instagram account (@apple), and various other official Apple platforms.

As a result of this remarkable initiative, the digital realm of Instagram and Twitter became decorated with a mass of compelling posts. Plus, now I can browse through countless Instagram and Twitter posts featuring breathtaking photos taken with iPhones.

7. Startup Institute – Written Testimonial Advertising

Startup Institute is a program that helps professionals boost their careers by acquiring new skills and exploring new paths. As students complete the program, they often express their gratitude and excitement.

These expressions of satisfaction can range from students enthusiastically sharing their success in securing their dream job to simple messages of appreciation.

So, how does Startup Institute get use of that? Well, they make these customer testimonials look like “love letters”. 👇

These “Love Letters” serve as genuine testimonials, showcasing the authentic experiences of students.

The page dedicated to these letters is a creative and thoughtful approach to sharing positive feedback and testimonials from satisfied customers.

8. Airbnb – User-Generated Content Testimonial Advertising

Airbnb relies on content created by its users when it comes to advertising. 

They regularly share images and videos that customers have shared on their own Instagram accounts. In the captions, they include a short description of the customer’s experience.

This type of advertising aims to encourage people to explore the properties that previous customers have stayed in. Let’s take a look at an example post. 👇

It includes a helpful tip from a customer who stayed at a farm that provides fresh eggs and milk. The post also guides the audience to click on the link in the account’s bio to view the property and make a reservation. It’s quite impressive, right?

9. Rare Beauty – Video Testimonial Advertising

Rare Beauty is a cosmetics company founded by Selena Gomez. Of course, we all know who Selena is, and we can say she would be a great influencer of her own brand. And, she is. She does makeup tutorials with her products, talking about their pros and cons. 

However, what gives a plus side to her work is that instead of using her for marketing, the company also has a community, where customers can share their experiences under the hashtag – #RareRoutine. 👇

10. Slack –  Case Study Testimonial Advertising

Slack customer stories are comprehensive reports that showcase how various businesses leverage Slack. Thus, they explain how Slack helps them with team management, fosters stronger connections, improves workflow efficiency, and ultimately achieves their goals.

When you dive into a specific case study, you’ll find a brand sharing its insights through a quote and a video testimonial.  Additionally, the case study is very detailed, offering an in-depth analysis of their Slack implementation.

The page also includes photos featuring individuals from the showcased organization. It effectively explains their firsthand experiences with Slack, highlighting key moments and achievements they have faced along the way. 👇

11. Spur – Testimonial Advertising

Last but not least, let’s go back in time!

Testimonial ads are all about digital marketing nowadays. But, that doesn’t mean that they started with the digital era.

Think about this picture from the 1940s as a good example. It shows a real person enjoying a fizzy drink—or at least, that’s what they’re trying to show with the demonstration.

I haven’t seen Spur nowadays, but I bet is a type of Cola-Cola drink. Thus, as we can see, the company uses testimonial advertising by quoting a customer admiring their drink. What’s more, they made perfect banner advertising.

Plus, this endorsement advertisement bears similarity to other instances through its uncomplicated nature—a consumer expresses their profound adoration for the merchandise.

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How Are Testimonials Different From Endorsements?

Testimonials and endorsements are two powerful marketing tools that are often used interchangeably but have distinct differences. Let’s shed some light on how they differ:

➡ Testimonials: Genuine User Experiences

Testimonials are personal accounts or experiences shared by satisfied customers who have used your products or services. 

They are voluntary statements that express their satisfaction, highlighting the benefits and positive outcomes they have experienced. 

In fact, testimonials are typically obtained through direct feedback from customers, surveys, or reviews. Hence, they provide social proof, build trust, and help potential buyers make informed decisions based on the experiences of others.

➡ Endorsements: Celebrity or Influencer Approval

Endorsements, on the other hand, involve the use of recognized personalities, celebrities, or influencers to promote a product or service.

These individuals lend their reputation and credibility to endorse a brand, usually in exchange for compensation. 

What’s more, endorsements are often part of a formal agreement between the brand and the endorser, and they aim to associate the product or service with the endorser’s positive image, influence, or expertise. 

In fact, this association can enhance brand visibility, credibility, and trust among the target audience.

Both testimonials and endorsements have their place in marketing strategies, and understanding their differences can help you choose the approach that best suits your dropshipping business goals and target audience.

Why Testimonial Advertising For Your Dropshipping Business?

Did you know that 92% of consumers read online reviews and testimonials when considering a purchase?  Well, as statistics show, they do, and most of them say that whether is a positive or negative review, it does affect their buying decision.

So, this is the first “ because” to your “why”! Let’s get more reasons why use testimonial advertising. 👇

🔹 Building Trust and Credibility

Testimonials serve as powerful social proof that can help build trust and credibility among potential customers. 

Thus, when people see positive experiences shared by others who have used your products or services, it reassures them that your business is legitimate and reliable.

💡 Tip: Read about The Power Of Product Advertisement: How To Increase Your Sales?

🔹 Increasing Conversion Rates 

Testimonials have the potential to significantly impact conversion rates. 

When prospective buyers read or watch testimonials from satisfied customers, they are more likely to be convinced of the value and quality of your products. 

What’s more, positive testimonials can help overcome any hesitations or doubts they may have and push them toward making a purchase.

👉 Check out the 15 Ways to Double Your Dropshipping Conversion Rate On Your Store.

🔹 Improving Brand Reputation

 A strong collection of testimonials can build a positive brand reputation. 

When your customers share their positive experiences, it showcases your dropshipping business in a favorable light and encourages others to consider your products or services. 

And, a  well-established brand reputation can lead to increased customer loyalty and word-of-mouth referrals.

👉 Read about Branded Dropshipping: Best Practices for Building a Successful Brand.

🔹 Differentiating Your Dropshipping Business

In a competitive dropshipping world, testimonials can help your dropshipping business stand out from the crowd. 

So, while many dropshippers offer similar products, testimonials allow you to highlight the unique benefits and advantages of purchasing from your dropshipping store. 

Testimonials provide personalized insights and stories that differentiate your business and make it more appealing to potential customers.

🔹 Expanding Marketing and Advertising Efforts

Whether you use them on your website, in email campaigns, on social media, or in paid advertisements, testimonials add credibility and persuasive power to your messaging. 

They can enhance the effectiveness of your marketing efforts and generate more interest and engagement from your target audience.

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Conclusion

In conclusion, testimonial advertising is a crucial strategy for dropshippers to sell more effectively. 

In fact, customers trust the opinions and experiences of other customers, making testimonials a powerful form of social proof. 

Therefore, by incorporating various types of testimonials, such as quote testimonials, written testimonials, video testimonials, social media testimonials, and influencer testimonials, you can establish credibility, authenticity, and trust in their products or services. 

In this article, I provided you with the Top 11 Testimonial advertising examples. So, get your inspiration mode & make a great campaign for your dropshipping business!

About the Author

Profile picture of Martin
Martin Stoimenov
Martin is an agency owner and SaaS projects maker. His work is featured in the leading ecommerce brands, magazines and podcasts. Talks about Marketing, Business Development, and Growth Hacking!