20 Testimonial Advertising Examples That Make Your Customers Buy
Let's be honest, as a business owner, think of the last time you purchased a product yourself
It's very much likely that you checked what customers said before going for a purchase. And that is a customer testimonial at play
Did you know that you can also use testimonials in your marketing campaign with testimonial advertising?
But what exactly is Testimonial Advertising? And how do Testimonial Ads actually work?
So what exactly is Testimonial Advertising?
Testimonial advertising is one type of advertising which makes use of customer testimonials to promote a product or service.
To make things clear & just so that we're on the same boat, testimonials are statements from customers about their experience with a product or service
The biggest reason why testimonials tend to work in Ads is because it's easier for prospects to relate to the experiences of other customers and they'd be able to imagine the outcome that your product/service helps them achieve. There should be no surprise that testimonial ads convert really well
Here are 20 amazing testimonial advertising examples that you can use in your marketing campaigns to hook your prospect's attention and convert into a sale
1. Static Testimonial as an Instagram Ad
Jana Bishop is an entrepreneur who runs a boot camp that trains students to get better results with their Facebook ads
The ad shown below runs on Instagram where she showcases the happy text messages she gets from her students in an image creative and describes her boot camp more in the caption
The highlight of this testimonial ad is that it hooks your customers' attention as they scroll the feed. Then they become curious and try to learn more about your business offer
This is a great way to showcase testimonials in your ad creative and minimize cost per click
2. Social Proof Glimpse - Instagram Story Ad
This is an Instagram story Ad where Paul discusses how he helps creators conceive high-quality videos for Youtube
He backs it up with social proof by mentioning the number of students who have enrolled in the course while showing quick cuts of his happy students
This is a great way to build trust as your prospects get to see what other customers feel about your product/service
3. Corporate style Video Testimonial - Facebook Ad
The Ad Leaf used a testimonial video that was advertised on Facebook.
This is a simple video testimonial where Ad Leaf's client walks through the process of the problem they faced and how Ad Leaf was able to help them achieve the outcome
Just with the design of the video testimonial, you'll be able to see that they try to appeal to Enterprises without any flashy images or graphics. And that works too!
This is a good example reminding you that you need to figure out your customer persona before creating an ad
4. Outcome-oriented Carousel Testimonials - Facebook Post Ad
Live Life Tours is a travel company that has a Facebook page. They mainly help tourists with their visas and travel planning
They made an amazing Ad on Facebook with a carousel of all their customers who had a happy experience getting their visa approved
This directly shows the outcome that is possible to a prospect who is checking out "Live Life Tours" services and this prompts them to take action and enquire about their service
And in the worst case even if the prospect doesn't convert, they'll surely remember the service in their mind or note them down and contact them again when they're planning to travel in the future
5. Customer Success as an Instagram Story Ad
This is another Instagram story Ad. The thing about Instagram stories is that they pass pretty quickly when prospects are viewing stories from friends
They want to skip it so badly as they're eager to see a status update from their friend than an ad. So your Ad needs to be attention worthy to be successful
And the copy grabs your attention
- Somebody is making money
- Somebody is making money at a young age
- The customer goes "I wonder, what this is about?"
- Out of curiosity, they click on "Load More"
- Mission Accomplished!
P.S. Make sure that the claim is true and a customer really got the outcome because if a customer finds out that it was just a clickbait, they'll instantly lose trust and never buy from you again
6. Facebook Testimonial Slideshow Ad
This is an ad on Facebook that was run by a small business where they show the results after a customer avails of their service
They use a carousel format where they introduce the customer's experience with a written testimonial and amplify the good impression by showing the results after cleaning
It works for the simple reason that they make their value proposition clear with the customer's testimonial and back it up with proof of work
7. Fun Testimonial - Instagram Post Ad
This is an interesting Ad on Instagram as advertised by a small business
The ad gels well with the environment (Instagram). Instagram is a fun & casual place for prospects to connect with their friends and family
Here we see the video testimonial from the business perspective where they're asked a simple question about what the food was like
The customer replied that the food was even better than what they had in Mexico. (The restaurant is located in the US)
The Ad is short, sounds casual, and has Mexican music playing in the background. Now why wouldn't that work? :)
8. Storytelling Ad with Testimonial on Linkedin
Airbnb is a pretty well-known company that makes it easy for travelers to book accommodations with people who are willing to rent their homes for a short while
This specific Linkedin Ad by Airbnb has a storytelling element attached to it.
We are introduced to Bongani who is a cool host that not only helps out Airbnb customers but also supports local businesses by referring their services
We are more intrigued to learn about him as the video plays out with some music
9. Success Story Ad - Linkedin Post
Grammarly used 2 elements to make this ad work on Linkedin
- First, it shows that a big company is using its product - Zapier.
- Secondly, it shows what was the specific outcome, Zapier achieved through a case study.
Since it's business writing, it tries to appeal to businesses and enterprises with the Ad copy and the testimonials
This is a great way to use testimonial ads to attract a specific audience
10. Google Ad backed by Testimonials
Google ads are pretty brief. SegmentStream plays it intelligently by adding Case Studies and testimonials as separate links below the main title and description
At a glance, this stands out in customers' eyes and they'd also be curious to learn about success stories
11. Story-based Linkedin Testimonial Ad
GoDaddy covered a good story of their customer and incorporated storytelling elements to show how their customer went from zero to hero while using the service offered by GoDaddy
It also has the image of the customer which helps us visualize them in the story as we read the customer study
We're finally directed to the blog post to learn more
12. Google Ad with Testimonials Wall in Sitelink
This is an example of a simple Google Ad with a dedicated page for client testimonials. The testimonials page convinces prospects to give a bit more attention to this result
In fact, it would also improve the CTR on Google Ads if done right
13. Multiple Success Stories - Linkedin Ad
Google Play made this Linkedin Ad campaign where there are carousels of happy developers using Google Play to build apps
These type of testimonial ads invoke curiosity as you get to see the images of customers and the business they're working on
Each carousel redirects to the case study page where their journeys are covered in detail
14. Hubspot's Success Story Ad on Youtube
Hubspot's testimonial video ad is a really brilliant one which they ran in Youtube
Instead of directly telling why their product is amazing, they put the focus on the customer & their company first
The customer starts by introducing what their business is about and what their workflow is like showing glimpses of their services
Then he talks about the problem of not getting an ROI though they invested a lot of resources and finally he talks about how Hubspot's integration with Wistia helped them solve the problem
It is a relatively quick-paced video testimonial as a Youtube Ad where you as a customer would clearly understand the value proposition.
15. Multiple Customer Video Testimonials - Youtube Ad
This video testimonial ad from Listrak stands out because we have multiple customers talking about their experience in under 2 sentences
Some of them are also interrupted by key employees of Listrak where the employees explain why they focus on customers
These types of video testimonial ads are fast-paced and make the point clear why customers prefer their service over others
16. Testimonials on your Landing Page
So far we've seen testimonials in the ad creative, but it's important that you also have social proof on the destination page where your customer lands after taking action on your ad
Here's our very own. Famewall's landing page uses social proof below and above the fold to keep visitors interested right from the start and maintain the same level of enthusiasm which they had when viewing the ad
P.S. You can use Famewall to collect testimonials from your customers and use them as social proof widgets on your landing page and generate images for advertising
17. Social Proof on Your Ad's Sales Page
It's equally important that you also have social proof on your sales/pricing pages so that your prospects are still interested as they decide if it's suitable for them
This is the Pricing page example from Wellprept who are using Famewall for social proof on their website
This converts customers who are still on the fence deciding if your product is a right fit for them
18. User Generated Content as testimonial
This is a User Generated Content on Instagram which the company "Away" uses for their marketing and advertising
It's just a really short video in under 10 seconds where a customer has fun with the travel bag
And the company jumps to add fuel to the conversation with a funny caption
This also increases brand visibility and gets a good positive impression in customers' mind which would improve the brand recall value
19. TikTok Ad with a customer's experience
This is a great ad because rather than having to explain features about the blender, we as customers instantly understand the value given by Blendjet and become more curious about the product
This works for the business as it's easier to convert prospects who are curious than having to educate the ones from scratch
20. Showing happy customers using your product as a quick ad - TikTok
This was an ad by a jewellery brand called Modern Gents. Conventionally engagement rings are expensive as they're predominantly diamond
But this Ad garnered 17.3 million impressions because it broke the stereotype and made possible for low cost engagement rings without the use of diamonds
And they backed it up with social proof of happy customers wearing their rings and also showing customer reviews in between the cuts
Here are some things to keep in mind when creating testimonial ads and running your campaigns:
- Use authentic testimonials: It is important to use testimonials from real customers. If potential customers see that the testimonials are fake or exaggerated, they'll lose the trust they have in you & your business
- Get permission from customers: Before you use a testimonial from a customer, make sure that you have their permission.
- Use testimonials that are relevant to your target audience: The ads give you a good return only if the testimonials are relevant to your target audience. Otherwise, the CPC will turn out to be high.
P.S. You can easily collect testimonials using Famewall and use them in your advertising campaigns by generating images or using widgets with a few clicks
The best part is you can also use the testimonials on your landing page as social proof getting you more conversions and increased sales