Testimonials are a great way to feature new content in your advertisements. But first, what exactly is a testimonial?
Testimonials are statements from your customers that include their opinion of your brand. This can be in the form of text, video, or audio. To collect testimonials, your brand needs to reach out to customers and ask them to create the content for you. It is a good idea to include a prompt when asking them for their testimonial, such as “how did our brand solve a problem for you?”.
Once you receive testimonials, it is important to feature them in your marketing strategy. They can be used in social media posts, advertisements online and in-person, in your email campaigns, in proposals, and on your website. As a thank you for providing you with their feedback, you can also offer customers an incentive for creating the content for you. To learn more about how to request a testimonial, check out our article.
What is testimonial advertising?
Testimonials are a great form of content to feature in your brand’s advertising. Since testimonials are made by real customers, they are authentic, which allows potential customers to relate to it. When your brand speaks highly of your offerings, potential customers may not believe you. But, when your customers provide their opinion and their experience with your brand, it is more authentic. Video testimonials examples are particularly powerful, as they capture the genuine emotions and reactions of satisfied customers, making the testimonial even more compelling and relatable.
Also, since your customers know what points are most important to mention in their testimonial, they are able to answer questions that potential customers might have. Then, they will connect more with what is being said in the videos, since it is as if it is coming from their point of view.
Additionally, since testimonials are more authentic, they will cause your advertising campaigns to have more engagement, and an increased conversion rate. Even better, your brand is able to hear how your customers truly feel about your brand, and learn how you can improve your brand to fit their needs better.
To maximize the impact of your testimonial advertising, consider implementing testimonial SEO strategies.
10 Testimonial Examples in Advertising
Testimonial advertising is one of the most effective marketing strategies out there — and for good reason. Whether it’s a video testimonial ad on social media, a powerful quote on a landing page, or a full-blown case study, real customer voices create social proof that builds trust and influences buying decisions. From classic advertisements with testimonials to modern examples of testimonial propaganda that double as compelling user-generated content, these brands have mastered the art of turning customer success stories into marketing gold.
We’ll break down 10 standout examples of testimonial advertising techniques in action — showcasing how authentic customer reviews and real-life experiences can drive results, attract potential customers, and prove that this form of advertising works.
1. E.l.f. Cosmetics - Video Testimonial
On E.l.f Cosmetics’ social media, they feature many videos of customers using their products. In this video, the customer shares the foundation they used and how the foundation lasted a full travel day.
She also discussed the benefits of the product, such as the satin finish and buildable coverage it provides. This testimonial is impactful since we are able to see, and hear, why the customer enjoyed the product. In the description, E.l.f also outlines reasons why customers will love the product. This post is authentic, and convinces potential customers to check out the foundation for themselves, thus making it a successful testimonial ad.
Creating effective testimonial ads often involves more than just showcasing customer feedback. Many successful campaigns incorporate UGC hooks.
These hooks can be anything from catchy hashtags to interactive challenges that prompt customers to share their experiences. By blending professional advertising techniques with authentic user content, brands can create a powerful synergy that resonates with potential customers and boosts the overall impact of their testimonial-based campaigns.
2. Gusto: Text/Image Testimonial
Gusto features a testimonial quote from Renee Bornstein of 1% for the Planet! Bornstein shares how Gusto helps her brand be able to have remote employees. Gusto also features a customer story that goes more into detail about how they help 1% for the Planet.
Bornstein shares, “Gusto is great for us. It’s really easy for me to manage, as the person who actually runs payroll, but it’s also really nice for our employees. The platform is easy for them to use. It’s been really helpful for us. And people love getting the cute [payday] emails”.
This testimonial is a great example of how customers can speak on how a brand’s services made their tasks easier to do. Companies that might be struggling with running payroll, or struggling with sending payments to their remote employees. So, this testimonial provides them with information they need to know if they are looking into using Gusto.
3. Microsoft - Video & Text Testimonial
On LinkedIn, Microsoft posted a video about how Unilever uses their application, Azure, to help them do their research. Microsoft also links a blog post they made describing in detail the different ways Unilever utilizes Azure.
Alberto Prado from Unilever states “Using advanced computing power and AI, we are able to compress decades of lab work into days, accessing a level of insight we could not previously have imagined. This technological leap, coupled with our vast repository of proprietary data and a century of expertise in personal and household care, means our scientists are able to lead the industry in developing the next generation of consumer goods”.
This statement shows how Microsoft’s application is saving them time and allowing them to process data at an impressive rate. The testimonial provided by Unilever expresses how Microsoft has impacted their brand in a positive way, which is compelling to other brands in their industry.
4. Canva - Image/Text Testimonial
Canva shares a LinkedIn post about how Hoorae saves time and money by using their platform. In the post, they showcase images that show the impact of Canva on their brand. The second slide shows that they had an increase in content produced, while their production time decreased.
This testimonial allows brands to see how Canva can increase their productivity and save them time. They utilized images to get across 3 main points – each point showing how Canva helps brands. This is a great example of how your customers’ positive experiences can convince potential customers to check out your brand.
5. Salesforce - Text Testimonial
In this post, Salesforce features a written testimonial from Holmes Murphy! Their testimonial states 3 benefits from using Salesforce: they saved money, saved time, and delivered better client experiences.
Additionally, in their customer story on Salesforce’s website, they show what Salesforce products were used, what their challenges were, and how Salesforce solved them. This information is extremely helpful to potential customers, since it shows them what challenges can be solved with Salesforce’s products, and they can understand how Salesforce can help their brand too.
6. Peloton - Video/Text Testimonial
Peloton uses a unique format for their testimonials. They put a quote from a customer over a video they made. The quote is from a Peloton member, stating that the running surface is the best they have come across. Since a lot of runners are looking for the best machines to run on, this quote shows them that Peloton is the best in their opinion!
The video also captures people’s attention and allows current customers to comment their opinions on the product as well, which increases engagement for Peloton.
7. Black Girl Sunscreen - Video Testimonial
Black Girl Sunscreen shares a video testimonial from one of their customers in this Instagram post! The customer shares reasons why she loves their sunscreen, and all the benefits of using this brand over others. She is able to address pain points that potential customers may have, and guarantees that viewers know that BGS solves those issues. This is a great example of how your customers’ honest opinion about your brand is authentic, and comes off well to potential customers.
8. Orange Theory - Image/text Testimonial
Orange Theory features submissions from their customers in this post! They had a transformation challenge, and asked customers what they are most proud of. By utilizing Instagram’s question feature in their instagram story, fans were able to express how the challenge impacted them.
Additionally, this approach to collect testimonials stands out since their customers not only feel that Orange Theory cares about their opinions, but they also feel special that they got featured in the brand’s social media. By showcasing multiple examples of how the challenge helped them, they are showing that their brand changes lives, which is extremely impactful.
9. Marriott Bonvoy - Video Testimonial
Marriott Bonvoy also uses the Instagram question feature in their Instagram story to collect testimonials from their customers! Their prompt was “We’re Marriott Bonvoy Members, we…” and their customers finished the sentence.
This is a great way to collect multiple testimonial examples, and putting them in a video ensures that potential customers see what customers love about staying with them. Not only did they have an engaging way of collecting their testimonials, but the video they made with them is eye-catching, making this a great example of using testimonials in your advertisements.
10. Loom - Text Testimonial
A great way to interact with your clients is to acknowledge the testimonials that they post on their own social media. Loom did this by reposting a LinkedIn post from a customer.
Their customer posted about how they use Loom every day and how it has become a vital tool for their daily tasks. By acknowledging the post, Loom shows that they care about their customers’ experiences.
Additionally, Loom is able to showcase the testimonial on their own LinkedIn page, adding on to the reasons why potential customers should use their software. This is a great example about the impact of testimonials, and how collecting them can create a more positive social image for your brand.
11. Glossier- Video Testimonial
Glossier hit the nail when it comes to curating video testimonials. They have produced various video campaigns showcasing customer testimonials. One such example is their “You Look Good” campaign: Glossier created a video ad that features quick clips from multiple customers, each sharing a favorite product and what they love about it. The testimonial snippets were shot by the customers themselves, making the ad feel like an authentic beauty vlog.
This technique works well for eCommerce and beauty brands — the montage style keeps things dynamic and shows a wide range of customer experiences in one video.
12. Warby Parker - Carousel Testimonial
Warby Parker features real customer quotes in Instagram carousel ads, often paired with close-up images of the glasses. One slide might say, “These are the most comfortable glasses I’ve ever worn,” while another highlights a specific style or feature.
This allows Warby Parker to showcase both the product and the customer experience — all within a clean, scannable visual.
13. Duolingo - Video Testimonials
Duolingo leans into humor and social proof by reposting TikToks where users show their progress or react to the app’s notifications and streak challenges. These testimonial-style videos often go viral because they’re funny and relatable.
Instead of traditional testimonial formats, Duolingo embraces the chaotic charm of UGC and turns reactions into content that entertains and persuades.
14. Airbnb – Text Testimonial
With summer break approaching, Airbnb is spotlighting U.S. educators in a heartfelt campaign that shows how hosting can be a way to earn extra income. Many teachers, navigating tight salaries and rising living costs, are turning to Airbnb to supplement their income during the summer and beyond.
In one ad, the platform features real teachers sharing how hosting has helped them make ends meet. By highlighting these personal stories, Airbnb not only humanizes its brand but also builds trust—especially among first-time users who may be hesitant to book or host.
15. Notion – Text Testimonial
Notion often turns organic social posts into ads. In one example, a tweet from a user reads, “Notion basically runs my life at this point.” Notion transformed that simple tweet into a polished visual with their branding and ran it as a paid social ad.
By using a real quote directly from a fan, Notion not only highlights the product’s value but also keeps the testimonial raw and relatable. This type of UGC-style ad is perfect for brands that want to appear approachable and community-driven.
How to Create Testimonial Advertisements using Vidlo
To collect testimonials, create a Vidlo campaign! With Vidlo, you can collect video testimonials from your customers. You can enter a prompt for customers to answer, upload your logo to be in the video, and select a filter for your customers to use. Then, you send your customers your Vidlo link or QR code, and they are able to record their testimonials.
All their testimonials get synced up to your Vidlo dashboard, so you can access them easily. Your brand can download the videos and post them on your social media, or put them into an advertisement. Plus, your customers can download their video after they create it, or upload it to TikTok!
Using testimonials in your advertising is a great way to create compelling content for potential customers. Testimonials have the ability to convince people why they should choose your brand over competitors.
The content your brand makes with testimonials will enhance your marketing, and will cause you to increase engagement and have a higher ROI. To learn more about how Vidlo can help with your testimonial advertising campaigns, sign up for a demo.
