Testimonial ad examples – hows and whys of using testimonials in advertising
Advertisers have long used testimonials in their ad campaigns, but why? What is it about a review that makes it such an effective tool for advertisers? An April 2021 report by the Interactive Advertising Bureau (IAB) revealed that testimonial ads are some of the most effective means to boost sales. They found that 87% of consumers find testimonial ads to be a reliable source when making purchase decisions, and 63% of viewers say testimonial ads are more persuasive than other types of content. This data indicates the value of testimonial advertising – relaying messages and reassurances directly from consumers.
When we are exposed to advertisements, our first instinct is to be skeptical. We have all been burned by false advertising claims before, so we have learned to be cautious when brands make promises about their products or services. However, reviews provide a level of authenticity that can help overcome this skepticism.
A testimonial or review from a real person communicates the experience of someone who has actually used the product or service being advertised. This first-hand account carries a lot of weight because it comes from someone who is not paid or employed by the company—they are just a regular person like us. This makes reviews much more believable than anything the company could say about itself.
In addition, studies have shown that people are more likely to trust recommendations from people they know and like over strangers. This is known as the "friendship heuristic." So, when we see testimonial ads with someone we know or follow online, we are more likely to trust them.
Now that we understand the psychology of reviews, let's take a look at how and when to use them in advertising.
How and When to Use Testimonial ads
Testimonial ads can be an extremely effective tool for advertisers when used properly. Here are some tips on how and when to use reviews in your ad campaigns:
Take advantage of testimonial ads when you are selling a new product or service
If you are introducing a new product or service to the market, using reviews can help increase its perceived quality and build trust with potential customers. Just make sure that the review is coming from a credible source that potential customers will actually recognize and trust.
Leveraging influencers when going after testimonial content
Reviews and testimonials tend to work better when provided by opinion leaders; the bigger the audience, the bigger the chance of success. If you can get a testimonial from an influencer, it could do wonders for your campaign.
Avoid using too many positive reviews
Although positive reviews can be helpful, too many of them can actually backfire. This is because people will start to question the authenticity of the reviews if they all seem too good to be true. Try to mix in some negative or neutral reviews as well—this will make your ad campaign seem more believable overall.
Use an ads library to find quality testimonial ads inspiration
Finally, one of the best ways to find quality examples of ads that use reviews effectively is to use an ads library like Effortlessly. This platform provides users with access to a ton of high-quality, manually curated ads from around the world, making it easy to find inspiration for your next campaign.
When used correctly, testimonials can be a powerful tool for advertisers. They provide authenticity and credibility that can help increase perceived quality and build trust with potential customers. Just remember to mix in some negative or neutral reviews as well—too many positive reviews can actually backfire. And if you're ever looking for ad review examples and quality inspiration, be sure to sign up for Effortlessly today.