10 Testimonial Advertising Examples We Loved (And Why They Work)

When you use customers’ words to show users what your product or service can help them achieve, it’s called testimonial advertising.

It can be as basic as putting a customer testimonial on an ad or as complex as a whole video production where a customer is telling their story. The customer is the main subject, and the product is the trusty sidekick that helped them achieve their dream or take away their pain.

With testimonial ads, you're not just telling potential customers that your product works, but actually showing them what it looked like for someone who used it.

Here are 10 testimonial advertising examples you'll love from top brands.

Should you use a testimonial advert?

There’s no product that would not benefit from testimonial advertising. 

That’s because shoppers trust other shoppers more than they are likely to trust you.

When Nielsen conducted a study to figure out how much people trusted ads, they discovered that 80% of shoppers trust recommendations from people they know more than any other channel.

The phrase ‘people they know’ might trip you up, but when you consider this other study from BrightLocal, you’ll see that 49% of customers trust online reviews just as much as a personal recommendation. 

Why are testimonials, AKA reviews, so trusted by customers?

1. Social proof: Someone else has already tried the product and found it useful.
2. Specificity: Customers can describe a product and the problem it solves in language that feels more tangible than marketing claims.
3. Relatability: A potential buyer can see someone like themselves using the product.
4. Objection handling: A testimonial can answer concerns such as price, effectiveness, ease of use, or quality.
5. Customers know that a brand's own marketing copy is biased. Testimonials are, in most cases, independent third-party validation that cuts through sales pitches. 

Types of Testimonial Ads to use in your next campaign

There are several testimonial ad formats you can use when creating a customer review ad. 

1. UGC video

A video created by a customer showing themselves using your product or talking about their experience with it. It can be more personal and relatable than the usual brand content.

2. Quote/testimonial card

A graphic with a short statement from a customer, usually paired with their name, photo, or other identifying details, when permission has been given.

3. Star ratings on your product ads

Showing your product's customer rating, such as 4.8/5 stars, alongside the product in an ad. If you display a rating, it should accurately reflect your reviews or rating data. It’s also better to include the timeframe when these reviews were recorded because they will fluctuate. 

4. Customer story video

A longer video concentrated on one customer's experience. The script will usually follow their problem, experience with the product or service, and results. 

5. Before and after

Creative that shows the customer's condition or situation before using the product and what changed after using it. It’s a good idea to also include a customer’s words about the experience. 

6. Written review or review screenshot

A screenshot of a customer's review from a review platform, website, or social media post used as the main creative. It shows the audience the customer's words and can include the reviewer's name, profile photo, rating, and date.

10 testimonial advertising examples across industries

Now let’s check out a few examples of these testimonial advertising formats in real life. 

1. Roseland star rating testimonial ad

We’re kicking off this list with a simple star ratings testimonial ad example from Roseland. 

Although this ad has a lot of elements, it’s hard to miss the star rating feature on the top left. 

Two things that this ad does well are that it includes the source (TrustPilot). 

This is important because if users want to confirm whether that’s true, they only have to search for the brand on Trustpilot, and things will line up. 

Of course, only use the Star rating testimonial ad if you have a rating to be proud of. 

If it’s below 4, adding it to your product ads would damage your reputation and decrease customers’ trust in the quality of your products. 

2. Hebe star rating ad

Here’s another version of the first ad example we showed you. 

The testimonial bit is not as grand, but best believe it will have an impact on how much your target audience trusts your ad and product. 

The only thing I would add to this is maybe an actual review of this particular product, since the layout of the creative allows it. 

3. Hair Gain UGC testimonial advertising

When customers are considering a product, there’s always an internal battle of them wondering, ‘Does this really, really work, or is it a ruse?’

Testimonials are how you show them you mean business. 

Hair Gain chose this review screenshot that comes with a UGC photo to show that their product will make a shopper’s hair thicker. 

And because customers can see that the testimonial is from a trusted review site and verified, it will be much easier for them to trust it. 

When choosing a review to use as an ad, make sure that:

1. Customers can see the problem reviewer X had (thin hair in this case).
2. And how your product solved that for them (gave them thicker hair).

4. True Classic quote card ad example

This testimonial ad example from True Classic is the epitome of a great customer review ad.

The review is witty, relatable, and sounds like a guy who wore the hoodie and is mildly annoyed about how often he wants to wear it.

Sometimes, a product image can not adequately communicate how good a product is. But from this ad, shoppers can tell that the hoodie is warm, comfortable, and a staple they can’t keep their hands off.

It’s also smart how True Classic dropped the 5 million+ customers. In a shopper's mind, if these many people trust the brand, then buying from them is not as risky. 

5. Arrae before and after Instagram story testimonial

This testimonial ad from Arrae is a mix of UGC and the actual review. 

We especially love how you can see the before and after pictures and detailed explanations of what the customer experienced in each scenario. 

Arrae doesn't need to walk shoppers through the product benefits. 

The customer walks you through it herself. She speaks of the painful bloating after eating, digestion improving significantly and being able to eat dairy and gluten without turning into 'an absolute balloon’.

This is a detail a brand can't say without sounding offensive.

If you run this example against the test for a great testimonial ad, it checks almost every box.

1. It's specific about the problem (bloating within a minute of eating) and the outcome (visibly flatter within 90 minutes).
2. It's relevant and aimed at someone who already deals with bloating and has probably tried other things that didn't help.
3. It's outcome-focused because the before and after photos show the results customers can expect.

Pro tip: With before-and-after ads, you have to be super careful to claim things that can hold up and only show results that you can 100% guarantee to customers. 

6. Blissy UGC photo with customer quote

Satin is a popular material for making bonnets. It’s also cheaper. 

In this testimonial ad example, it appears like Blissy is trying to show customers that yes, satin is an alternative, but why would a customer go with that over their silk bonnets that are way softer and cooler, and can help you sleep more comfortably? 

And that’s the beauty of testimonials. 

They give you so many opportunities to overcome your target audience’s objections.

Blissy doesn’t tell shoppers that silk is better. The customer says it for them by mentioning that she'll never go back to satin, and her hair and sleep have never been better. That's a direct answer to the exact hesitation a satin user would have before switching.

The one thing we don’t recommend when choosing a review to feature is dramatic language like changed my life. 

In certain instances, it may work for your audience, but it could also be a logical fallacy that makes you lose their trust

7. Briogeo press mention testimonial ad

Review ads don’t just apply to individual testimonials. 

If you have a chance to name-drop a company that your audience trusts, by all means do so. 

Briogeo shows us how it’s done in this example. 

The quote is from Today's website, and pairing it with the Today logo adds third-party credibility on top of the customer's words. The audience isn't just trusting one person's opinion; they're also seeing it backed by a big-name brand they already recognize.

8. Prose customer review ad

In the beauty and cosmetic industry, you are not just selling better skin or better hair. 

More often than not, you are selling a new identity and confidence to your customers. Prose seems to understand that phenomenon and features a review that perfectly encapsulates it.

With the review, a shopper is able to deduce that Prose's products are not only effective, but they'll produce results that other people notice, too. 

Katherine's comment about getting more compliments on her hair in a couple of months than she had in years isn't really about the hair itself, but about how other people are responding to her differently now. That's the identity transformation Prose is selling.

9. Tilliv customer quote testimonial ad

Suitcases aren't the most exciting product. People rarely notice the brand you're carrying unless it's a designer one, and competing on durability, material, or function alone won't make you stand out.

That's why Tilliv leans on credibility instead. 

An airline pilot flies far more than most people, so if anyone's qualified to judge a suitcase, it's her.

The payoff she names is specific, too. More organized space means more room for things she wants to bring home. 

Coming from someone who flies as often as she does, that detail has more weight than the same line from an occasional flyer.

10. Hexclad celebrity review ad

Every niche has a ‘celebrity,’ and in the food and hospitality industry, Gordon Ramsey is a fitting example. So, it makes perfect sense that HexClad has put him front and center for this ad. 

His review of the HexClad apron lines up with his personality. 

Anyone who's watched him on MasterChef knows that the review matches his blunt, opinionated, no-room-for-argument tone.

This brand sells to commercial kitchens too, but for this ad, the focus is on home cooks, and the review is an excellent reflection of that. 

What makes a great testimonial advert? 

Here are the main lessons to take from these testimonial ad examples.

Specificity over vagueness.

The best testimonial ads name the exact problem and the exact result, not vague compliments. A really good example of this is how Arrae's reviewer describes her experience and how the product helped.

Relevant to the target customer's problem.

A testimonial works best when it speaks directly to the exact frustration your shopper already has. Hair Gain's review is written for someone with thin hair. Tilliv's is written for someone who overpacks.

Credible and attributable to a real person.

Shoppers trust a testimonial more when they can verify it's real or see why the person is qualified to say it. Roseland is right to provide a source for their 4.5-star rating. You don't want to be caught lying to your customers.

Best practices for using testimonials in ads 

• Don't fabricate testimonials.
• Don't materially alter what a customer said.
• Disclose relevant paid relationships or incentives.
• Don't make claims that the testimonial can't substantiate.
• Be particularly careful with health, beauty, financial, and other regulated claims.

How to create a testimonial ad for your ecommerce products

Now we’ll show you how to create testimonial ads quickly, even if you have 100s of products. 

1. Gather the most interesting testimonials you have for your products. 

Make sure they show definite problems and results, are relevant to your target audience and are credible. You should also take a few screenshots of the most impressive ones, especially if they come with a customer holding or using your product. 

2. Choose your creative format

Since most of the testimonials will be text and the occasional screenshot, we recommend 1080X1080 for Meta and vertical formats for Pinterest and Snapchat ads. 

3. Create a template 

We recommend using a platform like Cropink for this. That’s because you’ll find 100s of templates across multiple industries. You’ll also be able to automate the creation of your testimonial ads if you have multiple products. 

Here’s an example of how you can take your product image and make it into a relevant and compelling testimonial advert with Cropink. 

The good thing about Cropink is that it will connect directly to your product feed, pull details like product images, pricing, and stock availability, then let you drop your testimonials into pre-built templates. 

When your template is set, it applies that same design across your entire catalog, so a single layout can turn into hundreds of on-brand testimonial ads in minutes. 

Any time your product data changes, price, stock or offer, the ad updates with it, and you're never stuck manually swapping out creative. 

Check out the available templates. They’re all free to use! 

Final thoughts on testimonial advertising examples

If you have not tried this ad type, we hope this guide has convinced you enough to use it in your next campaign. Remember, your shoppers are more likely to trust other shoppers than you, especially in a paid campaign. 

Take advantage of that today. However, ensure that all your reviews are credible, have a source and represent the true outcome your product offers.

If you’re ready to create your first testimonial ad review, Cropink can help. Sign up for a free plan to start. 

FAQs

What is a testimonial in advertising?

A testimonial in advertising is a customer's own account of their experience with a product or service. It’s used to show potential buyers what it did for someone who used it.

How much does a testimonial ad cost?

It depends on the format. A quote or review screenshot can cost you nothing except the design time, while a UGC video or customer story video may involve paying the customer or a creator for their time.

What are examples of testimonials?

Examples of testimonials include a star rating from Trustpilot, a written review screenshot, a before-and-after photo with the customer's words attached, or a short video of a customer talking about their results.

What is a paid testimonial?

A paid testimonial is one where the customer or creator received money, a free product, or another incentive in exchange for sharing their experience. If you use one, disclosure is non-negotiable. Shoppers need to know the review came with an incentive attached.

What is the difference between a testimonial ad and an endorsement?

A testimonial ad usually features a regular customer sharing their real, unpaid experience with a product. An endorsement typically involves a public figure or influencer whose association with the brand may be paid and carries weight because of who they are

What are the most common types of testimonial ads?

The most common testimonial ad formats are quote or testimonial cards, star ratings, written review screenshots, and UGC or video testimonials. Before-and-after ads are common, too, but they need extra care since the results shown have to be things you can back up.

Can customer reviews be used in advertisements?

Yes, customer reviews can be used in advertisements as long as you don't alter what the customer said or fabricate the review.

Sources

1. Nielsen. Beyond martech: building trust with consumers and engaging where sentiment is high
2. BrightLocal. Local Consumer Review Survey: Star Ratings Keep Rising, Old Reviews Don’t Cut It