Definition:
A testimonial is a written, spoken or audiovisual statement in which someone describes their experience with a product, service or company. In marketing, a favorable experience is usually selected to present as a recommendation to potential customers.
Its value lies in providing the perspective of someone who has used the offering. It does not, by itself, prove that everyone will achieve the same result, nor is it equivalent to an independent evaluation.
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What testimonials are used for
Testimonials are used in digital marketing strategies to explain how a product or service has been used and which aspects the customer highlights. They can appear on a website, in an email, a press release or an advertising campaign.
They act as a form of social proof: other people’s experiences can influence how an offering is interpreted. A specific explanation of the problem, use and outcome provides more context than generic praise, although it does not replace verifiable information about the product or service.
They can also help differentiate a company’s offering and reveal what its customers value. Listening to their opinions can be part of the relationship with them, but publishing a testimonial does not guarantee sales or customer loyalty.
A testimonial chosen by a company does not necessarily represent all the opinions received. This promotional selection should be distinguished from a review system where both positive and negative experiences can be published.
Examples of testimonials
Testimonials can be presented in different formats, which do not provide the same context or follow the same management process:
- Video testimonials: show someone explaining their experience. They can be used on a website, social media or in a campaign. Recording captures voice and gestures, but editing should not change the meaning of the statement or present a reenactment as an alleged real experience.
- Written testimonials: contain a statement that can be included on a product page, in a presentation or in an email. Identifying the author and context, when authorized, helps readers interpret the experience. Shortening a quotation should not alter its meaning.
- Reviews on review platforms: customers can publish ratings about a business through services such as Google Maps and its Business Profile. A review does not necessarily originate as advertising material, even if a company later wants to quote it as a testimonial. Being publicly available should not be interpreted as automatic authorization to reuse its text, name or image in any campaign.
Strategy for requesting testimonials
The request should make it easy for the customer to describe a real experience in their own words. The following actions help organize the process:
- Choose the right time: request feedback once the customer has had time to use the product or receive the service. When requesting Google reviews, requests should not be filtered to target only satisfied customers.
- Make the process easy: for a testimonial intended for the company’s own website, open-ended questions can be asked about the need, use and experience. Praise should not be written for the customer to sign, nor should a positive conclusion be required. Review requests should comply with the platform’s rules.
- Respect the rules on incentives: do not recommend discounts or gifts as a general practice. Google prohibits offering them in exchange for reviews, even if the customer has used the service. Google’s review policies also prohibit selectively soliciting positive reviews. If an advertising testimonial involves compensation or a commercial relationship, it should be handled transparently and in accordance with the rules applicable to the format and market.
- Use the right channel: distinguish between collecting a statement for the company’s own materials and asking someone to publish a review on a platform. Customers should know where their contribution will be used and be able to decide whether to participate.
- Thank the customer and agree on publication: thank them for their time and obtain the appropriate authorization to use the testimonial, name, image or voice. Preserve the meaning of the statement and review whether it remains current if the product or the conditions described change.