Top 10 Examples Of Testimonial Advertising For Ecommerce Owners


Sara Miteva
May 11, 2023
6 min read
Examples Of Testimonial Advertising

Did you know that 88% of customers trust reviews from other users just as they would trust personal recommendations? 

If you’re an ecommerce owner, this stat should make you think. Using testimonials should be an essential part of your marketing strategy and you should aim to show social proof as much as possible. 

Ecommerce businesses can boost sales and enhance their online reputation by displaying gratifying consumer comments. 

In this post, we're covering some of the best testimonial advertising examples that will get you inspired to level up your marketing strategy and increase your conversion rates. 

What is testimonial advertising?

Testimonial advertising means using glowing testimonials, feedback, or suggestions from happy consumers to advertise a product or service. Testimonials come in various formats, such as blog posts, videos, recommendations from famous people or influencers, and social media updates. 

Businesses want to enhance sales by establishing social proof, establishing trust, and providing these testimonies to prospective clients. For ecommerce business owners, testimonial advertising is a powerful tactic since it enables them to highlight the benefits and value of their products and services through the words and experiences of their delighted clients.

Types of testimonial advertising

There are various types of testimonial advertising that eCommerce owners can use to promote their products or services. Here are some of the most effective types:

  • Written reviews: These are testimonials in the form of written reviews that customers leave on the business's website or social media pages.
  • Video testimonials: This type of testimonial advertising involves creating short videos featuring satisfied customers talking about their positive experience with the product or service.
  • Social media endorsements: This involves sharing positive feedback or recommendations from customers on social media platforms such as Twitter, Facebook, or Instagram.
  • Influencer endorsements: Businesses can partner with influencers who have a significant following on social media to endorse their products or services.
  • Celebrity endorsements: This type of testimonial advertising involves getting celebrities to promote a product or service.
  • Case studies: These are detailed articles about how a particular customer benefited from using the product or service, and they can be used as testimonials to demonstrate the value of the product or service.

By using a combination of these types of testimonial advertising, ecommerce owners can effectively showcase the quality and benefits of their products or services, build trust and credibility with potential customers, and ultimately increase sales.

Best examples of testimonial advertising

Let’s cut to the chase–keep reading to check out some amazing testimonial advertising examples.

Dollar Shave Club

The marketing student book classic, in addition to doing great ads, also does an amazing job at social media marketing. They often collaborate with influencers and post some creative videos where they recommend their products. Here’s one of them: 

Dollar Shave Club testimonial advertising


Using reviews as a social media post is also a great idea. Here’s how beauty brand Glossier does it: 

Glossier testimonial advertising


Headspace often uses testimonials about its product in its social media & advertising strategy. Here’s an example where they used a client testimonial as an Instagram post: 

Headspace testimonial advertising


Sephora has a division known as Sephora Squad. This is a group of storytellers, beauty enthusiasts, and all-around artists. Sephora actively searches for collaborators for this team.

On the website, the squad features testimonials from its current members to promote the team. Members of the Sephora Squad have written remarks on why they enjoy being a part of the organization in these text testimonials.

Sephora testimonial advertising

Daniel Wellington

Daniel Wellington is one of the most followed fashion brands on Instagram, with 4.7 million followers. One of Daniel Wellington’s main content source for social media posts are influencers and UGC (user-generated content). Here’s an example: 

Daniel Wellington testimonial advertising

General Assembly 

General Assembly is one of the most popular online tech schools, with programs including design, marketing, data science, etc. The company uses testimonials as social proof on their landing pages, and here’s how it looks like: 

General Assembly case studies testimonial


Video testimonials are also a great way to implement testimonial advertising into your marketing strategy, especially now when Instagram Reels and TikTok videos are the most popular social media format. Here’s an example from Dove: 


Collaborating with YouTubers is also one way to get testimonials for your marketing strategy. They are open to trying out new items and reviewing them, which gives you more reach among their audience and material for your ads. Here’s how Philips did it for their auto curler: 


Starbucks often uses user-generated content and collaborations with influencers to announce some of their new products. Here’s one recent collab with an influencer who reviews their new Iced Matcha: 


Go-To Skincare

The skincare brand Go-To often reposts video reviews from their fans on their Instagram profile. Here’s one example: 

Go-To Skincare instagram testimonials

Check Go-To-Skincare's Instagram Profile for more ideas.

How are testimonials different from endorsements?

When thinking about implementing testimonial advertising, you might mix it up with using endorsements. While both strategies aim to promote the product, they differ in several ways. 

Firstly, testimonials come from customers who have used the product or service, whereas endorsements are given by individuals or organizations that have a financial or material connection to the product being promoted. 

Secondly, testimonials tend to be more authentic in tone as they are provided by actual customers, while endorsements may appear scripted or polished as they are created by paid endorsers. 

Next, testimonials are often shared on the business's website or social media, while endorsements are frequently used in paid advertising campaigns to reach a larger audience. Lastly, endorsements are subject to regulations, such as those imposed by the FTC, which require the disclosure of financial or material connections to the product or service being promoted. On the other hand, testimonials are typically given freely and do not have the same regulatory requirements.

Conclusion: Why testimonial advertising for your ecommerce business?

Testimonial advertising is a powerful marketing strategy that can benefit your ecommerce business in several ways:

  • Builds trust and promotes loyal customers as it provides social proof that your product is indeed effective and other people have benefited from it. 
  • Increases conversion rates as they resolve concerns for hesitant customers.
  • Promotes positive reputation, which makes your ecommerce store credible. 
  • Not expensive, as the content was already created by happy customers.
  • Provides feedback, which can help you improve your products or services to match customer expectations.

By using a combination of written reviews, video testimonials, social media endorsements, influencer endorsements, celebrity endorsements, and case studies, businesses can effectively promote their products or services and increase conversions. 

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