Testimonials: The Trust-Building User-Generated Content for Your Brand

In digital marketing, change is constant, and trends and buyer behaviour shift rapidly. But despite ongoing changes, one element remains the same: trust. 

Trust has become crucial to branding, especially considering the barrage of options consumers can access online. One of the most effective ways to build trust is through testimonials—authentic, user-generated content (UGC) that speaks directly to your audience from the perspective of real customers.

When you consider that 79% of consumers say that UGC influences their purchasing decisions and 92% turn to people they know for products or service referrals they can trust, the importance of incorporating user-generated content into your marketing strategy becomes even clearer.

The Power of Social Proof

UGC testimonials are compelling endorsements that showcase how your offering solves a problem or adds value to customers’ lives by another customer who has experienced just that. This allows them to act as a form of social proof, which is a psychological phenomenon where people rely on the actions or opinions of others to make decisions. 

When potential customers see positive feedback from peers, they are more likely to trust your brand and make a purchase. As the initial interaction has created a personal connection, they’re also more inclined to become loyal customers and recommend your brand to someone else. 

Types of Testimonials

In addition to providing social proof, testimonials are also an excellent form of UGC as they can be created in different formats and be used on multiple marketing channels. These are the most common forms of testimonials you can use to promote your brand: 

Video Testimonials

With global digital ad spending reaching $176.63 billion in 2023 and TikTok expected to account for almost 40% of total video advertising revenue by 2027, it’s clear that video is one of the most impactful ways to showcase testimonials. Seeing a real person share their genuine experience adds a layer of authenticity and creates a connection that traditional advertising cannot match.

To maximise the impact of your UGC testimonials, you should keep videos short and concise, ensure high-quality audio and visuals are used, and focus on the customer’s story, highlighting specific benefits or results.

Written Quotes

Short and sweet, written testimonials are versatile and can be used across multiple platforms, such as your website, social media, and marketing materials. These testimonials are often the easiest to source as they’re the simplest and least time-consuming for consumers to create.

When you publish written testimonials, always ensure you include snippets that capture the essence of the customer's experience and include the customer’s name, location, and role (if applicable) to add credibility.

Integrated Reviews

Platforms like Google Reviews, Yelp, and Trustpilot allow customers to leave publicly visible feedback. These third-party platforms have become popular resources for consumers looking for unbiased opinions and can be fantastic ways to increase brand trust.

You can embed these reviews on your website using tools, or you can feature the top-rated reviews in your marketing campaigns to boost transparency.

How to Collect Testimonials Effectively

Collecting testimonials is a powerful way to showcase the authentic voices of your happy customers. If you need some help collecting this type of UGC for your testimonial marketing strategy, these tips can help:

Ask at the Right Time: The best time to request a testimonial is immediately after a customer has had a positive experience—such as a successful purchase, problem resolution, or service interaction.

You can use follow-up emails, thank-you messages, or satisfaction surveys to reach out and request a response.

Make It Easy: Customers are far more likely to share testimonials if you make the process straightforward and simple. If you can provide clear instructions and offer multiple ways to submit feedback, such as a dedicated webpage for testimonials, pre-formatted survey templates, or direct email links, they’re far more likely to engage.

Incentivise Participation: While marketing testimonials should be genuine, offering small incentives such as discounts or exclusive access to new products can encourage customers to share their experiences without compromising authenticity.

Use Automation: You can automate testimonial requests and follow-ups using tools like Mailchimp, SurveyMonkey, or customer relationship management (CRM) software.

Collaborate with SHOUT: At SHOUT, we can connect you with top-tier content creators who will complement your brand and create authentic UGC testimonials for your social media channels. This ensures you can collect marketing content that best suits your brand voice and purpose. 

How To Use Testimonials For Maximum Impact

Once you’ve got testimonials you want to share with your audience, you need to ensure they attract the right attention and maximise your impact. You can do this in the following ways:

1. Create a Dedicated Testimonials Page

A testimonials page on your website creates a central hub where you can showcase your customers' stories. To keep it engaging, use a mix of written quotes, video clips, and embedded reviews.

2. Incorporate Testimonials Across Marketing Channels

Marketing testimonials are incredibly versatile, and you can make them work for you by using them across multiple channels. 

• Website: If you don’t have a dedicated testimonials page (and even if you do!), you can place testimonials on product pages, homepages, and landing pages to reinforce trust during critical decision-making moments.
• Social Media: Share customer stories as posts or in your stories and reels to engage followers.
• Email Campaigns: To add a personal touch, highlight testimonials in newsletters or promotional emails. For added impact, include links to videos on your social media channels. 

3. Use Testimonials in Ads

Include customer quotes or video snippets in paid ads for platforms like Facebook, Instagram, or YouTube. These marketing testimonials can add credibility to your message and boost your ad performance. 

Consumers will also trust you more as you’re not only relying on traditional marketing tactics to get their attention; you’re providing that all-important social proof. 

Experience The Long-Term Benefits of Testimonial Marketing

Testimonial marketing offers enduring advantages that can elevate your brand's reputation and drive growth. Incorporating authentic customer stories into your testimonial marketing strategy can enhance your credibility and position your brand as trustworthy and customer-focused. This naturally attracts and retains more clients. 

Engaging with existing customers by spotlighting their feedback is also an excellent way to build trust and loyalty. Sharing their feedback creates a sense of community and makes them feel valued, heard, and important. 

Additionally,  UGC testimonials can help to improve your SEO by generating unique, user-driven content that enriches your website. Reviews on platforms like Google My Business further boost your local search rankings, making it easier for potential customers to discover and trust your business.

Overall, testimonials are far more than just kind words from satisfied customers. They’re powerful trust-building tools that can boost your brand, influence buying decisions and make customers feel like they're part of something special. 

If you want to build trust using UGC testimonials, SHOUT can help. Book a demo today and start growing a loyal audience!