How to Use Testimonials for Instagram Ads?

Social proof has become one of the most powerful drivers of consumer behavior. People are more likely to trust the opinions and experiences of others, especially when it comes to making purchasing decisions. Whether it’s a glowing review, a customer story, or a word-of-mouth recommendation, social proof establishes credibility and trust in your brand.

As Instagram continues to grow as a major social platform, its ads have become an essential tool for businesses aiming to increase visibility and conversions. With over a billion active users, Instagram provides brands with an unparalleled opportunity to reach a targeted audience. However, to truly stand out and make an impact, brands need more than just flashy visuals; they need authenticity, which is where testimonials come in.

Using testimonials for Instagram Ads can dramatically increase trust and drive engagement by showcasing real customer experiences. When users see testimonials in your ads, they’re not just hearing from a brand, they’re hearing from their peers, which can lead to more meaningful connections and higher conversion rates.

In this guide, we’ll explore the most effective ways to leverage customer testimonials on different types of Instagram Ads, including how to post them, design strategies, and the best practices for maximizing their impact.

Why Use Testimonials for Instagram Ads?

In a crowded digital space, standing out and gaining the trust of potential customers can be a challenge. Testimonials offer a powerful solution by leveraging the experiences of real customers to build credibility and drive action. Here’s why testimonials ads for products on Instagram are important:

1. Builds Instant Trust and Credibility

When potential customers see testimonials, they’re more likely to trust your brand because they’re hearing from people just like them. Social proof taps into the human tendency to trust others’ experiences, particularly when those experiences mirror their own needs or pain points. Authentic customer testimonials on Instagram Ads offer an instant vote of confidence for your brand, reassuring new prospects that you’re reliable and trustworthy.

2. Increases Conversion Rates

Testimonial ads are incredibly effective at moving leads down the sales funnel. According to research, businesses that use customer testimonials in their ads typically see higher conversion rates. By incorporating testimonials into your Instagram Ads, you showcase proof of how your product or service solves real problems, compelling viewers to take the next step, whether it’s making a purchase or signing up for more information.

3. Creates Emotional Resonance Through Real Experiences

A well-crafted testimonial doesn’t just speak to the mind; it speaks to the heart. Customers are more likely to resonate with emotional stories that reflect their challenges, successes, and desires. Using testimonials on Instagram Ads helps create a deep emotional connection with your audience, making them feel like they are part of the story. This emotional resonance fosters loyalty and increases the likelihood of customer acquisition cost (CAC).

4. Supports Bottom-of-the-Funnel Leads

Testimonial ads are ideal for nurturing leads who are already familiar with your brand but need a little extra encouragement to make a decision. By presenting testimonials from satisfied customers, you can reinforce the value of your product or service, helping these potential customers move past any doubts and into the final stages of conversion. Testimonials act as a gentle push for those who need a final nudge before making a purchase.

Types of Testimonials That Work Best on Instagram

When it comes to Instagram Ads, the type of testimonial you use can significantly affect how it resonates with your audience. Different formats engage users in various ways, and understanding which type works best can help maximize the impact of your ads. Here are the most effective types of testimonials for Instagram Ads:

1. Video Testimonials (Most Engaging and Shareable Format)

Video testimonials are by far the most engaging and shareable format for Instagram Ads. People connect more deeply with video content because it allows them to see and hear the emotion and sincerity behind the testimonial. Videos offer a chance to capture your customer’s experience authentically, making it one of the most trusted forms of social proof. The visual and auditory elements of video make it more compelling and memorable, leading to better engagement rates.

Why It Works:

• High engagement rates: Videos often receive more attention and shares than static content.
  
• Stronger emotional connection: Viewers can see and hear the enthusiasm or satisfaction of the customer.
  
• Shareability: Videos are more likely to be shared, increasing brand exposure.
  

2. Screenshot Reviews from Customers (With Design Overlays)

Another effective testimonial type is showcasing customer reviews in the form of screenshots. These can be from social media comments, emails, or review platforms. By adding design overlays, you can highlight key parts of the testimonial and align it with your brand aesthetics. This type of testimonial is easy to create and can still deliver a powerful message.

Why It Works:

• Quick to produce: A simple screenshot can be transformed into an effective ad.
  
• Builds credibility: Seeing real customer reviews increases trust in your product.
  
• Clean and professional: Design overlays can enhance the presentation without being overwhelming

3. User-Generated Content (UGC) with Brand Mentions

User-generated content (UGC) refers to any content created by your customers that mentions or tags your brand. This includes photos, videos, and stories featuring your products or services. UGC is incredibly effective because it shows real people using and enjoying your products, and since it’s created by your customers, it feels more authentic. Instagram users love engaging with content from fellow consumers, which helps build trust and loyalty.

Why It Works:

• Authenticity: UGC feels more like a genuine recommendation than a branded ad.
  
• Social proof: When other customers see real people using your product, they feel more confident in making a purchase.
  
• Increased reach: UGC can be shared by both the brand and the customer, expanding your reach.
  

Encourage customers to tag your brand in their posts or use a branded hashtag to easily find UGC that you can incorporate into your Instagram Ads.

4. Influencer/Partner Testimonials (Adds Authority)

Influencer and partner testimonials bring authority and credibility to your Instagram Ads. When an influencer or well-known figure shares their positive experience with your brand, their endorsement can sway potential customers. This type of testimonial is especially powerful for attracting followers of the influencer and building social proof.

Why It Works:

• Trusted authority: Influencers often have a loyal following that trusts their opinions.
  
• Wider audience: Partnering with influencers can help you tap into new audiences.
  
• Added legitimacy: Testimonials from recognizable names give your brand more credibility.
  

Brands can work with influencers to create partnership ads, showcasing the influencer’s genuine experience with the product.

How to Use Testimonials in Instagram Ads

Testimonials can significantly enhance the effectiveness of your Instagram Ads by building trust, engaging your audience, and driving conversions. Here’s how you can strategically use customer testimonials in your Instagram Ads to get the best results.

1. Use Meta Ads Manager to Boost a Testimonial Post

Meta Ads Manager is the tool you’ll need to create and manage your Instagram Ads. To make your testimonial posts work even harder for you, consider boosting them through Ads Manager. This allows you to turn organic testimonials into targeted ads that reach a broader audience, optimizing for conversions and Instagram story ideas for engagement.

Steps to Boost a Testimonial Post:

• Go to your Instagram profile and select the testimonial post you want to boost.
  
• Click Boost Post and select the objective of the ad (more on this below).
  
• Choose your audience targeting, budget, and duration.
  
• Use Meta Ads Manager to refine targeting and optimize the ad’s performance.
  

This is a great way to expand your reach and leverage organic content in a paid campaign.

2. Choose Conversion or Engagement Objective

When running Instagram Ads with testimonials, it’s important to choose the right campaign objective. If your goal is to drive sales or leads, choose a conversion objective. If you want to build awareness or drive interactions with your audience, select an engagement objective.

• Conversion Objective: This is ideal if you want to drive website visits, purchases, or lead form submissions.
  
• Engagement Objective: Choose this if you want to increase likes, comments, and shares on your testimonial posts.
  

Selecting the right objective ensures that your testimonial ad is aligned with your business goals and delivers the best results.

3. Set Audience Targeting Based on Lookalikes

Instagram Ads allow you to target highly specific audiences, and Lookalike Audiences are a powerful way to scale your campaigns. A Lookalike Audience or the right target audience for Instagram ads is based on your existing customers, website visitors, or social media followers. By creating Lookalikes, you target users who share similar behaviors, interests, and characteristics with your current audience, increasing the likelihood of converting them into customers.

How to Use Lookalikes:

• Create a custom audience of your current customers or website visitors.
  
• Use Meta Ads Manager to create a Lookalike Audience from this custom group.
  
• Ensure that your testimonial ad is shown to this audience, as they are more likely to trust and engage with your brand.
  

This approach helps you reach potential customers who are more likely to resonate with the testimonial and convert.

4. Turn Testimonials into Instagram Partnership Ads

One of the most powerful ways to use testimonials in Instagram Advertising is by turning them into Instagram Partnership Ads. By collaborating with influencers or brand advocates, you can leverage their social proof and credibility to amplify the reach and impact of the testimonial.

How to Turn Testimonials into Partnership Ads:

• Partner with an influencer, brand ambassador, or loyal customer who is willing to share their testimonial in an Instagram post.
  
• Work with the influencer to create a post where they share their experience with your product or service, along with a testimonial video or caption.
  
• Run their testimonial as a branded ad, ensuring it appears as a paid partnership post.
  

5. Partner with Influencers or Brand Advocates

Influencers and brand advocates have built trust and authority with their audiences. By leveraging their testimonials, you benefit from their credibility and social influence, which can be incredibly powerful in an Instagram Ad campaign.

Why It Works:

• Influencers already have a loyal following, and their endorsement acts as a powerful form of social proof.
  
• Brand advocates who are not paid influencers can still provide genuine, authentic testimonials that resonate with their audience.
  

Influencer-driven testimonial ads feel more authentic and are likely to drive higher engagement and conversions.

6. Run Their Testimonial from Their Profile as a Branded Ad

Instead of just using a testimonial from your business profile, consider running an ad featuring the testimonial directly from the influencer’s or advocate’s profile as a branded ad. This not only amplifies the reach but also builds trust, as it’s coming from someone with a direct connection to their audience.

Benefits of Running Testimonial Ads from Partner Profiles:

• Higher CTR (Click-Through Rate): Users are more likely to click on ads that come from people they trust and follow.
  
• More Trust from Shared Audience: When the testimonial is shared from the influencer’s or advocate’s profile, it feels less like an ad and more like a personal recommendation, which can lead to higher engagement and conversions.

How to Collect and Create Testimonials

Collecting and creating effective testimonials for your Instagram Ads requires a thoughtful approach. Authenticity and creativity are key to ensuring the testimonials resonate with your audience and enhance your ad’s effectiveness. Here’s how to gather impactful testimonials that will boost your Instagram Ads performance:

1. Send a Survey with Key Questions

The best way to collect testimonials is by asking your customers directly. Start by sending out surveys that ask specific questions to guide the testimonial process. This helps gather valuable insights and ensures the testimonials cover aspects of your product or service that resonate most with potential customers.

Key Questions to Include:

• What problem were you facing before using our product/service?
  
• How has our product/service helped you solve this problem?
  
• Would you recommend our product/service to others, and why?
  
• How do you feel about the results?
  

By providing a structure, you help customers focus on the most important details that can make for a strong testimonial.

2. Use Platforms Like VocalVideo, Shapo, or Boast.io

Platforms like VocalVideo, Shapo, and Boast.io make it easier to collect, edit, and post customer video testimonials on Instagram. These platforms streamline the process, allowing you to gather high-quality video testimonials that align with your branding and ad strategy.

• VocalVideo allows you to easily collect video testimonials and customize them for various platforms like Instagram..
  
• Shapo enables you to create branded testimonial pages and use customer feedback for Instagram Partnership Ads. This is a great way to involve influencers or satisfied customers in a mutually beneficial way.
  

3. Offer Incentives for Customer Testimonials

To encourage more customers to leave testimonials, offer incentives such as discounts, free products, or entry into a giveaway. This not only boosts the quantity of testimonials but also motivates customers to share more detailed and thoughtful feedback.

Incentive Ideas:

• Offer a percentage off their next purchase in exchange for a testimonial.
  
• Give away a free product for the most compelling testimonial of the month.
  
• Run a contest where each testimonial submission gets an entry into a prize draw.
  

Incentives can also help increase the likelihood of receiving high-quality, well-thought-out testimonials.

4. Ensure Authenticity – Don’t Over-Script

Authenticity is critical when it comes to testimonials. Customers can easily spot a testimonial that sounds scripted or overly rehearsed. Instead of dictating exactly what customers should say, guide them with prompts, but let them speak freely about their experiences.

Tips for Authentic Testimonials:

• Ask open-ended questions that encourage customers to share personal experiences.
  
• Avoid using a script that sounds too formal or corporate. Customers are more likely to trust genuine, unscripted stories.
  
• If you’re collecting video testimonials, let the customer speak naturally. They should feel comfortable and relaxed during the process.
  

5. Keep Videos Under 60 Seconds for Reels and Ads

When creating video testimonials for Instagram, it’s important to keep them short and to the point. Instagram users have short attention spans, so keeping videos under 60 seconds Instagram reel ensures your message is delivered quickly and effectively.

Video Length Tips:

• Focus on the key points: the problem, how your product/service helped, and the result.
  
• Keep the testimonial concise and impactful. Trim any unnecessary details.
  
• Consider using subtitles to make the testimonial more accessible, especially for users watching without sound.
  

6. Use Vertical Format for Mobile Viewing

Instagram is a mobile-first platform, so ensure your testimonial videos are in a vertical format. Vertical videos take up more screen space on mobile devices, creating a more immersive experience for viewers.

Why Vertical Works:

• It’s optimized for Instagram Stories, Reels, and Feed posts.
  
• Vertical format ensures your video looks great on all devices, particularly mobile phones, where the majority of Instagram users engage with content.
  
• The vertical format makes your testimonial feel more personal and engaging, as if the viewer is having a conversation with the person on screen.

Best Practices to Post Testimonials on Instagram

Once you’ve collected high-quality testimonials, posting them in a way that maximizes visibility and engagement is crucial. Here are some best practices to ensure your testimonials for Instagram Ads achieve the best results:

1. Post to Reels or Stories for Better Reach

Instagram Reels and Stories are two of the most powerful features for organic reach. Reels, in particular, are favored by Instagram’s algorithm and often receive more visibility, making them an ideal place to share testimonials. Stories are great for more temporary content, but allow you to engage your audience with features like polls, links, and swipe-ups.

Why It Works:

• Reels allow you to capture a wide audience, thanks to their discoverability on the Explore page.
  
• Stories are perfect for sharing authentic moments and can be easily integrated with swipe-up links to drive action.
  
• Both formats allow you to engage users quickly, as they are visually dynamic and usually last only a few seconds, keeping users’ attention.
  

2. Use Captions and Bold Hooks

When posting a testimonial, the caption plays a key role in grabbing attention and encouraging users to engage with your content. Write compelling, attention-grabbing hooks at the beginning of your Instagram caption, and ensure that the message highlights the key benefits or emotions from the testimonial. Bold statements like “Find out how [Brand] helped [Customer Name] achieve [result]” can spark curiosity and drive viewers to watch or interact with the post.

Tips for Captions:

• Start with a hook: “You won’t believe what happened after using our product!”
  
• Keep it concise and to the point, focusing on the result or benefit highlighted in the testimonial.
  
• Use emojis to break up the text and make it visually appealing.
  

3. Include a CTA Like “Learn More” or “Shop Now”

A strong call-to-action (CTA) is essential for driving conversions from your Instagram testimonial ads. After showing how your product or service helped your customer, encourage viewers to take the next step. Whether it’s clicking through to your website, purchasing a product, or learning more about your brand, always include a CTA in your testimonial post. Use the predis.ai CTA generator for the most catchy ones. 

CTA Ideas:

• “Learn More” Directs users to a landing page with more information.
  
• “Shop Now” Directs users to your product page to make a purchase.
  
• “DM us for more details” – Creates a personal connection and opens the door for conversation.
  

These CTAs guide users toward the next logical step in their buying journey.

4. Tag the Customer If Possible (Adds Authenticity)

Tagging the customer in your Instagram post not only adds authenticity but also shows that you value their feedback. It also gives potential customers the chance to see that the testimonial is coming from a real person, which builds trust. If the testimonial is a video, tag the customer’s Instagram handle to personalize the ad and make it feel more genuine.

Why It Works:

• Adds credibility: When users see that a real person is behind the testimonial, it feels more trustworthy.
  
• Increases engagement: Tagging customers in posts encourages them to share the content, increasing your reach.
  
• Personalizes the content: Makes the testimonial feel like a genuine recommendation rather than a scripted ad.
  

5. Pin Testimonial Posts to Your Profile

Pinning testimonial posts to your Instagram profile ensures they remain visible to new followers. This helps build trust right from the start for anyone who visits your profile. Pinned posts showcase your top content, and by featuring testimonials, you emphasize social proof, making it easier for potential customers to see the positive impact of your brand.

Why It Works:

• Visibility: Testimonial posts stay at the top of your profile, making them more accessible.
  
• Social proof: As new visitors scroll through your profile, they’ll see positive feedback from real customers, which can increase trust.
  
• Long-term impact: Even if the testimonial is older, pinning it ensures it continues to influence new followers and potential buyers.

Final Thoughts

The key to successful testimonial ads is authenticity. Always keep the focus on the customer’s experience and avoid over-scripting or fabricating details. Real stories create genuine connections, and that’s what drives results. Stay true to your customers’ voices and let their stories shine.

Not all testimonials will work the same way for every audience. Try experimenting with different formats video testimonials, screenshots, influencer posts, or user-generated content, to see what resonates best with your target audience. Testing will allow you to refine your approach and maximize your ad performance.

Ready to turn happy customers into your best marketers? Start creating Instagram testimonial ads today and watch your brand soar!”