What are the different types of testimonials to consider?

A testimonial is a review or recommendation from a client, letting other people know how your products or services benefitted them. It is a candid and unswerving endorsement of your product or service that comes from a customer, a colleague, or a family member who has already derived benefit from it. The impact of testimonials can leave an ever-lasting impression in the minds of your audience. In the below sections of the blog, we have discussed the different types of testimonials in which your business can invest.

Importance of testimonials for your business 

Testimonials play a significant role in showcasing how the brand’s products or services have impacted their lives. They are effective tools that improve the perception of your products. Startup brands use different types of testimonials to elucidate their products and services and promote business. 

Whether you plan to buy beauty products or gym suits, are seeking interior decorating ideas or intend to visit a new restaurant, you are bound to view testimonials and customer recommendations. All marketing techniques seem paltry as compared to testimonials. The best testimonials are meaningful and authentic, coming from genuine customers.

Testimonial advertising is considered as of the most effective marketing strategies in terms of positive outcomes and expenditures. They assist in winning the confidence of customers, increasing conversions, and boosting your sales. Testimonials are cost-effective or free promotional strategies. Customer testimonials are wide-ranging in terms of content, length, and format. 

The main difference between testimonials and customer reviews

  • Customer reviews can be negative and are not always positive, while testimonials are always a vivid expression of appreciation for the customer.
  • Usually, testimonials are requested by the business owner, whereas reviews are written by the customers out of their free will.

Key aspects of all types of testimonials

  • An honest, friendly, and pleasant tone of voice. 
  • Short testimonials are more effective.
  • Long texts can drive viewers away.
  • They include indirect praise. 
  • Highlight essential keywords to capture the reader’s attention in lengthy testimonials. 
  • The content needs to be revealing and appropriate. 
  • Insert the most impactful and powerful statement at the start of the testimonial.

Showcase testimonials effectively 

  • Analytics reveal that engaging customer testimonials need to be put on the relevant page wherever your customers are looking. 
  • It is best to put suitable testimonials on the page where the online visitors are hovering. 
  • Also, include a prompt call to action along with the reference. 
  • When building testimonial landing pages, ensure that your testimonials are meaningful. 
  • Link the testimonials to the main topic. 
  • They should be designed to catch the eyes of all potential customers right from the offset.
  • You can exhibit them on your website, social media platforms, review sites, or other third-party websites.

Formats of testimonials 

Different formats include;

  • Text 
  • Video 
  • Audio 

Text, audio and image testimonials tend to be the most popular choices. Studies show that testimonial videos have a greater impact. They ignite a powerful emotion in the viewer and stay longer in mind than written testimonials, which are bound to be forgotten quickly.

Different Types of testimonials 

There are multiple types of customer testimonials, but their objective is the same. As long as they are honest and visually attractive, they can have a great force on your probable customers. These can be used to grow your business. Testimonials as a marketing tool can considerably improve your brand perception, boost your conversion rates and achieve your business goals. 

Different types of Customer testimonials include: 


This is the conventional type of testimonial. This is in a text format and is the direct opinion of a gratified customer. Quotes can be small and compact stories. They are persuasive and very effective, especially when you include the customer’s name and image. Sometimes star rating of the product is also put. Quote testimonials can be easily put anywhere in the content without making it too aggressive or distracting. Many times a CTA (call-to-action) button is also added after the testimonial to motivate users to buy the product. Customers can also tell their personal success stories. For example, when after using a specific product and a diet plan, they managed to attain the desired weight. 

Influencer testimonials 

The influencer testimonial is the most effective type and has a great impact on your target audience. An influencer uses your product and is pleased with the results. He can share his views on their own initiative. 

However, at times, you have to pay the influencer for a testimonial. But you need to select the right type of influencer for your business who has the skill to motivate consumers even more than a superstar. People tend to relate better to them, as they trust them and experience a bond with them.

Interview testimonials 

Interview testimonials should have a friendly and pleasant tone and can be in all types of formats. These are “subtle” and lengthy. They are very effective as they offer wide-ranging information about your products or services. 

However, video interview testimonials have a powerful impact. Question and answer interview sessions are very engaging and effective. You can even inform your customers regarding the questions to be asked ahead of time. Thus they will feel more relaxed and will give a better recommendation for your products or services.

Blog testimonials 

You can also request your clients to write their own blog posts and mention the way the products or services are of great help. You can also include case studies in your own blog. This is the best way to create detailed and authentic testimonials. You can even ask influencers to write a blog post that reviews your services for their website. 

Audio testimonials 

These are ideal for startups and small brands. They are cost-effective as customers can create a sincere and pleasant audio testimonial with a smartphone. Audio-only testimonials can be used in a podcast. You can add them to a compelling marketing video.

Social media Testimonials 

These are organic testimonials that can bring more target customers to your business. They convey genuineness and credibility. Social media platforms are also very influential, and recommendations posted on these platforms, such as Facebook, Twitter, Instagram, YouTube, etc., motivate people and increase conversions. 

When anyone likes your product, there’s a chance they will share it on social media. You simply need to collect them and showcase them on your testimonials page. 

The users can also easily check out the authenticity of the testimonial with just a few mouse clicks. These types of testimonials, such as Instagram posts or stories, youtube videos, are easy to procure, as these have already been written and shared. You only require permission to share it. 

Affiliate blog posts 

You can also request your customers to write a post on their blog regarding their experience with your products or services. They can give relevant information about your product and recommend it. Your customers will write a positive and genuine review of your product, and viewers are bound to trust it. 

Moreover, you can ask influencers to write a post or create a video by reviewing your services. This invariably helps to increase the popularity of your products or services and expand your customer base. 

Image testimonials 

These are fruitful, especially when you need to advertise beauty products. Vivid pictures and captivating images attract customers, and thus you can get better conversion. 

Case study testimonials 

Case study testimonials are long and meaningful. Your customers discuss a problem or their personal needs they had and how your product or service offered positive solutions. Customers create a more wide-ranging and comprehensive testimonial explaining how you helped them and their personal experience with your services. Blog posts, interview testimonials, or video testimonials can be included in case study testimonials. 

Press testimonials 

They are very effective and have an extensive reach. A press testimonial is when a TV channel, a publication or news editor, etc., does a positive review about your business. For example, restaurant reviews. This type of testimonial can be useful and offers good exposure as the press source has a website, social media accounts, etc. Press testimonials might cost you some money.

Video testimonials

These are one of the most popular marketing tools. Studies reveal that more than 80 % of people watch online videos. Thus businesses seeking to build trust, enhance conversion rates, and boost sales, video testimonials are the perfect tool for your website. 

Mashup Testimonials

These are audio or video snippets that include a large number of individual quotes. Mashup testimonials help to promote your products or services. People give good reviews of a product. TV commercials, podcasts, or radio ads include this type of short testimonials from customers. For a successful and motivating mash-up testimonial, set a theme. Thus people are able to understand the purpose of the testimonial. 


Authentic, friendly, direct, and relatable testimonials are very effective. Different types of testimonials can be created in multiple formats, but the objective is to showcase your brand. Quote testimonials can be obtained quickly without spending any money or extra effort from customers. 

Press and influencer testimonials are also cost-effective. Social testimonials are created organically on popular social platforms. Testimonials embody a powerful and convincing vote of confidence for your business. They help to increase conversions and generate more sales.

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