Meta has recently introduced a new testimonial feature to increase the legitimacy and efficacy of Instagram Partnership advertisements. With this change, brands can now feature real customer testimonials and experiences right in their advertisements, which facilitates trust-building and increases conversions. The testimonial function is intended to assist marketers in utilizing social proof, a psychological phenomenon that suggests consumers are more inclined to try a product or adopt a behaviour after hearing about it from others. Brands can establish credibility and authenticity with their advertisements by including customer testimonials, which appeal to prospective buyers.
The testimonial feature is available in Meta Ads Manager under ‘Ad setup,’ where users will find a dedicated Testimonial field. It also includes guidelines like a maximum length of 125 characters and priority placement of key messages at the start. Testimonials will be displayed under the CTA button on Instagram Reels ads, improving brand credibility and potentially improving campaign effectiveness.
What is the process for using the testimonial feature?
Customer testimonials, including text, photos, and videos, can now be added by brands to their Instagram Partnership advertisements. These testimonies can be displayed in several ways, such as video clips, image captions, and quote overlays. Additionally, brands can alter the testimonies’ appearance and tone to better reflect their visual identity. Using client endorsements in Instagram Partnership advertisements has many advantages. In most cases, they can aid in raising conversions and ad engagement, to start. According to studies, advertisements containing client endorsements can increase conversion rates by up to 50% when compared to those without. Customer testimonials can also aid in establishing credibility and trust with prospective clients, both of which are critical for fostering long-term growth and loyalty.
The testimonial function also gives brands a chance to highlight their distinctive differentiators and value propositions. Brands can differentiate themselves from rivals as well as show the observable advantages of their goods or services by emphasizing the experiences and accomplishments of actual consumers. Brands should concentrate on presenting genuine and varied consumer experiences to maximize the testimonial feature. This entails showcasing a variety of diverse experiences and viewpoints and including testimonies from actual clients rather than compensated actors or models. Additionally, brands should make sure that their testimonials are easy to read and visually appealing, with eye-catching images and concise, clear wording.
In terms of best practices, brands should also consider the following tips when using the testimonial feature:
- Length: Keep it brief. Testimonials should be brief and direct, emphasizing the most important and pertinent details. The maximum recommended length is 125 characters.
- Placement: Priority placement of key messaging at the beginning of the testimonial.
- Display: Testimonials are displayed under the CTA button on Instagram Reel ads.
- Identity: Content should appear from the partner’s identity.
All things considered, the testimonial feature is a potent new tool for organizations trying to increase Instagram engagement, conversions, and growth. Brands may increase their target audience’s confidence, credibility, and loyalty by displaying real customer experiences and endorsements.
