Testimonial

Also called: testimony, endorsement, recommendation or testimonial

What is a testimonial?

A testimonial or testimonial is a statement by a customer about their positive experience with a product or company. Testimonials can be short quotes as well as longer stories. They are usually written text, but audio and video are also possible.

Testimonials are widely used on business websites, in brochures and in advertisements and commercials. The term testimonial usually refers to recommendations by ordinary consumers. The similar term endorsement refers primarily to recommendations by celebrities or persons of authority in the relevant field.

Testimonials are a form of consumer-generated advertising. Thanks to a positive customer journey, ambassadors can arise naturally. Customers can share their good experiences of their own accord via social media, forums, comparison sites or by writing an article on a blog. In this case, the testimonial is a kind of review and a form of viral marketing and word-of-mouth advertising.

Companies can also actively collect customer experiences to use on their Web sites and advertisements. This includes making up testimonials. Propagating fictitious recommendations as real customer experiences is obviously a form of deception.