Customer testimonials and customer reviews are key social proof for any business in today’s digital world. These feedback channels allow a business to engage with customers by sharing real-life experiences and building trust with new audiences.
Although people sometimes use “testimonials” and “reviews” synonymously, they are quite different in terms of how they are created and how they impact a business.
By understanding the difference between testimonials and reviews, brands can leverage the best tool for them and make informed marketing decisions.
Testimonials are typically created by businesses to showcase positive feedback from satisfied customers. Companies usually request their happy clients to share their experiences which are then used as marketing material, on their websites, or in ads. They are often presented in the form of video testimonials, written testimonials, or interviews. Testimonials are honest, detailed opinions of happy clients.
Created by brands – Testimonials are usually created by companies and they can use these stories to show how customers feel about their brand.
In-depth and personal touch – Testimonials tend to dive deeper into a customer’s experience and add a personal touch to it by focusing on details about the product or service that they liked.
Positive focus – Testimonials are curated by the brands and used on their website or social media ads. The focus of testimonials is normally positive, highlighting how the product or service benefitted their customers. Any downsides may be highlighted in a subtle and balanced manner.
Customizable – Testimonials are versatile social proofs and can be used by brands anywhere they want- on websites, emails, brochures, or their social media.
Testimonials are great for building trust. Some consumers may view them with scepticism, assuming that businesses might have fabricated them. However, these testimonials are normally backed by real feedback of happy clients. They have a significant impact when done right, especially when they are personalized, like video testimonials where the emotion and authenticity of the client are visible.
You have probably seen countless reviews while browsing for products or services on sites like Amazon, Google, Yelp, or even Facebook. Reviews, unlike testimonials, are hosted on third-party platforms, where customers offer insights, both positive and negative about the product or service of a brand. Here, businesses have no control over the reviews being shared, aside from replying to comments.
Public and user-generated – Reviews are posted on public platforms like Google, Yelp, or Amazon, and are written by past customers, which is usually free from any bias.
SEO and traffic benefits – Reviews on third-party platforms drive traffic to a business and are a great tool to enhance SEO by providing valuable backlinks.
Mixed feedback – Companies have no control over reviews. So, they can include praise, criticism, or a mix of both, giving potential customers all kinds of perspectives.
You may notice the sheer volume of business reviews online, but there is always the risk of encountering negative, biased, or even fake reviews. Despite, these downsides, reviews are highly valued as they provide an unfiltered look at customer experiences.
In fact, research shows that 56% of consumers read at least four reviews before deciding to buy a product, believing that now they are making an informed decision.
Let’s look at the key differences between reviews and testimonials:
Control over content
Reviews : Reviews are independently written on third-party websites, and businesses have no control over what people post. While they can reply to reviews, they cannot delete or modify them.
Testimonials : Companies create testimonials to showcase feedback received from genuinely happy customers. This gives them some control over what is being said about the company to provide the best feedback to potential customers.
Purpose
Reviews : Reviews give potential customers a realistic sense of what to expect, both good and bad. They are less about marketing and more about providing transparency.
Testimonials : These are meant to highlight a business’s strengths and are used as a marketing tool to build trust with prospective clients.
Where they Appear
Reviews : Usually, reviews are posted on third-party sites like Google, Yelp, or TripAdvisor.
Testimonials : Testimonials are placed on a company’s website or used in emails, brochures, and social media advertisements.
Perceived Credibility by Customers
Reviews : Customers view reviews as more trustworthy because they are posted independently, even though some reviews might be biased or fake.
Testimonials : Testimonials work great for marketing but sometimes they may be seen as less credible as the brand has the ability to select and curate them.
Depth of Feedback
Reviews : Often short and focused on one aspect of the product or service, reviews can be either praising or critical. They offer a quick view of customer sentiment.
Testimonials : Typically, more in-depth, testimonials share the entire customer journey, including how they found the brand, why they chose it, and how it helped them.
Both testimonials and reviews are effective marketing tools, but they differ in how they are curated and the message they convey to customers. If you understand the differences between them and know how to use them, using both can be beneficial for your business and enhance your brand’s online presence. Reviews can help increase visibility and provide unbiased opinion, while testimonials can give personalized feedback and work best for boosting conversions.
While you can’t control the reviews you receive, you can still curate effective testimonials that will do wonders for your business. If you haven’t created the perfect video testimonials for your brand yet, now is the perfect time.
With Remote Video Testimonials, you can create authentic and impactful video testimonials that will truly connect with your customers. Our experts will work with you remotely to develop meaningful quality testimonials that are professionally produced that will showcase genuine feedback and foster trust among your audience.
