testimonial

A testimonial is a statement by an individual that describes their experience with a product, service, organization, or individual, typically asserting its value or quality. In marketing, testimonials are used as social proof to influence others. The word derives from Latin testimonium, meaning evidence or attestation. In everyday usage, testimonials are often quoted endorsements, sometimes accompanied by a brief narrative or outcome.

Common forms include customer testimonials, expert endorsements, celebrity or influencer commitments, video testimonials, case-study style statements, and employee or peer testimonials. Each type varies in credibility, reach, and the level of detail provided about the user's experience and results.

Businesses collect testimonials to build trust, illustrate benefits, and improve conversion rates on websites, brochures, and sales presentations. Authenticity is important; specific outcomes, dates, and context can make a testimonial more convincing. Collectors may use quotes, photos, or video, and may combine testimonials with case studies or data.

Credibility concerns arise with fabricated or paid endorsements without disclosure. In the United States, the Federal Trade Commission requires clear disclosures for paid endorsements and for endorsements where the experience described is not typical. Regulatory norms in other jurisdictions also demand honesty and non-deception; endorser consent and non-misleading editing are generally expected.

See also endorsements, social proof, and customer reviews.