An advertisement that includes a celebrity endorsement, such as a popular actress appearing in a makeup ad, is one type of testimonial propaganda. Video may be the most effective, but who has the time to capture themselves? Btw, you can even collect and display employee testimonials to add more credibility to your business! The more information you can attribute to a testimonial, the more credible and therefore trustworthy it will become. And because these are real people, customers trust them to be unbiased and truthful. Thats a way of persuading people to use the product because it is loved by all of America. Lets end with some final tips and takeaways from these examples: Cillie is Head of Marketing for Building Ventures, a VC firm focused on funding and mentoring early-stage startups in the built environment space. The Websters Dictionary defines the word testimonial as, a written or spoken statement in which you say that you used a product or service and liked it. Thus, it is no surprise what a testimonial in advertising is. You can probably think of many such examples. BrightLocal has compiled reasons that make any consumers suspicious of the authenticity of the reviews they see. But that doesnt mean that these ads are new. This testimonial ad from Headspace uses bright colors to attract the eye and call your attention to the sneakers and quote about running. This is my favorite example from Go-To Skincare: This GIF ad rotates tiny testimonials like Must-have, Im hooked! Love it, Youll perform much better if you use truthful, real testimonials from people who benefited from your brand. 18+ Risks and Disadvantages of Technology, How to Build Your Business Identity on a Tight Budget. For instance, take a look at this advertisement by Burger King. Remember to take a look at what youve obtained and make any necessary changes to portray you and ones product more positively in terms. Video testimonialswork best because they cant be faked. Testimonial Propaganda. BrightLocal also found that 62% of consumers believe they have seen a fake review, so if youre using a real-life review for your ad, you need to make sure its good. This advertisement is a good example of Card-Stacking propaganda. In the video, the customer delivers the testimonial themselves, too, making it seem close to an internal customer interview. They cleverly hide additional taxes or maximum limit of discount when they notify you with "50% off on your first three orders". Know the Advantages and Disadvantages of Intensive Distribution? For example, Pepsi is famous for using different celebrities in their huge ad campaigns. Testimonial Propaganda. In fact, eight out of 10 people have bought an app after watching a brand video. However, the focus of the success story is on the success that the customer achieved with your product. Testimonial propaganda is popular advertising technique that uses renowned or celebrity figures to endorse products and services. This type of testimonial is quick and easy, as the positive reviews have already been written and shared, so all you need is permission to share it again. Old Soviet propaganda; Card-Stacking: Manipulating information to make a product appear better than it is often by unfair conparison or omitting facts. People respond physiologically to stories that include a problem, challenge, or distress, and the result is empathy or the sharing of feelings and thoughts. Make your testimonials as long as it has to be not a word longer just like your articles and sales copy.