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Maximizing Impact: Leveraging Video Testimonials and Google Reviews on Social Media for Small Business Growth

Published on
April 12, 2024

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In the digital age, social proof has become a cornerstone of brand credibility and consumer trust. For small businesses and solopreneurs, leveraging customer testimonials, especially video testimonials, across social media platforms like Instagram, LinkedIn, TikTok, and X.com, is a powerful strategy to amplify their brand's voice and authenticity. 

Additionally, creatively showcasing Google reviews can further enhance their social media presence. This article explores how small businesses can effectively use these testimonials and reviews on social media to build a brand, grow a following, establish credibility, and generate leads.

Leveraging Social Media and Google Reviews for Testimonials for Small Business Growth

Harnessing the Power of Video Testimonials and Reviews

Video testimonials are a goldmine for small businesses and solopreneurs, offering a dynamic and engaging way to share customer experiences. When a satisfied customer articulates their positive experience on camera, it brings a level of authenticity and emotion that text alone cannot match. 

According to findings from Wyzowl's research, a substantial 87% of marketers express confidence in the favorable return on investment (ROI) offered by video content. This optimistic outlook stems primarily from the medium's ability to leverage visual imagery and audio, effectively narrating compelling brand narratives that inspire and engage viewers.
Companies such as Dollar Shave Club have attained remarkable success through the release of amusing videos that swiftly gained widespread popularity across the internet.

These videos can be repurposed from your website to your social media channels, serving multiple purposes. 

Instagram for Reviews and Testimonials

Share short snippets of video testimonials on your feed or as part of your Instagram stories. Use Instagram's native editing tools to add captions, stickers, or hashtags that align with your brand or campaign.

The Instagram Reels algorithm, just like TikTok is designed for new content to be discovered. So as a business, if you post a creative testimonial video with an engaging customer story in under a minute, with a strong hook, captivating storytelling, a pay-off, and CTA, you can have a lot of free and organic visibility and even conversions. 

Instagram testimonials can be solid for your brand if done strategically and consistently. A small tip would be to keep the content organic, authentic, and humble. Make the story and video quality as relatable and regular as possible. 

Ensure that the videos don’t look too “corporate,” as the Instagram audience is pretty good at recognizing made-up content. You want people to engage with the content and share it. If you are truly solving a problem, people will be compelled to share. 

Consider the following Founder Testimonial of an Indian startup called “Ingredients First.”

Source - Instagram Reel with Organic Storytelling and Founder Testimonial

The video showcases the “humans” behind the brand/company/product and highlights their purpose. It clearly states the strengths and weaknesses of the company! That’s what has got the video or the Instagram Reel Testimonial a decent engagement. 

Instagram Testimonials Case Study: Songflinch (Best Video Testimonials)

Just to give you context, Songfinch is a custom music platform that creates original songs tailored to specific occasions or messages, such as anniversaries, birthdays, weddings, or declarations of love. 

With Songfinch, customers can commission personalized songs that capture the sentiment and emotion they wish to convey, making it a unique and heartfelt gift idea. First, consider the following Artist Testimonial by an artist at SongFlinch, which showcases the love and dedication with which the artists create songs for the customers at SongFlinch. 

It’s real, well-edited, showcases many customer stories, and gives a behind-the-scenes sneak peek of the entire process. 

Source - Instagram Reel with Artist Testimonial

Next, Songflinch has an entire Instagram Highlight dedicated to Testimonials. This is a genius strategy! Potential customers can simply click on these highlights and quickly see the glimpses of what their experience would be like in under a minute. 

Source - Songflinch's Instagram with Testimonials in Highlights

Video testimonials can also be converted into quotes and posted as stories. 


Moving on, their customer experience captured in a reaction video also serves as a testimonial. In Songflinch’s case, the customer is not only the one buying the song but also the person they’re gifting the song. 

Creative and emotional videos like these would do all the selling for you!

Source - Songlinch's Emotional Testimonial Reel

Finally, see how Songflinch pins their best testimonial reels and content on top, so that’s the first thing the customers see. 

Source - Songflinch's Pinned Posts on Instagram

We suggest you look at Songflinch’s Instagram Testimonial game, and you’ll find more such gems, especially if you’re a C-to-C business. 

Instagram Testimonials Case-Study 2: Maya Chia (Leveraging Customer Feedback)

Maya Chia is a luxury, clean beauty brand known for its high-quality skincare products crafted with nourishing ingredients. They are dedicated to providing skincare solutions that are both effective and safe for the skin, emphasizing clean and natural formulations. Maya Chia offers a range of skincare products designed to cater to various skin concerns and needs, including serums, oils, and other skincare essentials. 

Maya Chia, in the post below, not only reposted their customers before/after the transformation but also tagged them and used their quotes directly. Moreover, the Instagram account that posted this is an Instagram influencer who creates content on skincare, beauty, and makeup for older women. 

That’s hitting three targets with a single stone: creating content, highlighting customer experience via testimonial, and finding more brand visibility by having an influencer do the testimonial for you, who, by the way, creates context for the exact audience that could potentially be your customer. 

We have to give it up to Maya Chia for this genius strategy! 


Maya Chia’s Instagram also has a highlight for “Before | After” transformations. 

Maya Chia’s Instagram - Highlight for “Before | After,” which is great for their Target audience

Further, Maya Chia also reposts its customer testimonial videos as reels, as shown in the reel below. Notice how well-crafted the post is. It consists of captions, so people who don’t have audio enabled can also watch and understand. It has captions that summarise the entire customer experience. 

It has also tagged the customer and given her more visibility. Moreover, it also consists of a thank you note. All this can bring solid results to your marketing efforts and can also improve analytics and other marketing metric.

Source - Great Marketing Campaign Example

This video also has valuable content! Imagine women discovering this video, finding out about this product's existence, and sharing it with their friends to share the excitement and value. The testimonial video also has a CTA at the end. 

The hook is also great, as the video starts with the customer saying, “I am using this Lash Serum for the rest of my life!” with the caption, “Best clean lash + brown serum.” If you’re into beauty products, you’d know how solid this testimonial is. 

The next video has a GRWM (Get Ready With Me) kind of format and showcases an influencer using the product, along with a written testimonial in the captions. 


Instagram Testimonial Case Study 3 - Astro Talk (Celebrity Testimonials)

Astrotalk is an Indian startup and an online platform offering free astrology predictions and consultations with expert astrologers with an impressive online presence. Users can access daily, weekly, monthly, and yearly horoscopes prepared by experienced astrologers to gain insights into their future.

Astrotalk’s Instagram page has testimonials from celebrities like Mandira Bedi (journalist), Ranbir Kapoor (Actor), Ranvjay (Host and Actor), and many more. These celebrities talk about how astrology played a role in their life and career. 


These stories by celebrities are designed to make people skip the resistance they have with astrology and make them comfortable trying some astrology advice by invoking intrigue around it. For example, check out this reel here (language: Hindi).

Instagram Testimonial Case Study 5 - Hanucare (Testimonial Page)

Hanacure is a brand known for its high-performance skincare products, offering efficient solutions for healthy skin. They have a separate page for testimonials altogether. Hanucare also utilizes the power of Social Media really well with its impressive online presence!

Source - Instagram Testimonial Page

In the above video, see how people engage with the video, tag others, and show excitement for the product(s). That positions the brand in a great light for anyone curious about the company and its products. 

Instagram Testimonial Case Study 6 - Zudio (Best UGC and Hashtag Strategy)

Zudio is a fast and affordable fashion brand in India that created a $5B+ value in the Indian consumer space in a matter of just three years. One of the major contributing factors to that was its clever Social Media marketing, especially on Instagram that took its customer engagement and conversion rate off the roof.

Source - Zudio’s Hashtag Challenges that compels customers to post testimonials using Zudio’s hashtags

It regularly launches hashtag challenges and keeps people engaged. It also does collaboration posts with normal day-to-day users. 

Source - A collaboration post (based on the 333 challenge by Zudio) between Zudio and another user that highlights the brand and endorses Zudio’s products


Given its professional context, LinkedIn is an excellent platform for sharing more detailed video testimonials that highlight specific benefits of your product or service. These can resonate well with your industry peers and potential B2B clients.

On Linkedin, you can share YouTube videos directly on your posts. So any testimonials that are uploaded on YouTube can be repurposed into a Linkedin post. 


Next, consider the following LinkedIn employee testimonial. 

Similarly, you can also embed testimonial articles in your LinkedIn posts. 


With its emphasis on short, engaging content, TikTok is ideal for sharing creative, bite-sized testimonial clips. You can use trending music, effects, and challenges to make your testimonials more relatable and shareable.

TikTok can make your brand go viral and have an engaging customer base overnight. You just need a product and a customer story that is relatable enough. 

Consider the following example. The Pink Stuff, a tough cleaning solution designed for various surfaces, experienced a prolonged period of little growth, maintaining around $2.6 million in yearly sales for about fifteen years. 

However, its fortunes changed dramatically last year when it became a sensation on TikTok. Users flooded the platform with videos showcasing its effectiveness, from scrubbing bathrooms to polishing car wheels. Whether humorous or earnest, these videos significantly boosted the company's profits. For example, check out this TikTok here.

Strategies For Creating Viral Content on TikTok

To kickstart your viral trend on TikTok, particularly within the #TikTokMadeMeBuyIt phenomenon, there are several strategies you can employ. While there's no guaranteed formula for virality, these methods offer your best shot at gaining visibility. 

  • Firstly, identify the demographic most likely to notice and purchase your product, then invest in targeted paid advertising to reach them effectively. Collaborate with popular TikTok content creators to generate excitement and interest around your product or brand, leveraging their existing audience.
  • Create a sense of urgency, fostering FOMO (fear of missing out), by offering limited-time sales or promotions to encourage impulse purchases. Encourage your customers to showcase their purchases through TikTok "haul" posts, tapping into user-generated content to amplify your brand's visibility.
  • Develop engaging video content, such as demonstrations, tips, tricks, and hacks related to your products, to showcase their utility and appeal. Personalize your brand by introducing yourself and showcasing your personality, allowing consumers to connect with the face behind the company. Moreover, you can also turn TikTok comments into testimonials. 
  • Furthermore, it's essential to recognize which niches tend to resonate well with the TikTok audience, particularly Gen Z. Some of the most successful product categories on the platform include cooking and food, fitness and activewear, pets and animals, beauty, hair, makeup, and cleaning products.

If your business operates within these niches or targets Gen Z and Millennials, establishing a presence on TikTok can significantly benefit your brand's visibility and engagement levels.

Tiktok Case Study: #TikTokMadeMeBuyIt

Previously, brands and retailers dictated trends, but now they rely on social media to gauge what's popular. One method is to monitor TikTok's #TikTokMadeMeBuyIt hashtag, which showcases items users purchased after seeing them on the app. 

Source - TikTok's Testimonial Campaign

Currently boasting 9.8 billion views, this hashtag is bound to rise even further. As a business owner, participating in such trends, like #TikTokMadeMeBuyIt, can be beneficial as it encourages others to buy your products and share their video testimonials, amplifying your brand's reach.

Lastly, keep in mind that a platform like TikTok can also backfire when customers turn against you or your products. So be careful about your positioning, don’t offer anything you can’t fulfill, be careful with your communication, and adopt ethical ways. 

Please note that all these strategies are not just for marketing and brand but also engages your customers and gives you real-time feedback in comments, messages, reviews, etc., that you can use to improve your products and services.

These valuable insights can have a significant impact on not just your brand, but also increase sales and profit margins, and most importantly can motivate customer loyalty. Hence, you must harness the power of Social Media to reach a wider audience and increase brand awareness!

Showcasing Google Reviews Creatively

Google reviews are another vital form of social proof that small businesses can leverage. While these reviews live on your Google My Business profile, you can extend their reach by showcasing them on your social media channels. 

Research indicates that 52% of consumers have a preference for purchasing from businesses that boast a rating of four stars or higher on review platforms.


In 2022, consumer behavior regarding online reviews for local businesses showed some interesting trends compared to the previous year. While 76% of consumers still "regularly" read online reviews when searching for local businesses, this percentage remained relatively steady compared to 2021, which was at 77%. 

However, there was a notable decline in the number of consumers reading online reviews "every day," dropping from 34% in 2021 to 21% in 2022.

The use of Google as a platform for evaluating local businesses saw a significant increase, with 87% of consumers utilizing it in 2022, up from 81% in 2021. 

Interestingly, the importance of business reviews varied across industries, with Healthcare, Automotive Services, and Service Businesses/Tradespeople being the top sectors where consumers prioritize reviews.

On the other hand, the reliance on Facebook for evaluating local businesses experienced a decline for the second consecutive year. From 54% in 2020, it dropped to 48% in 2021 and further decreased to 46% in 2022. Moreover, consumer confidence in identifying fake reviews on Facebook grew to 42% in 2022, up from 37% in 2021.

Google emerged as the most trusted review platform across all industries, although Tripadvisor remained significant for accommodation businesses, Yelp for food and drinks establishments, and BBB for professional trades and real estate sectors. Additionally, there was a notable increase in consumers being incentivized to leave business reviews, with 26% receiving discounts in exchange in 2022, compared to 15% in 2021.

Tools like Canva allow you to design visually appealing graphics that highlight these reviews, making them more engaging and shareable on social media. Here's how you can do it:

  • Select Impactful Reviews: Choose reviews that are detailed, positive, and reflective of your brand's values and customer service excellence.
  • Design Engaging Graphics: Use Canva or similar graphic design tools to create eye-catching images or graphics that incorporate these reviews. Include your brand elements, such as logos and color schemes, to maintain brand consistency.
  • Share Across Platforms: Post these designed reviews on various social media channels, accompanied by captions that express gratitude for the feedback or share a story related to the review.

We at Testimonial Donut let you easily integrate video testimonials and Google reviews on your website. All you have to do is sign up on our platform and get access to our dashboard, where you can manage and share testimonials. 

For example, consider the website of one of our clients Lend Power. See how they have integrated Google Reviews and Video  Testimonials. 

Lend Power - Video and Googl Reviews Testimonial Integration


Source: EmbedSocial - Google and other reviews as testimonials

The Benefits of Social Media Testimonials

Incorporating testimonials and reviews into your social media strategy offers a multitude of benefits:

  • Build a Brand: Consistently sharing positive customer experiences helps in crafting a strong, relatable brand narrative.
  • Grow a Following: Authentic testimonials can attract a broader audience, turning viewers into followers and potential customers.
  • Establish Credibility: Real-world endorsements serve as a powerful form of social proof, enhancing your credibility in the eyes of your audience.
  • Foster Trust: Seeing and hearing from satisfied customers fosters trust among potential clients, making them more likely to choose your business.
  • Generate Leads: Engaging testimonials can spark interest and encourage inquiries, effectively turning your social media platforms into lead-generation tools.

Embedding Social Media Feeds to your Website as Testimonial(s)

To enhance your website with social proof, consider integrating TikTok, Instagram, Twitter/X, and YouTube feeds as testimonials:

  • TikTok Feed Integration: Showcase dynamic and engaging content from TikTok users who endorse your brand or products. Embedding TikTok feeds can add a modern touch to your website, highlighting user-generated content and fostering authenticity.
Source - Embed Social’s Template for integrating or embedding TikToks/TikTok Feed on Website
  • Instagram Feed Integration: Utilize Instagram feeds to display visual testimonials through images and videos. Featuring user-generated content from satisfied customers or clients can enhance credibility and encourage website visitors to engage further with your brand.
  • Twitter/X Feed Integration: Integrate Twitter or X feeds to showcase real-time testimonials and endorsements. Highlight positive tweets or X posts from customers, influencers, or industry experts to build trust and credibility.

Source - Smash Balloon showcasing Twitter or X review(s) as testimonials
Source - Smash Balloon showcasing Twitter or X and WordPress review(s) as testimonials

  • YouTube Feed Integration: Embed YouTube feeds featuring video testimonials or reviews. Video content adds depth to testimonials, allowing potential customers to see and hear authentic feedback, and reinforcing trust and credibility in your brand.

Source - Smash Balloon’s Template for integrating YouTube feed on your website


For small businesses and solopreneurs, the strategic use of video testimonials and creatively presented Google reviews on social media channels is not just about showcasing customer satisfaction; it's about weaving a narrative of trust, reliability, and excellence. By repurposing content across platforms like Instagram, LinkedIn, TikTok, and X.com, businesses can maximize their reach and impact, turning social proof into a driving force for brand growth, credibility, and customer acquisition. Embrace the power of testimonials in your social media strategy and watch your business thrive in the digital landscape.


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