Instagram’s New Testimonials Feature in Partnership Ads: What It Means for Businesses

Instagram has introduced a game-changing feature within Partnership Ads—Testimonials. This update allows brands to display influencer endorsements directly in their ads, leveraging the power of social proof to boost engagement and conversions. In this post, we’ll break down what Instagram Testimonials are, how they work, and how businesses can use them effectively to maximize results.

What Are Instagram Testimonials in Partnership Ads?

Instagram’s Testimonials feature enables brands to showcase a creator’s short, text-based endorsement as a pinned comment on their Partnership Ads. Unlike traditional influencer collaborations that require separate posts, this feature allows brands to embed influencer testimonials directly within their ads, making them more authentic and engaging.

Here’s how it works:

• A brand partners with a creator to provide a short testimonial (max 125 characters).
• The brand attaches the testimonial as a pinned comment on their ad.
• The testimonial is marked as “Sponsored” and prominently displayed at the top of the comment section.
• Creators maintain control over their endorsement and can withdraw it if needed.

This seamless integration means that users engaging with the ad will see a trusted influencer’s endorsement right away, reinforcing credibility and increasing the likelihood of conversions.

Why Businesses Should Care About Instagram Testimonials

1. Boost Trust and Credibility

Consumer trust is essential for conversions, and 40% of Instagram users rely on influencer recommendations before making purchase decisions. Testimonials add instant credibility by putting a creator’s endorsement front and center.

2. Higher Engagement and Conversions

Testimonials provide a natural way to validate a product within an ad. Seeing a trusted creator vouch for a product in the comments can encourage hesitant buyers to take action, increasing both engagement and conversions.

3. More Authentic Advertising

Unlike polished brand statements, a testimonial feels real and relatable. A simple comment like “This coffee keeps me energized all day without jitters!” makes an ad feel more like a friend’s recommendation than a corporate sales pitch.

4. Cost-Effective Influencer Marketing

Traditional influencer campaigns can be expensive, requiring photo shoots, video production, and multiple posts. Testimonials are quick, easy, and require minimal effort—a creator simply writes a short comment, making it a low-cost but high-impact marketing strategy.

5. Stronger Brand-Creator Relationships

Partnership Ads already allow brands to amplify influencer content, but Testimonials take it further by integrating direct influencer advocacy into paid campaigns. This strengthens partnerships and encourages long-term collaborations.

How to Use Instagram Testimonials Effectively

Want to make the most of Instagram Testimonials? Follow these best practices:

1. Choose the Right Influencer

Not all influencer endorsements carry the same weight. Partner with creators who align with your brand values and whose audience matches your target market. A testimonial from a micro-influencer with a highly engaged following can sometimes be more impactful than a celebrity endorsement.

2. Keep the Testimonial Short and Impactful

Since the testimonial is limited to 125 characters, every word counts. Work with influencers to craft a message that highlights a key benefit or a real experience. Examples:

• “This protein bar actually tastes good! Perfect for on-the-go.”
• “Finally found a face cream that hydrates without making me oily!”
• “I used this app and boosted my reviews in days—so easy to set up!”

3. Pair Testimonials with Strong Creatives

A testimonial should complement your ad, not replace its message. Use high-quality visuals, engaging copy, and an irresistible call-to-action (CTA) to create a well-rounded ad experience. If running a video ad, consider using a testimonial from the featured creator to reinforce their endorsement.

4. Engage With Your Audience

Since testimonials appear in the comment section, they can spark conversations and user engagement. Monitor comments, answer questions, and encourage discussion to build trust and increase the ad’s performance.

5. Test and Optimize for Best Results

Run A/B tests with different testimonials to see which resonates best with your audience. Experiment with different creators, wording, and ad creatives to maximize impact.

Examples of Instagram Testimonials in Action

Brands across different industries can leverage Testimonials effectively. Here are some examples:

• Fitness & Nutrition: A sports drink brand could pin a comment from a fitness influencer: “I drink this after every workout—total game changer for recovery!”
• Beauty & Skincare: A skincare brand could feature a beauty influencer’s endorsement: “This moisturizer saved my dry skin—glowy and hydrated all day!”
• Tech & Apps: A tech reviewer could vouch for an app: “Tried 10 review platforms—this one’s the best by far!”

Challenges and Limitations of Instagram Testimonials

While powerful, there are a few considerations to keep in mind:

• Visibility: Since testimonials appear in comments, they may be overlooked if users don’t expand the section.
• Character Limit: With only 125 characters, crafting a compelling message requires precision.
• One Testimonial Per Ad: Currently, only one testimonial can be pinned per ad, limiting the amount of social proof displayed.
• Influencer Agreements: Instagram does not facilitate payments, so brands and influencers must negotiate terms independently.

What’s Next for Instagram Testimonials?

Instagram is expected to refine the Testimonials feature over time. Potential future updates may include:

• Multiple testimonials per ad, allowing brands to showcase endorsements from multiple influencers.
• Video or audio testimonials, making endorsements even more engaging.
• Better placement visibility, ensuring testimonials stand out more prominently within ads.

Final Thoughts: Why Testimonials Matter for Brands

Instagram’s Testimonials feature represents a major shift in blending influencer marketing with paid advertising. By integrating trusted recommendations directly into Partnership Ads, brands can create authentic, high-performing campaigns that build trust and drive sales.

For businesses looking to maximize their advertising efforts, Testimonials offer a simple yet powerful way to increase engagement, credibility, and conversions.

Ready to enhance your brand’s social proof? Start leveraging Instagram Testimonials in your next ad campaign and watch how authentic endorsements transform your results.