How to Use Instagram Customer Reviews for Maximum Impact
Are you taking full advantage of glowing reviews from your best customers? Looking for actionable ways to increase your social proof on Instagram?
In this article, you’ll learn how to leverage customer testimonials in your Instagram feed, in Stories, and on IGTV.
Why Promote Customer Reviews and Testimonials on Instagram?
With more than 1 billion monthly active users, 83% of whom use the platform for product discovery, Instagram has great sales potential for brands of all sizes and niches. However, it’s nearly impossible to convince your Instagram followers to buy from you unless you provide them with social proof.
Here are four ways to leverage customer testimonials and reviews for the Instagram feed, Instagram Stories, and IGTV.
#1: Set Up an Instagram Account to Feature Customer Content
If you use customer testimonials on Instagram, consider setting up a second Instagram account only for that content. Because customer reviews come in a variety of formats, it can be difficult to make them fit with the style of your Instagram account. If you have a separate account for customer reviews, you can provide followers and visitors with social proof without affecting your Instagram aesthetics.
SneakerNation2 knows the importance of customer testimonials. They didn’t want to clog their Instagram feed with reviews, though, so they created two Instagram profiles. The main account publishes product photos and the other account shares customer reviews.
Here’s how they promote the customer reviews account on the main account.
When users tap on the tagged profile in the bio of the main account, Instagram redirects them to the profile focused on customer reviews. The company uses the bio section to tell more about the purpose of this account.
#2: Collect and Repurpose Customer Reviews for Instagram Stories
Over the last few years, Instagram Stories has changed the way people use the platform. With a lifespan of only 24 hours, stories create a FOMO (fear of missing out) effect that encourages users to watch the short-lived content.
If you use customer testimonials in your marketing, it’s important to share them via stories as well.
Budget travel solution Airy Indonesia shares guest reviews in their Instagram stories and includes a swipeable link that allows interested users to learn more about the featured apartments.
Create a Story Highlights Album to Give Customer Reviews a Longer Life
To get more out of the customer testimonials you share in your stories, save them to an Instagram highlights album. This not only allows you to save testimonial-related story content to your profile permanently but also makes it easy for people to find it.
#3: Publish Video Testimonials and Product Reviews to IGTV
Many customers watch product review videos on social media before making a purchase decision. According to Wyzowl State of Video Marketing Survey, 96% of people have watched an explainer video to learn more about a product or service and 86% want to see more videos from brands in 2020.
With the popularity of video content, consider sharing video testimonials and product reviews from your happy customers. For people who are visual learners, video testimonials can be more engaging and convincing than print testimonials.
IGTV is an excellent platform for sharing your customer videos because you can upload longer video, up to 1 hour in length.
To create testimonial videos for your Instagram account, reach out to your loyal customers and ask them to record a video sharing their thoughts about your product or service.
Once you’ve received a video from your customer, make sure you optimize it for your IGTV channel before uploading it. Here are Instagram’s video upload requirements for IGTV:
- Format: MP4
- Minimum frame rate: 30 FPS (frames per second)
- Minimum resolution: 720 pixels
- Orientation: vertical or horizontal
- Video length: minimum 1 minute; maximum 10–60 minutes, depending on account size
- Aspect ratio: 9:16 for vertical video and 16:9 for horizontal video
- Maximum file size: from 650MB (videos up to 10 minutes) to 3.6GB (videos up to 1 hour)
#4: Highlight Customer Quotes in Text Graphics
Customer quotes are one of the most popular forms of testimonials and the easiest ones to acquire. Sharing a short quote from a satisfied buyer explaining how your product or service has helped them is a great way to showcase your brand’s value in the Instagram feed.
Mattress and bedding brand Tuft and Needles Instagram bio invites customers to share their T&N experience with the hashtag #myTNstory. They share some of those testimonials on their profile in quote testimonials.
Customer testimonials come in various forms—customer quotes, case studies, reviews, and video testimonials, among others. When used properly, customer testimonials on Instagram can provide social proof and give your visitors and followers a solid reason to trust your brand.
What do you think? Have you used customer testimonials on Instagram? If so, what kinds of testimonials have worked best for you? Please share your thoughts in the comments below.