Instagram Rolls Out Creator Testimonials for Partnership Ads
Instagram is rolling out Testimonials, a new type of Partnership Ad. Initially tested last year, these are text-only endorsements by creators that appear in ads.
Creators can write a message of up to 125 characters about a relevant product or service and share it with their brand partner, who can then add it to Feed Post and Reel ads. Testimonials will be pinned to the top of the Comments section.
Why It Matters: This update gives creators another way to monetize and offers brands a new way to leverage creators' endorsements. While testimonials are common on brand websites, Instagram now brings this experience directly to the app.
With social commerce growing and social media becoming a primary way for consumers to shop, integrating testimonials into Instagram mirrors the experience of interacting with product reviews on a brand’s site.
Testimonials can be great for new product launches, where social proof can drive interest. Additionally, because they're a low-effort option, they offer a fast turnaround for creators and brands. While creator content is often the best hero asset for paid media ads (since it resonates more with consumers), there are situations where a brand’s product shots may be more fitting. In these cases, adding a testimonial helps inject a creator's powerful voice into the ad.
