Based on observatory research, word of mouth generates twice the number of sales than paid ads. This is because prospective customers are far more likely to trust the opinions of existing customers rather than the claims of an ad, influencer or some kind of sponsorship.
Testimonials make your brand’s message more relatable and personable when smartly deployed without all the arranged setting of a typical advertorial. There is no better way to validate effectiveness than to tell the story of results from the beneficiary.
There are many articles on how best to use testimonials across marketing websites. What many of these articles may not tell are the peculiar regulations across different countries that you should consider when operating in any country, for example, Nigeria where the Advertising Regulatory Council of Nigeria (ARCON) ensures responsible and ethical advertising practice, and acts
In acting as a watchdog for consumers, ARCON pays attention to how testimonial advertising is used and once found to be exploitative or misleading, such ads might be flagged to be discontinued.
Based on what we have learnt from our practice, I will share a few ideas that can help you to simplify your use of testimonial advertising and give you a smooth ads vetting process and approval from the regulator, ARCON.
1. Know Your Customer – Ensure that you know the real identity of that person testifying about your product. To have their contact details and government-issued means of identification like drivers’ license or NIN would be just great. This will help you if you need to verify their claims.
You might also be aware; the Advertising Regulatory Council of Nigeria Act 2022 discourages the use of foreign talents in adverts targeting the Nigerian audience. They want advertisers to engage 75% local talents in line with Nigeria’s Local Content Policy. So, typically, ID cards are among documents that the agency may request during your ads vetting, depending on your creative approach.
2. Avoid exaggerated or Unverified Claims – To be honest, there is really not much to hit the town with when you sell a multivitamin and a customer says it cured them of stage 4 cancer.
No matter how beautiful the testimonial sounds or how articulate and believable the customer is, do not amplify any claim that is exaggerated or not scientifically validated. Article 26 of the Nigerian Code of Advertising, particularly, puts the burden of substantiation on the advertiser.
“Any testimonial or endorsement made in any advertisement, advertising and marketing communication shall be subject to verification,” a section of the article states.
3. Let Them Own It – This might seem hard to achieve because sometimes, some of your customers do not even have an online presence, let alone any form of influencer value but worry less about that. Let’s always try to pitch to them, a situation where a testimonial is posted by the testifier on their own page for your brand to repurpose creatively.
This might be one of the tricky guides as it seems like an outright endorsement, but it is one of the finest ways to simplify testimonial advertising for both the customer and the business. It is why you will need to pay attention to the next point.
4. Go Unscripted – Regardless of how classy you want your brand to be perceived, your testimonial appears more genuine and trustworthy when you use content that do not look scripted, calculated or done with hope of a reward. The authenticity of your brand is on display and easily connected with when your testimonials are down to earth, relaxed and voluntary.
So, allow your customers to share their thoughts in their own words. A little edit won’t hurt brand alignment though.
5. Stick to Your Brand Promise – It is always important to project a level of clarity and maintain consistency in your brand’s functional and emotional benefits. While this may not necessarily impact on the outcome of ads vetting, it helps your brand when your testimonials sync with the values and benefits formally associated with your product or service.
Exploit your creative license but at KTC Media we would always advise that you resist narratives that do not align with your brand promise.
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