Instagram’s Partnership Ads with Testimonials: A Game-Changer for Brands

Instagram is continually evolving its features to bridge the gap between brands, creators, and consumers. In February 2025, Instagram announced a new feature that expands its Partnership Ads program with “Testimonials” – allowing creators to add paid endorsements as pinned comments on brand ads according to Media Post. This means an influencer can write a short, sponsored comment endorsing a product, and that comment will be pinned at the very top of the advertisement’s comment section for maximum visibility. For example, a travel vlogger might leave a glowing one-liner about a suitcase on the suitcase brand’s sponsored post, and that endorsement stays front-and-center for all viewers of the ad.

This update is significant for both brands and creators. For brands, it injects authentic voice and social proof directly into their ads, potentially making them more trustworthy and engaging. For creators, it opens up a new stream of income – they can get paid for these text endorsements just as they would for creating a dedicated post or video. Instagram’s motivation is clear: with 40% of people using creator recommendations on Instagram when shopping, leveraging that trust factor in ads could be a game-changer. By pinning a creator’s testimonial on an ad, Instagram aims to make ads feel less like ads and more like genuine recommendations, benefiting everyone involved.

What Are Instagram’s Partnership Ads with Testimonials?

Instagram’s Partnership Ads are a format where brands can promote content in collaboration with a creator (often boosting an influencer’s post or co-creating content). The new Testimonials feature takes this a step further by integrating the creator’s endorsement directly into the ad’s comment section. In practice, this feature works as follows:

• A creator and brand agree on a paid endorsement message (a quick, text-only testimonial up to 125 characters).
• The creator writes a short comment praising or recommending the product in their own voice.
• The brand then pins this comment to the top of the comments on their sponsored post or Reel. It appears with a small “Sponsored” label, indicating it’s a paid partnership comment. Only one testimonial comment is allowed per ad (at least at launch) to keep things focused and authentic according to Social Media Knowledge.
• Users scrolling through the ad will immediately see the influencer’s comment as the first comment, even before any other user comments.

Instagram’s objective behind this update is to blend influencer content with paid advertising in a seamless way. By showcasing a creator’s endorsement prominently, the ad instantly gains a dose of credibility and personality. Instagram has stated that this is intended to help creators earn more and reach wider audiences, while helping brands increase conversions through influencer validation. In other words, it brings the creator’s trusted voice directly into the ad, “enhancing social proof” for potential customers who see a first-hand account of the product according to Lindsey Gamble. The platform also built in some safeguards: creators can monitor how their testimonial is used and even withdraw permission if needed, ensuring they maintain control and authenticity according to Mind Share World. Overall, Partnership Ads with Testimonials are designed to make ads feel more like organic recommendations, tapping into the trust that followers have in creators.

Why This Matters for Brands

• Authenticity in Marketing: Modern consumers are savvy and often skeptical of traditional ads. A testimonial from a real person – especially a creator whom users already follow and trust – can make an ad feel far more genuine. In fact, Instagram reports that a huge portion of its users rely on influencer recommendations before buying; “40% of Instagram users rely on creator recommendations when shopping” according to Shapo. Moreover, studies have found that 69% of consumers trust influencers and people they know over info coming directly from brands according to Marketing Dive. By embedding a creator’s voice in an ad, brands leverage this authenticity. The endorsement acts as social proof, signaling to viewers that “someone you trust genuinely likes this product.” This enhanced credibility can make users less cynical about the advertisement and more open to its message.

• Increased Engagement: An influencer’s comment pinned on an ad doesn’t just add trust – it can also boost engagement. Psychologically, seeing a familiar name vouch for a product can catch a scroller’s attention more than a generic ad copy. Users might be more inclined to like, comment, or share when they see a conversation started by a creator they follow. There’s also the aspect of curiosity: a pinned testimonial might prompt users to click into the comments to read more or see reactions. According to social media experts, even if someone skims past an ad in their feed, a well-placed testimonial comment can pull them in via the comments section, reviving engagement on the post. In competitive ad spaces, that extra moment of attention can make a big difference. 

Early thinking is that these testimonial comments can serve as a persuasive nudge – for instance, an influencer’s praise might address a buyer’s hesitation (“This actually works!”) and encourage them to interact. By having an influencer essentially initiate the discussion, the ad feels more like a genuine conversation, potentially leading to more comments and discussions from other users. Higher engagement not only helps with Instagram’s algorithm (which could show the ad to more people if it’s getting interaction) but also creates a more dynamic ad experience for viewers.

• Social Proof Driving Conversions: The power of social proof in marketing is well-documented – people are more likely to try a product that others (especially credible others) endorse. These pinned testimonials give brands instant social proof. It’s one thing for a brand to claim their product is great, but it’s far more convincing to see a respected creator say “I use this and love it.” Such endorsements can directly influence purchase decisions. Endorsements from creators function like digital word-of-mouth. If a fitness coach comments that a supplement improved their workouts, fans of that coach are likely to trust that claim and feel more confident in buying. 

This can shorten the buyer’s decision cycle and increase conversion rates for the ad. In fact, leveraging testimonials has been shown to yield significant results in general – for example, adding customer testimonials can increase conversion rates by 34% in marketing campaigns according to TriMark Digital. That’s a huge lift in effectiveness. By integrating influencer testimonials into ads, brands put a form of customer review right into the advertisement itself. Seeing a product recommendation from a relatable figure can be the final push a potential customer needs to click “Shop Now.” It provides immediate reassurance that the product is as good as advertised, translating into higher click-through rates and sales.

In summary, this feature matters because it merges the trust and relatability of influencer content with the reach and amplification of paid ads. It has the potential to make Instagram ads more engaging and persuasive by adding a human touch that consumers resonate with.

How Brands Can Leverage This Feature

Now that we know what testimonial comments are and why they’re powerful, the next question for brands is: How can we make the most of it? Here are four key ways brands can leverage Instagram’s Partnership Ads with Testimonials effectively:

1. Partnering with the Right Creators

Success with testimonial ads starts with choosing the right influencer partner. Brands should collaborate with creators who truly align with their values, niche, and target audience. The authenticity of the testimonial is paramount – it needs to sound like a genuine personal endorsement. Partner with influencers whose audience matches your target market, and whose persona fits your brand image, for maximum impact. For example, if you’re a sustainable fashion brand, a creator known for eco-friendly living would be a natural fit; their followers are already primed to care about your product’s value. It’s not always about sheer follower count either. 

Often, micro-influencers or niche experts can drive stronger engagement and trust than a big celebrity who isn’t closely tied to your product category. The key is that the creator’s endorsement should carry weight with the audience that sees the ad. When the testimonial comment comes from someone whose opinion the viewers respect, it feels organic rather than like an obvious ad. Before partnering, do your research: look at a creator’s content style, their follower demographics, and how their followers interact. Ideally, the creator should have a history of genuine enthusiasm for the kind of product you offer. When a partnership is a good match, the testimonial comment will come off naturally and credibly – which is exactly what you want. If you are interested in using micro influencers to boost your engagement and drive word-of-mouth marketing, consider utizing an AI backed influencer marketing platform like Stack Influence.

2. Crafting Persuasive Testimonials

With only up to 125 characters to work with, every word in the testimonial counts. Work with your creator partner to craft a comment that is punchy, specific, and impactful. The best testimonial comments feel like a personal recommendation highlighting a key benefit or result of the product. Keep the message simple and authentic – it should sound like something the creator would actually say in real life about why they love the product. It’s a good practice to focus on one strong point: for instance, an outcome (“I ran a marathon in these shoes and my feet felt great afterwards!”) or a standout feature (“This coffee mug keeps my drink hot for 7 hours – game changer”). Including a little anecdote or very specific praise makes it more believable than a generic “I love this!” Also, consider the tone: an emoji or a bit of the creator’s personality (humor, slang, etc.) can make it feel more like a regular comment. 

Since the testimonial will be marked as sponsored, honesty is crucial – hyperbolic or salesy language will stick out in the comments and could hurt credibility. Brands should guide creators on messaging, but allow them to use their own voice. For example, if a tech influencer is endorsing a new smartphone, a comment like: “Been using the camera on this phone during my trip – the photos are unreal 📸🔥” comes off as natural and highlights a benefit. In contrast, “This is the best phone ever!!! Buy it now!” would sound fake. The bottom line: concise, genuine, and benefit-driven testimonials perform best. It can be helpful to brainstorm a few variations with the creator and then choose one that feels right. (Tip: Look at actual enthusiastic comments the creator’s followers leave on their posts for inspiration on tone and phrasing.)

3. Testing and Measuring Success

Like any new marketing tool, it’s wise to test and learn with testimonial ads. Brands should not simply assume that one approach works best; instead, run experiments. For instance, you might create two versions of an ad: one with a testimonial comment and one without, or two with different testimonial messages or different creators, to see which drives more engagement or conversions. *Run A/B tests with different testimonials to see which resonates best with your audience, trying variations in wording or even different influencer endorsement. Pay close attention to metrics that matter to your campaign goals. These can include: engagement metrics (likes, comments, shares on the ad), click-through rate (CTR on the call-to-action button when the testimonial is present vs. absent), and ultimately conversion metrics (such as add-to-cart or purchase events attributed to the ad). If one testimonial phrasing mentions a specific product benefit and another version highlights a different angle, compare which drove more interest. 

Maybe a more enthusiastic comment yields more engagement, but a more informational comment yields higher purchases – these insights are gold for refining your strategy. Also, monitor the sentiment in the comments. Are people tagging friends or replying positively to the influencer’s pinned comment? That qualitative feedback can indicate the testimonial is hitting the right note. Instagram is reportedly building out tools (via its Creator Marketplace) to help identify which creator content performs best as a, so use data to your advantage. In practice, a brand might discover that a testimonial from a niche expert outperforms one from a bigger-name celebrity, or that mentioning a specific product use-case gets more clicks than a generic praise. By testing and iterating, you can optimize the effectiveness of testimonial comments. Remember to share results with your creator partners too – if they see that their testimonial helped boost sales by, say, 20%, it encourages them to craft even better endorsements in the future (and it justifies the investment for both sides).

4. Integrating Testimonials with Other Marketing Strategies

While this new feature is exciting, it should be seen as one part of a holistic marketing approach. Don’t rely on the testimonial comment alone to do all the heavy lifting. To maximize impact, incorporate testimonial ads into your broader campaign strategy. For example, you can coordinate a campaign where a creator not only provides a pinned comment testimonial on your ad, but also creates a dedicated post or story about your product on their own profile. The combination of seeing the influencer talk about the product in their feed and then seeing their endorsement on the brand’s ad can reinforce the message from multiple angles. 

*Use testimonials alongside other formats – combine the creator’s comment with compelling visuals or videos in the ad, and even with traditional influencer posts or other content – for maximum effect. The testimonial should complement your ad creative, not replace it. Ensure your ad’s image or video and caption are strong and clear about the product’s value, so that the testimonial acts as an extra highlight. Many brands might integrate the testimonial comment as part of a themed campaign: for instance, launch a new product with a series of influencer partnerships where each influencer not only posts about it but also lends a testimonial to your ads. 

Additionally, extend the life of those testimonials beyond Instagram – the positive quote from the influencer could be reused on your website’s product page as a blurb, or in an email newsletter. Another integration strategy is to engage with users who respond to the testimonial. Since the creator’s comment can spark conversation, be sure to have your social team monitoring and replying to questions or comments that other users leave under the ad. This turns the ad into an interactive experience and shows that both the brand and the creator are actively involved. Finally, align your testimonial strategy with other social proof efforts: if you’re running testimonial ads, you might also ramp up collecting customer reviews or encouraging users to comment their own experiences. It all contributes to a unified message that people genuinely love your product. In short, make testimonial comments one piece of a larger puzzle – when used in concert with other marketing tactics, they can significantly amplify your campaign’s effectiveness.

Conclusion to Instagram’s Partnership Ads with Testimonials

Instagram’s introduction of Partnership Ads with Testimonials is poised to be a game-changer for brands in the social media marketing landscape. By fusing the persuasive power of word-of-mouth with the reach of paid advertising, this feature helps brands create ads that people actually want to read and engage with. It’s a win-win: audiences get more authentic, relatable content (even in ads), and brands get better-performing campaigns fueled by trust and credibility. Creators, too, benefit from new monetization opportunities and expanded exposure as their name appears on sponsored posts to wider audiences.

The key takeaway for brands is that authenticity and social proof drive modern marketing success. Partnership Ads with Testimonials give you a tool to harness authenticity at scale. However, it’s crucial to implement it thoughtfully – a forced or insincere testimonial could backfire. As long as brands partner with the right creators and keep the endorsements genuine, they can unlock impressive results. Think of it as bringing the testimonial section of your website right into someone’s Instagram feed, but instead of an anonymous review, it’s a familiar face vouching for you.

For brands eager to stay ahead of the curve, now is the time to start incorporating testimonial comments into your Instagram ad strategy. Start small and measure – identify a campaign where an influencer testimonial could make a difference, and give it a try. Collaborate closely with a creator to craft a message that feels real and on-brand. Once your ad is live, monitor how it’s doing, learn from the data, and refine your approach. With each iteration, you’ll get better at leveraging this feature. In a digital world overflowing with content, these influencer-backed testimonials can be the differentiator that makes your ad stand out and resonate.

Instagram’s partnership with creators in this new format underscores a broader trend: consumers crave authenticity, and brands that find creative ways to deliver it will reap the rewards. A well-placed testimonial can turn a static ad into a dynamic recommendation, converting scrollers into engaged potential customers. Brands that embrace this and learn how to use it effectively will likely see boosts in engagement, trust, and sales – and perhaps forge deeper relationships with both their audience and the creators who endorse them. It’s not often we see a truly novel advertising feature that taps into fundamental human psychology (our trust in peer recommendations) so directly. This is one of those features. For forward-thinking brands, the message is clear – don’t be late to the party. Explore Instagram’s testimonial ads, experiment with creative collaborations, and let your happy influencers do the talking for you. In an era where a single comment can influence a buying decision, make sure that comment is working in your favor. Your next successful campaign might just be a pinned testimonial away.