Customer Testimonials: What Shoppers Trust in 2025

The Psychology Behind Customer Testimonials: What Today’s Shoppers Really Want to Hear

62% of consumers say they trust customer testimonials more than brand advertising.

Are your testimonials truly connecting with your audience? In today’s fast-paced digital landscape, shoppers crave authenticity and emotional resonance more than ever before. With content fatigue and AI-generated posts flooding social media, the difference between gaining a loyal customer or losing them to scepticism often hinges on how compelling and genuine your testimonials feel.

Understanding what makes a testimonial resonate—whether it’s specificity, honesty, or relatable storytelling—can transform your social proof into a powerful driver of trust and conversions.

Key Areas

What consumers really want from testimonials: specificity, honesty, relatability, and emotional connection
How the “Before, During, After” storytelling format creates compelling, trustworthy narratives
Why imperfect, authentic testimonials outperform overly polished ones in 2025
The top platforms where customers seek testimonials before buying or booking (Google My Business, TripAdvisor, and more)
Best practices for collecting and showcasing testimonials that convert and build lasting trust

What Consumers Look for in Testimonials

Customer testimonials remain one of the most influential forms of social proof in 2025. However, as consumers become more discerning amid growing content fatigue and the rise of AI-generated social media posts, the need for authentic, relatable stories has never been greater. This article dives into the psychology behind what today’s shoppers want to hear in testimonials and offers actionable insights on how brands can harness genuine customer stories to build trust, overcome scepticism, and drive meaningful conversions.

Today’s consumers are far more discerning than ever before. Generic praise no longer cuts it; shoppers want testimonials that feel real, specific, and emotionally engaging. Here are the key elements they look for:

Specificity: Shoppers want clear, concrete examples of how a product or service solved a problem or improved someone’s life. Vague or overly general statements don’t build trust. For example, a testimonial that explains how a coffee maker consistently delivers barista-quality lattes every morning is far more persuasive than simply saying “I love this coffee maker.”
Honesty: Balanced feedback that feels genuine is critical. Consumers can spot scripted or overly polished testimonials from a mile away. They appreciate when testimonials mention both pros and cons or describe the customer’s real experience without exaggeration.
Relatable Stories: Testimonials that reflect real-life experiences and challenges resonate best. When shoppers see themselves in the story—whether it’s a busy parent, a small business owner, or a first-time traveller—they’re more likely to trust the recommendation.
Emotional Connection: Stories that evoke empathy, hope, or inspiration create a deeper bond with the audience. Emotional resonance helps testimonials stand out amid the noise of marketing messages and AI-generated content.

The Power of the “Before, During, After” Storytelling Format

One of the most effective ways to structure testimonials is by using the “Before, During, After” narrative format. This approach creates a compelling, relatable journey that builds credibility and trust:

Before: Describe the customer’s initial problem or situation. For example, “I struggled to find a coffee maker that could deliver consistent quality every morning.”
During: Share their experience using the product or service. “After trying this coffee maker, I was amazed at how easy it was to use and how great the coffee tasted.”
After: Highlight the positive results and transformation. “Now, I start every day with a perfect cup of coffee that saves me time and money.”

This storytelling structure helps potential customers envision their own journey and outcomes, making the testimonial more persuasive. Adding visuals like photos or videos of the customer or product in use further amplifies the testimonial’s impact and memorability.

These insights align with recent consumer data showing that 47% of shoppers trust customer testimonials and peer reviews when shopping on social media, and that authenticity and detailed real-world experiences are key to building that trust1. Brands that embrace these principles in their testimonial strategy are better positioned to connect meaningfully with today’s savvy consumers.

Why Imperfect, Authentic Testimonials Outperform Polished Ones

Younger generations, particularly Gen Z, have a strong preference for raw, unfiltered content over highly polished and scripted endorsements. They value realness and transparency, often viewing overly perfect testimonials as staged or insincere.

This preference ties into what experts call the “digital uncanny valley” effect—content that appears technically flawless but lacks emotional depth can feel fake or sterile, causing audiences to disengage. Perfectly polished testimonials may unintentionally trigger scepticism rather than trust.

By embracing imperfection, brands foster stronger emotional resonance and build deeper connections with their audience. Authentic testimonials that include honest feedback, natural language, and even minor flaws feel more relatable and trustworthy, helping brands stand out in a crowded digital space.

Platforms Where Consumers Seek Testimonials Before Buying or Booking

Consumers today rely heavily on trusted platforms to research testimonials before making purchases or booking decisions. Key platforms include:

Google My Business (GMB): The most trusted and widely used source for local business reviews, essential for businesses with physical locations.
TripAdvisor: The leading platform for travel, hospitality, and experience-based testimonials, influencing millions of booking decisions worldwide.
Facebook & Instagram: Social proof comes through comments, tagged posts, and influencer endorsements, making these platforms vital for brand visibility and trust.
Trustpilot & Yelp: Popular review sites for e-commerce and service industries, offering detailed customer feedback and ratings.

Data Insight: Over 80% of consumers consult at least one of these platforms before making a purchase or booking decision, underscoring the critical role of managing and showcasing authentic testimonials across these channels.

For brands, optimising presence and engagement on these platforms is crucial to building credibility and converting prospects into loyal customers.

How to Collect and Showcase Testimonials That Align with Consumer Expectations

Collecting and showcasing testimonials that truly resonate with your audience requires a thoughtful, strategic approach:

Ask targeted questions: Instead of generic requests, prompt customers with specific questions that encourage detailed and honest feedback. For example, ask about the problem they faced, how your product or service helped, and the results they experienced. This helps elicit testimonials rich in specificity and authenticity.
Use multimedia: Incorporate photos and videos alongside written testimonials to enhance storytelling. Visual content makes testimonials more engaging and believable, allowing potential customers to connect emotionally and see real-life proof.
Maintain transparency: Avoid fake, incentivised, or overly edited reviews. Transparency builds trust, especially in an era where consumers are highly sceptical of inauthentic content. Clearly disclose when testimonials are sponsored or incentivised to uphold credibility.
Integrate testimonials strategically: Place testimonials thoughtfully across your website, social media channels, email marketing, and other marketing materials. Doing so maximises their impact on trust-building and improves SEO by adding fresh, user-generated content that search engines value.

Conclusion

Understanding the psychology behind customer testimonials is essential for brands looking to build authentic connections in 2025. By prioritising specificity, honesty, and emotional storytelling—and leveraging trusted platforms like Google My Business and TripAdvisor—you can transform testimonials into powerful drivers of trust and conversion.

Take Your Customer Testimonials to the Next Level

Unlock the full potential of authentic customer stories with Be My Social. Our expert team will help you:

Collect genuine, impactful testimonials that build trust
Craft compelling multimedia stories that engage and convert
Strategically showcase your social proof across platforms for maximum reach and SEO benefits

Don’t let your testimonials go unnoticed—turn them into your brand’s most powerful marketing tool today!

Be My Social

4.7

Based on 23 reviews

review us on

April Coyle

11:46 30 Jan 25

Corey and the team did an amazing job building my website! They stayed on brand, used my colors, and even turned the cursor into a paw print, which is perfect for my pet business. I couldn’t be happier with the result!

Marina Colman

22:58 22 Sep 24

As a self-employed yoga teacher, I thought spending money on marketing wasn't justifiable. With so many ways to market myself freely, I thought I should get the word out there myself, or wait until I had more to market or could feel more comfortable spending on it. Except I wasn't marketing myself at all, it felt a bit 'wrong'. Turns out, deciding to work with BeMySocial before I had much going on has been just what I needed; making that commitment has pushed me to take action and get creative with ideas I've been thinking about for years. It has helped enormously that they are easy to talk to, understanding of my reluctance as well as my limited budget and have given me ideas, encouragement and support to move forward with my business. In a short space of time, I have 3 exciting events in my diary that need marketing. So far, having them on my team has given me the confidence to step into my role as a solo-entrepreneur and start expanding my business in ways I’ve always wanted. I’m excited and confident that the investment I’ve made with the team at BeMySocial will feel well worth it; it's already starting to. It's a cliche but I have to say it - I wish I'd done it sooner.

Stephanie Weston

12:55 14 Feb 24

I’ve been using be my social for a while now and my experience has been great. They are so helpful and they really do everything they can. I can’t fault them. I’m very happy with the service and I’m excited to continue working with them. Has helped my business massively. Thank you

Harpreet Balkhu

11:18 01 Dec 23

An absolute pleasure working with designer Corey Vivan @ be my social to create our annual catalogue.
A no-fuss attitude and a speedy turnaround!

tom gattos

10:59 10 Nov 23

The Be My Social team are brilliant partners - I say 'partners' because it feels like they work with us, rather than for us. Ruth and her team, particularly Corey, are always there to help. They know us, know how to add value and resolve issues creatively. I highly recommend them to anyone looking for pro social help.

Michael Frederickson

13:33 02 Nov 23

I’ve worked with BeMySocial for 4 years to support our SEO, social media management and advertising.

I’ve found the to be the very best company for us after trying several others over the years.

I’m glad to have them, because the cost of hiring someone directly to do the same work would be impossible.

Highly recommended.

Kassim

02:55 01 Aug 23

I had a fantastic experience with ‘Be my social’! They truly live up to their promise of increasing your online presence. Ruth, in particular, was incredibly proactive in promoting our business. Her dedication and expertise made a significant impact on our social media growth. Highly recommended!

Lilly Gallucci

14:39 28 Jul 23

Ruth is amazing at adverts, and I would always trust her with my advertising needs for my company. In terms of looking after her clients Ruth us always readily available and supportive. Ruth is creative in her approach towards advertisement which stands out from the crowd. Ruth is very experienced, and works to a high standard. I wouldn’t trust anyone else, and 100 percent recommend!

Emma Coles

17:58 11 Jul 23

Ruth and Emily at Be My Social have helped my business with a professional website, Google ads and SEO services. We get full support and updates on how the website is performing and they are always making changes in line with algorithm changes and keyword trends so that our website always performs the best it can.

Ruth and Emily are amazing, they are always on hand to answer any questions and explain everything thoroughly.

mebs

11:42 13 Jun 23

Have been using Be My Social for promoting our website, and they have been absolutely fantastic.
Our contact Ruth always makes herself available for telephone/zoom meetings, constantly checks up on how sales are progressing and advises on changes to marketing strategies to try and ensure increased traffic to the website. I cannot recommend them highly enough 🙂