How to use reviews in your ads and emails to increase social proof

Post by
Mehdi Boufous
How to use reviews in your ads and emails to increase social proof

How to promote reviews in your marketing as a skincare brand. So you can :

  • Take advantage of UGC assets (text, video or photos),
  • Highlight Social proof
  • Shine, sell and acquire long term customers.

In this blog post, we'll showcase examples - so let's go!

We gathered some examples here:

The classic Ad


It has all the basics:

  • 5 stars ★★★★★
  • A Quote
  • A Name
  • The product shown while used.

Simple. Basic. Efficient.

If you want to take advantage of UGC assets, then you can use a service like Panoramata to help you easily gather and curate user-generated content generated by your competitors from social media. With this goal in mind, this will be a great way to showcase social proof and highlight the positive experiences that your customers have had with your products. You can then use this content in your marketing campaigns to sell more products and acquire new customers - and the most classic marketing campaign would be this ad by Purple.

The Trend

Having people front camera giving a testimonial about  your product. It's even better if they start with "A friend recommended..." or "I've read thousands of reviews" or "Tiktok made my buy it".

Some examples of copy you could use - as recent high performing ads are:

  • "I've read thousands of reviews and this is the best product I've ever used!"
  • "Tiktok made me buy it and I'm so glad I did!"
  • "A friend recommended this product and I'm so glad I tried it!"

There are a few reasons why this type of ad is so effective.

First, it shows that the product has been vetted by other people and that there is a lot of positive buzz around it. This social proof can be incredibly persuasive, especially when it comes from someone the viewer trusts.

Second, it creates a sense of urgency and FOMO (fear of missing out). If everyone else is using this product and loving it, the viewer feels like they need to try it too before they miss out on something great.

Finally, it's a very personal testimonial that feels relatable and genuine. The viewer can imagine themselves in the same situation and can easily see how the product would be useful to them.

Email Welcome and Product Launch

"Reviews are in!" → is one of the classic Welcome Flow email you should have. It helps building social proof and increase conversion rates by letting the new visitors know that people already trusting you are buying from you, it removes one of the main objection they could have: "is this website even legit?".

Here are 5 great examples :