A┬átestimonial consists of a person’s written or spoken statement extolling the virtue of a product or service. The term “testimonial” most commonly applies to the sales-pitches attributed to ordinary citizens, whereas the word “endorsement” usually applies to pitches by celebrities. Testimonials are often communicated via websites, video, email marketing, or social media┬ámarketing.

The authenticity of testimonials is critical. The more credible the source, the better for the product.