Customer testimonials have long been considered some of the most useful raw marketing materials around. And with the overwhelming number of channels used to reach consumers today, the candid words of satisfied customers often carry more weight than a brand’s own claims or even those of an influencer.

Marketers can make the most of testimonials by repurposing and integrating them into campaigns that showcase happy customers as the natural brand advocates they are. Here, members of Forbes Agency Council share the best ways for brands to leverage customer testimonials to build trust with target audiences, turning prospects into satisfied customers and organic brand ambassadors.

1. Use Testimonials As Feedback

There are many ways to aggregate customer testimonials and users’ feedback, which is typically fragmented, divided and industry-specific. Brands are using testimonials as valuable feedback to understand what their users care about the most, and YouTube is at the pinnacle when it comes to audio-visual representation, authenticity and critical mass. The same is true for leveraging brand ambassadors, as the reach is massive. – Goran Paun, ArtVersion

2. Upload Testimonials To Instagram Stories

One innovative channel that brands can use to leverage customer testimonials is Instagram Stories. A brand can request video testimonials from clients, upload them to Instagram Stories and then give the stories a targeted extended reach with paid advertising. This promotes the customer testimonial and helps build trust in the marketplace, which helps increase overall conversions. – Jonathan Durante, Expandify Marketing Inc

3. Incorporate Testimonials Into Podcasts

Podcasts can provide a unique way to leverage testimonials from brand ambassadors who are familiar with a brand and its products. Because listeners often have interests similar to the podcast host’s, there’s a higher probability of attracting them to the brand. – Jessica Hawthorne-Castro, Hawthorne LLC

4. Respond To Testimonials To Humanize Your Brand

Leverage customer testimonials to humanize your brand. It’s simple: People respond best to other people. Ask for feedback and respond to customer testimonials to show that there is someone behind the scenes who cares about them and their experience with your brand. – Laura Cole, Vivial

5. Duet Or Stitch Organic User Content On TikTok

TikTokers will often upload videos showcasing products they’ve tried. These make for great advertising on the platform, and even on other platforms such as Instagram or Facebook, when companies respond enthusiastically by leveraging them using TikTok’s Duet or Stitch feature. Dueting/stitching to provide tips or further information on products is also a good strategy. – Brian Meert, AdvertiseMint

6. Develop A Program To Turn Employees Into Brand Ambassadors

Current and previous employees can be a great source of testimonials for future business. Consider developing an internal rewards program to encourage referrals from the most loyal brand ambassadors you can have—your own folks! – Bobby Steinbach, MeanPug Digital

7. Create Video Stories Around Customer Reviews

Depending upon their products or services, brands can build stories around customer reviews. They can ask their organic brand ambassadors to help them create videos around their stories that will help future customers as they make decisions. As we know, video marketing is one of the prime channels currently, and it will remain on top in the future. – Ajay Prasad, GMR Web Team

8. Leverage #TikTokMadeMeBuyIt

Direct-to-consumer brands have been flourishing thanks to #TikTokMadeMeBuyIt. With new tools for collaboration between brands and creators, brands can choose the right creator and content to build ambassadorship and testimonials that engage and convince consumers. – Hamutal Schieber, Schieber Research

9. Ask Brand Ambassadors For User-Generated Video Content

Focus on having brand ambassadors create user-generated content as much as possible—especially video content. If you can mobilize your brand ambassadors to supply you with content after they film it, you will be able to utilize it in many ways: in emails, on your website and social platforms, in ads and more. This will give your brand a whole new nuance and showcase a real and authentic side of your story. – Christopher Tompkins, The Go! Agency

10. Create A Customer Advisory Board

To generate organic advocacy, there’s no better solution than creating a customer advisory board. Inviting high-value customers to attend regular meetings with management to provide input regarding future brand and product decisions creates meaningful relationships. And board members quickly become natural ambassadors whose advocacy can be improved with access to the right tools and opportunities. – Chris Martin, FlexMR

11. Request ‘Selfie-Testimonials’ While The Iron Is Hot

User-generated content is often underappreciated. Capturing UGC from social media or reviews and repurposing that content works—but take it a step further. Ask for a “selfie-testimonial” while the iron is hot. If your client says, “You rock!” on a phone call or in an email, ask them right then and there if they can record a 15-second video. If they love you, they’ll do it! – Bernard May, National Positions