In every thriving community, there are quiet signals of impact. A message that changed someone's day. A connection that turned into a collaboration. A moment where a member felt seen, supported, or inspired. These moments often live in comments, DMs, or event chats — fleeting but powerful. When captured and shared with intention, they become one of the most effective tools in your community-building toolkit: testimonials.

Testimonials are real, first-hand accounts of a member’s experience within your community. They showcase the tangible (and emotional) value your space delivers. Used well, testimonials don’t just promote the community — they prove its relevance, create social trust, and invite others to see themselves in the story.

More than just marketing collateral, testimonials are cultural mirrors. They reflect what your community stands for and who it truly serves.

What are testimonials in community building?

Testimonials in community building are quotes, stories, or reflections shared by members that express the benefits they've received from being part of the community. These can take many forms:

• Written quotes used in emails, landing pages, or social media

• Video clips from events or interviews

• Screenshots of spontaneous member praise

• Case studies of individual or group transformation

• Public comments or endorsements on platforms

They are not invented. They’re surfaced, curated, and shared — ideally with consent and context.

Why testimonials matter in community building

In a world saturated with digital spaces and content, people no longer just ask “What do you offer?” They ask:

• “Is this for people like me?”

• “Will I feel welcome here?”

• “Will this be worth my time?”

Testimonials answer those questions in ways that landing pages or mission statements never can. They offer:

• Social proof: Demonstrating that others find real value in the space

• Credibility: Making community claims believable and relatable

• Narrative clarity: Showing how the community works through actual member experiences

• Emotional connection: Inviting others to see themselves in someone else’s story

And unlike paid endorsements or influencer shoutouts, community testimonials are authentic and peer-driven — which makes them more trusted.

Types of testimonials and how to use them

1. Quick quotes

Short written praise, ideally under 30 words, often from community posts or feedback forms.

Use for:

• Social proof on landing pages

• Email footers or callouts

• Carousel slides on social media

Example:

“This group gave me more clarity in two weeks than months of self-study.” — Community member, Product Strategy Circle

2. Story-based testimonials

Longer, structured reflections that describe a journey — before, during, and after joining the community.

Use for:

• Dedicated testimonial pages

• Slide decks or pitch materials

• Fundraising or grant applications

Example structure:

• Problem they faced before joining

• What they found in the community

• How it helped or changed them

• What they’d tell others considering it

3. Video testimonials

Short video recordings of members sharing their experience in their own voice and style.

Use for:

• Website embeds

• Onboarding materials

• Event promotion

• Highlight reels or recaps

Video adds emotion, nuance, and visual credibility.

4. Organic endorsements

Screenshots of spontaneous praise in chat threads, replies, or social media mentions.

Use for:

• Real-time trust building

• “As seen in” moments

• Highlighting culture or tone

Always ask for permission before resharing private messages or repurposing public comments.

5. Case studies

Deeper dives into member journeys, often with data, quotes, and outcomes.

Use for:

• Strategic stakeholder reporting

• Long-form content (blogs, reports)

• Investor or sponsor decks

These provide both narrative and measurable proof of impact.

How to gather effective testimonials

1. Ask at the right time

Catch people when their experience is fresh — after a successful event, cohort, or campaign. You can:

• Add testimonial prompts to exit or feedback surveys

• DM active members with a light ask

• Follow up with those who offer praise spontaneously

• Include a prompt in your onboarding follow-up (e.g. “What’s been most surprising so far?”)

2. Make it easy

Provide a prompt or structure to reduce friction:

• “What’s one thing this community helped you do?”

• “How would you describe the impact of this space to someone new?”

• “Before this community, I…”

• “Since joining, I’ve been able to…”

You can also offer formats: voice note, written text, 60-second video, etc.

3. Prioritise diversity

Collect testimonials from a wide range of members:

• Different experience levels

• Different use cases

• Different backgrounds or locations

This ensures newcomers see themselves represented — which increases relevance and conversion.

4. Ask for permission

Always request consent before using a testimonial publicly. Clarify:

• Where it may appear (website, email, social)

• How they’ll be credited (full name, first name, anonymous)

• Whether they’re open to being contacted for future features

Respect builds more trust than any quote.

5. Keep a live library

Use a Notion page, Google Doc, or CRM to store:

• Member quotes

• Source or context

• Usage rights

• Tags (e.g. onboarding, event feedback, transformation, product use)

This makes it easy to search and use later — without scrambling.

Common mistakes to avoid

• Over-editing: Let members speak in their own voice — imperfect grammar often feels more authentic

• Using vague praise: Focus on testimonials that include specific outcomes, not just “This is great!”

• Over-relying on power users: New members want to hear from people like them, not just the most vocal fans

• Failing to refresh: Keep testimonials updated. Stale quotes lose relevance as your community evolves

• Ignoring negative feedback: While not a testimonial, constructive criticism often strengthens your testimonial strategy — it tells you what doesn’t land

Final thoughts

Testimonials are not just about marketing. They’re about mirroring — helping prospective members feel seen before they even join. They’re about honouring the voices of your existing community, and using their stories to build belonging at scale.

When you share the words of your members, you’re not just proving the value of your space. You’re amplifying the value they bring to it.

So don’t just collect testimonials. Cultivate them. Let them live not just on your website, but in your welcome flows, your campaigns, and your culture. Because nothing builds trust like someone saying, “This mattered — and it might matter to you too.”

FAQs: Testimonials in community building

What is the difference between testimonials and reviews in a community context?

Testimonials are curated, intentional expressions of value often used by community organisers to highlight success stories or outcomes. They are usually solicited and approved for reuse. Reviews, on the other hand, are often unsolicited and publicly posted feedback — which can include praise, criticism, or suggestions. Testimonials tend to focus on positive experiences and outcomes, while reviews reflect a broader range of sentiment.

How do testimonials help grow an online community?

Testimonials offer social proof that your community delivers on its promise. When potential members hear real voices describing how the community helped them, it reduces uncertainty and builds trust. This encourages new sign-ups, reactivates dormant users, and positions your space as credible and welcoming.

What makes a good community testimonial?

A strong testimonial is:

• Specific about the result or transformation

• Authentic in voice and tone

• Relatable to your target audience

• Concise, yet emotionally compelling

  Generic praise like “I love this community!” is less effective than “In just three weeks, I found a mentor, landed a freelance client, and felt supported every step of the way.”

Can you use anonymous testimonials in community marketing?

Yes, especially if the topic is sensitive or private. You can include first names, roles, or generalised identifiers (e.g. “Health worker, London”) to provide context while respecting privacy. Just ensure you’ve secured explicit consent before publishing any anonymised feedback.

How often should you update community testimonials?

You should refresh testimonials quarterly or at key growth milestones, especially if:

• Your community purpose or audience has evolved

• You’ve added new features or programming

• You’re launching a new campaign or landing page

• Existing testimonials feel outdated or overly familiar

A steady stream of recent testimonials signals that your community is alive — not just legacy proof.