If you've ever felt a bit awkward sharing your wins on social media, you are not alone. Many small business owners worry that talking about client success sounds braggy or boastful. But honestly, testimonials and reviews are some of the most powerful, trust-building pieces of content you can share.

So let’s talk about why testimonials are content gold, how to collect them, and ways to use them without feeling like you're tooting your own trumpet too loudly.

First, let’s address the awkward bit

This is what I hear clients say all the time:

"It feels weird to ask for a testimonial."

"Isn't it a bit arrogant to share this kind of thing?"

And I always remind them that testimonials are not about you, they’re about the experience your clients had and the results they achieved. It's social proof. It's reassurance. It's showing people what’s possible.

And in a world full of noise, people trust real voices. A good review isn’t just a pat on the back – it’s proof that you can deliver what you say you will.

How to ask for testimonials (without it feeling pushy)

Just ask. Seriously.

My motto? Shy bairns get nowt. (If you're not from the North East, that means: if you don’t ask, you don’t get.)

You can ask:

• After finishing a project or service

• In a follow-up email with a thank-you message

• With a quick Google Form or link to leave a review

Make it easy. Keep it short. And let them know how much it helps. Most people will be delighted to share kind words if you’ve genuinely helped them.

What to do with those glowing testimonials

Now you’ve got them, let’s put them to work. Testimonials aren’t meant to sit in a dusty folder. They can – and should – be used everywhere:

• Instagram Stories – Screenshot a lovely DM and share it with a little context

• Captions – Add a quote to the end of a post explaining your offer

• Carousels – Use a testimonial slide as social proof for a service or product

• Reels – Pair with a voiceover, screen recording or even a simple video of you making a cuppa

• Your website – Sprinkle them across your homepage, sales pages, and even blog posts

• Newsletters – A lovely quote paired with a tip or reminder about your offer

Testimonials don’t need to stand alone. Weave them into stories, behind-the-scenes posts, value-driven content – anything that helps your audience understand how you help.

Use their words, not your jargon

One of the best things about testimonials is that they tell you exactly how people describe what you do – in their words. Not your jargon. Not your polished elevator pitch. But real, relatable phrases.

Like:

"Helen helped me get my mojo back."

"Now I actually know what to post every week."

That’s the gold. That’s the language your potential clients will connect with.

Still feel awkward?

Sharing testimonials doesn’t have to feel like shouting. It can be a gentle whisper – a story about someone in your community who got results. It’s not about boasting. It’s about helping others see what’s possible.

So next time a client says something lovely, ask: "Would you mind if I shared that?"

And then use it – with context, care, and clarity.

A little homework (if you fancy it):

• Dig out one kind comment from a client

• Pop it into a caption, story or carousel with some context

• See how it feels

Need a little support with selling your services, using testimonials or building content that works for you? This is exactly the kind of thing I help my clients with inside The One Where You Learn Instagram – my signature program for small business owners who want to feel more confident online.

You can book a totally free Instagram Confidence Call using the link in the show notes – or DM me confidence on Instagram and I’ll send it straight over.

Or if you’re more of a self-paced kind of person, check out my 5 Day Stories Challenge – five days of tips, prompts and strategy to help you show up confidently in Instagram Stories without pointing, dancing, or cringing.

Either way, make this the week you stop hiding your brilliant work. Share those reviews. Celebrate your wins. Help your next dream client say: "I want that too".