Instagram is expanding its Partnership Ads feature with a new element: Partnership Testimonials. This update allows brands to showcase creator endorsements in the comments section of sponsored posts, providing a quick and easy way for influencers to promote products.

With 40% of Instagram users relying on creator recommendations when shopping, this new format has the potential to boost engagement, trust, and conversions. But how effective will it be compared to more traditional influencer marketing formats? And what does it mean for brands and creators looking to monetise partnerships?

Let’s break down what Partnership Testimonials are, how they work, and what they mean for the future of branded content on Instagram.

What Are Partnership Testimonials?

Partnership Testimonials are short, text-only endorsements that appear as a sponsored comment on a brand’s Partnership Ad post.

• Limited to 125 characters, these testimonials provide a quick endorsement from the creator.
• They appear in the comments section, making them less intrusive than full influencer posts or reels.
• The brand’s Partnership Ad label remains visible, ensuring transparency.
• At launch, only one testimonial per Partnership Ad is allowed.

Instagram sees this as an additional revenue stream for creators and a way for brands to increase conversions through influencer validation.

How Do Partnership Testimonials Work?

The process is straightforward:

1. A creator writes a short endorsement related to the brand’s campaign.
2. The brand approves the testimonial and adds it to the Partnership Ad as a sponsored comment.
3. Users engaging with the ad will see the testimonial comment, which could reinforce trust and encourage conversions.

This approach allows creators to monetise their influence without having to create a full-fledged branded post, making it an attractive option for those looking to diversify their income.

How Do Partnership Testimonials Benefit Brands?

Boosts Trust and Credibility

Consumers trust peer recommendations far more than direct brand messaging. Seeing an endorsement from a favourite creator can increase confidence in a product, making it more likely they’ll take action.

Enhances Ad Performance

A strong testimonial could serve as a persuasive nudge for users who are interested in a product but hesitant to purchase. With Instagram ads becoming increasingly competitive, having an influencer’s voice in the comments section could make a difference in engagement and conversion rates.

Provides a Low-Effort Influencer Collaboration Option

Unlike full-scale influencer marketing campaigns that require video production, editing, and extensive coordination, testimonials are quick, easy, and cost-effective. Brands can collaborate with multiple influencers without a large creative budget.

Increases Visibility for Partnership Ads

Even if users scroll past the main ad, they may still engage with the comments section. A well-placed testimonial could revive engagement on a post and improve its overall reach.

Challenges and Limitations

While Partnership Testimonials offer some clear advantages, they also come with challenges.

Visibility Issues

The success of this feature depends on how often users read comments on ads. Unlike a dedicated influencer post, which takes centre stage in a user’s feed, a testimonial is tucked away in the comments, making it less prominent.

Limited Message Length

At 125 characters, creators have very little space to make an impact. Crafting a compelling message within this constraint may be difficult, especially for more complex products or services.

One Testimonial Per Ad

Currently, only one testimonial can appear per Partnership Ad, limiting the amount of social proof a brand can showcase. If a product has multiple creator endorsements, the brand can’t leverage them all within the same ad.

How Do Partnership Testimonials Fit Into the Bigger Picture?

Instagram has been expanding Partnership Ads to help creators monetise their content more effectively. In addition to testimonials, creators can also earn through:

• Creating original sponsored content, such as branded Reels, Stories, or photo posts.
• Monetising existing content by allowing brands to boost organic posts with paid promotion.

For brands, this means more ways to collaborate with influencers, while for creators, it opens up additional revenue opportunities.

How Brands and Creators Can Leverage Partnership Testimonials Effectively

For Brands

• Choose the right creators: Partner with influencers whose audience aligns with your target market. Testimonials from trusted voices will have the most impact.
• Keep the message simple and impactful: The 125-character limit means testimonials should be punchy, persuasive, and relevant.
• Use testimonials alongside other formats: Don’t rely solely on this feature—combine testimonials with influencer posts, Reels, and ads for maximum effect.

For Creators

• Negotiate higher fees: Since testimonials add credibility to a brand’s ad, influencers should charge accordingly for this new form of endorsement.
• Be strategic with endorsements: Only align with brands that fit your niche to maintain authenticity.
• Track engagement: While creators don’t have access to ad performance metrics, they should request insights from brands to see how well their testimonials are working.

A Smart Addition, But Not a Game-Changer (Yet)

Instagram’s Partnership Testimonials offer a simple, low-effort way for brands to leverage influencer credibility within ads. For creators, it’s a new revenue stream that requires minimal effort compared to traditional branded content.

However, the visibility limitations of testimonials mean they are unlikely to replace full influencer posts anytime soon. Instead, brands should see them as a complement to existing influencer strategies—a tool that, when used wisely, can reinforce trust and boost ad performance.

As Instagram continues to evolve its monetisation tools, Partnership Testimonials could become a valuable component of a broader influencer marketing strategy. For now, brands and creators should experiment with this format, track its effectiveness, and refine their approach based on performance.