PipeflowWhy reviews work on social media
When you say your work is good, that is advertising. When a customer says it, that is a recommendation. That is why real customer voices are among the strongest posts a small business can publish. They show people who do not know you yet what to expect from you.
On top of that, the review has already been written. All you have to do is ask, design it nicely and write a few sentences to go with it. How to reply to reviews is a separate topic, covered in the guide Replying to comments and reviews. This one is about sharing.
Where reviews come from
Many businesses have more positive feedback than they think. Look in these places:
- Google Business Profile: for many businesses the most important source, because customers write there of their own accord.
- Messages and emails: a thank you after a job, a card after a party. These messages are private, so you definitely need to ask here.
- Comments on Instagram and LinkedIn: a sentence under a post can make a good customer quote.
- Personal feedback: when someone tells you in the shop how happy they are, ask whether you may write it down and share it.
- Industry platforms: review portals for doctors, tradespeople or hotels. Check their terms of use before you reuse any content.
Ask first, then share
Even if a review is publicly online, the person wrote it for Google and not for your advertising. Name and profile picture are personal data. So the simplest and fairest approach is to ask for permission briefly beforehand. It is also a nice opportunity to say thank you.
A short message is enough, for example: “Thank you for your review, it made our day! May we share it on Instagram with your first name?” Most happy customers are glad to say yes. Keep the reply, for example as a screenshot of the message, so you can show later that you asked.
If someone later withdraws their consent, take the post down promptly. This article is practical guidance and not legal advice. If you are unsure, your professional chamber or a data protection adviser can help.
Name, photo and details
Even with permission, it is worth being sparing with personal details:
- First name or initials only: “Maria from Freistadt” or “M. K.” is quite enough, unless the person wants something else.
- No profile picture: only show the person’s photo if they have explicitly agreed.
- Check the details: if the review mentions other people, an address or a price, leave that part out.
- Health and advisory professions: practices and firms are bound by confidentiality and often by their chamber’s own advertising rules. Check with them before quoting patients or clients, and never share anything that hints at a treatment or a case.
Sharing Google reviews
A screenshot of the review is quick, but it shows the name, profile picture and often ads or menus around the edge. It is nicer and safer to type out the text and design it as a tile of your own. Below it, say where the review comes from, for example “Google review”. That way it stays clear that this is a genuine voice.
You may shorten it as long as the meaning stays the same. Mark omissions with three dots in square brackets. But never change words so that the review sounds better than it was. And never post invented reviews or comments from family and staff as if they were customers. That damages trust and can lead to legal trouble.
A small addition can help: “You will find more reviews on our Google profile.” That invites people to see for themselves.
Designing the review as a text tile
A text tile is an image that mainly shows text. It is ideal for customer quotes, as long as you follow a few rules:
- Keep it short: one or two sentences that say the most important thing. You can put the rest in the caption.
- Large and legible: large font, enough space from the edge, strong contrast. The tile has to be readable on a phone too.
- Your colours: use your business’s colours and font, so people recognise the tile as yours straight away.
- Clearly marked: quotation marks around the quote, below it in small type the first name or initials and the source.
- A fixed design: if all customer quotes look the same, they form a recognisable series in your profile.
- Or with a photo: in trades and hospitality, a photo of the project or dish works well too, with the quote in the caption. More on this in the guide Text tiles or photos.
The caption to go with it
Below the tile, briefly say what it was about and thank the person. Stay modest. An example for a joinery: “These words made our week. In spring we planned and fitted an oak kitchen for the K. family, with a pantry that does not waste a single centimetre. Thank you for your trust and the lovely review!”
An example for a café: “We love every bit of feedback, and this one especially. Thank you, Sabine! By the way, our curd cheese strudel comes fresh out of the oven every Friday.” More templates are in the Social media post templates.
How often to post reviews
Customer quotes work best as an addition, not as the main content. A profile made up only of praise quickly looks like a brochure. A good starting point is about one review a month, between posts about your work, your team and your knowledge. If you have a new offer, a review that fits it works particularly well.