# Platform Placement Guide

---

## Amazon Product Pages

### Hero Image Overlay
**Position:** Main product carousel (above fold)  
**Format:** Text overlay on lifestyle image  
**Specs:** 100 chars max | White text, dark shadow | Lower 1/3 of image

**Example:** "Saves me 10 hours every week. Total game-changer! — Jane S., Austin, TX"

**Best Practices:**
- Rotate testimonial every 4 weeks
- Use 9+ credibility score only
- Update with seasonality
- A/B test variants for CTR lift

### A+ Content Module
**Position:** Below description, above specs  
**Format:** 3-5 testimonials with photos, vertically stacked  
**Specs:** 150 chars per quote | 150x150px headshot | 5-star rating | responsive layout

**Example Structure:**
```
[PHOTO] Jane S. ★★★★★
"Saves me 10 hours every week."

[PHOTO] Marcus T. ★★★★★
"Best support I've experienced."

[PHOTO] Sarah L. ★★★★★
"Customer support incredible."
```

**Best Practices:**
- Mix different use-cases/benefits
- Include diverse customer profiles
- Monthly rotation
- Professional headshots only

### Review Highlights
**Position:** In Q&A section or auto-highlighted reviews  
**Format:** Callout badge from top verified reviews  
**Specs:** 50 chars max | Auto-generated from reviews

**Best Practices:**
- Ensure reviews mention specific product name
- Flag reviews with purchase verification
- Monitor weekly for new top reviews

---

## TikTok Shop / Short-Form Video

**Specs:** 15-30 sec video clips, customer on camera, include product in frame

| Position | Format | Duration | Notes |
|----------|--------|----------|-------|
| Shop feed carousel | Customer video | 15-30 sec | Rotate weekly |
| Video pin (sticky) | Full testimonial | 30-60 sec | 15% engagement lift |
| Live stream | Live customer | 2-3 min | Real-time interaction |

**Best Practices:**
- Video 3x outperforms text
- Include product visible in shot
- Aim for 3-5 new clips/month
- Use customer's authentic voice
- Test customer testimonial vs actor-led (customer wins 2x)

---

## Shopify / DTC Website

| Section | Format | Limit | Rotation |
|---------|--------|-------|----------|
| Homepage hero | Quote + name | 80 chars | Monthly |
| Homepage slider | Quote + headshot | 120 chars | Weekly |
| Product page | Quote + CTA context | 100 chars | Per product |
| Checkout page | Trust badge | 50 chars | Static |
| Post-purchase email | Success story | 100 chars | Triggered |

**Example Homepage Hero:**
"Saves me 10 hours per week. Game-changer for my routine. — Jane S. ⭐⭐⭐⭐⭐"

**Best Practices:**
- Use 400x400px minimum headshots
- Include 4-5 star rating per testimonial
- Test photo vs no photo (+8% CTR with photo)
- Update homepage monthly, product pages quarterly
- Personalize post-purchase emails by product segment

---

## Facebook / Instagram Ads

| Format | Placement | Best CTR | Notes |
|--------|-----------|----------|-------|
| Static image + text | Feed | CPM | Broad targeting |
| Carousel | Stories + Feed | ROAS | 3-5 cards per carousel |
| Video testimonial | Reels/Feed | CPV | 15-30 sec; detailed targeting |
| Customer testimonial | Feed | CPM | Native testimonial beats actor-led 2x |

**Best Practices:**
- Customer face prominent, native video
- Text overlay key benefit (sound off viewing)
- Test 3-4 testimonials per campaign
- Pause underperformers at 10K impressions
- Testimonials with before/after show 18% lower CPC
- Include specific metrics ("saved $300/month")

---

## Email Marketing

| Sequence | Position | Format | Trigger |
|----------|----------|--------|---------|
| Welcome 1 | Body | Quote + name + image | Subscribe |
| Welcome 3 | CTA | 2-3 short testimonials | 48h post-signup |
| Abandoned cart | Urgency | "Join X customers who..." | 4+ hours |
| Post-purchase 1 | Confirmation | How-to tips | Order confirm |
| Post-purchase 2 | Engagement | Success story | 7 days |
| Win-back | Re-engagement | "See what others doing" | 90+ days |

**Example Welcome Email:**
"Busy parent? This takes 2 minutes and actually works. My go-to now. — Jennifer R. ⭐⭐⭐⭐⭐"

**Best Practices:**
- 80-120 chars max (1-2 sentences)
- Include headshot (+12% open rate)
- Personalize by product segment
- Test different testimonial types
- Segment by customer purchase history

---

## Creator Briefs & Influencer Partnerships

| Brief Type | Format | Usage | Tier |
|-----------|--------|-------|------|
| Talking points | 4-5 bullet benefits | What to mention | Macro (100K+) |
| Script integration | Verbatim quote + context | Read aloud | Micro (10K-100K) |
| UGC inspiration | Customer story + photos | Recreate content | UGC creators |
| Live stream Q&A | Real testimonial | Answer objections | Community |
| Comparison | Objection-handling quote | Competitor comparison | Niche |

**Example Talking Points:**
- "Customer Priya has sensitive skin (always risky with actives)"
- "After 2 weeks daily use: visible brightening, zero irritation"
- "Friends noticing the glow; been using 3+ weeks"

**Best Practices:**
- Provide 3-5 testimonial options per brief
- Include usage rights in creator contract
- Track which testimonials drive highest engagement
- Rotate creator briefs monthly (2-3 new testimonials)
- Let creators paraphrase in own voice (sounds authentic)

---

## General Best Practices

**Testing & Optimization:**
- A/B test testimonial placement (above fold vs mid-page)
- Test with photo/video vs text only
- Rotate testimonials monthly to prevent ad fatigue
- Track conversion rate by testimonial type and placement
- Test different objection-handling testimonials on different segments

**Performance Targets:**
- Product pages with Tier 1 testimonials: 15-25% conversion lift
- Video testimonial ads: 3-5x higher engagement than text
- Email with testimonials: 8-15% higher conversion
- Creator briefs: 20-40% higher engagement
- Testimonials with specific metrics: +18% CTR lift