How to Use Client Testimonials to Build Trust on Social Media
If there’s one thing that can make a pet parent stop scrolling, smile, and say, “Wow, that’s a clinic I’d trust,” it’s a good old-fashioned success story.
Client testimonials are one of the most powerful forms of social proof. When your current clients speak highly of the quality of care you provide or you share success stories with heart and intention, they can build deep, lasting trust with potential clients before they ever pick up the phone.
Wondering how you can share testimonials in a way that’s engaging, compliant, and true to your practice? Let’s walk through it.
Why Client Testimonials Matter More Than Ever
In a world full of ads and sales pitches, people crave authenticity. A genuine review from your last client or a story about how your team went the extra mile is what viewers are looking for. It shows prospective clients what your clinic is really like, not just what you say, but what others experience.
Plus, when emotions are involved (and with pets, they always are), storytelling hits harder than statistics. Testimonials speak to feelings, not just facts. That’s what makes them so memorable.
Step 1: Get the Right Permissions
First things first, before you share any client story, always get written permission. This can be as simple as a signed media release form or a note in your records that the client approved the use of their pet’s photo and story.
Make sure the client knows how and where the story will be shared (e.g., your website, Facebook, Instagram). Being transparent not only protects your practice, but it also shows respect for your clients’ privacy and builds mutual trust.
Genius Tip: When you share with your client where it will be posted, they can help share that post of their furry pup… adding another layer of fuel for your engagement strategy.
Step 2: Keep the Pet the Hero of the Story
Focus on the pet’s journey. Social media isn’t the place to dive into every detail of diagnostics and treatment. What grabs attention is that jaw-dropping fore and after, a real-life rescue patience, or a moment of celebration with your team.
Keep the tone warm, grateful, and centered on the impact your team had in that animal’s life.
Here’s an example structure that works well:
- Photo 1: The “before” service photo (with permission)
- Photo 2: The “after” service photo
- Caption Intro: A few lines about the service the pet was facing, like a teeth cleaning
- Testimonial Snippet: A quote from the client about their experience
- Wrap-Up: A thank-you from your team and a note of celebration
Step 3: Use Captions to Tease, Not Tell All
You don’t need to share the entire story in your social post; in fact, keeping it short and compelling is often more effective. Social captions should “draw them in.”
Use your website or blog as the central hub for your story. Social posts should function like the trailer to your clinics movie, with enough emotion, curiosity, and cuteness to make people want to learn more.
This is especially helpful if you’re sharing something a little longer, like:
- A detailed recovery journey
- A specialist referral story
- A multi-step treatment plan
Use your caption to follow up with the emotion they felt from the video, and then give them a call to action to take.
Step 4: Choose the Right Format
The best part about testimonials? You can present them in lots of creative ways. Here are a few formats that work well on social:
- Photo Carousel: Show the pet at intake, during care, and post-recovery
- Video Testimonial: A client sharing their story directly (with permission)
- Quote Graphic: Pull a powerful sentence from a review and overlay it on a branded graphic
- Instagram Reel: Use short clips of the pet with a voiceover narration or uplifting music
- Story Highlights: Create a “Success Stories” highlight on Instagram for evergreen visibility
Different stories may call for other formats; go with what feels most authentic to your team and your client.
Step 5: Tag and Thank the Client
If the client is comfortable being tagged, do it! A simple “Thank you to the [Last Name] family for trusting us with Max’s care” goes a long way. Not only does it add a human touch, but it also helps extend your reach as their friends and family interact with the post.
Even if the client prefers not to be tagged, publicly thanking them in the caption shows gratitude and helps readers feel the emotional connection behind the story.
Genius Tip: Keep a Testimonial Folder for Future Social Media Posts
Make it easy on yourself! Start a shared folder where your team can drop screenshots of positive feedback, Google reviews, kind emails, or handwritten thank-you notes. When it’s time to plan social content, you’ll have a bank of trust-building material ready to go.
Encourage your front desk or techs to flag significant moments and ask, “Would you be open to us sharing this?” Many clients are proud and happy to have their pet featured.
Trust Is Built Through Real Stories
At the end of the day, client testimonials aren’t just about marketing, they’re about relationships. They’re proof that your team doesn’t just provide care; you create comfort, solve real problems, and walk through meaningful moments with pet parents.
When shared with heart and integrity, those stories become part of your clinic’s identity.
Want to Get Better at Sharing Stories?
Our team can help you build a testimonial strategy that fits your brand and comfort level. From templates to scheduling support, we’ve got your back.
Book your free Marketing Health Exam and let’s make your next success story shine on social.
Book Your Complimentary Marketing Health Exam
Want more tips like this every week?
Subscribe to the GeniusVets Weekly Newsletter and get fresh insights, free resources, and veterinary marketing strategies delivered straight to your inbox.
Subscribe to the Newsletter Now