Online influence remains confined to well-known processes; the digital age has fundamentally changed nothing—it has simply amplified the phenomenon of word-of-mouth and associations. Testimonials and reviews, essentially user-generated content, play a crucial role in building lasting authority. These elements provide social validation that can significantly enhance the credibility of a content creator or brand. While digital platforms offer numerous opportunities for dissemination, it is often the voices of the users themselves that resonate most strongly in the minds of others.

The Leverage of Testimonials and User-Generated Content

Authentic testimonials and user-generated content (UGC) are powerful tools for strengthening the authority of an opinion leader. Testimonials act as a form of social proof—a concept where people tend to follow the actions or opinions of others, especially when they are unsure of what to do or think. This social proof is even more effective when it comes from peers or people with similar experiences (Cialdini, 2006).

When a content creator or brand receives positive testimonials from users, these responses can be used to illustrate the impact and value of what they offer. For example, an online instructor might share testimonials from former students who successfully applied their advice. These testimonials not only help attract new clients but also reinforce the perception that the instructor is a competent, recognized, and effective professional in their field.

User-generated content goes even further. It can include videos, articles, social media posts that often build on existing content by adding another layer of analysis or opinion, or any other content created and shared publicly by users. This type of content is particularly valuable because it is perceived as more authentic and unbiased. For example, cosmetic brands often encourage their customers to share photos or videos of themselves using their products. These shares then become implicit endorsements that influence other users' purchasing decisions. However, this enters the realm of "influencers," where they are directly asked, through a sponsorship system, to showcase a particular product.

The Strategy Behind User-Generated Content

To maximize the impact of user-generated content, it is important to implement strategies that encourage and facilitate its creation. Contests, dedicated hashtags, requests for feedback on content, or calls for testimonials are effective ways to incentivize users to share their experiences. Once this content is available, it can be highlighted on the creator's or brand's platforms, thereby helping to strengthen perceived authority.

Integrating this content into official communication reinforces the idea that the creator's expertise is validated by their community. This creates a virtuous circle where new users are more likely to trust the creator, increasing their engagement and loyalty. Most importantly, it becomes an inexhaustible source of content for the creator, who then finds a way to retain their target audience. The primary objective is to offer users what they are looking for, without worrying about anything else.

Ethical Considerations

The use of testimonials and user-generated content raises its share of questions. It is crucial to ensure that this content is authentic and not perceived as artificially manipulated or orchestrated. Any attempt to falsify or manipulate testimonials can seriously damage a creator's credibility, and yet it is a very easy practice to engage in—often outsourced to countries like India, where such labor is inexpensive and allows for the rapid creation of a base of fake "followers," which will attract real ones.

It is also important to respect users' rights by obtaining their consent before sharing or using their content, which is very rarely the case. Respecting privacy and maintaining transparency should remain essential for the well-being of everyone and with the goal of maintaining a healthy digital ecosystem. At this stage, is it still possible? In 2024, the idea of a new Internet is emerging to address the many abuses that have been observed.