Social proof is one of the most powerful forces in purchasing decisions. When people see that others have attended your event and had a great time, it dramatically reduces the perceived risk of buying a ticket. Testimonials and reviews act as third-party endorsements that your own marketing simply cannot replicate, because they come from people with no financial interest in your success.
This guide covers how to systematically collect testimonials and reviews, and how to deploy them strategically across your marketing to maximise ticket sales.
Why testimonials work for events
Events are experiential purchases. Unlike a physical product, a potential attendee cannot inspect the event before buying. They are making a decision based on anticipated experience, and that anticipation is heavily influenced by other people's actual experiences.
A testimonial bridges the gap between your marketing promises and reality. When a previous attendee says "The sound quality was incredible, the food was amazing, and the atmosphere was like nothing I have experienced before," it provides specific, credible evidence that your event delivers on its promises.
Testimonials also address unspoken objections. Someone wondering "Is it worth the money?" is reassured by a review saying "Best £30 I have spent all year." Someone wondering "Will I enjoy it if I go alone?" is reassured by "I went solo and met so many friendly people."
Collecting testimonials systematically
Do not leave testimonial collection to chance. Build it into your post-event process so you gather feedback consistently.
Post-event surveys
Send a short survey within 24 to 48 hours of your event while the experience is fresh. Keep it brief, no more than five questions. Include at least one open-ended question like "What was the highlight of your experience?" or "What would you tell a friend about this event?" The responses to these questions become your testimonials.
At the end of the survey, ask "May we use your feedback in our marketing?" with a clear yes or no option. This gives you explicit permission to quote them, which is both good practice and a GDPR consideration.
Social media monitoring
People often share their event experiences on social media without being asked. Monitor your event hashtag, location tags, and brand mentions in the days after your event. Screenshot or save posts that contain positive, specific feedback. Before using these in your marketing, reach out to the person and ask permission.
Video testimonials
Video testimonials are significantly more persuasive than written ones because viewers can see the speaker's genuine enthusiasm. At your event, set up a simple "video booth" (even a phone on a tripod against a branded backdrop) and ask willing attendees to share their experience on camera. Keep it casual. Ask them one question: "What has been the best part of your day?" and let them answer naturally.
Incentivised feedback
Offering a small incentive for completing a feedback survey can significantly increase response rates. A 10% discount on next year's tickets, entry into a prize draw, or a small gift voucher can motivate people to take a few minutes to share their thoughts. Be careful not to imply that the incentive is conditional on positive feedback, as this undermines the authenticity of the testimonials.
Curating your best testimonials
Not all feedback makes good marketing material. The most effective testimonials share several qualities: they are specific (mentioning particular aspects of the event rather than generic praise), they are emotional (conveying how the experience made the person feel), and they are relatable (coming from someone the target audience can identify with).
"It was great" is a positive review but a weak testimonial. "The sunset set from [artist] on the main stage was the most magical hour of music I have experienced. I had goosebumps" is specific, emotional, and paints a vivid picture.
Collect testimonials that address different aspects of your event and different potential objections. You want some that speak to the quality of the entertainment, some that address value for money, some that mention the atmosphere and community feel, and some that highlight practical elements like organisation and venue quality.
Where to use testimonials
Your event listing and ticket page
This is the most important placement. Your ticket page is where the purchase decision is made, and testimonials here directly influence conversion. Place two to three strong testimonials near the ticket purchasing section. Use a mix of text and, if possible, video. For more on optimising your event listing, see our guide on writing an event listing that converts.
Social media
Turn testimonials into social media content. Create branded graphics featuring quotes from attendees. Share video testimonials as Reels or Stories. Post screenshots of genuine social media posts (with permission) from people who attended. Testimonial content consistently performs well on social media because it feels authentic and relatable.
Email marketing
Include a testimonial in every marketing email you send. It does not need to be prominent. A small quote block with "What our attendees say" at the bottom of an email subtly reinforces social proof with every communication.
Advertising
Testimonials make excellent ad creative. A simple ad featuring a compelling quote from a real attendee, accompanied by a photo from the event, can outperform professionally designed advertising. The authenticity of real feedback cuts through the noise of polished marketing messages.
Print materials
If you use posters, flyers, or programmes, include a standout testimonial. A five-star quote from a local publication or a punchy attendee review adds credibility to your physical marketing materials.
Using review platforms
Beyond collecting your own testimonials, encourage reviews on public platforms. Google reviews are particularly valuable because they appear in search results when people look for your event. If your event has a Google Business profile, ask attendees to leave a review there.
Facebook reviews (recommendations) appear on your Facebook page and contribute to your overall rating. Trustpilot and similar platforms can be useful for event brands that sell tickets through their own website.
Respond to every review, positive and negative. Thank positive reviewers sincerely. Address negative reviews constructively and publicly, showing that you take feedback seriously and are committed to improving. How you handle criticism tells potential attendees as much about your event as the positive reviews do.
Handling negative feedback
Not all feedback will be positive, and that is actually valuable. Negative feedback tells you what to improve, and how you respond to it can build trust. Never delete or hide genuine criticism (unless it is abusive or contains false claims). Instead, respond publicly, acknowledge the issue, explain what you are doing to address it, and invite the person to contact you directly to discuss further.
A visible negative review with a thoughtful, empathetic response can actually increase trust more than a page full of exclusively five-star reviews, which some people view with suspicion.
Numbers as social proof
Beyond individual testimonials, aggregate numbers provide powerful social proof. "Over 5,000 attendees in 2025" or "Rated 4.7 out of 5 by attendees" or "95% said they would attend again" are statistics that communicate quality and popularity at a glance.
Include these numbers prominently on your event page, in your marketing emails, and in your advertising. They are especially effective in headlines and subject lines: "Join 5,000+ music lovers at [event name]."
Testimonials and reviews are not a one-time marketing tactic. They are an ongoing asset that grows more valuable with each edition of your event. Build collection into your post-event process, curate the best examples, and deploy them strategically across every marketing channel. The voices of your satisfied attendees will always be more persuasive than your own, so give them a platform. For more on leveraging your audience to grow ticket sales, read our guides on word-of-mouth marketing for events and creating an event ambassador programme.
