Why Video Testimonials Work - 6 Reasons

Before we answer the question “do video testimonials work?” let’s first cover what a testimonial video is.

This style of promotional or informative video gives people a chance to speak honestly and in their own words about a product or service. They are interview-style videos that give viewers an honest analysis of a product or service they may be interested in.

And while it may seem obvious why this form of video is popular, there are actually several reasons why video testimonials work. Let’s take a look at them.

Do Video Testimonials Really Work?

The data shows that, yes, these testimonial videos work. One study from BigCommerce found that 72% of customers say that positive testimonial reviews of products increase their trust in a brand and that some 92% of customers read or watch reviews before making a purchase.

A testimonial video demonstrates trust in a brand by allowing potential buyers to hear the direct experience of buyers.

Why Use Video Testimonials?

Testimonial videos are a wise choice for any business with an online presence, and here’s why.

It Builds Trust

As we have already briefly explored, testimonial videos help build trust. It’s one thing having a written review on your website, but it’s another thing having a customer so impressed with your business that they are willing to appear on camera and talk about the quality of your product or service.

Potential customers are more likely to trust your product more when they see other people endorsing it – and this effect is also true for testimonial videos designed to attract students to an academic institution, or applicants for a job position.

Viewers Remember You

Studies have repeatedly shown that those who watch a video are likely to retain more of the information contained in the video, while those who read text are likely to retain significantly less.

When people are looking at your product or trying to make a decision about your business or organization, a video communicates more naturally and people are more likely to remember it.

It’s The Most Preferred Type of Content

Not only are people more likely to retain the information contained in your video, but people just prefer it.

Consider just how many people use YouTube as a search engine. YouTube is the second biggest search engine on the Internet and ranks higher than dedicated, traditional search engines like Bing or DuckDuckGo. That’s because people can learn a lot from the video, and they’d rather watch it than read it.

Higher Conversion Rate

One of the main reasons why a business has a website, social media account, or any other online presence is to attract new customers – and videos help improve your conversion rate.

All of these reasons why testimonial videos work contribute to this point. When people trust your brand, and when people are more likely to pay attention to you because of your video, they are more likely to become a customer.

If your videos are designed to convert, then the testimonial format may benefit you.

Videos Are The Most Shared Kind Of Content

Video is one of the most shared kinds of content there is. Even platforms traditionally designed for images, like Instagram, support video in many formats. From traditional video to “story” type content, people are watching more videos on their mobile devices than ever before.

Video Testimonials Show More Emotions

It can be hard to display emotions via text – especially if you’re relying on the written testimony of your customers.

Videos make it significantly easier to share emotions. You don’t need to hire expert copywriters to portray the message the right way, you just need someone in front of the camera who can speak honestly about their experience. And if you want to evoke specific emotions, you have the power to do so in the questions that you ask.

How To Make a Good Testimonial Video

Now you know why testimonials can be so effective, let’s take a look at how to make a good one.

At Gillespie Productions, we strongly believe in the power of testimonial videos, and these are the rules we stick to when creating quality video productions.

Keep It Short

While people may prefer to watch videos, they won’t always stick around for the entire length of the clip.

Try and keep your videos short, but don’t undersell yourself either. A good length for a video testimonial is between 90 and 120 seconds, only going beyond that if you are trying to create an educational or informational film that people have a greater incentive to watch.

Request Testimonials When Projects Are Completed

It’s also wise to ask your customers to do a testimonial video after their project is complete, they have had time to use your product, and once they are excited about the results. Choosing the right timing is important. Make sure that anyone doing the testimonial has reason to be particularly positive at that time.

Avoid Scripts

At Gillespie Productions, we believe a natural response is best. That’s why we give people directions rather than scripts.

We may prompt people who are being interviewed to talk about specific things or to explain how they feel about the product or service you offer, but we avoid scripts as they may sound inauthentic.

Your Product Must Solve Problems

A testimonial only works if your product or service solves a problem for your customer. This gives the person in front of the camera an opportunity not just to talk about the product or service, but to explain how it benefited them. This gives viewers a chance to relate to the subject in the video.

Add Call-To-Action

Finally, make sure your video has a call to action. When your viewers are engrossed in what is being said and feel as though they can relate to those giving the testimonial, it’s the perfect time to let them know what they can do to enjoy the same product or service.

End your video with a call to action, whether that’s encouraging people to buy or to get in touch with your team.

How To Share Your Testimonial Videos

Once you’ve created the perfect testimonial video, you’ll want to make sure that people can find it. There are several ways you can share your testimonial video.

On Your Website

The first way of sharing your video is by uploading it to your website. This is one of the best ways to convert readers into viewers and viewers into customers.

Make the videos available on your home page, and also on pages dedicated to a specific product or service.

In An Email Campaign

If you use an email list to communicate with customers or potential customers, you may wish to include the testimonial in an email that is either dedicated to sharing the video or communicating to potential customers about some news from your brand.

On Social Media

Finally, you may wish to share the video on your social media platforms. Remember that people often search for information about products before buying them on video sharing networks, so be sure to upload to the most popular video platforms.

Share the video on your other social media platforms, too, and perhaps even consider using paid advertising options on those platforms to give the video a wider reach.

Wisconsin’s Testimonial Video Production Experts

Testimonial video production is one of the most effective ways to use video when promoting your company, seeking new employees, or reaching new audiences.

At Gillespie Productions, we work with businesses in a variety of industries providing comprehensive video production services that attract new customers.

To find out more about how we can help your business with testimonial videos, call our team today at (920) 857-2224 and hire us.