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How Testimonial Videos Can Build Brand Trust

How Testimonial Videos Can Build Brand Trust
Category:
Blog, Strategy
By:Erin DeGroot
On:Nov 23, 2020

Think back to a time when you were thinking of purchasing a new product, subscribing to a new service, or joining a leadership program. What drew you in as a consumer?

Chances are, you looked for visual and social proof.

If you’re a savvy shopper, you watched videos and read reviews before clicking “checkout.”

Today, let’s talk about the power of the testimonial video for marketing.

Do Video Testimonials Work?

The simple answer is: Yes! They absolutely do.

People love to see a product or service being used in action, and that makes sense…

Nowadays, people want to make informed choices about how and where they spend their money. They want to make sure they can trust who they give it to.

Let’s say, for example, you’re interested in buying wind-resistant umbrellas as a promotional gift for clients. You want a product that is marketed to be more reliable than other competitors. So, are you simply going to trust pictures on a website, or do you want to see the product in action in a wind-test demo and comparison?

You want to see a promotional video proving that the product works, and you want to see how it works.

When it comes to building a reliable brand, videos are impactful because they serve as credible, visual proof.

Video testimonials are great at creating trust and an authentic experience.

For companies recruiting new hires, employee testimonials give prospective employees insight into what it’s like to work for the company. For venues showcasing their space, videos can help take potentially interested clients through the space, before ever coming to see it in person.

As a brand, telling stories is part of the consumer experience. People pay for solutions, for experiences, and for the promise that the product, service, or program will yield results.

If you can share your product or service in action, people are much more likely to trust your brand; and more than that, a case study or an employee or a customer testimonial video are what converts browsers into buyers.

The best and most successful brands leverage the power of video storytelling – and you should, too.

Reasons Why Your Company Needs Testimonial Video

When customers, clients, and students get behind a camera and talk about their experience using a product, service, or program, people trust that video because it’s personable and reliable.

They want to know that there are real people giving their honest thoughts on something.

After all, there’s a reason why product and service review videos are so popularly searched and watched on YouTube. Every industry has experienced this phenomenon. In fact, according to Big Commerce, 92% of customers read online reviews before buying.

Video storytelling can do wonders for your brand in building trust. When testimonials are shown across your website, it can compel, tell, and sell.

This quote pretty much sums up what we’re trying to do:

“Marketing is no longer about the stuff that you make but about the stories you tell.”
–Seth Godin

Authentic video testimonials by clients and customers define your brand experience for potential buyers and help you reach more consumers looking for brands they believe in.

How to Get Video Testimonials from Customers

First, thank them for purchasing your product, service, or program. Thank them for their interest in your company.

In building brand loyalty, establishing that initial warm connection with people is so important, especially if they have already purchased from your brand or are currently an employee/investor in the company.

Second, ask the client(s) to take a couple of minutes to record a quick video testimonial for you to feature across your website.

This could be recorded on their mobile device, but we recommend a professional testimonial video production team like ours. We can go to your site and you could invite the client in, or we could meet the client at another location.

When asking for this testimonial, make sure you convey your appreciation! The key is to ask people to provide their honest feedback or for the client to share their experience (like a case study), rather than asking for a review. After all, people connect with stories, and testimonials are exactly that: Stories.

Here’s an example script:

Dear client,

Thanks so much for purchasing our product / signing up for our service / joining our program.

I would love your honest thoughts on your experience with (brand name)! We’re looking for video testimonials to display on our website, and I’d love for you to be one of them.

Your feedback means the world to us so that we can continue to serve you and others well.

(details on how you’d shoot the video)

Your Name
Your Title at Company

Third, thank and acknowledge clients with a personal message or even a gift.

Go the extra mile to show your appreciation for their contribution to your brand. Social proof goes a long way in convincing people to trust in your brand’s authenticity.

Here’s an example script:

Dear client,

Thanks so much for taking the time to leave us a video testimonial!

If you would like to see it live, you may do so on our website!

Your Name
Your Title at Company

The biggest takeaway from this blog is to ask you to consider why and how to incorporate great video testimonials into your brand marketing strategy. If you love the idea but aren’t sure where to start, let’s chat about bringing your brand story to life!