Written by Reginald Chan on January 25, 2022

How effective are customer video testimonials?

In today’s day and age, customer testimonials are extremely valuable for a business's growth. Customers searching for products or services online look for social proof through testimonials.

With the ubiquitousness of video content nowadays, video testimonials create a lasting impact on a potential customer.

A recent study shows that 47% of individuals believe testimonial videos are effective as it helps them visualize the product or service. Let's have a look at how effective customer video testimonials are.

1) Builds credibility and trust

One of the primary reasons you can count on customer testimonial videos is their ability to build credibility and trust in what you are selling. It is human nature for your customers to believe in the experience of previous customers and what they have to say about the brand.

With the help of video testimonials, your potential customers get to see and hear about the experience your company provided to other customers.

Compared to written testimonials which are nothing but dry text stating the review given by other customers, a video testimonial helps potential customers observe the verbal and nonverbal cues of other people who have used your product or service.

Customer video testimonials help build your company’s brand in a way that is both credible and trustworthy. 

2) Enhances brand image

One of the biggest problems today with different companies selling similar products and services is how potential customers decide which brand to opt for. The brand image of your business is the building block for your company's success.

Competition is increasing every day, making it difficult for companies to create a unique impression. Therefore, video testimonials come into play in a significant way to help your company’s brand stand out.

Video testimonials enhance your company's brand experience by depicting an authentic image of your product and services. This shows prospective customers that there are benefits in opting for your products or services. It even reassures them that they are making the right choice.

3) Attracts a large audience

As human beings, individuals rely on emotional connections, and nowadays, even corporations try to form an emotional connection with their customers. Keeping this in mind, video testimonials can help attract a large audience.

A good video testimonial brings with it a story that leaves a strong message delivered by a company’s customers. Testimonials improve customer experience with your company’s brand. Videos also engage the audience for a longer duration than plain vanilla text and are a powerful way to convey your company’s story.

4) Effectively portrays the experience

Video testimonials improve the brand's exposure by grabbing customers' attention from far and wide. They leave a long-lasting impression on customers and reach a broad and diverse audience.

Today, online platforms play a significant role in the survival of your business. Suppose you're looking at targeting a new group of customers who are not familiar with your product and services. In that case, a video testimonial will be more effective compared to a plain text customer review.

5) Humanizes your brand

Online businesses face a problem today: the lack of opportunity to form human-to-human connections with their customers. Think about a typical in-store experience.

Your potential customers interact face-to-face with salespeople in a physical store, which positively affects their buying decisions. In comparison, online businesses only offer some pictures or screens that depict the products or services you're selling.

There is little to no personal interaction between humans. How can you get around this? Simple - use video testimonials that help humanize your brand, effectively putting a face to the product or services that you offer in a way that advocates the effectiveness of your brand.

In Summary

Videos are a popular medium for engaging viewers and telling stories about products or services. Customer video testimonials tend to positively impact the decision to purchase a product or service from your business.

Article written by Reginald Chan
A meticulous entrepreneur by nature and a serial entrepreneur. Founded a few awesome startups including Marketing Lancers, WP Maven and TheMarketingHuddle.com. Reginald is a sought-after success coach, digital marketing consultant and TEDx speaker from Asia. Currently, he teaches others how to make money online for free.

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