Video Testimonials Are Excellent Social Proof
Brands must build trust to bridge the gap between customer intent and action.
Potential customers are more likely to trust product recommendations from genuine people who have already used and benefited from a product (or service).
Customer testimonials are an important marketing strategy. Video content has emerged as the most popular marketing tool.
When both are put together you get a technique that’s far-reaching, engaging, entertaining, and, of course, highly effective.
Potential customers value the opinions of buyers because it’s impartial. In addition, people appreciate customers offering a helping hand in making an informed decision.
The following are five reasons why marketers should use video testimonials.
1. Video Testimonials Build Trust
The opinion of a customer is the next best thing to using a product.
A testimonial, in any format, is enough to confer credibility upon a product. That said, marketers can go a step further and include video testimonials in their strategy.
You can expect video content to increase the impact of testimonials because the viewers can see the speaker’s reactions and emotions, and hear the tone and sincerity.
Compared to the text format, video testimonials are more authentic, engaging, and credible.
2. The Audience Prefers Video Content
Nowadays, people prefer a short video to a 2000-word text. Plus, the increasing use of mobile devices to access content has made videos easier to consume compared to text content.
With millions of visits every hour and billions of views every day, YouTube has become the second most popular search engine. Google is displaying more and more videos on its SERPs. This clearly shows the growing popularity of video content.
People are willing to lap up any information presented in the visual format. People are drawn to video testimonials because they are engaging with a real person.
3. Videos Boost Engagement
Video content has die-hard fans in every age group. The popularity of videos also means viewers are more likely to share visual content than texts. This is one of the reasons why videos are an integral part of social media marketing.
You can be sure of earning more likes, shares, and comments with videos compared to other forms of content. When you’re investing in video testimonials, you’re making brand ambassadors out of your loyal customers.
4. Video Testimonials Have a Higher Retention Rate
Comparing texts and video content is like comparing chalk and cheese.
Much of the information gathered from text content just disappears from memory even before the page is closed. That’s not the case with video content.
The audiovisual element ensures the viewers retain nearly 95% of the information shared through videos.
In addition, potential customers are more likely to watch a video testimonial till the end than read a long review in its entirety.
5. Video Testimonials Convert
Directly or indirectly, the effort of every marketer is to increase sales. Marketers will not deny that the gap between intent and sale is quite large.
Potential customers convinced your product is the right one for them often hesitate to take the last step.
Video testimonials help convince potential customers to make the buying decision. That’s because potential customers prefer to listen to people who have been in their position, experienced pain points they are facing now, and can relate to their frame of mind.
A testimonial is a powerful strategy to promote a brand. Currently, video content is the most popular medium used by a wide variety of businesses to market their products or services.
Add to this powerful mix the honest reactions of customers, you have a winning strategy in your hands.
The aforementioned tips will help you create more trustworthy video testimonials to build your brand.
