Testimonials have always been an integral part of doing business. They lead to referrals, create validation, build trust, and strengthen customer relationships. In our digital world, where brands are connecting with larger audiences than ever before, testimonials have become even more powerful tools for marketing and lead generation.
One of the things we all do when looking to buy a product or hire a service is to seek validation. We value what others think, so we read reviews and testimonials before deciding whether to become a customer. In a 2019 survey, 95% of customers reported that reviews (both positive and negative) influenced their purchasing decisions.
Testimonials strengthen your brand’s credibility because they allow a third party to speak first-hand about your company or product. Since the customer is talking—and not you—these statements are automatically more trustworthy and valuable. In fact, 9 out of 10 people trust a customer’s opinion of a business more than what the business says about itself. So, what can make your testimonials even more powerful and effective?
The Power of Video
Video elevates a testimonial from a factual account to an engaging story. The brain processes visuals 60,000 times faster than text, making video content a superior tool for evoking emotion, telling a story, and engaging the viewer’s senses. In fact, 69% of people prefer to learn about a new product or service through video instead of text. Rather than just reading a factual testimonial on a sales brochure or company website, viewers are now hearing and seeing a customer’s positive experience.
Visual content also aids retention; people can retain about 95% of a message in video form compared to 10% in written form. So, not only will your viewers be entertained by a video testimonial, but they will also be more likely to remember it.
Creating Video Testimonials
Don’t be afraid of asking your loyal customers to help you create video testimonials. This can be done simply and at a low cost. You can also create a video series by filming several testimonials at the same time and in the same location, which will maximize your investment. Some clients plan on capturing video content every quarter, focusing on testimonials from both clients and employees. It never hurts to add to your video library for future uses.
In the end, using video testimonials will strengthen your connection to your audience, build stronger trust in your brand and products, and help to create brand loyalists.