Customers usually don’t trust a brand as much as they trust a fellow customer. According to a recent study, potential customers always consider ratings and feedback from previous customers as a crucial purchasing factor over aspects like discounts, free delivery, etc. The results of our study substantiate the belief that online shoppers look up to fellow customer reviews when considering doing business with a brand.
Customers need assurance from an unbiased third party who can honestly tell them if buying a product or service is worth their money. Compiling genuine reviews from your customers into a video format will provide you with a highly engaging marketing strategy. These videos, termed customer testimonial videos, trump all other sales tactics in the industry concerning conversion ratios.
What is a Video Testimonial?
When a customer talks about their experience, thoughts, and reviews about a product or service of a brand in a video format, it becomes a video testimonial. Rather than posting feedback as traditional written content, the customers record themselves to share their input. The customers may also include other fundamental points like how the company solved their problem, the impact their products or services had on their lives, or why they like the brand.
Customer video testimonials are incredibly effective forms of advertising as potential customers tend to highly regard them and their experience to make the right buying decisions. A third-party opinion always has a drastic impact on your sales numbers. Most people will read at least ten written reviews before making a decision. However, a customer testimonial video significantly reduces that number and builds instant rapport with the viewer. A video testimonial comes across more authentic than positive written reviews, which brands could skillfully fabricate.
How Does a Video Testimonial Work?
1. Happy Customer
2. Problem Positioning
What Makes a Good Testimonial Video?
1. Introduce the Client and Challenges in the Project
The first step is to find a satisfied customer. Video testimonials that include customers who look like they are reading from a script may sound fake to your audience. It nullifies the objective behind making the video testimonial. The first few seconds of the video should include a quick introduction to the client and the challenges they faced before buying from your brand. The video testimonial won’t work if your customer’s problems are not believable or relatable to your target audience.
Ensure the customer remains comfortable throughout the recording of the video. The central focus of the video is the customer and not your firm. When viewers watch another customer talking about themselves, their problems, and experiences, it enables them to connect emotionally with the video.
2. Describe How You Resolved the Client Issues
3. Explain the Success Strategy and Results Accomplished
Video testimonial should be a mini version of the customer’s journey with your brand. A critical component of consumer behavior is emotion. People are motivated by sentiments in making everyday life decisions. Let your customer narrate their story in the video testimonial. The more personal it is, the better. The story of another customer should trigger the emotions of your potential customers. According to research, if your target audience loves a brand story, 55% of them are highly likely to shop for your products in the future, and 15% of them will buy them immediately.
Furthermore, remember to show tangible results in the testimonial video. While praises and positive feedback from a customer are vital, it is certainly not enough. Specificity also plays a principal role in creating a fantastic video testimonial. Include evidence and reliable data to make your videos more credible.
4. Personal Touch and Humanizing Element
5. Add the Viewer to Your Sales Funnel
Why are Customer Video Testimonials Effective in 2022?
A website has a 53 times higher probability of reaching Google’s first page if it includes a video. Moreover, customers retain about 95% of the message after watching a video compared to 10% from a text. These statistics show a continuous upward trend, and it will extensively become a part of marketing campaigns in 2022. Our contemporary world is rapidly heading towards a video-first environment, and all prominent brands are catching up on this trend.
In 2022, business owners can harness the power of customer video testimonials to spread awareness and educate potential customers about their product or service. They can use these videos to boost the credibility of their brands and products with an unbiased endorsement. They could share the journey of a satisfied and happy customer going through relatable challenges and explain the product benefits and an ideal solution for customer problems.
Customers actively look for reviews and other proof to ensure they make a worthwhile investment by buying the product, and watching a customer video testimonial does the trick. 36% of the companies already use video testimonials on their top landing page to enhance consumer engagement and conversion rates.
Tips for Creating Successful Customer Video Testimonial
1. Tell An Attractive Story
2. Showcase Quantifiable Data and Facts
3. Make Your Testimonial Authentic and Honest
4. Position Your Product as a Solution
5. Multiple Camera Angles and Quick Cuts
Reasons Why Customer Testimonial Videos are Crucial for Your Business and Brand
1. Increased Retention Rate
2. Reinforced Brand Credibility and Trust
Video content enables your potential buyers to watch customers’ facial expressions and reactions to the product compared to written content. You can manipulate written content, but it is nearly impossible with video content.
Video testimonials provide visual confirmation to your target audience. It makes them more engaging, authentic, and credible to the prospective customers. For instance, a customer is more likely to believe a face-to-face or visual proof of the quality of the product than reading about it. It enables them to trust the company, thereby building brand reputation and credibility.
3. Humanizing Your Brand with Video Content
The standard image or opinion about enterprises is that they are cold, capitalistic, and profiting corporations that don’t care much about their customers. Organizations are changing this perception by adding a human touch to their marketing efforts through customer video testimonials.
Online customers are constantly searching for other customers who go through the same struggles and brands that have helped them solve them. The videos add a face, an identity behind the optimistic results of your products. Your target audience would believe when one of their own reaffirms your brand’s claims.
4. Improve Your Online Exposure
Generating video content is an excellent way of improving your online presence. One of the critical factors to ensure the survival of an online brand is to amplify its brand awareness. Almost all customers get information about a particular product or company from the internet.
If your brand is not prominent online, it will get lost in a sea of similar outfits. Video testimonials are proven to grab the onlooker’s immediate attention and hook them till the end. To improve online exposure, you can upload them on multiple platforms like official websites, social media accounts, emails, etc.
6. Trigger Emotional Responses in Your Audience
7. Strengthen the Confidence of Your Potential Customers
No customer would want to carelessly spend their money, mainly in middle and lower financial income categories. A lot of thought process and research goes in before a customer decides to purchase anything.
Customer video testimonials are ideal examples of subtle marketing and advertising efforts that subconsciously persuade viewers to buy from your brand. Seeing and hearing another customer talk about the product honestly enhances the confidence of your potential customers in your brand. It assuages their doubts and pushes them to do business with your company.
8. Intensify the Conversion Rates and Leads
9. Cost-effective and Powerful Tool
How to Leverage Video for Your SEO Strategy?
1. Posting On YouTube
After Google, Youtube ranks as the second largest search engine globally, making it necessary for your company to own an official youtube account and consistently post videos on the channel. Include keywords in the first 25 words of your video description and similarly add them naturally throughout to increase your SEO rank.
Ensure that you don’t spam the content with keywords, and the description should be at least 250 words with necessary tags included at the end. Longer videos gain more traction than shorter ones. So make sure your video testimonial is at least five minutes long.
2. Live Streaming
Tricks to Collate Attractive Video Testimonials
1. Ask the Customer Directly
2. Make the Customer Feel Valued
3. Conduct Direct Interviews
Wrapping Up - The Power of Testimonials
Customer Video Testimonials for Business - Frequently Asked Questions (FAQs)
1. Why are customer testimonial videos important?
Customer video testimonials are a crucial marketing technique businesses leverage to promote their products and services. It involves a past customer talking about your business’s personal experiences, thoughts, and opinions. It increases the integrity of your products in the market and facilitates a higher conversion rate.
2. How effective are customer video testimonials?
89% of the total marketers believe that video testimonials are effective marketing strategies. These honest endorsements feature real people talking about real-time problems faced by them. It highlights the benefits one can derive by using your product or availing of your service. Most brands witnessed an increase in sales after publishing video testimonials.
3. Why is a video testimonial more credible than written testimonials?
Companies can hire or pay people to write positive and outstanding reviews of their products or services. Customers don’t have the opportunity to verify it and believe whatever’s written in the review. In video testimonials, they can see the customer talk about their problems and give authentic opinions about your brand, making them more credible.
4. What questions can you ask in a video testimonial?
While interviewing the customer for a video testimonial, you need to ask them personal questions about their problems and experience using the product. Ensure that these questions focus on the customer and their impression using the product instead of your brand. You can start by asking them to talk about themselves, how they discovered your product, etc.
5. Can I use testimonials without permission?
It is unethical to use video testimonials without the customer’s permission. Video testimonials include personal details like name, profession, gender, and visuals of the customer. They need to be comfortable with companies posting them on different platforms on the internet. It is a legal requirement and aids in building trust with customers.
6. How do one edit customer testimonials?
Marketers never post raw customer video testimonials on their websites. The video undergoes an elaborate editing process to fit a desirable time limit and meet the requirements of your website and social media accounts. Unnecessary information captured while shooting the testimonials is deleted with video editing apps or professional help.
7. How do you increase the number of customer video testimonials?
Providing incentives to encourage customers to provide video testimonials is one of the oldest tricks in the book to gain more numbers. For instance, an online store can provide 15-20% on the customer’s next purchase if they agree to record a video testimonial for your website. Experts recommend disclosing this information in the testimonial video to avoid making it look staged.
8. What is testimonial advertising?
Testimonial advertising or campaign involves utilizing video or written reviews from a customer. In the review, the customer talks about the advantages of the product or service and how it efficiently solves their problem. This technique will connect your business to other potential customers and promote the sales of products.
9. How do I increase the potential of video testimonials?
Customer video testimonials are a robust tool used by marketers and advertisers. You can boost its power by combining SEO tactics with it. Adding relevant content, links, meta titles, meta tags, and keywords to your description will optimize your SEO rank and encourage consumers to buy from you.
10. Can I post the testimonial video on Instagram?
Instagram was previously optimized to share pictures for creating memories. However, a lot has changed since its inception in 2010. The change in consumer preferences and recent trends has modified Instagram to prioritize videos. It has come out with features like stories and reels, making it easier for businesses to share testimonial videos on the app.