As a business, you want your audience to trust you, but to do this successfully in the modern age where consumers grow more sceptical by the day, you need to get creative. One of the most effective ways to gain trust is through testimonials. Testimonials, particularly written testimonials, have been a popular marketing tool for years and serve as proof that your product or service delivers results. However, in recent years, video testimonials have emerged as a method that far outperforms traditional written testimonials in effectiveness. Why is that the case? Let’s discuss…
WHY USE VIDEO TESTIMONIALS?
Firstly, video testimonials add a human touch. Even if a written testimonial is completely sincere, it can still feel impersonal and distant. It’s just text on a page that’s often faceless and without emotion. Video also provides viewers with the opportunity to see the person behind the review. Facial expressions, body language and the sound of human voice all combine to make it more authentic and relatable.
Humans are naturally drawn to other humans. When potential customers see a fellow human speaking about a product or service rather than staring at a piece of paper, they are more likely to trust that person because they can first-hand see their emotions and hear the sincerity in their voice. This personal connection is hard to replicate in text.
Videos have a unique way of stirring up emotions which is key if you’re trying to persuade someone to buy into a product or service. While a written testimonial of course can describe a positive experience, it’s limited in how deeply it can connect with the reader. Video, on the other hand, is much more engaging and captivating. When a customer talks about how good a product or service is, the emotional weight behind their words is more impactful in video form. This can be the tipping point for consumers to purchase, subscribe or inquire further.
Communication isn’t just about words. In fact, research shows that a significant portion of communication is non-verbal and written testimonials miss out on this entirely. In a video testimonial, body language plays an important part in building trust. These non-verbal signals often convey a level of enthusiasm and sincerity that written words just can’t capture. For example, a customer saying ‘This service saved me hours of work’ while smiling and showing genuine excitement is far more convincing than reading the same sentence in text form. It makes consumers more likely to be influenced by the message.
When a potential customer can see the person giving the testimonial, it helps to make it more genuine. There’s always the question of ‘Was this really written by a customer or did the company write this themselves?’ When there’s a video, there’s no room for doubt. They show real people in real settings talking candidly about their experiences- they’re much more transparent.
Even if the video is professionally produced, those watching can still see the person speaking and decide for themselves whether they seem trustworthy. This kind of transparency is invaluable when it comes to building trust.
Our brains process visual information much faster than text and viewers retain 95% of a message when it is delivered through video as opposed to 10% through text. This means that if a potential customer watches a video testimonial, they are more likely to remember both the message and the brand better than they would through a written testimonial. This enhanced memorability can make a huge difference when a potential customer is considering multiple options.
Consumers don’t have the time (and would probably prefer not to) read lengthy pieces of writing. Likewise, existing customers probably don’t have the time (and would probably prefer not to) write lengthy testimonials too. That’s why testimonials tend to be a few sentences long or a short paragraph. Video testimonials, however, allow customers to go into more detail. This kind of depth allows viewers to get a clearer picture of how your product/service could benefit them.
Video content is inherently more engaging than text. Videos hold viewer attention for longer so it’s more likely that they will watch until the end. Video testimonials are also more shareable than written ones, especially since video is one of the most popular forms of content on social media platforms. A well-made video can be shared between your target audience and could even go viral. Written testimonials rarely have this kind of impact.
Video testimonials aren’t just more effective at persuading customers, they’re also an SEO tool. Google and other search engines prioritise video content, particularly from platforms like YouTube. By embedding video testimonials on your website or sharing them on video platforms, you can improve your site’s ranking in search results, leading to more organic traffic. In addition, videos help to keep visitors on your site for longer which also contributes to improved SEO.
Another advantage of video testimonials is their versatility. You can integrate them into various marketing channels whereas written testimonials are generally static and limited to specific places on your website. Video testimonials can be repurposed and shared across multiple platforms because they are more flexible and scalable. You can even pull shorter clips for more content to work with.
Consumers are bombarded with choices, making authenticity and trust more important than ever. If you’re looking to take your customer reviews to the next level, turning to video testimonials is a smart move that can pay off in increased conversions, higher brand trust and ultimately, more loyal customers.