The power of video testimonials

Video testimonials are possibly the most powerful piece of content in your marketing strategy.

4 people in a grid smiling

Customer testimonials are honest endorsements of your product or service. They feature real people talking about real problems that you helped them solve.

They are also quite possibly the most important piece of content in your marketing strategy. 

89% of marketers say video testimonials are the most effective content marketing tactic.

Video testimonials are great if you want to showcase the services you provide or highlight specific clients and industries you’ve worked with. 

Video testimonials are great if you want to showcase the services you provide or highlight specific clients and industries you’ve worked with. 

In this post we’ll be going through the power of the video testimonial and how you can use them in your marketing. 

Build trust & credibility

The greatest benefit of video testimonials is that they build trust and credibility for your business. 

Word-of-mouth has been unanimously agreed upon by marketers as the most powerful marketing tool. It taps into a deeply rooted psychological bias where we trust the opinion of people we know. 

Testimonials do exactly that. They tap into our bias because when we’re buying a product or service, we trust the opinions of other customers. 

Video testimonials vs text-based testimonials

Text-based testimonials are strong, but people are becoming increasingly skeptical of their authenticity. You should never lie in business, but unfortunately not everyone lives by that code. 

As a quick fix to try and build trust, some businesses fake testimonials. These fake testimonials can be misleading and untrue, resulting in disappointed customers when the product or service they receive isn’t up to the quality they expected. 

Video testimonials on the other-hand are authentic. This is a real person, willing to associate their face and name with your product or service on camera. 

72% of consumers say that testimonials make them trust a company more.

It creates trust, and strengthens the relationship between your businesses and consumers. In fact, 72% of consumers say that testimonials make them trust a company more.

What makes a good video testimonial?

Video testimonials are short videos perfect for website homepages, social media and email blasts. Whilst it’s important to remain creative in your video production, the best video testimonials usually break down into 5 parts:

  1. Introduce client and pain point
  2. Solution to their problem
  3. Results
  4. Personal touch
  5. Call to action

In the video testimonial above, Becky Holland at BH&P is endorsing The Evergreen Agency.

Let’s apply our 5-part template to this testimonial and check to see if it ticks all the boxes. 

Part 1: Introduce client and pain point

“My name’s Becky Holland, I’m Managing Director of BH&P. We’re a full-service creative agency in the heart of Reading. We work with clients to deliver creative strategies that truly change behaviour. One key part of that is making sure that when we implement digital marketing we do it in the very best possible way.”

It’s important to clearly identify both the client and their pain point. We need to know who they are, what they do, and what problem they need solving. 

This is the part that the viewers and other customers will relate to. 

They may relate with the client, the industry, or the pain point. It’s the shared connection between client and viewer that makes video testimonials so powerful. 

Customers may relate with the client, the industry, or the pain point. It’s the shared connection between the client and the viewer that makes video testimonials so powerful. 

Becky does a good job introducing BH&P and their pain point. We learn what they do, where they’re based, and their challenge. 

Part 2: Solution to their problem

“That’s why we choose to work with The Evergreen Agency, because they truly understand SEO.”

The next section introduces the solution to the problem. The Evergreen Agency’s SEO services will solve their problem of making sure their digital marketing is implemented in the best way possible. 

Solutions can sometimes be as brief as mentioning the service provided, such as SEO services, other times they can be more detailed. This usually depends on the client, the size of the project, or the duration of the video testimonial. 

Part 3: Results

“By working with The Evergreen Agency, we’ve helped one of our clients, a national charity, to increase impressions of their website in search by over 300% in the last year.”

Statistics solidify a great video testimonial. These could be an increase in sales, leads, engagement, impressions, page visits, or other measures of success specific to the client.

Statistics are definite and clearly show the value you added to the client.

Statistics are definite and clearly show the value you added to the client.

They serve as a before and after, and make viewers envision what their business would be like after working with you. 

Part 4: Personal touch

“The Evergreen Agency are a joy to work with. They take the time to listen, to understand our clients, KPIs, and creative strategies, and interpret that into the SEO work that they do.”

Up until this point most of the video testimonial has been somewhat scripted. Not because it’s fake, but because it’s important to succinctly get across the first 3 sections. 

But you don’t want to script the whole testimonial, you want it to be genuine and feel human. 

That’s where the power of video testimonials is, after all - the human touch. We’re watching a very real person talk about their very real experience working with you. 

It’s also a great opportunity for the client to get their personality across, be emotive, and connect with the viewers. 

People connect with people and it’s your humanity that makes you go far in business. 

Part 5: Call to action

“To any business considering working with The Evergreen Agency, I would say; Just do it. They understand SEO like no other agency I know.”

The final part to a great video testimonial is the call to action. Before ending the video, Becky encourages others to work with The Evergreen Agency. 

Call to actions work by giving a clear instruction of what to do next.

Call to actions work by giving a clear instruction of what to do next. This could be to get in touch or download one of your resources. 

The goal of a call to action is to introduce the viewer to your sales funnel to convert them into a customer. 

How to share video testimonials

Video testimonials are extremely flexible when it comes to distributing them online. 

You can use them on your website homepage to grab the attention of visitors. This is an excellent tactic to introduce customers to your sales funnel early. 

You can also include video testimonials on your projects or services pages, especially if you provide several different services or cater for several industries. 

Video testimonials can also be shared on social media to build further trust with your audience. 

Businesses that share authentic content on social media are constantly growing their following and trust online. 

Businesses that share authentic content on social media are constantly growing their following and trust online. 

Additionally, the client can also promote the testimonial on their social media to further the reach and generate even more engagement.  

If you want to learn more about how to increase engagement on social media, read our blog post 5 Steps to Increase your Engagement on your Social Media Videos

Wrap Up

Now you know the power of video testimonials.  

You know how they build trust and credibility, what makes a good video testimonial, and how to share them online. 

How are you going to use video testimonials in your marketing?

Last Updated:
July 2020
Matt Eastland-Jones
Matt Eastland-Jones
Director & Founder of Story Ninety-Four
Story Ninety-Four Logo
© Copyright Story Ninety-Four 2020
Company Number: 12317771