Video Testimonials: Effective Content Marketing for Brands

Testimonials are a key ingredient for building social proof for your organization’s service or product. Instead of a brand simply insisting that customers love their product or service, customer testimonials give the apprehensive customer a different (and less intimidating) perspective. For businesses, this influence leads to increased trust, reduced skepticism, and higher conversion rates. Let’s take a look at the best way to incorporate video testimonials into your website.

Video Testimonials Increase Conversions

A study by EyeView reported that branded landing pages containing videos experienced an 80% increase in conversion rates. Creating video testimonials allows brands to promote their product or service while building trust with their audience. Unlike traditional advertising, video testimonials enable customers to overcome skepticism without taking a sales-driven approach to advertising. In order to increase the effectiveness of customer testimonials, there are five must-have qualities companies should incorporate into each video.

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5 Qualities of a Good Video Testimonial

Video testimonials are a great way to fortify the brand-customer relationship and help customers visualize your brand’s solution to a problem. An effective video testimonial should motivate your viewer to think, “Hey, this person is just like me and this brand’s product/service helped them.” Let’s take a look at the necessary ingredients.

  • Genuine. Above all else, video testimonials need to be genuine. With increased skepticism, brands must start off on the right foot. Companies using phony video testimonials jeopardize their relationship with customers. And, once this trust is broken, it’s difficult to get back.
  • Familiar. In order to be effective, video testimonials need to portray brand advocates that potential clients can relate with on a personal level. In this scenario, think about your customer personas and what attributes are most common. Do your clients typically have large corporate offices? Or, are they more involved in a smaller business setting? Whatever the case may be, make sure to think about these attributes before capturing video testimonials.
  • Comparative. When creating a video testimonial, it’s helpful if your brand advocate compares your product or service to another he or she has tried (and given up for your brand). This process presents the customer’s true experience and provides some context for the viewer.
  • Credible. Unfortunately, generic video testimonials simply don’t do the trick. If your video testimonial features “Customer X from Company ABC,” the viewer will think you’ve made it up. As we discussed earlier, this only serves to harm your brand and reputation. One credible brand advocate will always represent your brand better than 20 nameless faces.
  • Professional. The quality of your video testimonial will also speak to your brand’s level of professionalism. Poorly planned or non-responsive video testimonials result in sloppy production. Unfortunately, many customers may feel like this is a reflection of your brand. To maximize conversion rates, make sure you carefully plan the entire production and involve your client in the process.
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Video Testimonials in 2016

Though many video testimonials consist of a simple question and answer interview, there’s more than one way businesses can effectively use this content. Companies can use video testimonials to promote special products, target different audiences, and even capture a customer’s real-time response to receiving a product or service. Incorporating the five qualities above will help your brand transform uncommitted customers into loyal brand advocates.

Do you plan to use video testimonials in 2016?

Resources

Creating a video doesn't have to be complicated. Here are a few resources to help you along the way.

  • New to Video?

    A first timer's guide to
    producing video.

    Get the Book
  • How Much is
    a Video Worth?

    A complete guide to
    calculating the ROI of video.

    Get the Book
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