The Power of Video Testimonials
If you’ve ever browsed Yelp to find a place for dinner, or skimmed the bottom of an Amazon page, you’ve seen the power of customer reviews. In fact, according to Marketing Land, 90% of customers are influenced by online reviews. People trust consumer reviews three times more than professional reviews, according to Weber Shandwick. In short, customers trust other customers. How can you use this influence most effectively for your company? Look no further than the video testimonial.
Video Testimonials Equal Authenticity
Video testimonials are perceived as more authentic than written testimonials. People can put a face and a name to who the customers are, instead of reading text that could have been written by the company itself. This tangibility not only gives videos credibility, it also fosters a relationship between company and customer. See how it works in this customer testimonial GBA made for Silverback Strategies.
Video testimonials let the audience observe whether the customers’ interests and backgrounds resemble their own. That helps build trust between the audience and the video’s reviewer. If you want your company’s personality to shine, creative videos will showcase this personality, so customers feel more connected to the brand. Testimonials also show how the product/service is used in real life, making it easier for people to envision themselves using it. The more people know about a brand, the more personally connected they will feel with it, and the more likely they will be to invest in it.
How can companies use video testimonials?
Now that we’ve gone over the benefits of video testimonials, how can brands use them most effectively? Here are a few tips:
Spread through Social Media
With just the click of a button, you can share videos with all your followers on Facebook, Twitter, and other social media sites. Encourage fans to react and comment on videos; interacting with them online will create a stronger relationship between company and customer. Make sure to include a link to your website in every post.
Make it serial: Regularly update your content for an SEO boost
Search engine optimization likes content that is regularly updated, and posting reviews is a great way to give fresh content. Customer reviews also ensure a product gets more clicks: In online shopping, for example, a computer with a star rating gets clicked on more often than computers without ratings. Use this to your advantage by regularly posting video testimonials as more customers use your product.
Give enough context
Simply saying to a customer “Tell us about the product” may not get the material you’re looking for. When interviewing a customer for the testimonial, give them something to focus on, such as a certain aspect of the product. However, avoid too-specific questions, which can skew the customer’s words into your own.
Brands should know that video testimonials build an authentic relationship with the audience, which is key for gaining and maintaining customers. They have easily searchable, shareable content and low production cost, making them worthwhile for any company. All it takes is a camera and some enthusiastic customers to effectively promote your brand.
Kristen Lee is a remote intern for Green Buzz Agency. She loves trying new restaurants, and would gladly rave about them in a video testimonial.