Word-of-mouth is still a very powerful communication tool for a brand. According to a BrightLocal survey, 85% of consumers consult online feedback to determine whether a business is legitimate or not. Hence, testimonial videos are a great way to promote your brand by showing positive opinions to your potential new customers.
In fact, testimonial videos can bring life and authenticity to your business. Listening to a satisfied customer talking about his personal experience with your product or service not only makes a good impression on new customers, but also creates trust, which is crucial to close a deal.
But what are testimonial videos?
Testimonial videos are an excellent way to allow your customers to promote your brand for you. Putting your most successful or satisfied customers on the screen is a powerful way to attach a real-life narrative to your product or service. These videos often feature one or more testimony-style clients about how your business has had a positive impact on their personal lives or businesses. The most valuable and important part of a testimonial video is getting your customers to vocalize the problem they faced and how your company provided the right solution.
But why should you use videos with customer testimonials?
Testimonials are an important factor when it comes to making a buying decision, and if you are not making use of what your customers have to say about your business then you are losing a great opportunity for your current customers to help you sell your product or service to potential new customers.
We are all influenced by the opinions of others to some extent. The phenomenon of social proof speaks directly to this. But how much do testimonials actually influence us when it comes to making a purchase? Here are some statistics that stand out:
- 63% of people decide to buy a product from a site if it has product ratings.
- 79% of online shoppers tend to rely on online reviews as much as recommendations from friends and family.
- Customer ratings create a 74% increase in product conversion.
- 77% of people take the time to read the product/service reviews before making an online purchase (Juniper Search).
- Customer testimonials have the highest effectiveness rating when compared to all other types of content marketing (89%).
- 90% of consumers admit that their buying decisions are influenced by online evaluations.
So what should be present in a great testimonial video?
1. Make it human
If you want to achieve real and lasting results, make sure you have a video with real people. That is, make your video credible and human.
2. Put it in context
To give some context to who is watching your video, it is very important to show some kind of geographic location or where the video is filmed. This helps the viewer to have some "background" about the client and the story he’s presenting.
3. Prepare the questions in advance
This will help you get the most out of this tool and get all the information you need to develop a compelling video.
4. Send the questions to the interviewee
Make sure you send the questions to the interviewee in advance. This will help him/her understand and prepare the points that will be covered and will help you optimize production time.
5. Explore all possible scenarios
The context and overall composition of the video are vital for creating an effective video. Explore all possible places/spaces to choose the best option for the type of video you want to create.
6. Give your interviewee some time to work out the answers
Always remember that it is better to have too much information than missing information. Give your interviewee plenty of time to talk about all the topics and to expose the experience he/she had with your product/brand.
7. Make the necessary edits
Edit your video so that it is 100% true to what the customer said. It is also important that your editing gives you the correct pace and length to meet web standards.
8. Focus on the benefits
What really draws the interest of viewers are the benefits your company provides to customers and the problems you solve so easily.
9. Keep the video small
Testimonial videos should be short. Its average duration is between 45 and 60 seconds.
Contact us to create a testimonial video that has an impact on your business area and that is able to turn your viewers into customers.