In modern marketing, brand trust is crucial for engagement and conversions. Since you’re already competing with multiple other brands in the same niche, consumers take their time to trust your brand. After all, if everyone’s selling you the same thing and saying that their product is better than the others’, who will you trust?
So, if you want to stand apart from the competition, you have to create an emotional connection with your target audience. And to do this, there’s no better way than to use video testimonials. These videos are basically authentic reviews from previous customers who talk about how your brand’s services or products resolved their issues.
This helps establish your brand’s relatability in the market, effectively increasing brand trust and resulting in more conversions. In fact, according to a 2021 Power Review Survey, over 99.9% of customers check reviews online, with 96% of them checking for negative reviews!
This shows the importance of video testimonials and written reviews in ensuring brand credibility.
Let’s check out these benefits in much more detail in this post!
7 Benefits of Video Testimonials
Here are the biggest benefits of video testimonials:
1. Build Credibility & Trust
When you’re reading written reviews, you often wonder whether the person on the other side of that review post is real or not. But with video testimonials, you can see the person in the video talking, walking, and showcasing human emotions or expressions.
This immediately builds trust in your mind because you recognize this person as an authentic customer. Once this relatability is complete, you know that the brand is credible and you can try purchasing their products or trying their services.
2. Increases Conversions and Sales
Once the trust and credibility have been cemented, it’s easier to move on to conversions and sales. If you’re looking for lead generation, purchases, or registration, video testimonials can be the gateway to them!
Plus, with interactive video testimonials from Life Inside, you can include interactive elements at the end of the video to encourage registrations and purchases!
3. Boosts Brand Awareness and Recognition
Like any other video format, video testimonials can be customized to suit your brand’s tone or style. As long as the customer is able to make their point and talk about their experience, you can edit the video whichever way you want.
So, this not only increases the virality factor, but it also ensures that your brand’s tone is on point for every format. And what does this lead to? Better brand awareness, of course!
4. Provides Stronger Emotional Connection
You can’t relate to your customers by using corporate or company jargon. People want things to be fast, simple, and relatable. This helps them build an emotional connection with the product. Video testimonials are easy to access and watch, and to make them relatable, you can add genuine customer testimonials.
If the audience finds that another customer had a similar or the same issue, and your product/service was able to fix it, it’ll create an immediate connection for them to your brand!
5. Improves Engagement and Retention
Written reviews don’t bring the same level of engagement as video reviews. This is simply because written reviews don’t showcase the product the same way that a video can. So, when you’re using video testimonials, you’re not just giving the audience authentic success stories, but also giving them a much better idea about the product.
This keeps the audience engaged for longer and also improves brand or product recall!
6. Strengthens SEO and Online Presence
It’s difficult to strengthen your online presence through just written content. You’ll have to pair it with images and videos. Moreover, videos are an excellent way to get your brand’s products, vision, and people onto the virtual map.
You can tie in your written content with the brand videos and customer testimonials, making it that much easier for your content to be seen on different channels. Plus, this gives Google high trust and social signals, which leads to improvement in rankings for Google SERP.
7. Builds Customer Loyalty
Customers will only be loyal if your product or service meets their needs. While meeting their needs without them trying the product can be challenging, you can certainly address their pressing questions through genuine customer testimonials!
These video testimonials allow audiences to reconsider their stance on a product, nudging them gently towards trying it for themselves.
How to Create Effective Video Testimonials
Here’s how you create the most effective video testimonials for your brand:
- Choose the Right Customer: The customer you select for your video testimonial should be someone who understands the values of your brand. They should be a real customer who tried the product and genuinely benefited from it. Only then will they be able to articulate their experience and give an authentic account.
- Avoid scripting: Scripting a video testimonial can lead to unfavourable outcomes. If you want the story to ring true for the audience, let the customer unfold their experience in their own way. While they may practice to tighten some segments, the story should be theirs to share.
- Short Videos: Video testimonials don’t have to be lengthy. A video that’s about 1-2 minutes long will give enough information without boring the viewer.
- Brand Visuals: Don’t forget to add your brand visuals to the video to increase visibility and brand awareness. This also makes the video seem official, thereby building trust and credibility.
- Test on Platforms: Don’t forget to test and optimize the video on multiple channels like TikTok, Facebook, Instagram, and YouTube. The video itself should be fast, responsive, and of high quality.
Tips on Structuring Engaging and Impactful Video Testimonials
Let’s check out some tips that you can follow to make sure that your video testimonial is engaging:
- Hook: The first 5-10 seconds of the video should immediately hook the viewer in. For this, ensure that the customer immediately addresses the pain point.
- Problem: Let the customer expand on the problem in detail to show the viewers that they understand the issue because they’ve faced it. This type of scenario establishes an emotional connection.
- Solution: Now, it’s time to talk about how your brand’s product or service helped the customer fix their issue. They can talk about how they discovered it first and then move on to trying it.
- Result: After talking about the product, let the customer discuss how exactly it helped their business. For example, product A’s feature helped them save time on repetitive processes.
- Closing: Once the previous steps are done, let the customer close the deal by recommending your product to the audience.
Best Practices for Production, Length, Formate
Here’s what you need to follow during the customer testimonial video shoot:
- Lighting: Shoot the video in a well-lit environment for maximum quality. Ring lights can be used as well.
- Audio: Keep away from areas with too much background noise when recording the video. Shoot it in an area where the background noise is minimal to ensure that your voice is captured properly.
- Length: The video shouldn’t be longer than 60-90 seconds, as any longer would disengage the viewer instantly.
- Aspect Ratio: If you’re putting up the video on your website, shoot it in Landscape mode. But if the video is for social platforms or mobile, you can shoot it in Portrait mode.
- Captions: Always provide captions or subtitles to ensure accessibility.
- Branding: Your branding should be clear and visible, but it shouldn’t cover 3/4th of the screen. Use it lightly.
Video Testimonial: A Success Story
Are you wondering if video testimonials really work? In that case, let’s talk about FitFam’s video testimonial success story.
FitFam is a mobile app that connects its users with gyms and physical trainers near their area. Of course, they can book their workouts on the app, track their progress, and more. Seems pretty nifty, right? But most of these features were locked behind a premium subscription, which was (obviously) a tad expensive.
Considering the challenge, FitFam decided to reach out to its already existing premium customers and create customer testimonials through them. They asked the users to record their testimonials on a smartphone or webcam. Plus, the customers were given guidelines and certain questions to answer.
The best part? Those who submitted the testimonials were given an extra month of premium service!
FitFam then received the testimonials and edited them to match the brand’s visuals and voice. After this, they embedded the videos on their website, app page, the app itself, and more. Plus, they used email newsletters, push notifications, and other easy tactics for more website traffic.
The result? A whopping 300% increase in conversions from free to premium subscribers!
Now THAT’S what you call a success story, and one built just through video testimonials.
How Life Inside Can Help With Video Testimonials
Life Inside is an interactive video platform that helps you create, collect, activate, and distribute interactive videos. It also works perfectly well with video testimonials, and you can add interactive elements like sign-up links, polls, and survey forms for lead generation and conversions.
Plus, the app integrates seamlessly with your tech stack and has a lightweight interface that doesn’t hog resources. And if you’re in any spot of technical trouble, Life Inside’s in-house team is always ready to help!
You’ll also get to analyze the video’s engagement rates through the platform and optimize your future videos for better performance impact. Additionally, you don’t have to worry about distribution channels. Life Inside automatically collects the customer testimonials and can share them on every major distribution platform.
So, if you want to make your video testimonials stand out, try the Life Inside Free Trial for more information!
