3 Reasons Why Video Testimonials are Important

If you are of the opinion that advertising is enough for your sales, think again. Research shows that  97% of consumers read online reviews before making a buying decision (Forbes) and 84% trust online reviews as much as a personal recommendation (Brightlocal).

This is only a couple of results to prove how consumers take your customer experience seriously, and, how testimonials are important for your business to build trust and credibility.

Testimonials work as they are not a sales pitch or a Hollywood showpiece to advertise. They are an authentic, unbiased voice from real people who have used your product or service.

These factors make testimonials the most persuasive sales message, coming directly from satisfied customers.

As Seth Godin says, ‘What you say isn’t nearly as important as what others say about you’.

And now you can enhance the effectiveness of your testimonials with Video Testimonials.


Here are some reasons why Video Testimonials have a reputation for being a powerful marketing strategy for businesses:


  • Video Testimonials are Real

The first rule about testimonials is you shouldn’t fake them. Authenticity in written testimonials is difficult to be verified and there is no backlink to provide the reviewer’s reliability.

Video Testimonials are credible and ultimately, have a major positive impact on businesses. Consumers can see ‘real people’ talking in real time, with unscripted dialogue being portrayed as more genuine than scripted.

Customers put human face to their company name in the video, and risk a negative impact on their own businesses reputation if the truth is not spoken.


  • Video is The Most Powerful Marketing Asset

As statistics say, viewers retain 95% of a message when they watch a video, compared to 10% when reading text (insivia), and 90% of users say that seeing a video about a product is beneficial in the decision-making process (insivia).

These results show us video testimonials have a much higher retention rate than written testimonials, and can much more powerfully convert your prospects into clients.


  • Video Testimonials Persuade with  Emotions

When we assume our purchases are made only through rational decisions, we are off the pace.

Emotional factors also affect decisions, as well as rational. Science says that without emotions we become completely ineffective at making decisions (Forbes).

To connect with consumers on an emotional level, we need to be able to see, hear and bind with the story of a customers experience. In this aspect, video ticks all the boxes. Videos are also very “share-able” on social media channels, which is yet another reason why the moving image has overtaken text.

With Video Testimonials, you have the best advertising tool, because;

‘A satisfied customer is the best business strategy of all’ – Michael LeBoeuf.

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