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Why You Need to Use Video Testimonials in 2020

Marketers have been using customer testimonials for decades. And that's because they matter...a lot. In fact, 84% of customers trust online testimonials as much as personal recommendations from friends and family.


If we take that to the next level, video testimonials are even more effective. The average user will spend 88% more time on a website with a video and it increases the click-through rate by 90%. In addition, 52% of consumers are more confident in their buying decision after watching a video testimonial.


Let's dig deeper into why your business needs to be using video testimonials right now.


Video has a Higher Retention Rate


A picture is worth a thousand words, so the saying goes. So what about video? IdeaRocket crunched the numbers and discovered that a video is worth 1.8 million words. And when you add up the data, it clearly shows the value of video testimonials.


A study learned that when you pair images with information, “people retain 65% of the information three days later, as opposed to just 10% with text alone.” Another study by Insivia discovered that “viewers retain 95% of a message when they watch it in a video, versus 10% via text.”


While both studies found the same low retention rate for just text alone, they did uncover a 40% increase in the already high retention rates of video.


A key reason for this is because video helps content stick in people's minds more as it activates emotional centers in the brain, which has proven to increase information retention.


Storytelling does the same thing as our brains are better attuned to stories, which is precisely what testimonials provide. Additionally, well-designed visuals will help people remember information, which in turn keeps your product top-of-mind. A video itself is powerful but combined with graphics and text, you have a far greater chance of retention.


People Would Rather Watch a Video over Reading Text


Four times as many consumers would prefer to watch a video about a product than just reading about it. And if that's not enough, 59% of executives would also prefer to watch a video than reading text that's focused on the same topic.


People are also 85% more likely to buy a product after watching a product video.


This highlights that video is far more convenient and effective for companies that want to connect with consumers online as video is becoming the principal means by which consumers are browsing the internet.


Consumers Trust Peer Testimonials


According to Social Fresh, "customer testimonials are the most effective form of content, with an effectiveness rating of 89%". People trust testimonials as much as a personal recommendation from a family member or friend, which means that they are more likely to choose your company if you have strong testimonials.


Video testimonials are far much more engaging and convincing which will help keep visitors on your site for longer and even increases the chances that they'll make a purchase.


Video Testimonials are Conversion Machines


The job of a marketer is to convert potential customers into paying ones. And with all the reasons we've already listed above, there should be no doubt that video testimonials are conversion machines.


In the 2018 benchmarks study by the Content Marketing Institute, professional marketers were asked which strategies were the most effective in meeting the goals of their company. Videos were in the top three as the most used and effective marketing strategy.


When you use video testimonials the right way then you have a marketing strategy that boosts social shares, brings more traffic to your website, builds trust, and converts customers.


The bottom line: video testimonials are digital marketing gold


There is a mountain of evidence that proves video testimonials are the best way to help build and develop connections with your audience, increase brand reach, and drive conversions.


How Do I Get Video Testimonials During COVID-19?


Voice of Customer On-Demand is a marketing agency focused on helping companies collect compelling customer testimonials that can be used throughout your marketing strategy. Get in touch with them to learn how you can capture video testimonials from customers from the comfort of their own home.

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