Are video testimonials an effective way to improve customer engagement and increase sales? Yes, according to 89% of marketers. Customer testimonials are seen as an honest assessment and endorsement of your business, products, and services because they feature real people.

Why are Testimonial Videos so Powerful?

Marketers agree that testimonial videos are an effective way to promote and sell your products and services, but why do they work? What elements of a testimonial video attract customers?

Testimonial Videos are Persuasive

Testimonial videos are hard to fake, which is a big reason why they’re so persuasive. Video is both an active and passive medium, as your customers will consume them without much effort yet retain more of its message. Text-based marketing just isn’t as effective as video marketing.

Testimonial Videos are Engaging

Audiences are more likely to tune in for a short video than a text version of a review. Most of your audience prefers to learn through videos than any other medium. Not only that, but video can establish a human connection, which helps customers make purchasing decisions.

Testimonial Videos are Versatile

Text-based marketing doesn’t perform as well on certain platforms, but video marketing always brings in the numbers. Even if you can’t post the whole video to your social media pages, you can still cut it down. Unless your product changes significantly, you can use your clips for years.

What Makes a Testimonial Video Effective?

Corporate testimonial videos aren’t just good because they’re in video format; they take a bit of skill to get right. If you want to make a compelling testimonial video, follow these steps.

Begin with the Customer’s Pain Point

Customers are more likely to look up customer reviews than they were in the past, so you have to introduce the person in your video that’s search-friendly. Your customers need to be able to find them based on their name and job title. That way, they can check if this person is real.

Next, the customer in your video should introduce their pain point. They need to relate to new clients by discussing the frustration they felt when they couldn’t solve their problem.

Set Up the Solution to Their Problem

After introducing the pain point, lead into your business being the solution. Remember that the setup has to be emotional for the solution to hit home with the viewers. You want to make the solution portion brief so it doesn’t water down your message or come off as too salesly.

Talk About the Results They Received

When discussing the results your customer received from your product or services, include statistics and numbers. Customers understand “my ROI went up 180% in one year,” but they may not find “my ROI went up” as helpful because it doesn’t add any value to your product.

Add a Personal, Client-Specific Touch

If you’re directing the video yourself, ask the customer to add a personal touch to the video. They can state that your business listened to their concerns or that you were always available when they needed a question. The human touch is an essential part of any testimonial video.

End With an Effective Call to Action

Your new customers are more likely to opt into your product or service if you ask. It may feel unnatural to do this, but new customers may not know what to do after watching your video. A simple “buy X today” can alert the viewer that this product or service is available right now.

It helps to customize your call to action depending on your audience or what you’re selling. You also don’t want to come off as robotic or rehearsed, which could inevitably hurt your sales.