Who is more believable: the business that wants to sell you something, or the frank customer of that business?

Explaining your company in your own words is effective, but nothing works better than a testimony from one of your customers. No matter what your business or organization makes, or the products and services you provide, there is one powerful tool that can increase your brand’s loyalty, credibility, and visibility. By combining interviews, examples, and a few other magic touches, a video testimonial will make a lasting impression on your target audience.

Get ready to dive into this universally effective marketing strategy!

Personal Stories Create Credibility

How can one measure the value of a customer testimonial? More than just a well-told story, a good testimonial brings authenticity to your business or organization that facts alone cannot convey.

But how?

By showing rather than telling, videos are able to fully illustrate how using your products or services will benefit the person watching. Through personal experiences told by target specific individuals, personal connection is built. Viewers are able to easily see, appreciate, and fully realize how you will similarly help them. Utilizing this relatability puts a face on your company and humanizes it which allows for interactions that achieve similar results as an in-person experience.

Why does this work?

Simply put, people gravitate toward other people and things that resemble themselves. We crave proof and validation, especially from our peers, and believing that your business or organization offers the best products and/or services does not make a credible source. In fact, a 2019 survey proved that 9 out of 10 people say they trust what a customer says about a business more than what that business says about itself*.

Telling a customer’s story that matches your brand’s image and genuinely represents your mission turns video into a mirror with which your target audience can see themselves in. This mirror is your best tool for growing credibility.

Making Effective Video Testimonials

Video testimonials can take different forms and are the most frequently used video marketing tool for all ages and demographics. Keeping this in mind, it’s important to note the various kinds and ways this video can be presented.

What kinds of testimonials are there?

First is the straight headshot. These videos feature one on one interviews that provide a closer look through a customer’s perspective.

These videos are the most commonly used form of testimonial, although they are often ignored on social media due to ‘viewer fatigue.’ This common condition stems from desensitization caused by watching one too many talking head interviews.  The downside of only using this format is that a video quickly becomes boring as they require little engagement from an audience.

Instead of one long talking head video, this video, created for Lakewood Terrace, combines several short statements by different people, which keeps viewers engaged.

Although the headshot format is most common, a more effective way to show testimonials in a video is by including B-roll footage with the testimonial shots. Using stories as voice overs while adding vibrant footage enhances a video’s potency. Integrating all of these elements will keep your viewers engaged and entertained.  

This testimonial for Schjenken Cabinets utilizes many different videos to keep viewers engaged and interested.

Using this technique has proven to be very successful, although, making a video testimonial in this fashion supplies the opportunity for another highly regarded video genre: an overview video. These videos are great for the Home, About Us, and many other landing pages on your website.

TIP: By adding some extra footage that often features a face from your company and customers who can give their opinions, these videos are the real cherry on top of a great video marketing campaign.

Shaa Construction’s ‘About’ video is an excellent example of the additional credibility that inserted testimonials can bring to a company video! 

A well-done overview video will visibly demonstrate the success of your business or organization. Including these videos on your website will also improve search engines rankings which increases your online visibility!

The Past, Present, and Future of Your Business

Ad campaigns featuring customer quotes and testimonials have been around for countless years; their power significantly enhanced by the technological advancements with video. With the reach of the internet helping to extend around the globe, making a positive influence on your target audience is easier than ever—but only with the right video.

Helping clients create powerful video testimonials to support organizational marketing objectives is one of the services AMS Digital specializes in. By creating unique and engaging videos, we’ll tell your organization’s story, and help your business or organization be more successful. Consider using video testimonials in your next marketing campaign! We look forward to hearing your ideas and turning them into a work of marketing art.

*Survey conducted by Wyzowl with 238 different consumers.

AMS Digital.

Client success is our passion, storytelling is our art.

AMS Digital specializes in video productions as well as other digital services for businesses looking at widening their online presence.
You can learn more about us here. To explore options that can help your business/organization thrive, email us or give us a call.

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