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Why Video Testimonials Are Important To Grow Your Business

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Customer testimonials have been popular among marketers for ages. And with good reason. Displaying customer testimonials is crucial to bolster your credibility and increase the likelihood of visitors becoming customers. Smart, strategic testimonials persuade visitors to do business with you better than you ever could on your own.

The modern version of this practice—the video testimonials—takes its effectiveness to the next level. Written testimonials are far better than no testimonials at all, but video testimonials blow written testimonials out of the water.

With 65% of consumers classified as visual learners, this is an effective way to communicate messages about your business in an understandable and engaging way.

Video testimonials; easy and powerful

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Core Benefits

1. Videos Trigger Emotions

a. No matter how much we tell ourselves that we only make rational decisions, emotion is a primary driver of decision-making. When it comes to evoking emotions, nothing beats video.

b. The human brain is hardwired to pay attention to faces, colors, and motion. Videos attract people’s attention in ways that text and even images just can’t. Undivided attention is the beginning of an emotional connection.

c. When a customer is visibly thankful, relieved, or happy because of your product, potential customers will feel it, too. All of the emotions that you struggle day in and day out to evoke in your customers are achieved in seconds with a video testimonial.

2. Video Has a Higher Retention Rate Than Text

a. There are many reasons that video makes content “stickier” in people’s minds. The emotional connections we just discussed, for example, activate emotional centers in the brain, which have been shown to increase information retention.

b. Storytelling has a similar effect on the brain. Our brains are particularly attuned to stories—and that’s exactly what testimonials provide. Stories of people overcoming problems are particularly irresistible. Again, that’s perfect for testimonials.

3. People Prefer Video

a. 59% of executives would rather watch a video than reading text on the same topic.

b. 4x as many customers would rather watch a video about a product than reading about it.

c This preference extends beyond web content. Including the word “video” in an email subject line was shown to increase open rates by 19%. Click-throughs jumped an astonishing 65%. And unsubscribes went down by 26%.

4. Videos Get Shared

a. You might not be surprised to find out that people share them more than they do text and images. Twelve times more, in fact, than text and images combined.

5. Consumers Trust User Reviews

a Social proof is one of the six factors identified in Robert Cialdini’s 1984 classic Influence: Science and Practice.

b. Numerous studies reinforce the power of social proof. Customer reviews have been shown to be very trustworthy—sometimes even as trustworthy as personal recommendations. User reviews, ratings, comments, social media posts, and other forms of consumer-generated content are powerful tools

b. Storytelling has a similar effect on the brain. Our brains are particularly attuned to stories—and that’s exactly what testimonials provide. Stories of people overcoming problems are particularly irresistible. Again, that’s perfect for testimonials.

c To maximize the social proof value of your video testimonial, you’ll want the subject of the video to be a representative of your general customer base.

6. Social Proof is a Powerful Decision-Making Factor

a. If your readers or viewers trust the reviews or testimonials that they see, they’re more likely to buy your product. Fortunately, people trust reviews from strangers as much or more than they trust friends or family members.

b. It’s crucial to encourage a relaxed atmosphere when you’re filming your testimonial so your subject speaks naturally and doesn’t sound like they’re reading from a script.

Below is a photo and link of an actual fan page with reviews for the Step Sessions.
These professional musicians started playiing on one guys front steps, as Covid shut down live music for these and all professionals. They found a community and fans, and you can see how they all enjoy the music. To follow these great musicians, go to https://www.facebook.com/jazzpros

Below is a real fan page of Step Session reviews, if you like live music, follow them

Create Your Own Fan Page

Marketing video using testimonials

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Quartana

Joe@Quartana.com
www.Quartana.com
205 N Michigan
Chicago, Il 60601

+1.773.283.5959

A Generative Approach

Sales Funnel (Landing page or sales page)

Quartana aims at being a generative entity, producing solutions that hold a better thought, truth or value to every generation.
We believe in the Golden Rule and The Man in the Arena. It is our actions that will determine our fate. It is our duty to serve as best we can here and now.