Nothing demonstrates the value of a product or service like a real story. Testimonials are a powerful way to show how real people use your product or service. Logos Media pushes beyond vague superlatives to identify a real world problem, share how it was overcome and the difference that was made.
Making an Emotional Connection with Your Audience
A well-executed testimonial video hits all of the points that help people remember your company. If your viewers trust the reviews or testimonials that they see, they’re more likely to buy your product or contact your company.
There’s no better way to build connections with your audience, increase your brand reach, and drive conversions.Four times the amount of audiences would rather watch a testimonial video about a product or service.
Figuring out where to spend your time and money as a marketer, business owner, or non-profit is always tough. You want to create content that grabs the interest of your audience without being too gimmicky. You want tactics that aren’t outdated, but aren’t fads likely to die out, either.
Finding the right balance and type of video is crucial to offer your audience for choosing the right marketing tool.
And, in the end, it needs to convert.
Customer and brand testimonials have been popular for years. And with good reason. A video testimonialtakes its effectiveness to the next level. They are, by far, some of the most effective marketing tools available.
Videos Trigger Emotions
No matter how much we tell ourselves that we only make rational decisions, emotion is a primary driver of decision-making. This is as true for the average consumer as it is for B2B executives though the emotions and messaging at play are different.
When it comes to evoking emotions, nothing beats a testimonial video. Text can be sterile and somewhat unemotional. And it takes a lot more time.Reading and interpreting text is much slower than watching video. The world moves at a very fast pace today.Audiences simply often don’t have the patience to put in enough time for great copy to work its magic.
Video, on the other hand, gets to viewers’ hearts right away.
When a customer is visibly thankful, relieved, or happy because of your product or service, 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.
When you make an emotional connection with your audience, you’ve already won.
Video Has a Higher Retention Rate
Video has an amazing 95% retention rate while people only remember 12% of textual information.
There are many reasons that video makes content “stickier” in people’s minds. The emotional connections have been shown to increase information retention.
Storytelling has a similar effect. Our brains are particularly attuned to visual stories and that’s exactly what testimonials provide. Stories of people overcoming problems are particularly irresistible. Again, that’s perfect for testimonials.
Interesting visuals also help people remember information, which keeps your company’s benefits top-of-mind. A video itself is visually interesting, but adding graphics and text to it makes it even more persuasive.
A well-executed testimonial video hits all of the points that help people remember your company.
People Always Prefer Video
In the end, consumers prefer video over text. And that should, at least most of the time, be the end of the discussion. It’s not just consumers, either. 59% of executives would rather watch a video than read text on the same topic.
When it comes to products, the numbers are even more notable: 4 times the amount of audienceswould rather watch a video about a product or service than read about it.
This preference extends beyond web content. Including the word “video” in an email subject line was shown to have an open-rate of 19%, on average. Click-throughs jumped an astonishing 65%. And unsubscribes went down by 26%.
People always love videos.
Not just watching them, either. They also love to share them.
Videos Get Shared
With the strong preference for video content, twelve times more often, videos are shared by viewers.
If you want your content to gain social traction, making a video is the way to go. Today, over half of adult internet users share online photos or videos. That number continuesto rise, and it’s still going up. Especially with the drastic increase in the amount of video content out there.
Audiences Trust Testimonials
If your readers or viewers trust the reviews or testimonials that they see, they’re more likely to buy your product or contact your company. People trust reviews or testimonial videos from brand representatives they see online as much or more than they trust friends or family members.
This is an important factor to keep in mind when creating your testimonial. If your testimonial is going to be effective, your users need to find the subjectand the testimony 100% trustworthy.
Video Testimonials Convert
The ultimate goal of any marketing tactic is to convert potential customers into paying ones. And for a myriad of reasons, video testimonials are great at converting.
There’s a reason that so many content marketers are using testimonial videos – simply put, because they work. And when you produce an effective testimonial video for your company, you have a marketing tactic that drives social shares, brings more traffic to your site, builds trust with your audience, and converts customers.
Video Testimonials: Digital Marketing Gold
There’s no better way to build connections with your audience, increase your brand reach, and drive conversions.
A well-made video testimonial can be one of the most valuable pieces of content you’re your company will ever create.