Businesses nowadays deal with a whole new breed of customers. Today’s client is well-informed, quick to find flaws, and ready to move on if something doesn’t seem right. However, once they’ve found the brands they like and come to trust them, they will remain loyal as long as the initial promise is kept. 

Plus, modern customers’ buying decisions are highly influenced by reviews and testimonials - two crucial elements that help brands establish themselves on the market. The reason these work so well is the fact that they come from other customers who share their experiences and opinions with the world. 

Also, if we consider the fact that over 80% of US internet users access video content in the last couple of years (according to Statista), it’s easy to see why so many marketers swear by the power of video testimonials. And yet, some people still need convincing. 

If you’re one of those people or you simply need a few more reasons to use a video testimonial service to boost your campaigns, we put together the four main reasons why video testimonials are such a powerful marketing tool.

#1: Video Testimonials Build Trust

As we already mentioned, testimonials and reviews help possible buyers make an informed decision. Now, while these elements are extremely effective in written format, the video format is a lot more enticing and convincing. 

When you watch someone talk about their experience with the brand and its products/services, you also get to see their gestures, expressions and hear the tone of their voice. All these create a more powerful connection than a simple text.

Plus, when done right, the video testimonial is more credible and engaging. It’s just like one of those conversations that you have to have in a face-to-face setting to convey all the right emotions.

#2: Video Testimonials Humanize the Brand

In the world of online shopping and social media, it’s a bit more difficult to create a human connection with your audience. This happens because there’s no brick-and-mortar store where buyers could come in contact with representatives of your brand. 

And while it’s true that social media does a great job at bringing people closer to the brand, it’s still just another medium. This is where video testimonials show their true power - even if we’re still talking about watching videos on a screen, there is a human connection there. 

The person who talks about your brand is also sharing a relatable experience and uses all the factors we recognize in human communication (gesture, facial expressions, voice tonality, eye movement, and more). 

#3: Better Visibility in the Online

One of the main issues in today’s fast-paced world is that every new campaign and piece of content only sits on your audience’s walls for a few seconds. Before you know it, the feed is refreshed or the user scrolls up, and your hard work is out of their view. 

However, video content is more shearable and has a better chance to retain people’s attention. This way, you make sure your campaign stays visible for longer and maybe even gets the word of mouth going. 

#4: Higher Retention Rate

Users are more likely to watch a short video testimonial until the end than read a thorough review or follow a link. Also, viewers retain the message a lot better when it’s presented in video format.

Of course, the message and overall presentation must be entertaining and easy to follow - just because you’re using video content it doesn’t automatically make it more palatable. 

Key Takeaway

Overall, video testimonials are a great marketing tool that helps brands and audiences connect at a human level. Plus, you can use this element as a powerful lead generation tool, provided that you manage to convince new users of your trustworthiness.