Testimonial videos are one of the best conversion tools marketers have when trying to convince someone to become a customer. They are fast, effective, and easy to consume which in the world we live in today, where everyone is going 1000 miles per hour, is a huge positive. Most likely your business has plenty of written reviews you already use for advertising. Now it’s your chance to learn why those reviews would benefit your company in the form of a video: a testimonial video!
Testimonial Videos Have High Retention Rate
Studies show that video has a 95% retention rate compared with text at only 10%. Video tends to “stick” in people’s minds better than text because of the emotional connection they have with those in the video. Your brain is filled with mirror neurons, which fire when we do something or see someone doing something. These neurons are what make people feel emotion so when you watch a person be visibly happy about a product or service, chances are you or another potential customer will feel it as well. Videos connect pull on the heartstrings of our emotions which can be a huge persuader, however, people actually prefer watching videos over other types of media.
People Would Rather Watch Video
People would watch a video for a product or service are more likely to become a customer. According to Optinmonster, 72% of customers said they would rather learn about a product or service by way of video. In fact, 84% of people say they’ve been convinced to buy a product or service by watching a brand’s video. Not only do they prefer video as the media they consume, but they are also more intrigued to purchase after watching the company’s video. When it comes to products, it gets even better. Four times as many people would rather watch a video on a product than read about it. The same study even shows that 56% of the recipients found customer testimonials helpful too.
Customer’s Share and Trust Testimonial Videos
Videos are loved by almost everyone, so it’s no surprise to find out that video is shared more than twelve times more than text and photos combined. They are easier and faster to consume and arguably more entertaining than just text alone. People loved to be entertained and a lot of them want to show their friends and family. Pew Research conducted a study in 2013 of adult internet users and found that 47% of them share online videos and photos. Once someone shares a video with a friend or family member, that video instantly becomes credible to the person receiving it. People trust their fellow peers especially those close to them and earning their trust is an essential tool in building your brand.
Testimonial Videos are a Powerful Social Proof Tool
Social proof is a psychological phenomenon where people assume the actions of others in an attempt to reflect correct behavior for a given situation. In other words, social proof is where people trust that those around them have greater knowledge of the situation at hand, thus influencing their decisions. Social Proof is also known as “herd mentality”, where people making decisions becomes credible and validated through the behavior of others. Where do testimonial videos fit in? Well, customer reviews have been proven to be very trustworthy to those who read them, in fact, 88% of consumers trust online reviews as much as personal recommendations. If you want the best conversion rates of those people who see the reviews, then you must put them in a video.
Video Testimonials Are One Of The Best Converters
Imagine you have an idea for a customer review to be used in your latest advertisement. Instead of creating an ad where it’s just the text review with a still graphic, you could boost your conversions by using video! According to Insivia Technologies, when you add a video to a landing page, conversions increase by 80%. Not only is video effective at converting people, but also customer testimonials are very effective in marketing. A study done in 2014 shows that customer testimonials had an effectiveness rating of 89% compared with other forms of marketing content. Combined the two together (videos and testimonials) and you have a match made in heaven, guaranteed to convert your most stubborn viewers into lifelong customers.
At CFF Media, we have years of experience making testimonial videos for Fortune 500 companies like Orkin all the way down to our local nonprofit, The Mustard Tree Foundation. We are passionate and determined about our craft and would love to help your business create video testimonials to remember forever!
Fill out the form below and don’t hesitate about reaching out for a free phone consultation to talk about your next testimonial video with CFF! Give us a call at 404-405-1477! We’ll be looking forward to talking with you!