Video Testimonials Equal Authenticity

How many times has a friend, a neighbor or even a celebrity on TV influenced your purchasing decisions? When you are unsure about a product or can’t decide between similar models, isn’t a solid endorsement often enough to sway you one way or the other? This is the power of the testimonial. Reading a positive review or endorsement has shown great influence over the years as websites like Yelp and Angie’s List command a large following made up of loyal readers who place their trust in consumer’s positive or negative experiences.

Yet those are just the written reviews from consumers. Imagine what seeing and hearing those words can do to influence a shopper when it comes from a credible source. Remember seeing is believing.  Somehow, we trust an endorsement when we see the person confidently praise a product or service. Reading those positive thoughts and opinions in a written testimonial  just doesn’t have the same impact. Through video, you can now visualize the sincerity in their face, hear the wisdom in their voice and observe their earnest thoughts come to life.

With the marketing power of the web and the fact that Americans watch more than 1.3 billion videos online every day, it’s a no-brainer that video testimonials should be an effective tool in every business. The testimonial not only establishes credibility but since the videos are rarely strong sales pitches, they are accepted as an unbiased voice speaking the truth while giving your product the seal of approval.

Here are four more reasons to consider marketing with video testimonials:

Better to Watch than to Read

We live in a society where videos are king. Research shows that four times as many customers would prefer to watch a video about a product than to read about it.


Statistics show that when people hear information they are likely to remember just 10% of the content three days later. However when the person sees the product and hears the information regarding its benefits, they are 65% more likely to retain the message in the same amount of time.

Entertainment Value

Who doesn’t like being entertained? A solid testimonial contains elements of good storytelling which holds a customer’s attention and gives a lasting impression.


Unlike expensive radio and television spots that air a few times, what goes on the internet lives on the internet. Once uploaded to your website, Facebook, Instagram or YouTube, your satisfied customer’s testimonial will live on the internet until you take it down. It’s the gift that keeps on giving.

Let’s face it, consumers believe other consumers, proving word of mouth is a still incredibly powerful marketing tool. In fact according to Hubspot, testimonials have the highest content efficacy rate ― an astounding 89%! With that said, video testimonials are a marketing must for every company. No matter what product or service you want to sell, let your satisfied customers add some video applause to your social media.

Remember seeing it, sells it!

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