How to Use Video Testimonials to Increase Conversions

How to Use Video Testimonials to Increase Conversions

The video is a much more engaging medium than simple text, especially when it comes to user testimonials. They are an essential part of your business and a very important aspect of your marketing campaign. A good testimonial can persuade even the most hesitant customer to choose you and your business as the next provider of goods and services.
As we’ve mentioned, testimonial videos can greatly help your marketing efforts, simply due to the fact that they can easily be shared across all kinds of different social networks, but also for their authenticity and lack of anonymity. Most testimonials we see all around are just empty phrases usually accompanied by a photo, sometimes not even that – and how can you confirm if that is a real person?
With a video, the thing is clear – and it presents a direct message to other potential consumers to achieve the conversion rates that your business needs.

What is a Good User Testimonial?

A good video testimonial can be different – depending on what your business requires. It can be formal, it can be short or long, even the effect of the video itself can leave a great mark on the testimonial, but in every case – a video testimonial tells a human story, and it has a real person behind it who’s willing to share their experience and is not afraid to firmly stand behind you and your product.
The benefits of such videos are clear, and they can be used throughout your marketing funnel, to help your other potential clients relax, and feel more comfortable when they hear other reviews from people in similar position.
At the top of the funnel, video testimonials can help people with their research, and can quickly identify you as a potential future business partner; while at the bottom of the funnel, it can further repeat what your customers are getting from your business.
A good high-quality video testimonial will not always be easy to get. You should consider your approach, as maybe a smartphone recording will suit your business and your brand voice. If not, you’ll need to invest in production value that will improve the overall quality of the video. The choice is up to you, and you are totally free to pick and choose – no choice is wrong; you can create a cinematic marvel or a simple, but heartfelt, low-resolution testimonial.

Why are Video Testimonials Important?

As we’ve mentioned, videos are very easy to share and can contain a lot of information that is simply not viable with traditional written content. Voice, body language, intention, and emotions can be much more easily conveyed through a video than through other mediums.
Even in a B2B environment, a video testimonial can be extremely important, as it can be quickly shared, or viewed by the management team selected to decide who their next partner will be.
If you work in a brick and mortar store, the next time you have a familiar customer nearby, ask them about making a short testimonial video for you. This will be a good start, and you will not have to prepare a lot for it. Just a simple question; see what they like about your business and try and make it interesting for your other customers.

Before You Get Started…

Before you start creating your first testimonial, prepare a few questions. Ask about the overall experience. What did they like most about your products or is there a specific feature they would like to point out? Ask them about something they would like to improve, or something that could further improve their experience.


1. The Questions You Ask

We’ve listed some of the most important questions that you should have in mind, but another important thing to notice here is how you phrase them.
Guiding your testimonial video in the right direction is a delicate art and should be done properly. The use of certain words can greatly help with that. Introduce your interviewee and ask some question to identify them; this should get them relaxed and lead to an even more enjoyable testimonial.

2. Include the Negative

It is so easy just to disregard any negative comments that might appear; a much better strategy is to create questions that will not leave much room for the negative experience to come to light. Furthermore, if they believe something small should be improved, feel free to include that in your video as well. That can make it even more authentic and trustworthy.
This will distance you from fake testimonials, and it will make a great addition to your portfolio. However, if people notice that something about your videos is off, they will completely disregard them, or even worse – call your bluff, and this can quickly turn into something rather negative for you.

3. Interview Everyone

Ideally, you would interview someone who fits perfectly with your target audience as that will get you closer to your goal. Add a few expert testimonials, especially as they can add a note of professionalism and appeal to those in the public who need a bit more assurance.
The language in the interview should be whatever you commonly use. Avoid clichés and any other methods of making your testimonial stand out. Focus more on the quality of the questions and the video quality and you will be all set.

How Can You Use Video Testimonials to Your Advantage?

After you have created enough video testimonials, you should then think about promoting them. What is the best choice for that? You want to use them wisely, and scarcely, to make the biggest possible impact.
Think about what you already have and think about what the best medium for them would be. Some of them will be perfect so social networks, while others will suit your website more.

1. Social Networks

All social networks have ads in one form or another, and all of them support videos. This is a great way to start. They are not time-consuming and are easily delivered to the desired audience. Most platforms have very good advertising options, so you can ensure your video is delivered to the right audience, at the best possible time.
Videos generally tend to perform better when compared to the more traditional, standard formats. Mostly because they are easy to digest. The viewer only needs to be a passive listener; no reading or movement is involved.
Nevertheless, these video ads should deliver something of use to their viewers and should be as short as possible and to the point. They need to have a very good hook at the end, to draw the viewer in, and to make them realize that they could use your products or services.
Humor is a good way of achieving that – most videos that evoke some kind of strong feeling will get a good response rate, and humor is one of the best options.
Just imagine, before a YouTube video starts, what is it that you’d like to tell your audience. What do you think will help them, and draw them in quickly? Remember to hit that sweet spot between too little and too much information, and that your time is limited. Most videos can be skipped, so the intro must be snappy and fun.

2. How-To Tutorials

An entire part of the internet is dedicated to how-to videos and you can clearly understand their popularity. Because they are in video form, they can easily be played, and the instructions can follow as the video progresses. This is especially important and helpful during some of the more difficult tasks.
It can be quite easy to insert your brand’s testimonial in a video such as this; so, make sure the video is connected and has a strong point for using your products or services. Make sure that the switch from a tutorial and how-to instructions to a video testimonial is as seamless as possible.
Present some of your services or products, how they can help in a particular scenario related to a how-to, and this is a great time to insert a testimonial and a customer who has benefited from what you have to offer.
This establishes great social proof and makes not only your brand look good, but desirable as well. It also places you as a leader in your niche, a reliable expert that everyone can count on, and the brand they stand behind.

3. Website Videos

Nobody likes auto-play videos, especially those with loud intro noises, but your video testimonials do not have to be that. You just need to place them correctly on your selected landing pages and make sure they are prominently displayed as to attract interest.
These landing pages can be further used in any other content marketing-based campaigns and can be linked even in your email outreach campaigns – especially if you are afraid of embedding videos directly in emails. This can increase the time spent on the page and help you with your overall SEO approach.
Make these videos optional, and as non-intrusive as possible, since not only is it considered a bad practice to do it otherwise, but also most auto played videos will be automatically muted by most browsers.

In Conclusion

Video testimonials are the best way of making sure your brand is authentic and has a good reputation. If used in combination with other marketing tools, it can lead to great results both for your brand and your business in general.
Creating relevant videos will be more than enough for what you need to achieve, and with the right medium for delivery, you will reach your marketing goals in no time.