You don’t need me to tell you that video marketing has boomed in the past few years. In fact, more than 90% of marketers want to continue with it based on the impact they’re seeing (Source: Biteable).
But as we become more accustomed to videos, either through video marketing or through changes in our content preferences (with the presence of TikToks, YouTube Shorts, and Reels), we’re also creating an opportunity for something bigger: The rise of video testimonials.
Even experts agree with this statement. Inigo Rivero, the marketing director at House of Marketers and one of the first EMEA employees at TikTok, addresses the potential of video marketing by saying:
“Video testimonials are a game-changer in content marketing! They make reviews more relatable by adding real faces and voices, increasing their authenticity. They’re not just reviews; they are engaging stories that tap into our emotions and make us feel connected to the brand.” (Source: LinkedIn)
For this piece, other experts have also shared their insights on how they incorporate video testimonials to maximize customer trust. We’ll also share some testimonial examples. Let’s dig in, shall we?
How to make the most of our of your video testimonials
Are you ready to turn video testimonials into conversion machines? Here’s how to do it.
1. Use video testimonials for different stages of your funnel
Gabriel Lukov, the Head of Inbound Marketing and Growth at Businessmap, shared that their company leverages video testimonials at different stages of the sales funnel.
He says this is to “assure potential customers at each stage of the value they will receive.” (Source: LinkedIn)
Gabriel also recommends encouraging customers to shoot these testimonials in their business environments (e.g., offices or work-from-home setups) to show authenticity and to help prospects visualize how they’d look when they use Businessmap as a solution.
2. Leverage them at different opportunities and touchpoints
Other businesses have gone ahead and used these video testimonials at different opportunities and touchpoints to avoid loss aversion and to help customers see (and confirm) the value of the product services they offer.
For example, here are a few unique touchpoints these businesses and experts leveraged:
- Eva Miller, the VP of Marketing at Digital Silk, a digital marketing company, shared they frequently integrate video testimonials directly into their product pages as well as their email campaigns. According to her, this provides prospective customers with compelling social proof right when they’re making purchase decisions. (Source: LinkedIn)
- Nick Drewe, the founder of a coupon code company, WeThrift, told us their company uses video testimonials in product tutorials. According to him, “[These video testimonials go] a long way when real users illustrate how they effectively use our service. They also raise the authenticity bar and deliver relatable content.” (Source: LinkedIn)
- Joe Aramal, a multi-startup founder and a digital marketer, says, “An innovative method I employ is integrating these testimonials into interactive site elements, such as pop-ups or sidebars that appear as a user scrolls through product information. This strategy keeps the testimonials subtle yet impactful, allowing users to view them without navigating away from their current engagement, reinforcing trust without interrupting the browsing experience.” (Source: LinkedIn)
Joe also recommends going one step forward and posting clippings from these video testimonials on your social media channels.
3. Use a diverse set of faces and features
Gauri Manglik, the CEO and Co-Founder of Instrumental, a grant management platform, says, “Rather than just having the CEO or sales reps record glowing reviews, I make an effort to feature actual customers—especially those who may not be the typical demographic associated with my product.”
She further adds by providing an example. “In my company, instead of just having middle-aged executives praise our platform, I’ll incorporate video testimonials from young entrepreneurs, women in tech, and even students who use our product.”
“This diversity of perspectives builds trust by showing we truly serve a wide customer base. It adds authenticity when a viewer can relate to the person sharing their story. So focusing my video testimonial content on featuring the voices of real, diverse customers in an organic way has proven exceptionally effective for converting leads and building credibility.” (Source: LinkedIn)
Gauri’s onto something really great, too, because even buyer psychology experts like Katelyn Bourgain agree that customer faces help to build trust, and using customers with diverse voices, features, and looks urges customers to buy more.
That’s exactly why FORM Health has a dedicated page for video testimonials called “Real Patient Stories.”
FORM Health provides weight loss telehealth services along with online prescriptions for Wegovy and other weight loss medication.
Since they’re offering medication and other health services, potential customers should have peace of mind by hearing the success stories of a diverse group of patients and seeing the results for themselves.
4. Turn the testimonials into case studies
Folks like Jason Smit, the CEO of Contentellect, say they’ve found much success by turning these video testimonials into multimedia case studies.
In his own words, “Beyond just embedding isolated clips, we craft multimedia case study narratives. These multimodal deep dives showcase comprehensive challenge-solution-outcome journeys through visuals, data visualizations, video tours, and talking-head testaments.
Potential clients get transparently immersed within each customer’s epic from originally articulated pain points through game-changing pivots catalyzed by our solutions. Prospects effortlessly visualize their own transformational trajectories through these absorbing sagas.” (Source: LinkedIn)
5. Single out customers who use your products on a daily basis
Laviet Joaquin, the Marketing Head at TP-Link, recommends singling out customers who use your product on a daily basis and can hence show the real capability of your product instead of talking about the obvious features.
Since these customers use your product frequently, they’d also be able to point out multiple use cases, as opposed to customers who seldom use it.
In Laviet’s own words, “These testimonials demonstrate our product’s dependability and directly address potential customers’ pain points through user experiences.” (Source: LinkedIn)
6. Incorporate storytelling elements into the videos
Several experts recommend using engaging storytelling elements in videos to create a real emotional connection with your customers. For example, here are a few ways brands and SMEs alike use storytelling in their video testimonials.
Beaches of Normandy, for instance, understand the power of social proof, but they go beyond traditional written online reviews.
By incorporating video testimonials on their website, they showcase real customer experiences in a format that resonates with today’s video-centric audience.
These testimonials also leverage storytelling elements and showcase the real emotions that visitors felt when they were touring a historic property that often has some connection to their older relatives and/or their ancestry.
This not only builds trust but also allows potential customers to connect with the emotions and positive experiences of past travelers and satisfied customers in a more impactful way.
7. Keep them short and succinct
Lisa Richards, the creator (and CEO) of Candida Diet, recommends developing short video testimonials and says her company does the same.
In her own words, “We use short-form, vertical video snippets. For example, we use Instagram and Facebook testimonials where customers talk about their experience before and after following our program. The testimonials are short — usually about 30 seconds or so—and they demonstrate the transformation that our program can accomplish.
A recent Instagram video snippet had a customer explaining how she overcame chronic fatigue after following our diet plan. The short clip instantly led to a surge in traffic and inquiries.” (Source: LinkedIn)
Just to recap, FORM Health leveraged this practice, too, and all their video testimonials were under a minute long, hence making them easy to consume.
Other best practices to consider
Aside from using expert-backed insights, here are a few more best practices you can consider when leveraging video testimonials:
Tip 1: Consider pairing your video testimonials with transcripts so customers get to consume your content any way they want.
Tip 2: Try to go above and beyond “This product is great” statements. Ask your customers to share examples of the actual ways your product has helped them out in real life.
Tip 3: Always get your customer’s explicit permission before using their work in your marketing materials.
Tip 4: Consider how your video testimonials would look on different platforms. Cut and/or edit the clips you use to ensure platform nativity and optimization.
Tip 5: Try to end your video testimonials with a strong call to action.
Tip 6: If possible, make your video testimonials product-led and show the BTS how you can leverage your product/service in real life.
Tip 7: Don’t provide your customers with a script. Let them use real words and natural speech, as this will increase authenticity.
Improve customer trust with the help of Cube Creative
Let’s be real for a moment: Even if you go forward and create the best testimonial videos, a big part after that would be to constantly leverage these customer testimonials in your marketing materials to maximize sales.
And it can get pretty tiring to do that (especially if you have to do it repeatedly and ensure each testimonial is optimized for every platform).
But we can help you free up your time and manage your entire content marketing (and SEO) strategy. The result? Happy customers and a better bottom line.