These days, customers are savvier than ever about how they spend their money online. They won’t assume that a product or service is fantastic just because the person selling it told them so. Instead they’ll seek out the opinions and experiences of their fellow customers. Consequently, products listed with lots of positive reviews on big websites like Amazon enjoy a roughly-proportional upsurge in traffic and ultimately conversions.
A straightforward approach to marketing presents itself: create some happy customers, and make it as easy as possible for them to share their views and experiences with potential new customers. This might mean encouraging them to leave reviews and feedback on sites like Trustpilot and TripAdvisor.
But written testimony is just the beginning of the positive impact testimonials can have on your brand. To really get the best from your testimonials, why not encourage your happy customers to make them to-camera?
Why video?
So what’s so great about video testimony? We’ve identified three major factors:
More information
If a picture is worth a thousand words, and a video contains 24 pictures per second, then moving images have a considerable advantage in terms of the information they can get across. While the maths isn’t quite that straightforward, the fact remains that you’ll be able to get much more information across with video, relative to the amount of time that the average user will spend viewing your content.
Credibility
The thing about written reviews is that they’re difficult to trust. Companies have gotten clever, incentivising their customers to leave reviews which might not be entirely sincere. A video helps to make the opinion more credible. The customer will be able to see that it’s a real person presenting their point of view, rather than some disembodied text floating around cyberspace. What’s more, you’ll be able to represent several different demographics in a short space of time, and thereby appeal to the broadest possible cross-section of your potential audience.
Greater Viral Potential
While the written word isn’t going to be going anywhere anytime soon, the fact remains that most viral content comes in the form of a moving image. Video is easily consumed and shared, and thus so too can your video testimonials!
We offer video testimonials as part of a range of service tailored to corporate events. If you’re interested in what they can do for your business, then why not get in touch?