What is a Video Testimonial & Why is it So Important?

When was the last time you purchased a product or service from a business that was totally new to you? What steps did you take prior to making that purchase? Did you research the brand online? Did you check product or service reviews? Did you seek to find some level of justification or credibility for the brand before you opened up your wallet? Of course you did! Most likely, you watched a video testimonial or two, read some comments and reviews, and even searched out competitor products or services before making your final decision.

This is just what we do! We search out video testimonials and other resources to justify our own considerations prior to making a big purchase. But what is a video testimonial? And, more importantly, what is it that makes a video testimonial so important for your brand?

What is a Video Testimonial?

A video testimonial is a visual representation of a past customer, client, or staff member that gives praise to the company, often via a short visual capture. Testimonial videos may discuss the business or a particular product or service that was purchased from a business because that’s what the individual is accustomed to using. Sometimes a video testimonial will touch base briefly on who the customer or client is, why they used the product or service, and what they appreciate about the brand.

Why Are Video Testimonials Important?

Testimonials build trust, credibility, and social proof for your brand. For businesses or brands that are moderately new, video testimonials can increase purchases and boost conversion. Sometimes people just need to see other people just like them using the products or services that are available from a particular brand and then they’ll be more likely to convert as a consumer.

Boost Consumer Trust

Trust really goes a long way in encouraging a consumer’s decision to make a purchase. In fact, up to 85% of consumers report that they WILL purchase a product or service after they watch a video about it. Testimonial videos represent one of several forms of video content that can be used to boost consumer trust and understanding of your brand. Additional options include:

• Explainer videos.
• How-to videos.
• Informational videos.
• Educational videos.

What is Social Proof?

Social proof is a driving force behind the consumer decision-making process. The concept is simple: people will follow the actions or behaviors that are taken up by the masses. Thus, if you have testimonial videos that prove many people are accepting and thankful for your products or services, more will follow suit and purchase from you just to follow along in the behavior and action of the others who are already satisfied customers.

When to Use Video Testimonials

Now that you realize what a video testimonial is and why it’s important, let’s take a look at when you should be using these types of video content. Testimonial videos are largely focused on helping consumers to decide whether they should (or shouldn’t) make a purchase.

Location, Location, Location!

Thus, you should consider placing your testimonial videos in a way that allows potential customers to see them in the decision-making stage. This is helpful when they are seeking out products or services, as it can can offer a solution to a concern or problem that they have. That way, the customer testimonial will help the prospective customer to feel more comfortable with their decision to try your product or service out.

Trust Us

Need help producing professional video testimonial content that will drive your potential customers to the shopping cart? Call Beverly Boy Productions today at 888-462-7808 and we’ll get started right away!