How to Use Customer Testimonial Videos to Build Credibility

Most marketing strategies today use videos because they tend to get more engagement. It also gives you an opportunity to better connect with your customers by allowing you to speak directly to them. It works so well that a survey conducted by Wyzowl showed that 87% of marketers said that video marketing gives them a positive return on investment.

When many people think of video marketing, they think of video ads, but there are several different types of videos that you can use within a marketing campaign. One highly effective option is customer testimonial videos. This type of video content allows potential customers to hear directly from satisfied customers in a way that’s far more effective than basic online reviews.

What Are Customer Testimonial Videos?

Customer testimonial videos are videos in which customers or clients share the positive experiences they’ve had with your company. They’ll often talk about their satisfaction with the products or services they received and how those products or services made a difference for them. They may also talk about the service they received when working with your brand.

These videos are meant to convince others that if the product or service worked for these customers, it can work for them too. They’re a great type of video content for the customer journey, especially as you’re trying to build trust and convince your audience to choose your company over others. Testimonials help build trust, which is imperative if you want to convert viewers to customers.

Explore the Benefits of Video Testimonials

Showcasing testimonials of satisfied customers can add a huge boost to your overall marketing strategy. As we mentioned above, video testimonials help build trust with potential customers. However, there are additional benefits as well. 

First, video testimonials open the door for communication with potential customers. When you share your customers’ experiences, it gives those who are considering your services an opportunity to engage with your brand. In addition to viewing your video, they can like, share, leave comments, or ask questions, allowing you to build not just trust but a relationship.

Second, video testimonials offer a way to enhance your search engine optimization (SEO) and visibility. Search engine optimization refers to fine-tuning your content so that it ranks as high as possible in search engine results. Videos in general, whether video ads, tutorials, or testimonials, are great at this, as videos are more likely to be shared and keep viewers on the page longer. Video tutorials give you the opportunity to use keywords and answer questions, creating more organic clicks and boosting you higher in search rankings.

Identify Effective Strategies for Video Creation

No matter what type of video you’re making, you want it to be engaging and high-quality. When creating a customer testimonial video, however, there are a few strategies you can use to make your content as effective as possible. These include choosing the right customer, crafting compelling questions, and ensuring a high-quality product.

Selecting the Right Customers for Testimonials

You could have hundreds of satisfied customers, but not all of them are going to be right for a customer testimonial video. Of course, you want to find people who match the type of testimonial video you’re going for. For example, if you’re looking for employee testimonials, you want current and former employees. But it’s more than that: you want people who aren’t camera shy and who also have a good customer story to tell.

The best customer testimonial videos often start with customers talking about a pain point—a common issue in their personal lives or within their company or organization that they’ve been struggling to solve. They then talk about how your product or service made things easier for them. They may also mention your customer service or times that your company went above and beyond for them.

Crafting Compelling and Thoughtful Questions

To help guide your customer’s testimonial, it helps to create a list of thought-provoking questions that deliver answers that your potential customers need to hear. Some good questions to ask include:

• What problem were you trying to solve when you bought our product or joined our service?
• How has our product/service helped you with that problem?
• What results have you gotten from our product/service?
• What kept you from buying our product/service sooner?
• What was your main concern about our product/service, and what put your fears to rest?
• Why would you recommend this product/service to someone who might be on the fence?
• What made you choose our product/service over other options?
• What surprised you the most about our product/service?

Ideally, the questions you choose should answer questions your customers may have, as well as convince those who are still unsure about choosing your product or service.

Ensuring High-Quality Visual and Audio Production

No matter what type of video you’re making, quality matters. Low-quality videos don’t hold the attention of viewers, and, in fact, can make them distrustful of what you’re offering. Your videos should be well-executed and polished, with appropriate lighting, clear sound, strong graphics, and seamless transitions.

It can be tempting to try to DIY customer testimonial videos, but if you don’t have experience with filming or editing, this can backfire. Not only does it take up your time, but you’ll still have to pay for things like equipment and a crew. Choosing an experienced videography service like Charter and Co. ensures your end result is engaging and high quality. Check out some customer testimonial video examples as well as examples of other highly-polished videos to see the difference an experienced team can make.

Best Practices for Showcasing Testimonial Videos

Once you’ve created an effective, high-quality testimonial video, you need to figure out how to showcase your video. There are a few different ways you can distribute your video testimonials to ensure they’re seen, including social media, landing pages, and email.

Utilizing Social Media Platforms Effectively

There are many social media sites you can use to publish your customer testimonial video. Sites like Facebook, Instagram, and TikTok are great when you’re trying to market specifically to consumers. With sites like these, you typically have two options: create a post on your brand page and hope that those who follow your page see and share your video, or push the video as a paid advertisement.

For B2B video marketing, choose social media platforms that are geared toward professionals, such as LinkedIn. This ensures that your testimonial video reaches those who are in a position to make purchasing decisions for their business.

Integrating Videos into Landing Pages

Landing pages are standalone pages that are designed with a single purpose, which is usually to get customers to perform an action. This can include purchasing something, signing up for a service, or joining an email list. 

As a result, landing pages are a great place to put your customer testimonial video. Since testimonials are meant to convince customers to choose your product or service, putting a testimonial video on your landing page helps encourage customers to take action.

Leveraging Email Marketing for Testimonials

Email is a key part of a comprehensive marketing strategy. Not only is email a great way to keep subscribers informed about your brand, but it’s also one that is very easy to track and monitor. By putting your customer testimonial video into your email, you’re ensuring it reaches those who are most interested in your product or service. 

Measuring the Effectiveness of Testimonial Videos

As we mentioned above, email is easy to track, but you can also monitor the other ways you showcase your customer testimonial video as well. Most social media platforms have analytics built in, and there are tools you can use to monitor traffic on your website.

These analytics can tell you many different things that help you determine the success of your video marketing, such as how many views it has, how many viewers click through to another page, and how many viewers click away without watching the whole thing. You can then use this information to make adjustments to your current marketing campaign or to influence future video marketing efforts.

For example, if you’re struggling to get views, you may need to review how you’re distributing the video or the keywords you’re using. If you’re getting a lot of clicks but not a lot of people watching the whole thing, viewers may find it boring. If you’re seeing that people are watching but no one is converting, there could be a problem with the messaging or customer stories you’re using.

Maintaining Authenticity in Testimonials

Customer testimonial videos allow you to connect with your audience and establish trust through real customer stories. Charter & Co can help you create highly polished yet still authentic testimonial videos that boost your marketing strategy and deliver results. Reach out to us today to learn more about how we can best serve your video content needs.