Why Video Testimonials Are Important For Business
If you are doing your job right, you’ll have a loyal customer base. And producing a video testimonial gives these consumers the chance to share their passion for your business with a whole new range of potential clients. Let’s face it, in recent years the public has become cynical about many things, and marketing is probably at the top of the list. People don’t respond to advertising like they used to; they know that actors are paid to support a product, and they know that endorsements from celebrities are a result of payment to a bank account, not because they have a heart-felt desire to share their feelings about your business with the world. The way to overcome this and to have potential customers take notice is to use real people giving genuine feedback in their own words. Here are the three key factors as to why this works.
Builds Trust:
When people haven’t used a service or product before, they are usually wary about switching from their familiar provider to a new brand or organization. They don’t know if the results are going to exceed their normal experiences, or even if they will match the claims made in the advertising. However, they are more willing to try something new when someone with a friendly face speaks openly about their experiences. People tend to trust user reviews because those people have tried the product and become satisfied customers. They enjoyed the experience so much that they were willing to put their own reputation at risk to endorse it. When viewers see an average, everyday person on the screen, they can relate to them and will listen to what they have to say. It’s like listening to a friend as they give advice while standing at the bar, or when gathered around the water cooler in the office.
A Familiar Challenge:
Everyone wants to make their lives a little easier. When they have a challenge to overcome, they take notice when someone else voices the same concerns. They feel empathy towards them because they’ve been in the same situation. Regardless of whether that problem is something as minor as not being heard by a service provider, or a serious problem such as not being able to pay a mortgage, they understand the other person’s pain and they associate it with their plight. So, when that person reveals that they found an answer to their struggle, it makes the viewer take notice. It feels as though that person is simply trying to help others overcome an issue, rather than trying to sell something. In their testimonial, when they speak about their initial concerns and then explain how buying a specific product — or doing business with a particular organization — changed their lives for the better, the viewers are ready to accept that information wholeheartedly. A good testimonial highlights the value that the product delivered to this person’s life, and it suggests how easy it is for others to reap the same potential.
An Informal Campaign:
Compared to big budget campaigns that can sometimes seem over-developed, testimonial videos have a competitive edge by being transparent, simple, and authentic. Nothing beats real people telling real stories in an unscripted way. It’s a natural and effortless way to give your satisfied customers an opportunity to encourage others to invest in your business. Being able to see the face of the person as they describe their experiences gives the viewer a sense of connection. A testimonial displayed on a website as text doesn’t have the same impact as human-to-human dialogue. As a bonus, compared to other forms of marketing, informal video content is more likely to be shared around to friends and family, which adds another layer of credibility to your campaign.
Testimonials are a valuable form of video content that have immediate credibility and social impact. They are a powerfully persuasive tool that you can use in your business to generate extra sales. A professionally produced testimonial video filled with ideas on how to improve the lives of individuals and families can be used in all your marketing channels, on social media campaigns, and it should also feature in a prominent position on your website. Start collecting testimonials and prepare your video campaign now!