Owned Media
Published By:

It’s no surprise that video is one of the more effective content mediums in today’s digital marketing landscape. However, simply knowing this fact doesn’t do you any good. If you want to maximize the value of video, you must know how to effectively use it. And in 2016, we believe you’ll want to focus on video testimonials.

The Value of Video Testimonials

In order to fully understand the value of video testimonials, you must look at the two root words: video and testimonial. Video has quickly become the most effective content medium in Internet marketing. Whether it’s a product video, live streaming event, or testimonial, video engages users unlike any other alternative content form.

Then you look at the testimonial aspect. Testimonials – whether written, visual, or auditory – always hold great value with customers. When people make a purchase, they want social proof from unbiased sources. Testimonials provide just that.

So, it stands to reason, when you combine video with the traditional testimonial, that the result will produce high returns. Still not sold? Consider the following statistics as curated by Boast, a leader in professional video testimonial production.

  • 65 percent of your audience is inclined to visual learning.
  • Website visitors are 64 percent more likely to follow through with a conversion after watching a video.
  • Online shoppers are 63 percent more likely to purchase a product if it has reviews and ratings.
  • 90 percent of online shoppers say their buying decisions are influenced by online reviews.

This is just the tip of the proverbial iceberg. When you look at video testimonials in action, it’s clear that they provide high returns, no matter the industry.

4 Tips for Better Video Testimonials

The problem is that most businesses don’t know where to start with video testimonials. Sound familiar? Don’t worry – we’ve gathered some tips and best practices to push you in the right direction.

1. Contact Your Most Satisfied Customers

You should be very selective in who you choose for your customer testimonial videos. You don’t just want any customer to volunteer. Carefully identify the most satisfied customers you have and then set up some interviews to see if they’re interested in being featured.

For example, RoboVent, a leader in clean air delivery systems, did a fantastic job of choosing loyal customers Chris and John Geneva for this customer testimonial video. They are charismatic, enthusiastic, and genuinely satisfied. These are three things you need to look for in testimonial candidates.

2. Guide without Writing a Script

There’s a major difference between giving your customer free reign to say whatever they want and putting a script in front of them. You don’t want to do either. Ideally, you should give the customer a chance to speak from the heart, while guiding the direction of their story.

If you want a good example of what this looks like in practice, check out this I Am Second video testimonial with best-selling author Eric Metaxas. You can tell that he isn’t reading a script, but it’s also obvious that there’s someone behind the camera directing the flow of conversation.

3. Keep it Brief

While the I Am Second video with Eric Metaxas is nearly 12-minutes long, that’s the exception to the rule. In most cases, you want to keep testimonials around two or three minutes (as in the RoboVent video). Anything longer and you’ll notice that viewers will lose focus and drop off. Anything shorter and you really don’t have time to get the message across.

4. Choose Good Lighting and Backgrounds

The final tip is to make sure you use a good background and lighting. Generally speaking, there are two different strategies for shooting customer testimonials. One involves the splicing of scenes between the customer talking and images of the product in use. This is the approach RoboVent takes in their video. Then you have the style where the entire video features the customer talking, as in the I Am Second example.

Regardless of which approach you take, you need to make sure you’re using good lighting and backgrounds. Both of these examples do a good job of providing quality video, albeit in different styles. The last thing you want to do is film with a shoddy background or poor lighting.

Winning Customers with Video

There’s no question that video is one of the highest returning content formats in modern Internet marketing. And while there are many different types of video content, the customer testimonial is by far the most valuable. It gives your website visitors an authentic behind the scenes look at how your products and services work and how much value they afford customers, just like themselves.

As you pursue different video content marketing strategies, make sure you put video testimonials at the top of your list. By referencing some of the examples and tips mentioned in this article, you can give your content strategy the modern jolt it needs to be successful in 2016 and beyond.

Image credit: Flickr


revcontent-98%-of-sites-get-denied-are-you-in-the-2% revcontent-98%-of-sites-get-denied-are-you-in-the-2%

Sponsored Resources

Want more resources

View all Resources

Most Read


Our publication contributors combine decades of experience with unique insights into the content promotion and distribution industry.
Chad Pollitt Partner, VP of Audience Native Advertising Institute
Pam Didner Global Content Marketing Strategist & Author
Chirag Ahuja Head of Marketing WorkflowMax
Jayson DeMers Founder & CEO AudienceBloom
Erik Deckers Professional Writer Pro Blog Service
Bernie Borges CEO Find and Convert
Jessica Stephenson VP Marketing ExactHire
Michael Ferrari Marketing Consultant Pen Cap Online Marketing
Larry Alton Freelance Writer and Editor
David Tile Founder & Director Nimble Media
Jay Baer Marketing Strategist, Speaker and Author
Kelsey Libert Marketing VP & Partner Frac.tl
Dan Steiner Co-Founder & CEO Elite Legal Marketing
Joydeep Bhattacharya Relevance Contributor SEOsandwitch.com
Jonah Bliss Founder CMO ContentIntent
Andrea Lehr Promotions Supervisor Fractl
Fernando Labastida Co-Founder Content Propulsion
Dan Moyle Creative Dir. Marketing AmeriFirst
Dennis Yu Chief Technology Officer BlitzMetrics
Arnaud Roy VP Marketing Augure
John Rugh Copywriter/Content Marketing Specialist
Gini Dietrich CEO Arment Dietrich
Justin Spicer Content Researcher, Producer & Editor
Michael Becker Marketing Support Spec. Teradata
Anna Johansson Freelance Writer
Amanda DiSilvestro Content Editor and Writer HigherVisibility
Sujay Maheshwari Founder & CEO Netcurate.com
Kelly Coulter Online Marketing Strategist
Taylor Radey Senior Consultant PR 20/20
Rodger Johnson Public Relations Leader & Consultant
Simon Penson Founder & Managing Dir. Zazzle Media
Danielle Wolter Nolan Co-Owner
Jason Falls Social Media & Public Relations Thought Leader
Joe Beccalori CEO Interact Marketing
Fernando Cuscuela Founder & CEO Everypost
Kelly Smith Content Manager CourseFinder
John McTigue EVP Kuno Creative
Yogita Arora Content Strategist Zoomph
Jordan Teicher Associate Editor Contently
Jonathan Crowl Digital Marketing Writer & Editor
Brian Honigman Marketing Consultant, Writer & Professional Speaker Skyword
Katherine Halek Content Strategist Signazon.com
Amanda Drinker Dooley Community Product Marketing Manager Netline
Anton Rius Digital Marketing Consultant More Than Metrics
Matthew Zajechowski Outreach Manager Digital Third Coast
Kevin Bailey Co-founder DigitalRelevance
Peter Chen Digital Marketing Consultant DigitalRelevance
Luana Spinetti Multi-Specialized Freelancer
Kyle Harper Writer Skyword
Elad Natanson Founder appnext
Maël Roth Content & Inbound Marketer Park7
Quin Woodward Pu Marketing Director Audienti
Greg Shuey Co-Founder Stryde
Douglas Karr Founder & CEO MarTech.zone & DK New Media
Jean Bansemer CEO My Web Writers
Owen Andrew Journalist
Luke Kintigh Global Content & Media Strategist Intel
Dan Fahrner Director of Marketing Services SmallBox
Asaf Rothem Marketing VP & Partner BrightInfo
Jonha Richman User Acquisition Manager

In case you missed

Read more of the latest news and insights from thought leaders in content promotion and distribution.


Get the latest content promotion news and insights everyday.

Champion Sponsor

Relevance is proud to present our Champion Sponsor that helps make our site possible.

Cision Logo

© 2017 Relevance | Content Promotion News & Insights

Connect with RELEVANCE

Thank you for subscribing Your subscription has been confirmed.