Think back to the last time you made a purchase online. Did you first see it used on social media? Or maybe you looked up customer reviews? If so, you’ve felt the power of a testimonial.
Today, consumers rely more than ever on what their friends, neighbors and random strangers on the internet think about a product they’re considering.
And don’t just take my word for it. There are countless statistics supporting the fact that customers want testimonials and – specifically – video testimonials:
- 79% of people have watched a video testimonial to find out more about a company, product or service (Whyzowl).
- 70% of marketing professionals report that video converts better than any other medium (Forbes).
- Customers say testimonials and peer recommendations are the most reliable type of content (Nielsen).
Now that I’ve convinced you to create some video testimonials, let me break down how to make them the most impactful tactic in your content plan.
First, it’s all about the story. As humans, our brains are constantly creating a narrative, so do your customers a favor and show them why your product makes a difference. Start with your biggest fans and ask them when and why their purchase went from transactional to life changing.
Next, make it authentic. When possible, record the video in their natural setting and let them use their own words, guided by your very carefully selected questions. Encourage them to share a struggle they faced, along with enough specifics to get the rest of your audience engaged.
Lastly, focus on customers’ biggest motivators: saving time, money and stress.
And if you’re looking for a production team to help you capture these stories, let us know. We’d love to help you out.