Video testimonials and Marketing: How to Make Them Work Together
You probably know all about the power of social proof and testimonials by now.
In our recent post, we proved that video testimonials win over written ones every single time, in every category.
Say that you decided to use video testimonials for marketing, but you have no idea how to do that.
There’s good news: you have plenty of opportunities to use video testimonials for marketing!
Let’s go through common ways to ensure maximum marketing ROI – no matter what you sell and whom you sell to.
- The ideal video testimonial sums up the main benefits of using your product/service in a convincing way and is 40-90 seconds long.
- Use a full-service video testimonial platform like Trust to automate the video testimonial collection process. It has online video survey forms, a built-in video editor, and a full library of testimonial widgets to feature your customer videos.
- Use a ready-made video testimonial template to get perfect results.
- Publish video testimonials on your landing pages.
- Create a testimonial page a.k.a. ‘Wall of Love’.
- Convert video testimonial interviews into case studies, blog posts, and podcast episodes.
- Repurpose video testimonials across video streaming platforms.
- Use testimonial videos as a part of your email marketing strategy.
- And in your social media marketing strategy, too.
- Run video testimonial ads.
- The sky is the limit!
Use video testimonials on your landing pages
When you promote a service or a product, one of the best ways is to use a well-thought-out landing page.
Landing pages are just like any other page on your website, only with the specific purpose of making visitors take a certain action, usually purchasing or leaving their data.
There are many ways to maximize the effect of your landing pages – from working on your copy to improving the design and ultimately changing your offer.
However, even using one video testimonial on your landing page can improve your conversion rates as much as 80%!
According to the resent research, the most effective length for a video to convert is somewhere around 20-30 seconds.
So, we recommend you keeping your video testimonials somewhere between 40-90 seconds maximum.
Bear that in mind when you ask your customers to tell you what they think of your product or service!
If they manage to tell their experience within this timeframe, it’s less editing work for you.
Ideally, a video testimonial should sum up the main benefits of using your product/service in a convincing way.
The more customer testimonial videos you have, the larger of a choice you will have when it comes to picking ones for different landing pages.
The easiest way to get video testimonials is to simply ask your customers to record and upload their testimonials, ideally using a tool such as Trust.
It has different types of online survey forms that you can customize according to your needs:
One of the most interesting features of collecting video testimonials is Interactive forms.
They let you interview your customer step by step with a pre-defined set of text or video questions!
Once you’ve got video replies using your video testimonial software, you can combine your video question-and-answer pairs into a single video testimonial.
Trust’s built-in video editor lets you:
- string together video survey pairs;
- add intro / outro / other media files;
- trim videos;
- save logo-free final video testimonials!
You can also use comprehensive video editors to nail your videos for landing pages, and add music and visual effects. Elevate your testimonials by incorporating text to voice AI for a dynamic and engaging auditory experience.
Then testimonial videos will become a great contender.
Of course, we can’t tell you the exact placement of the video because it will depend on many factors.
However, make sure that your video is authentic and fits well into your website design.
By the way, Trust also has many customizable website elements for video testimonials that will look perfectly on any website.
Check out our full widget library here!
📚 Learn more: Power Up Your Website: 15 Must-Haves for Social Proof
Create a testimonial page or Wall of Love
Are you looking for ways to increase your business’s visibility and credibility?
One way to do so is to create a testimonial page that features positive comments and reviews from current or former customers.
This page should be one of the first places visitors go when they visit your website since it serves as an endorsement that speaks volumes about the quality of your products or services.
Here’s how to create a great testimonial page, along with best practices:
1. Gather testimonials
The first step in creating a great testimonial page is to gather high-quality video testimonials from current or previous clients and customers.
Give website visitors varying perspectives on your brand and content that visually speaks for itself.
2. Put together your testimonial page
Once you have gathered enough content for your testimonial page, start putting it together by adding a heading and subheading at the top of the page which summarize the overall message you’re trying to convey on this page.
Here are a few headline ideas:
- Our Clients Love Us
- Why Choose Us
- Before and After
Also, include customer photos with quotes from each video testimonial to make the page more visually appealing and trustworthy.
3. Edit your testimonial page
Before adding anything else, make sure all of the replies are well-edited without any grammar errors or typos.
Your customer’s response should appear exactly how they submitted it, but still maintain its legibility and professionalism.
If any changes need to be made then ask them directly if those changes are possible before publishing their feedback on your website – unless they didn’t give their consent in your testimonial request form before.
4. Add links to social proof pages
Linking other social media accounts like Facebook and LinkedIn that are full of reviews and comments regarding your brand will provide customers with a place where they can find positive social proofing easily.
When done correctly, your testimonial page will build trust with potential new customers & strengthen loyalty between existing ones, too.
Convert testimonial videos into case studies and blog posts
Converting video testimonials into a text format is a great way to showcase the success of your product or services as well as build a powerful content marketing strategy.
Case studies are highly effective for driving conversions and sales, so it’s important to identify, produce, and distribute impactful case studies from customer video testimonials.
Using interviews can add an extra layer of authenticity and depth to any case study created from a customer testimonial video.
Reach out directly to those involved in telling their story as part of the research process when crafting a compelling narrative for your case study piece.
In addition to creating written copy related to this project, also consider developing visual collateral that can be used alongside the written elements in your final output – such as infographics, graphs, and diagrams (if applicable).
Visual elements should always be included in content pieces because they complement written text while providing additional context and an easy way for readers to digest information quickly without getting overwhelmed with details provided by words alone.
📚 Learn more: How to Use Customer Feedback For Creating Blog Content
Use testimonial videos in your email marketing strategy
Email marketing has come a long way since its inception but the basic principles are the same.
Nowadays, we have a variety of tools at our disposal, ranging from email warmup to cold outreach, personalization, split testing, and much more. If you’re looking to enhance your cold outreach efforts, consider utilizing powerful cold email outreach software designed to streamline and optimize your outreach campaigns.
In a nutshell, their basic premise is identical – increasing open/click-through rates and conversions.
You can also use customer testimonials as a part of your email marketing strategy.
There is one problem, however.
You cannot really include an embedded video in your emails so you have to resort to either including a link or a video thumbnail.
And of the two, thumbnails are the winner here!
According to Brian Dean at Backlinko, having a video thumbnail in your email can improve subscriber engagement as much as 41%.
This includes all of your email marketing metrics.
Campaign Monitor went an extra step in their research. According to their findings, including videos in your emails can improve a variety of your marketing benchmarks, including:
- 19% increase in open rates
- 65% increase in click-through rates
- 26% reduction in unsubscribe rates
Here the best tip we can give you is to work on your thumbnail design.
Make it stand out and make it unique, showcasing that it’s a testimonial rather than another promotional product video shot by your team. You can even leverage a thumbnail generator AI tool for this purpose.
Adopt video testimonials to your social media marketing strategy
Among all types of content in social media marketing, video always comes out on top in terms of engagement and results delivered.
With about 8 billion views on average per day, video is not going anywhere any time soon as a social media format.
Similar to email marketing, you can use video testimonials here to boost your overall social media metrics and drive conversions.
However, there is one major difference – you can make your followers (or your target audience) view the actual video instead of just a thumbnail, as well as engage with your post.
Launch video testimonial ads
One way to use customer testimonials is to promote them on Facebook in the form of a boosted post or a video ad.
There is lots of room to play with – the thumbnail, the copy, the placement, the targeting.
You can fine-tune the ad to reach the exact audience you need with the exact message they need to hear.
If you have an audience of people who already visited your landing pages but need one more step to convince them about the value of your product or service, you can easily retarget them and show them a customer testimonial video on their Facebook feed.
They can also be a great option for conversational commerce.
On Instagram, you can create organic content in the form of IGTV videos.
They will allow you to make use of the extra video length so your customers can speak their minds more freely in their testimonials.
Moreover, IGTV videos are 4x larger in size in the Instagram Explore feed compared to photos, which makes sure that they stand out.
One of the more recent Instagram developments is their stories – another great placement for a customer testimonial.
Bear in mind that you can only have very short testimonials here (up to 15 seconds in length), but the effects can be mind-blowing.
According to Instagram’s own internal data, more than 500 million people view stories every day. Better yet, one third of all video stories viewed are made by businesses.
Repurpose video testimonials across video streaming platforms
No matter what platform your users prefer – whether it be YouTube, Vine, or Instagram – highlighted videos featuring real customers can offer immense value no matter where you distribute them across all platforms.
Repurposing these stories will help reach different audiences who might not have seen content otherwise missed due its limited range at first glance.
Additionally, adapting stories for different target audience types is essential, meaning the format should change depending on the platforms used for distribution so viewers get just what they need.
As you can see, customer testimonials have massive potential as a marketing tool in 2023 and beyond.
Since video as a format shows no sign of slowing down, it’s all about learning the unique aspects of each marketing platform and adjusting your customer testimonials to get the maximum return on investment from it.
The verdict is clear – video testimonials have excellent potential as a marketing tool.
All you need is a great way to collect them to get started.
Sign up for Trust today and reap the full benefits of video testimonials in your marketing strategy!