Why Are Video Testimonials a Must?

And why they can help you close sales

Before making a purchase, all consumers want to know if it is worth investing time (and money) in a product or service. With websites like Yelp and Amazon becoming cultural staples, very few of us don’t do a little research before spending our hard-earned cash. After all, we want the best, and the best way to judge whether something may be right for us is by good old-fashioned peer review.

But how do we trust which testimonials are legitimate? It is not always easy to spot a fake written review. Besides, as a business, getting your customers to sit down and write a valuable review may prove to be a difficult hurdle to overcome.

Video testimonials are much easier to do, and much more effective as well. They provide an authentic review experience to consumers while addressing their questions in a direct and impactful way.

In fact, video is far more engaging than text as people are much more likely to watch a video than read an article. When it comes to website reviews and information, video has a 95% retention rate while that of textual information is only about 12%. Video is also more often shared across a variety of marketing and social media platforms. Because of the authenticity of video, not to mention its entertainment value, they have much higher click rates than articles.

Video testimonials are a smart investment because they convey the emotional impact your product or service has on a client. People tend to buy based on emotions than logic. Video testimonials offer viewers an independent and personal perspective of someone who was once in their shoes and who is now happy with the choice that they made. Because 65% of the population are visual learners and 90% of consumers  admit that buying decisions are influenced by online reviews, video testimonials save you time and money. After all, you are utilizing a marketing tool that you already have: satisfied customers.

We know it is a social proof that customers care more about peer reviews than anything else. Consider the power that this has when it comes to influencing and persuading your potential customers. Video testimonials are key to closing more sales not only because of their emotional impact and marketing capabilities but because of the trust that they establish between customers. People are much more likely to do business with you when they relate to your brand as it is conveyed by your satisfied clients. A video testimonial genuinely communicates the value that a business or product has brought to a customer’s life and why others should make the same smart choice.

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