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It may not look like it at first glance, but testimonial videos are one of the best ways to market your brand.
Word of mouth has always been a great way to encourage a person to try a new product or service. But with the help of video, now one person’s experience can influence hundreds or even thousands of others, with one video.
Testimonial videos are so effective because they create trust between a brand and its audience of potential clients. The best part is that it’s not coming from the brand itself. Another person, a current or former customer is now helping you sell your product or service. In fact, 72% of consumers say that reviews and testimonials make them trust a company more.
People trust other people; way more than they would ever trust a brand. Of course companies are going to try to sell you on themselves. It’s business, it’s a requirement.But having someone who is in no way associated with that same company talk about how great it is - Now that is powerful.
Here are 4 ways to ensure your testimonial video is impactful:
1. Sell the Problem.
If you focus on the subject’s emotions, the testimonial can create a connection with the viewer. They share their initial frustration and then the relief they experienced after finding your brand’s product or service. Everyday problems or frustrations are highly relatable and offering a solution can help bond the audience with your brand.
It's also important to ensure the video is clear about the benefits of the product or service, and not the features themselves. Talking about features will feel more like a sales video while discussing the benefits will feel helpful and informative.
2. Don’t Script It.
The key to a great testimonial video is to make it authentic and neutral. These types of interviews should always feel more conversational.It should feel like it’s a friend sharing a first-hand experience, if a testimonial feels too scripted or over the top, it could be discredited.
3. Be Prepared.
Ensure your interviewees are prepared. You don’t want to tempt them to rehearse their answers with every question you’ll ask, but try to front load them with general topics, so they have time to really think about how the product or service has helped them and made an impact on their daily life.
4. Keep it Short & Simple.
With any video, the goal is to always get the message across quickly, and testimonial videos are no exception. Nobody likes watching long drawn-out video content, successful testimonial videos should be no longer than 2 minutes. Keep the overall video simple. The background, graphics and so on. The key element to a testimonial video is the message, and you don’t want anything to distract from that.
Long story short, your customer’s opinion holds a lot of power and testimonial videos are the perfect way to harness it and put it towards building your brand.
For more information about testimonial videos, and to find out how you use video to market your brand, email us at info@vinc.ca.
