Benefits of Creating Customer Testimonial Videos

Benefits of Creating Customer Testimonial Videos

Customer testimonial videos offer a great way to use unbiased sources to tell your story and generate interest in your products. They are a huge factor when it comes to making a buying decision, and if you aren’t utilizing the praise your customers have for your business, you are missing out on a huge opportunity to have current customers help you sell to prospects. A website with customer testimonials will generate more leads and close more sales than a website with no testimonials every time.  Using an online video presentation for testimonials helps get your message across in a way that’s going to keep your audience’s attention.

The Facts About Customer Testimonial Videos

We are all influenced by the opinions of others to some extent. But how much do testimonials really influence us when it comes to making a purchase? Here are a few stats that stand out.

  • People are 63% more likely to purchase a product from a site if it has product ratings and reviews (People Claim)

  • 79% of online shoppers tend to trust online reviews as much as recommendations from friends and family (BrightLocal)

  • Customer reviews create a 74% increase in product conversion (People Claim)

  • 77% of people take the time to read product/service reviews before they make an online purchase (Juniper Research)

  • Customer testimonials have the highest effectiveness rating for all types of content marketing, with a rating of 89% (WebDAM)

  • 90% of consumers admit their buying decisions are influenced by online reviews (Marketing Land)

Increase Credibility

With a video testimonial, you can effortlessly explain your business’ goals and overall mission. The last thing that you want is confusion on the side of your customers and the testimonial videos can end this, especially if they are first time visitors. Testimonial videos help to build all-important credibility with your prospects.  The more they can relate to the customer in the video, the more likely they will be to think your solution is best for their problem.

Humanize Your Brand

Not all online customers feel the same connection to an online business compared to the in-store experience. They often trust the in-store experience more, but with a testimonial video, you could change this. The video offers you an opportunity to add a face to the business, which gives it a personality. This moreover humanizes your brand and your prospects could relate to it more.

Trigger Emotion from Potential Customers

Another benefit of video customer testimonials: they trigger emotion in your audience. A video testimonial will help show them how your business can solve their problems and why you are the best choice for helping them. The way they do this is by capturing a satisfied customer that is passionate about the solution you present. Purchase decisions are largely emotional, even if the customer is taking the time to consider their options. Hearing from real people who have tried the product, or service, appeals to the emotions more than reading a page of copy because there is empathic synergy. Although you can create emotion with text, it’s easier to connect with a live person speaking. And if your business uses both, it’s double the impact.


If you are looking for the best SEO exposure and a great web presence, videos are the way to go. When you post your video testimonials through social media and/or a blog, you can reach a much wider audience. A testimonial can further enhance your exposure in your particular industry, establish a strong following, and gather the type of loyalty you deserve.

Websites that also leverage social media pages for their business can reap the benefits of these videos testimonials by showcasing clips on YouTube and Facebook for a double-dose of visibility. This can be another strategy used to gain more followers and momentum online.

Leverage Your Business As An Industry Leader

It’s important to showcase video testimonials that cover each of your products or services and their features and benefits. This not only makes your entire brand seem more trustworthy and transparent, but it also brings a brand a certain level of respect, and through consumer respect a brand can leverage themselves as industry leaders.

People respect a company more when they’re given genuine reviews through video as opposed to just typing up an article. A review article can be written by anyone, including the company itself, which is why being able to leverage yourself as a trustworthy leader is one of the most powerful video testimonial advantages there is.


Testimonial videos not only present your audience with a customer review, but also direct, visual word-of-mouth that allows customers the opportunity to express emotions and genuine insight about their experiences. This helps you build credibility and puts your customers at ease. And if viral enough, these types of videos can become a highly engaging piece to post and drive traffic on social media networks and website.

There are many types of videos you can use in your video marketing.  Testimonials are a great return on investment. Because you may not commonly see video testimonials on other websites, you may have dismissed this marketing method. Yet, video customer testimonials are a powerful way to boost your credibility, increase conversions, and humanize your brand.

Contact Farmore Marketing for help with filming effective customer testimonial videos that will trigger emotion inside your target audience.

About The Author

tyler walsh


Tyler is the Internet Marketing Director at Farmore Marketing  brings with him multiple years of internet marketing experience across a variety of industries.  He loves to play golf, the UConn Huskies and travel to new places! 

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