Why are video testimonials so important? This week we have a guest blog from Naomi Johnson of Value Add Video.
Naomi and I have known each other for a number of years, and have been in the same social media communities, building relationships etc. One of the things I have learnt over the years is that video is so powerful in our marketing and social media and I happened to notice what Naomi was doing with video and testimonials. The ones I saw I loved, so I reached out and did 2 things the first was I bought a pack of the video testimonials that I can use across my social media and the second was to ask her to write a blog for us on the subject of “Why are Testimonials so important?”
You’ve probably heard people say “word of mouth is the best marketing”.
When you, as a business owner, want to sell your product or service, you produce a variety of marketing messages, sales pages, pitches – all aimed at converting prospects into clients.
The success of this strategy depends to a large extent on the strength of the message – the quality of the copy, image, video or whatever you use. And no matter how powerful your message, there’s still the underlying perception that you (the business owner) are biased and potentially making false claims – simply because you’re desperate to sell that product or service.
Marketers know that the most persuasive sales messages don’t come from a business – they come from its satisfied customers – a completely unbiased viewpoint.
Here’s another phrase you’ve heard before – “people buy from people”. A testimonial comes from a person, and that person has taken the time to share their positive experience of buying from a particular business. You take the time to read that testimonial and you’re instantly impressed (or not, depending on what’s been written) – meaning that you’re now far more likely to believe that it’s genuinely worth buying that product or service (or avoiding like the plague!)
Why turn testimonials into video?
- Social Proof. This goes back to the roots of advertising – think celebrity endorsements and “9 out of 10 cats would choose Whiskas”. It builds FOMO (fear or missing out) – and nowadays, video is universally accepted as a marketing medium.
- Video is the thing that stops people scrolling through social media newsfeeds, and keeps them on a web page for longer. The human brain is wired to respond to movement. It’s what kept our ancestors alive thousands of years ago – think escaping from predators!
- Research has established that the primary buying trigger is emotion – again, often due to FOMO (fear is a strong emotion). It has also been proven by research that watching a whiteboard animation-style video results in viewers being twice as likely to recommend the service described (vs watching a talking head style video on the same topic).
Think about it – you’d check out the testimonials and/or reviews of a business before deciding to buy from them, wouldn’t you?
And if you’re in business yourself, you’d always ask your clients for a testimonial if they’re happy with the product or service you provided – wouldn’t you?
It’s disappointing for potential clients (and for you, when those prospects take their business elsewhere) if they can’t easily find your testimonials and reviews.
When your testimonials are presented in the form of 25-second attention-grabbing videos, branded with your business logo and brand colours, people will sit up and take notice.
A testimonial video is the most powerful form of social proof you can get for your business. Even better, no-one needs to get in front of a camera – and it’s highly affordable. Have a look at these https://www.subscribepage.com/vact to get an example of that I am referring to.
In short, Naomi creates scroll stopping, that can be used across your social media without you having to talk to camera! Her business is Value Added Video and actually does other things around social media, Facebook Ads etc but I will be honest with you, she is well known for her videos. I totally recommend popping over and having a look.
You can learn more or connect with Naomi here.
Value Added Video Website: https://valueadded.video/my-story/