Testimonials come in many shapes and forms – text, images, video – but they ultimately all do the same: express a customer’s positive opinion of your product or service. And because people put so much weight into the opinions of others – 93% of buyers would read online reviews before deciding to purchase a product or not – testimonials are a key tool of the marketing trade.
That’s why, once you’ve collected customer feedback and put together an amazing testimonial video showcasing it, you’ll want to show it off everywhere you can to reach as many people as possible. Not sure exactly how to use those customer testimonial videos? Below, we share five of the best places to post them.
Before you can think about where to post your testimonials, you’ll need to have something to post. So if you haven’t yet started gathering customer feedback to use in video testimonials, we recommend you start now. After all, 72% of consumers say positive testimonials and reviews increase their trust in a business, and 88% trust online testimonials and reviews as much as recommendations from friends or family. That’s why regular customer testimonials can generate an impressive 62% more revenue.
And while it might be easier to simply grab a quick quote and post it as text on your website, it won’t be nearly as effective as a video testimonial. 2 out of 3 people say they’d be more likely to make a purchase after watching a testimonial video. And there are a few reasons why they’re so effective.
First of all, videos create a sense of trust. Seeing a natural human face adds credibility and authenticity to the message, especially compared with the anonymity of a text quote.
Beyond that, videos have the very special power of stirring up and touching on human emotions. By using video elements like human faces and expressions and moving music, you can create an emotional response – which causes 70% of viewers to be very likely to buy a product or book your service.
And finally, unlike simple text or images, videos capture multiple senses by being visual and verbal all at once. This makes them much more memorable and engaging.
Promo tip: Make your videos more engaging (and accessible!) by adding captions so that viewers can read your message and listen to it simultaneously. Promo’s video maker makes adding captions to any video you make easy.
Now that we’re clear on why video testimonials are worth making let’s talk about what you can actually do with them once they’re made. After all, videos take more effort to create than just typing up some words, and you’ll want a return on the time and resources you invested into making them. By posting your videos in the following five locations, you’ll be able to see some great ROI on your testimonials.
One of the best places to use testimonial videos is on product pages. After all, these web pages are created to help you sell a specific product, and a video testimonial is a tool that can help you achieve that goal. On average, testimonials on product pages increase conversions by 34%, and videos on product pages increase conversions by 86%. So if you can post a video testimonial on your product page, you’ll benefit from the power of both. Talk about a double whammy.
One of the trickiest parts of social media marketing is always coming up with fresh content to post on your socials, which requires relatively high posting frequency to see the most growth and engagement. So if you already have a video testimonial created (or, even better, multiple), you have a perfect new piece of content to use to keep your account updated.
The best part is that you don’t need much time and money to create a new testimonial video. Promo’s easy-to-use online video maker allows you to create high-quality social media videos in minutes. Just upload your own footage or images, add your company’s branding, and you’re ready to go. You’ll even be able to quickly scale your videos to the specs optimized for your chosen social media platform in just a click. With such an easy video creation tool, the number of video testimonials you can make will be limited only by the amount of customer feedback you can gather.
Your website’s landing page is your first impression to anybody finding you online, meaning it’s an invaluable tool for marketing. And if your landing page doesn’t already have a video, you should definitely toss one on there, as it can significantly improve your SEO. That’s right, a page with a video is 50 times more likely to get organic search rankings than plain text results.
Not sure what videos to post on your landing page? Well, your testimonials are a great option. After all, there are few tools more effective at helping sales than positive reviews, which can convince 66% of potential buyers to purchase a product.
If you have more than one testimonial video, it’s a great idea to aggregate them together in a single dedicated testimonials page on your website. This way, there will be one place to have them all live on your site where people interested in seeing reviews can view them together. Plus, this also has the added bonus of making it easy for you to link to your testimonials from other marketing channels such as emails, text messages, and social media.
Speaking of emails, this highly effective marketing channel is a great place to share video testimonials. After all, emails can be quite dull, but videos are a compelling way to spice them up. Attaching a video to an email can lead to a 200 to 300% increase in click-through rate, and 54% of email subscribers report that they prefer to receive emails with videos in them. So why not reach your customers directly through their inbox with video proof of how great your products and/or services are? Add a call-to-action linking them to a product page, and you’ll surely see some conversions.
Here’s a sample email template that you can use for video testimonial emails.
Subject line: “I’ll never go back to traditional toothbrushes again!”
Hey __[customer name]___,
The reviews are in, and people love our Bionic Toothbrush 6000. Check out what Alex from New Mexico had to say in the video below.
[Insert video here]
Try the Bionic Toothbrush 6000 today.
Just adjust the email to be relevant to your business, brand, and product, and you have a concise, to-the-point testimonial marketing email.
You know that your business offers a great product or service that can help customers solve problems. So why not show them that with a video testimonial? As you can see, there’s no shortage of places to post them once you’ve created them. So go ahead and spread the word about your business anywhere.
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Daisy Rogozinsky loves to use the written word to educate, entertain, and tell stories. If she's not writing content, she's writing poetry, music, and screenplays.
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