Why Video Testimonials Work (And When They Don't)
Video testimonials work because buyers trust other buyers more than they trust brands. Around 90% of buyers say social proof influences their purchase decision (Gartner), and video puts a face, a voice and real emotion behind that proof in a way text cannot.
Do video testimonials actually increase conversions?
Yes. Video testimonials work even if people don’t actually click on them to watch. Their presence is a trust signal on your website, proposal, or any communication channel you have.
Seeing a real face of someone who is willing to say good things about you is already half the battle won in the mind of the potential client because it shows that other people have used your services, and are happy to say good things, on camera about it.
Ultimately, testimonials are emotive stories that pull on the buyers’ emotions and supports it with logic.
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However, it needs to be used within a sales and marketing funnel. For example, a Gym owner in the US, used his library of case studies and testimonial in his sales funnel, and found that even without paid Ads, his revenue has grown by 300% and his gym is now a million dollar business.
Just because he carefully selected his case studies to match the potential clients at the enquiry stage of the sales funnel.
How long does a video testimonial stay effective?
For as long as your business exists, and doesn’t change its services or products that are mentioned in the testimonial.
Some testimonials and case studies have even ‘survived’ business rebranding and mergers and are still used because the core services are the same.
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For example, a case study built for Thomas Duryea, who has become Logicalis Australia, is still being used on their YouTube Channel.
The services of Logicalis may have expanded, but part of what they do is still exactly what the case study is talking about. Because ultimately, that case study was more a showcase of customer service and partnership over the capabilities and technologies provided.
Where should you use video testimonials in your sales funnel?
Generally, they work really well in the middle and bottom of the sales funnel. This is because potential customers are now looking to make a purchase decision, and they are looking for more trust, and credibility signals.
They will look at Google reviews, reviews from reputable sources, and even YouTube; and video testimonials tend to work most effectively compared to just text reviews because they can see, hear, and feel what the reviewer is saying, to determine if they can trust you enough to pull out their wallets.
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Testimonials have also been shown to be effective at the top of the sales funnel.
Video testimonials can build brand awareness, and start seeding trust and credibility with your potential customers.
Although the effect is not as easily measured, and text based reviews have shown to be just as effective.
When do video testimonials stop working?
The last point is interesting. If a text review can do the same job in some places, then why do I need video testimonials?
It is not about the format of the testimonial. It is about where it is placed, and when it is shown to your prospects.
The proof exists. It sits on a testimonial page that few people visit, or buried at the bottom of a landing page. It is the email from a happy client that nobody thought to follow up, or to show off.
If it is not shown, how do your prospects know where to find it?
This is the Trust Gap: the space between “I’m interested” and “I’m confident enough to buy.”
Video testimonials are one of the strongest tools for closing that gap, and they work brilliantly when you know where the gap is. A testimonial answers a doubt. If it is not shown where your prospects’ doubt is, it is just a nice video.
Not sure where your prospects hesitate? The free Trust Audit takes about 10 minutes and will start to show you where you have already built trust, and where your prospects are not seeing it.
How Fantestimonial approaches testimonial videos
Many videos underperform because they are made without a clear idea of why they exist, who they are for, and where they will be used.
So we start with the business, not the camera. Before any creative concept or format is discussed, we look at where prospects currently encounter you, what proof they can already see, and where they hesitate. Then we build the asset that fits the gap.
Testimonials work. To bring a return, they need to be placed, tracked, and used to unblock the moments where buyers stall.
Examples of Video testimonials:
When PeerlessJal had a new product that had been launched into the market, there was some resistance to try a new system because it is… well new.
So getting an established flooring specialist to Review the product and provide his thoughts on it, worked as a fantastic testimonial even when there weren’t enough customers using the product.
The result was that PeerlessJal received a testimonial and recommendation for a product even before it was widely available.
Taxibox knew that many of their potential customers had so many options when it comes to packing to move and store their items.
And because many of their potential customers are also time poor, they want the flexibility of being able to pack in their own time, and not have to be home when the movers come.
So this series of testimonials showcases how you can get this service, and also wonderful customer service along the way.
The result are videos that have stood the test of time, and are still being used on the website after 5 years.
When Property Magnate approached us to produce a series of video testimonials, the tricky part was that all their clients were working adults who can only make time for testimonials on weekends or after hours.
So we worked out a reasonable package to help.
The result was that Property Magnate created a collection of testimonials in a cost effective manner that respected their clients’ schedules.
Pricing
Foundational
Tell your Customers’ Stories, and have 2 video Assets for your Website, and other social channels.
Best for small businesses trying to create many short testimonials and reviews of their service and products.
Bulk pricing may be negotiated.
Approximate Costs
$750
Remote
$2500
On-Location
- Full Customer Story Video
(1 – 3 minutes) - Social/Ad Cut
(15 – 59 sec) - Basic Caption Animations
- Video Graphic Design to match your Branding
Creative
Tell your Customers’ Stories and have multiple Video Assets for your Website, and social channels, and also a bonus Written Case Study PDF.
Best for businesses with established set of reviews to take it to the next level. To convert success stories into Case Studies.
Approximate Costs
$1800
Remote
$6500
On-Location
- Full Customer Story Video
(1 – 3 minutes) - 1 – 3 Social/Ad Cut
(15 – 59 sec) - Bespoke Animations to support your Customer story
- Video Graphic Design to match your Branding
BONUS
- A written PDF case study that you can use in email or other lead generation marketing
- Review of Videos’ Effectiveness within the marketing strategy
Strategic
Get strategically designed Customer Story videos produced to work from the top of the sales funnel to videos to help close the deal.
Best for businesses who want to leverage video case studies across multiple platforms and channels to optimise for every stage of the Sales Funnel.
Approximate Costs
$3500
Remote
$13000
On-Location
- Full Customer Story Video
(3 – 8 minutes) - 2 – 3 bespoke videos to fit Sales Cycle Strategy
- 3 – 5 Social/Ad Cut
(15 – 59 sec) - Bespoke Animations to support your Customer story
- Video Graphic Design to match your Branding
BONUS
- A written PDF case study that you can use in email or other lead generation marketing
- Review of Videos’ Effectiveness within the marketing strategy
10 Testimonials Bulk Option
Enhance your credibility and trust with 10 remotely-recorded, interviewer-led, video testimonials
$89/mth
Paid monthly for 12 months
$890/yr
Paid Annually
(save $178)
- 10 fully edited video testimonials
- All you need to do is get your clients to scan a QR code to book in a time.
Best for:
- Service businesses who get lots of good reviews and want to convert those to videos.
- Businesses with clients who do not have a lot of time or need out-of-hours recordings.
Frequently Asked Questions
My clients are too busy to film a testimonial. What do we do?
Fantestimonial offers really flexible ways to record video testimonials. This includes finding time that suits your clients (and that may include after hours with no extra charge), OR offering an Online Testimonial recording.
In reality, your client only needs to be physically present for no more than 30 minutes for the testimonial recording.
We’ve written a blog about how much time your client realistically needs for a testimonial shoot.
Can we film in our office or do we need a studio?
Our recommendation is to film testimonials on-site, that is at your client’s location. The background lends a level of authenticity to the message.
However, if you want to record multiple testimonials in a day, it may be more cost effective to hire a studio and request that all your clients come to the studio for the recording.
The key is to have your clients feel comfortable so that they can speak as candidly as possible. And one way to ensure comfort is to go to where your clients are most comfortable, their location.
How many videos will we get from one shoot?
Typically, you should be able to get 2 – 3 videos from a single testimonial: The main testimonial, and a shortened version that can be used for social media promotions.
If it is planned properly, it is also possible to get up to 8 different videos from a single testimonial shoot.