A video testimonial is a recommendation from a customer who has used your product or service. Since it is not a written piece of content but a real person talking, it helps increase engagement, boost sales, and create brand awareness.
There are many places to share video testimonials. Once you collect them on your own or using a dedicated platform, the next step is to use them to grow your leads and conversions.
And if you are not implementing this strategy yet, just look at these numbers:
92% of customers read online reviews before buying (BigCommerce)
72% of consumers say that positive testimonials increase their trust in a business (BigCommerce)
88% of consumers say reviews influence their purchase decisions (Vendasta)
We have listed in this article six ways and places where you can share video testimonials. From websites to streaming services, from email newsletters to social media, video testimonials are an excellent tool to shift your marketing efforts to the next level. You can use your actual customers to get more leads, sales and revenue.
Keep on reading and learn the ins and outs of every strategy.
This is the first place where your testimonial should be. As viewers visit our page, showing them testimonials from previous customers can improve your brand strength. This also indicates that your product or service works and helps new visitors to create trust in your product or service.
Since most of your website visitors land on your home page, this is a great place to share video testimonials. It can be placed on the page’s top, middle, or bottom. You should test and see what position delivers more views and results.
Shopify shows an excellent video testimonial on their home page:
On websites that feature right or left sidebars, these are good options. Sidebars always show on your website, regardless of what page the consumer is viewing.
RELATED READING:9 Video Testimonial Software
You can also create a dedicated video testimonial page, and drive traffic to that page from your home page, via email or social media sites. This method forces you to add new video testimonials every week because if the testimonial date is not recent, customers tend to think that your product is not getting reviews and your business is not performing well.
SeoHacker has a dedicated testimonial page on their website:
The sales page is by far the best place to show video testimonials.
If your visitor has landed on the sales page, it means that they have a solid intention to buy your product or service. Adding a testimonial video on the sales page shows your visitors how your product has helped others and can also help new customers.
And suppose the visitor needs a little push to round up the decision process. In that case, a video testimonial will surely help.
If you have an active email list, it is an excellent way to share testimonials. People who subscribe to your list have some interest in your product or service and are keen to hear stories from recent customers, product updates, and forthcoming news.
A newsletter with video testimonials will increase retention and brand awareness if the list is of customers. If the list only features leads, sharing a video testimonial will help push the prospect through the sales funnel.
As with any email newsletter, those containing video testimonials must follow general guidelines:
1-Avoid sending too many emails. They can end up in the spam folder.
2-Always work to customize the message according to the contact. Send relevant info based on recent purchases and only about products in which the prospect may be interested.
3-Do not embed videos on emails. Most email clients will block them based on security and privacy concerns. It is always better to send a link to the video testimonial.
4-Craft your email subject lines to match your message with your leads or customers.
RELATED READING: Best email subject line generators
A landing page is another excellent place to share video testimonials. It shows proof of your product or service and helps to boost conversions.
Landing pages’ design is tricky, and a minor change can significantly change visitors’ behavior. Be prepared to test different testimonials on your page. Of course, video testimonials must be relevant to the message and the sales funnel.
Do not fill the page with lots of testimonials. In landing page designs, less is better. The viewer can be distracted if there is a lot of information. Don’t forget that the final objective is to get conversions.
4-A case study
Case studies are excellent ways to share video testimonials. These are good case study sources since they show proof of consumers that solved an issue with your product or service.
To choose a video testimonial for a case study, you need to contact a consumer who has been using your product for enough time and is highly satisfied. Everybody has customers who are the company’s fans and are happy using and recommending your product.
Ask your customer for permission, and since a case study involves detailed information, you will need to interview your customer to get details and insights to craft a good script.
Once you are done, you can publish it on your website and social media sites. Use it as a lead magnet asking the viewer to download the entire case after watching the video.
Hotjar features a video testimonial along with a case study on their webpage:
5-Video streaming sites
Video streaming sites are exciting places to share your video testimonials. With more than 2.6 billion active users per month and 122 million daily users, YouTube is the biggest streaming site available. It is also the second-largest search engine (guess which is the first…)
When you share your video testimonial on YouTube, you can link to your website in the video description and get organic traffic. You need to create a YouTube channel, customize the look and feel with banners and an about page, upload videos, and publish new videos regularly.
But a YouTube channel only about testimonial videos isn’t a good content strategy since customers can see it as self-publishing and promotional. You must create informative videos addressing a solution for a specific issue and promote the testimonial video.
YouTube Shorts is another way to share your video testimonials. Keep their length up to 30 seconds, clear and direct.
The second streaming site is Vimeo, with 230M+ users and a better set of features to help creators, better video quality, and the possibility to post videos without ads.
Dailymotion is a French video-sharing platform with 250M+ monthly users and an average of 160M+monthly users.
However, YouTube is the way to go due to its incredible stats that keep growing yearly.
Social media sites allow direct interaction among users with a strong emphasis on social proof.
Suppose you are posting a user publication on your social media sites. In that case, asking the customer permission to do so is mandatory. You can state this clearly when you collect testimonials, avoiding thus to ask for consent for every post.
The largest social media platform, with an estimated 3 billion users worldwide. Facebook includes users from almost every country, age, and interest. You have many options to share video testimonials on Facebook.
When a consumer post a video testimonial on their Facebook page, ask permission to repost it on your own page
If your customer sends you a video testimonial and you publish it on your website, ask permission to share it on your social media sites.
Video testimonials shared on Facebook Ads add a layer of trust to your Ads.
A platform focused on video posting and sharing is an excellent place to share video testimonials. These must be no longer than 2 minutes to grab viewers’ attention.
Instagram Ads can help you to connect with new leads and customers. Remember, checking the social site’s terms of service when posting a paid ad is essential to avoid being banned.
Twitter is mainly a text-based platform but is steadily growing the video usage. Short videos (no more than 30 seconds) are preferred here. You can share a video testimonial on Twitter but remember that the Twitter feed changes quickly.
Twitter Ads is another option to share your video testimonials. Not a cheap choice but with outstanding results.
With 1.8 billion users and 1.2 billion active monthly users, this video site is a sure shot for sharing video testimonials. 50% of TikTok users are less than 40 years old, so consider this when planning your strategy. Again, short-length videos (less than 15 seconds) are known to reach wider audiences.
This is a social media site focused on B2B (business to business). With 820M+ users and 58M+ companies, Linkedin is an excellent place to share video testimonials if your product or service is aimed at companies or professionals.
And Linkedin Ads provide granular control over audiences and demographics so that a video testimonial can reach the right people with the right message.
Regarding marketing strategies, nothing can beat sharing a video testimonial of an honest customer review. It helps grow your audience, build trust in your product or service, and build brand awareness and loyalty.
We hope the above article helps you build a better content strategy and happier (and returning) customers.
Owner and content writer at 99marketingtools.com. With many years of computer and software experience, I usually write about video marketing and related tools.