We all go through customer reviews before making an online purchase. Reading previous customer experiences makes us more assured about the seller. With video testimonials, you can add even more credibility to your offerings.
79% of consumers say that they have watched testimonial videos to learn about a new company and its services. Two-thirds of them end up making a purchase. So, testimonial videos can be hugely effective in growing your business.
But, making testimonial videos can be trickier than you think. You have to find a narrative that most people can relate to. Here are some testimonial video ideas that can help you produce a video that stands out.
Be Specific About The Results
Don’t hesitate to cut to the chase. Anybody watching a testimonial video wants to know about the product’s or service’s benefits. Being specific about the results gives the viewers a better understanding of what the seller or service provider has to offer.
Why is specificity so crucial in a testimonial video? It provides the key information one would need to understand your product and services. Therefore, it makes it easier for people to decide whether it would benefit them.
In an ideal world, you would want to explain to all your potential clients how you can cater to their specific needs individually. That’s not possible in real life. So, the testimonial video must convince most people that your product or service is just what they need.
Have a look at this Code Academy testimonial, for example. It delivers a straightforward message that makes you realize what you can expect from this course. This is what the viewers really want to hear.
Code Academy could have thrown some random numbers and information at you. They could have told you how many students they helped in the past or how experienced the course instructors are. But, they chose to give you the info that matters, and that makes this video special.
Focus On The Customer's Story
Best advertisements are the ones that don’t feel like an advertisement at all! Why would you care if a random person says, “I love Product X”? You need to get starstruck, get dazzled, or get lost in a well-told story.
A testimonial video can be great for the latter. Introduce viewers to your satisfied clients. Let them talk about their struggles and how your services resolved their problems. Make the viewers see the world through the eyes of your clients.
The objective here is straightforward: tell a story that strikes a chord among viewers. You want the viewers to see their problems reflected in the case study featured in the testimonial. If you manage to do that, the viewers will gain trust in your brand.
Salesforce has produced many impressive testimonials over the years. But, this one, in particular, deserves a special mention. When you start watching the video, you won’t make any immediate connection to Salesforce. So, at first, you might not be sure what you are actually watching.
But it’s impossible to deny that the story makes you feel something. Herrera has been through a lot to get where she is now, and Salesforce plays a vital role in paving her way to success. This sense of authenticity resonates with the maximum number of your viewers.
Get The Real Magic On Camera
What’s the best soda? Pepsi or Coca-Cola? I know, I know! That question is as controversial and divisive as the LeBron James vs. Micheal Jordan debate. There are no right and wrong answers, right? But, Pepsi did have us believe back in the ’80s that it tastes better than its rival brand. Thanks to a marvelous marketing move!
Pepsi launched the “Pepsi Challenge” to leapfrog its biggest competitors in the market. As part of the campaign, Pepsi representatives would pour Coca-Cola and Pepsi into two unlabeled cups. They would ask random people to have a sip and tell which one tastes better.
According to Pepsi, most people found it tastier than Coke. Pepsi recorded the actual reaction of people when they found out they had chosen Pepsi over Coca-Cola. Pepsi used these video clips to run ads, temporarily giving the brand dominance in the soda market.
If you are selling a product, you can try out this formula. Invite multiple people to try out your product and get their honest feedback. You will hit the marketing jackpot if your product can bring out genuine excitement from the participants.
This approach gives you a window to pitch your product. The reactions afterward will take care of the sales part. The real-time component of the video will make customers feel more confident about your product.
Make Different Videos For Different Demographics
If you wish to target two different demographics, you should make separate videos to address the individual concerns of each group. It will make your marketing strategy more comprehensive.
Google says 68% of people make their purchasing decisions based on videos from people with similar profiles. For example, a teenager is far more likely to buy a product if another teenager recommends it rather than an adult.
People find comfort in similarity. You should try to make your testimonials as inclusive as possible. But if you feel your product will be differently perceived by different classes, you should make different testimonials for each of them.
Let’s say a skincare product has different effects on male and female skins. In that case, it’s important to hear both perspectives. Otherwise, you won’t get to reach your complete customer base.
One of the best ways to resonate with the local community through your testimonial video is to hire a local video production company to do it.
For example, an Orlando video production company will have a better understanding of the Orlando culture than non-Orlando agencies. So, they will be able to do a better job at appealing to the different demographics in Orlando.
If you hire, say, a South Florida’s video production company, they will not have this extra advantage. They will have to put in an extra effort to get a grasp of the local culture. So. it’s better to hire locally to produce video testimonials that the local population can relate to.
Final Thoughts
A testimonial video will give you a psychological advantage over other advertising media. You are confident enough to showcase the reaction of your past clients. This makes your product most trustworthy to potential customers.
But, you have to strategize to make the best out of your testimonial videos. You have to make them feel as genuine as possible. The more authenticity you can bring to your video, the better results you can expect.
