Smart companies create customer testimonials. Why? So their potential customers can hear from (and relate to) people just like them. They learn why they should buy a product and how it could be beneficial to solving their problems. Customer testimonials can do a fair bit of the legwork of a marketing and a sales team, helping to convince leads and move them further through the funnel and closer to a closed deal.
But these days, customer testimonials need to be better, more engaging, more interesting than they ever have been before. Attention spans are short (only 8 seconds long!), and audiences want content in a format that they find engaging, human, and relatable.
A customer testimonial video entices your audiences, offers them a human story and a real person to connect with through voice, body language, emotion, and empathy.
Why is it important to produce a customer testimonial video?
Maybe you haven’t done too much video marketing. Or maybe you only use it on social or for the top of funnel campaigns. Do you really need to create videos that offer customer testimonials? Yes! Here are some of the many reasons why according to research:
89% of marketers say video is the most effective content marketing tactic
Using the word ‘video’ in an email subject line boosts open rates by 19%, click-through rates by 65%, and reduces unsubscribes by 26%
A great customer testimonial is what most B2B buyers are searching for once they land on your site
65% of your audience are visual learners