How long can you scroll through your phone without encountering a video? Probably not very long—especially if you’re on a social media site. As video continues to grow increasingly popular across the internet, word-of-mouth recommendations are changing from casual conversations at the office or at school to video testimonials online.

In a study conducted by HubSpot, two-thirds of consumers watched video content to learn about a brand or product in 2022. This should act as a clear signal to brands: Video content is important to consumers and should be leveraged to promote brand growth. 

Here are all the reasons why video testimonials and customer video reviews shouldn’t be overlooked in your go-to-market strategy. 

What is a video testimonial? 

Before we dive in, it’s important to define what a video testimonial is. With the proliferation of video content across the web and more creators making content every day, video testimonials can take a variety of forms. 

Video testimonials can include a straightforward product review, an unboxing video, a comparison of similar products, a how-to video, and many other forms of user-generated content. 

Whatever the form may be, customer video reviews drive brand awareness and influence potential consumers. It’s important to monitor and repurpose video testimonials across channels including YouTube, TikTok, Instagram, Facebook and more.

Key benefits of customer video testimonials for your brand: 

1) Resonate with your audience 

Did you know YouTube is the second most popular search engine on the internet with over two billion users? Not only has video become a popular content type online, but it’s also preferred by internet users and consumers. In fact, viewers retain 95% of a video’s message compared to 10% when reading text with the same message. Video reviews give an audience the chance to see other humans using a service or product which makes it easier to picture themselves using it too. 

2) Build trust 

73% of consumers are more likely to make a purchase after watching a video. Real people raving about your product, giving an in-depth tutorial, or showing the product in action increases trust, boosts brand awareness, and deepens engagement. 

3) Get shared

We’ve all encountered our fair share of viral videos. This speaks to one of the most important aspects of video content – it’s shareable. Though not every customer testimonial video will go viral, the ability to share and re-share video content can help expand your brand reach and deepen engagement of potential new customers.  

4) Promote your brand 

Beyond positive product reviews, customer video testimonials can also act as a way to promote your desired brand ethos. By partnering with creators with similar values or aesthetics as your company, you can grow your brand essence and the awareness of your ideal brand. In a world where it’s almost impossible to build a company without competitors, oftentimes a brand that resonates with your target audience can give you a competitive edge. As a bonus, the increased promotion will also help you control your brand online, an ever-growing important aspect of your reputation as today’s e-marketplaces can spin it out of control in the blink of an eye.

5) Get insights into your brand and product 

Naturally, customer video testimonials give potential customers insights into your product or service. Less known, however, is all the insights they can give you about your brand and how best to grow it. By analyzing video testimonials—and by extension all videos that mention your brand online—you can gain key insights into how your brand is perceived, demographics from who is making and consuming content about your brand, and what engagement with your customer testimonials means. In-video insight and commerce platforms like Vyrill make this process a breeze. 

6) Create a network of brand ambassadors 

Video testimonials can turn a brand advocate into a brand ambassador. Have you ever found a creator or influencer who positively reviewed your brand and aligns perfectly with your brand ethos? The natural next step is to invite them to collaborate with you on an upcoming campaign or commission new digital video content. Tools like Vyrill make it easy to reach out to creators at scale and send secure payments online to quickly and easily establish and nurture relationships with creators. 

7) Repurpose video content in marketing campaigns 

Videos don’t have to be a “one and done” type venture. One of the key benefits of customer review videos and other types of user-generated content is how they can easily be repurposed and reused across marketing channels. Even better, if the videos have already been analyzed, you can create campaigns that serve up the most personalized content to potential new customers. With Vyrill’s new Shopify app, you can now incorporate customer review videos right on your eCommerce site to accelerate the buyer journey and boost sales. 

Do video testimonials work? 

The jury is unanimous with a resounding yes! With the video format resonating with audiences, customer reviews acting as the new word-of-mouth, and videos offering a depth of consumer insight and marketing opportunities, video testimonials work and are worth creating a strategy around. 

Want to get the most out of customer review videos? Vyrill can help. Get a demo today. 

‍

About the Author

Katy boasts two decades in B2B technology & services, spearheading growth and brand evolution. A former Adobe marketing maven for 9 years, she’s since built growth teams for 5 tech startups that have all been acquired. With a stellar record in operational excellence and creating demand, she excels at leading successful cross-functional initiatives that enable companies to scale up.