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Today, almost everyone researches online before purchasing a product or service. The reason, in part, is because there are advertisements everywhere you turn, and making the right decision in such an environment can be challenging. Additionally, most people have time constraints and are skeptical of advertisements. 

For that reason, finding new ways to reach prospective clients is not always easy, and that is where video testimonials come in handy. Here are a few statistics that highlight the impact of video testimonials.

•Testimonials on sales pages increase conversions by an average of 34%.
•One can increase conversion rates 380% by placing customer testimonials alongside more expensive products.
82% of consumers check online reviews before buying.

Also, over and above having five stars next to your business name, you need real people to validate your offer. That is the other reason why using video testimonials instead of written testimonials is advisable.

What Is The Difference Between Video and Written Testimonials?

Identifying a few of your top clients and asking them to endorse what you offer is the whole idea behind video testimonials. Such individuals should be those who regularly buy what you sell. You also need to understand that a video testimonial focuses on showing the good side of your offering through positive endorsements.

On the other hand, written testimonials include the feedback customers leave independently. The idea, in this case, is to show what each client truly thinks about your products or services. That implies that written testimonials can be positive or negative, which suggests that they can affect your operations in one way or another.

The Importance of Using Video Testimonials

It is worth mentioning that currently, most firms are leveraging social proof since most customers, including potential buyers, value the opinions of the people they trust. One way you can demonstrate social proof to influence prospective customers’ purchasing decisions is by using video testimonials. Here are some of the reasons why using video testimonials is a wise idea.

1. They Help You Close Business

When creating a video for your enterprise, the ultimate goal should be to generate more business. Video testimonials play an essential role in closing business deals since videos stand a better chance at convincing individuals to purchase a product or service. For instance, if you are in a sales conversation with a client who does business valuation, they may be reluctant to close because of the price.

Sending such a prospect a video testimonial of a previous customer is advisable in this case. By doing so, it will not be surprising to have such an individual calling you back after a short while, confirming their decision to work with you. When that happens, you can close a business deal that is worth much more than what you invest in a video testimonial.

2. Video Testimonials Allow You to Win Trust

Indeed, most people will buy from those they like, know, and trust. So, if you want a stranger to trust you, you need to prioritize using a good testimonial. That is where written testimonials fall short because most individuals do not trust them. It is easy to fake or “embellish” a written testimonial, which is not the case for the video option.

Also, note that people connect to people and it is more technically complicated to fake a video testimonial than a written one. Most individuals will also identify immediately with another real person talking about a problem they seek to address. When such a person shares how a professional is helping them with their issues, their audiences will most likely trust them.

That is because emotions form the basis of the decision-making process of most individuals, even though humans are rational beings. Come to think of it: How many times do you cry while reading a text, and how many times do you cry when watching a video? Your guess is as good as mine. The reason is that nothing triggers emotions better than video.

3. People Tend to Share Videos More

Undoubtedly, video is part of the most shared content on the internet. Recent statistics indicate that online video will constitute over 82% of all consumer internet traffic by 2022. The implication here is that people are watching and sharing videos much more than they share text. So, people will most likely share your video testimonial if they find it interesting, which is not what you expect from a written one. In turn, that can attract new clients to your business.

4. Videos Stick Longer in The Mind

In a world where there is a bombardment of potential customers by advertisements standing out from the rest becomes paramount. That implies that you need to go beyond capturing your audience’s attention by ensuring that you stick in their mind for as long as possible. That is closely connected to emotions because the activation of emotional centers in the brain increases the retention of information.

That explains why videos have a higher retention rate than textual information. Also, people love stories, and that is what video testimonials do best. Using video testimonials captures your audience’s attention, and it ensures that you remain in their minds, which increases your chances of closing business.

5. Most Individuals Prefer Videos

The majority, especially the younger generation, consume information very fast since we live in a fast-paced world. That means that video is the ideal option, in this case, because it can help you transmit a lot of information within a short period, and that is not possible when using text. Also, most people will probably prefer watching a video describing a particular product or service instead of reading about the same.

Additionally, it is interesting to discover that at least 78% of individuals watch a video every week. Using video testimonials is worth considering since videos are quite popular among people of all ages.


If you want to close business, build connections with your audience, and increase your reach, you should consider investing in video testimonials. That way, you will not miss the multiple opportunities that this highly effective strategy avails.

Vinnie Balsamo

I co-founded Vonk Digital in 2011 after helping my brother and his business partners build a web presence for their small mortgage brokerage. After realizing this was something I really enjoyed doing I was fortunate enough to take this venture on full time and we have been growing ever since!

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