Consumers trust other consumers. In fact, a BrightLocal survey found that people trust customer reviews as much as they trust the recommendations they get from friends and family. For this same reason, testimonials can be an effective way to win the trust of your target audience.
However, businesses need to take it a bit further by leveraging the power of video in their customer testimonials. Due to the audio-visual nature of video testimonials, they can help you get your message across more clearly and make a bigger impact on your audience. Read on to find the most interesting video testimonial stats that show you just how valuable they are.
Top 51 Video Testimonial Stats:
People Prefer Video Testimonials
Video testimonials allow people to see and hear the customer instead of just reading about their story. This means they can also feel the emotion conveyed through their voice, tone, and facial expressions. As such, it becomes much easier for them to understand and connect with the customer’s story, which is why most people prefer video testimonials.
1. People tend to pay closer attention to video than any other content format. 62% of consumers consume videos thoroughly. Meanwhile 75% of consumers tend to skim online long-form content, which means your written customer testimonials may not have as big of an impact as video testimonials would. (HubSpot)
Source: blog.hubspot.com
2. As people pay closer attention to videos, this also makes them more effective at driving engagement. Video has helped 49% of marketers to engage their audience. (Biteable)
3. People want to see more video content in the future, with 53% voting for it. For businesses, this is a sign to focus on creating more video testimonials. (HubSpot)
4. 43% of consumers find branded video content to be the most memorable. This is in comparison to other content formats such as photos and written content. (HubSpot)
Source: blog.hubspot.com
5. 79% of people use video testimonials to learn more about a business and its product or service. Since these videos tend to contain all the useful information about a business in a digestible format, they’re an effective way for people to learn all about what the business does and how it can help them. (Wyzowl)
6. 47% of people say that video testimonials help them visualize how the product or service works. This could help improve user understanding of the product or service. (Wyzowl)
7. Video testimonials help to illustrate the impact of a product or service for 39% of people. As a result, people can better understand the value of the product or service and how it can bring a positive change in their lives. (Wyzowl)
8. 42% of people believe video testimonials help them understand the customer’s story by showcasing an actual person. This makes testimonial videos more relatable, making it easier for viewers to connect with the story. (Wyzowl)
9. People spend a lot of time consuming content created by other consumers. Americans now spend 39% of their media hours consuming user-generated content. (Variety)
10. 72% of consumers want to see photos and videos from real customers on ecommerce websites. (SocialMediaToday)
Testimonials Boost Brand Trust
As mentioned earlier, consumers trust other consumers. Testimonials serve as a way to hear real stories of real people, which can come across as more trustworthy than polished stories presented by a brand that’s trying to sell to them. They’re listening to authentic experiences of people just like them who might have faced similar pain points or dealt with similar challenges. So it’s easy to trust and understand how the product or service can make a real difference in their lives.
11. Consumer-created content is deemed the most authentic type of content. Since the content is coming from real people, consumers find it easier to trust the content. (SocialMediaToday)
12. Meanwhile, only 19% of consumers consider brand-created content as authentic. Since the content is coming from the business that wants to sell the product, consumers can see how the content may be polished or distorted to drive more sales. (SocialMediaToday)
13. 64% of Gen Z and 60% of Millennials have left an ecommerce site without making a purchase because it didn’t have any customer reviews or photos. (SocialMediaToday)
14. 37% of people consider video testimonials to be more effective than a pitch from a business. (Wyzowl)
15. 9 out of 10 people have more trust in what a customer says about a business compared to what the business says about itself. Of course, the business will say anything they can to drive sales because they’re the ones to benefit from it. However, other customers saying the same thing will be considered more trustworthy because they have nothing to gain from it. (Wyzowl)
16. 93% of marketers also agree that consumers have a greater trust in content created by people compared to content created by brands. (TINT)
17. Video has enabled 52% of marketers to build trust with their potential customers. (Biteable)
Video Testimonials Drive Purchase Decisions
With video testimonials being considered more authentic and trustworthy, people also trust them to guide their purchase decisions. Moreover, since video testimonials help them to visualize how the product or service works, it also increases user understanding, which has a significant impact on consumer purchase decisions.
On top of this, by being able to see how the product or service has made a difference in the life of someone like them, they can better understand the value that it offers for them. This subsequently guides them closer to a purchase decision.
18. 2 out of 3 people would be more likely to buy something after watching a testimonial video that demonstrates how the business and its product or service has helped someone like them. (Wyzowl)
19. Video testimonials have played a part in convincing 77% of people to buy the product or service. (Wyzowl)
20. 79% of consumers say that user-generated content highly influences their purchasing decisions. Meanwhile, only 12% of consumers say that brand-created content influences their purchasing decisions. (SocialMediaToday)
21. This makes user-generated content 6.6x more impactful than branded content when it comes to driving people’s buying decisions. (SocialMediaToday)
22. 95% of people also reveal that both positive and negative reviews influence their buying decisions. (Wyzowl)
23. 80% of consumers are more likely to buy a product from an online store if it had real customer photos and videos on the website. (SocialMediaToday)
24. Customers who watched a testimonial video on the product page were more likely to go through with the purchase than those who didn’t watch the video. (Trustmary)
Video Yields Impressive ROI
As video has the power to engage customers and drive purchasing decisions, it’s no wonder that video testimonials can make a significant difference on your ROI. This is particularly true in terms of conversion rate and overall business ROI. With more people being influenced to make a purchase, sales and conversions also ultimately shoot up as a result of video testimonials.
25. Videos produced the best results compared to other content assets for 53% of marketers. (Content Marketing Institute)
26. “About our customers” videos produced the best results among other video formats for 24% of B2C marketers. This shows that videos focusing on customer stories can have a significant impact. (Content Marketing Institute)
27. Video generates a better return on investment compared to static imagery for 74% of marketers. (Biteable)
28. Sometimes, video testimonials can even be more impactful than paid advertising. For 68% of marketers, video generates a better return on investment compared to Google ads. (Biteable)
29. Video helps 53% of marketers to increase brand awareness. (Biteable)
30. 72% of marketers see an ROI between 50% and 500% from testimonial videos. (Vocal Video)
31. 78% of enterprise organizations get an ROI of at least 100% from their testimonial video investment. (Vocal Video)
32. 62% of large organizations also manage to yield an ROI of 100% or more from testimonial videos. (Vocal Video)
33. 88% of marketing teams report a conversion lift of at least 10% in campaigns using testimonial videos compared to campaigns without testimonial videos. (Vocal Video)
Source: vocalvideo.com
34. 88% of enterprise organizations see between 25% and over 50% lift in conversion rates for campaigns that use video testimonials. (Vocal Video)
35. While the change isn’t as dramatic for larger organizations, 92% still see an increase in conversion when they use video testimonials in their campaigns. (Vocal Video)
36. Similarly, the impact can also be seen in the SMB landscape, with 95% of medium-sized businesses reporting a lift in conversions with testimonial videos. (Vocal Video)
37. Video testimonials are also becoming a popular tool in social advertising, with 54% of marketing professionals using them in their paid social media ads. (Vocal Video)
38. Nearly 50% of marketers saw a significant conversion boost of over 25% when they used video testimonials as social proof in their social media campaigns. (Vocal Video)
39. Video testimonials can be more effective than reviews at driving conversions. Replacing customer reviews with video testimonials has resulted in an 80% conversion boost. (Trustmary)
40. A single testimonial video featured on the checkout page drove a 32% increase in sales. (Trustmary)
Video Testimonial Production Stats
As impactful as video testimonials may be, brands are struggling to create more of them mostly due to budget and time constraints. For these testimonial videos to work, they must be of high-quality, and that’s exactly why brands are having a hard time producing more of them. Many testimonial videos require making on-site visits to the customer and hiring professional videographers, which can be very expensive and time-consuming.
41. 66% of marketers avoid making videos because they consider it too time-consuming. (Biteable)
42. 41% of marketers avoid making videos because they find it too complicated. (Biteable)
43. 37% of marketers don’t make videos because they consider it too expensive. (Biteable)
44. While short marketing and tutorial videos may not be too expensive to create, testimonial videos are a different story. 44% of marketers spend over $15,000 to produce a single testimonial video with the help of a third-party agency. (Vocal Video)
45. Some companies spend much more than that, with 11% paying over $50,000 for a single testimonial video. (Vocal Video)
46. Considering the high cost of creating testimonial videos, budget is one of the main things holding back marketers from producing more of them. 73% of marketing professionals would create at least 50% more testimonial videos if it cost a little less. (Vocal Video)
47. Time constraints are another major roadblock for brands creating testimonial videos. 54% of marketing professionals report spending at least two months creating a testimonial video. (Vocal Video)
48. For 78% of marketing professionals, the typical timeline to create one testimonial video is 4+ weeks. (Vocal Video)
49. As a result, marketers feel that they’d be able to create more testimonial videos if time wasn’t a major obstacle. 73% of marketing professionals would produce at least 50% more testimonial videos if it took less time to create them. (Vocal Video)
50. For some businesses, however, time constraints and budget aren’t the only reason they’re not making testimonial videos. 31% of SMBs say they don’t collect them because it’s too hard. (Vocal Video)
51. As a result of all these challenges, businesses aren’t producing as many testimonial videos as they should be considering the significant impact they have on consumer purchase decisions and conversion rates. Most marketing teams only produce between two and nine testimonial videos each year. (Vocal Video)
What’s the Takeaway?
Video testimonials are highly impactful, helping businesses to engage their audience and win their trust. As a result, they can also help influence purchase decisions and increase conversion rates. So businesses need to resolve to create more of them in the coming year if they want to see a higher return on their marketing investment.
At the same time, video testimonials often involve sending professional videographers to the customers. This can be extremely time-consuming and expensive, resulting in most marketers producing only a handful of them each year. Businesses will need to find a workaround for them if they want to ramp up their video testimonial production.
Virtual interviews and video recordings sent in by the customer could help to tackle some of these issues. Consider investing in video testimonial software that can help you capture authentic testimonials in a quicker, more cost-effective manner.
