Sometimes creating an excellent product or service is not enough to ensure that your brand attracts the attention of your target audience. Marketing also plays an important role in the growth and success of all businesses. And in many cases, companies resort to multiple marketing tactics to draw in more clients.
Customers tend to believe other customers who have already used the products and services of a company more than their sales representatives. This is because they feel that existing customers provide an unbiased review of the products compared to sales representatives, who may hide product defects to achieve more sales targets. In this overly digitized world, customers can easily access reviews from product pages as well as online seller sites. In fact, studies have shown that around 82% of people look into reviews of a business before deciding to purchase from them. This is what makes customer testimonials an important marketing strategy to gain more clients.
Customer testimonial videos
Customer testimonial videos show satisfied customers sharing their experiences about using a product or service from a company. It can also include an overview of their interactions with the business, its employees, and the company's website. Video testimonials add an extra layer of personality and persuasion to the product review. One of the elements affecting the impactfulness of video testimonials is their genuineness. Videos with genuineness will seem plausible to the viewers, and they will be easily motivated to look into the products and services offered by the company.
Tell a good story
Statistics and sales data are good ways to show how well a company is performing. But adding too many of them to a testimonial video is not the best decision. Testimonial videos should strike a chord in the hearts of your potential clients. Let your customer, who is in the video, tell their own story. Let them convey to the audience how they found your brand and the ways in which your products have improved their daily lives. A customer talking about their own real-life experience will resonate more with the viewers, and they will be interested in trying out your products to get the discussed results. Also, telling a good story will avoid boring your customers with dry facts and figures.
Avoid too much scripting
Giving your customers some pointers you want to include in the video is good, but avoid too much scripting. Memorizing and saying things only from a script can make the video too robotic. It also decreases the authentic quality of the video. You can give the customers a few questions and prompts beforehand so that they can design their narrative around them. Getting questions beforehand will also help customers who are doing videos for the first time to face the camera better. They will also be able to answer the questions better, making the video appear more genuine and authentic.
Give importance to benefits over features
It is important to know that testimonial videos are quite different from product explainer videos. You need not focus on explaining the different features of the product in the testimonial videos; rather, concentrate more on the benefits it will offer the customers. Also, the viewers will be expecting a satisfied customer to gush about all the benefits they could enjoy from the product or service. The video may lose its authenticity if the customer is focused on the features.
Show them using the product
Many viewers love to watch a person use a product. You can gather a group of loyal customers and let them test your new products on camera. This will show the viewers a demo of the various features of the product you advertised earlier. It will also give them a picture of how they can include the product in their homes or lives. These real-time tests give a more authentic feel to the video. In fact, many viewers will feel the impromptu reactions of customers while using the product to be more genuine than a pre-recorded video enumerating the advantages of the product.
Invite multiple customers
It is not mandatory to create testimonial videos with multiple customers, but having more customers will improve the diversity of your customer pool. Also, different customers will have different positive experiences with your product, thereby improving the saleability of the product. Viewers will also be able to see and understand the benefits offered by the product from different perspectives. It will also show that several customers are satisfied with your products and will motivate viewers to try them.
"Before" and "after"
This is a technique that is frequently used in images to show the quality of a product or service. The same can be done in the case of testimonial videos. If you are providing some cosmetic service to the customer make a video of them before they use your service and after. This will show the viewers how the customer has changed after using your service. This is the best testimony to the effectiveness of your product or service that you can give your prospective clients.
Keep it short
People in the digital era have very short attention spans. So, it is important to make videos that cater to them. Keep the videos short yet enriched with information about the customer experience so that it appears genuine. Too-long videos may look like rambling to viewers, and they may even feel like they are scripted rather than an authentic experience.
Think outside of the box
There are also several other methods to create customer testimonials other than shooting a video conventionally. If you have a storefront, you can film the live experiences of customers who come to your store. This will also give the viewers an authentic experience of your company's working culture and customer service. You can also record customer satisfaction during their first interaction with your company.
Creating customer testimonial videos is one of the best ways to boost engagement and sales. Endorsement from clients increases the authenticity of the claims put forward by the company about the product or service.
