Harnessing the power of the Testimonial Video

Neil Wood-Mitchell

Word of mouth marketing is the original social media platform… or at least it should be. Good news travels fast, especially on social networks; the more positive the story, the more likely it’ll be shared. According to Nielsen, 92% of consumers believe recommendations from friends and family over all forms of advertising. More recently, 64% of marketing executives indicated that they believe word of mouth is the most effective form of marketing. In short, we love to share positive experiences and the bigger the audience, the better the outcome.

Traditionally we would rely on organic word of mouth, offering the best service possible and hoping our customers pass on the story. Websites and the printed mediums then allowed us to document the statement, presenting our glowing feedback for future prospects to take comfort in. However, the obvious downside of the printed testimonial being its legitimacy, and of course, the ease of which these can be fabricated.

Google and a plethora of other review sites seek to collate consumer’s feedback, supporting the theory that our purchasing decisions are strongly influenced by the experiences of others. This is powerful stuff and shouldn’t be ignored.

The popularity of Online Video now makes capturing your customer’s feedback even more important. Not only is video our preferred medium online (over text and static images), studies show it’s our most trusted form of content.

Crafted professionally, testimonial videos offer benefits for both parties, allowing your customer to explain/ promote their product or service, whilst communicating the positive effects your business was able to bring. Support the narrative with actual proof that your product did in fact deliver results and your statement is even more powerful (and believable).

In whatever form your customer testimony takes, this positivity should be harnessed, presented for the world to review and then assess its credibility. Take the time to connect, rather than collect; Testimonial Videos, executed well can be hugely powerful form of PR, providing you with a genuine proof statement. Ensure your customer’s message is presented fairly, professionally and that it’s shared effectively.

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