Hosting B2B Software Testimonial Videos On Your Marketing Site

5 Aspects of Testimonial Videos That B2B SaaS Audiences Respond Most To

Hosting B2B Software Testimonial Videos On Your Marketing Site

A SaaS company’s marketing strategy should include B2B software testimonial videos such as customer testimonial videos and remote video testimonials. They not only help build trust and credibility but also help describe how the product or service has benefitted the customer.

The average conversion rate on sales pages increases by 34% when testimonials are included according to an Impact study.

But how can you leverage the power customer testimonial videos offer to deliver the results you want?

Using customer testimonials videos, of course!

Table of Contents

Why should B2B SaaS companies go for software testimonial videos?

SaaS customers have come to rely on testimonials from satisfied customers who have used the product or service and found it useful for their business needs. Other reasons are:

  • Text-based testimonials are not as effective as they used to be.
  • As SaaS sales and marketing tools, video testimonials provide excellent ROI.

Statistics further strengthen the case in favor of testimonials. Let us look at some numbers:

  • 59% of executives prefer watching a video to reading text, according to a WordStream study.
  • According to data provided by HighQ, including the word “video” in the email subject line increases open rates by 19% and CTR by 65%, while unsubscribing decreases by 26%.
  • Mobile devices are the future of content consumption. A customer testimonial video makes for easy viewing and sharing on them.
  • Did you know customer testimonial videos are considered by Google to be official “evidence” that a website is a trustworthy business? Google can use this information to “pre-rank” your website, which means your website will rank higher in the search results.

As the world turns more visual, companies are forced to host their video content online.

Here is an example of a B2B software testimonial video, for Leadfeeder from Cooleaf:

Youtube_icon_new

Some companies choose to host their videos on their website.

In this guide, we will discuss alternative options such as a video hosting service.

Should B2B companies use their websites or video hosting platforms?

Many companies are wondering whether to host their videos on their websites or on a video hosting platform as video has become an increasingly popular format for online content.

Let us see why companies should consider video hosting platforms over hosting videos on their websites.

The most important reason is that hosting videos on a company’s marketing website is resource-intensive and can significantly impact website loading times.

What are the advantages of using a video hosting platform?

  • Better use experience: These services are specifically designed for hosting and streaming videos, thereby providing a more consistent and reliable UX.
  • Feature-rich: They offer a wide range of features and tools for customizing and improving videos. For example, most platforms offer video editing tools, transcription services, and the ability to add closed captions.
  • Better security: Often, they offer better security and privacy features. This is important for companies looking to ensure that only authorized individuals can view their videos.
  • Increased reach and engagement: When you host your videos on a video hosting platform, you can reach a wider audience and engage with viewers more effectively.
  • Improved searchability and discoverability: You can make sure your videos show up in search engine results with video hosting platforms.
  • Enhanced video quality: You can take advantage of enhanced video quality with video hosting platforms, including HD and 4K.
  • Increased video storage: Video hosting platforms can offer you large storage, allowing you to store more videos.

What about the disadvantages?

While video hosting platforms offer a convenient way to share and view videos, there are also some disadvantages to using them:

  • The downside of these platforms is that videos that are not well-labeled or categorized can be hard to find.
  • Uploading or viewing videos on many video hosting platforms requires users to register, which can be challenging for some users.
  • Several are monetized through advertising, which can be both intrusive and frustrating for viewers.
  • Furthermore, videos hosted on these platforms can be removed at any time if they violate their terms of service, which can be frustrating for both creators and viewers.

What’s good for your B2B software testimonials–-- Free or paid hosting?

Now that we understand the importance of providing customer video testimonials a forum to shine, the next step is to consider a few free and paid options you can use for the purpose:

1. Free hosting

We’ll begin by looking at some of the disadvantages of free video hosting platforms:

  • Limited storage space: Many free platforms offer a limited amount of storage space, which quickly fills up if you upload videos regularly.
  • Limited bandwidth: This could cause buffering and slow loading for your viewers.
  • Ads: Free video hosting platforms usually run ads to generate revenue. Viewers may find this annoying, and your videos may also appear unprofessional as a result.
  • Lack of features: Most free platforms lack features you’d find on paid platforms.

a. YouTube

No discussion of videos can be considered complete without mentioning this behemoth from the Google stables.

Launched on Valentine’s Day 2005, it consistently ranks number #2 on Alexa, just behind its parent company, Google.

This B2B software testimonial video from Lawcus is hosted on the Content Beta website and links to the Content Beta YouTube page:

Youtube_icon_new

Let’s look at some statistics to understand the power it wields:

  • In the US, YouTube has 74% of the adult market’s online attention, making it the most popular platform online.
  • With 50.9% of B2B decision-makers using it, it is the most popular social platform for research.

Do these factors automatically make YouTube the best choice for hosting software testimonial videos?

  • If it is about getting found on the vast world wide web, the answer is in the affirmative. Moreover, Google expressly favors video compared to text content and rewards them.
  • It is free and offers limitless cloud storage and bandwidth.
  • It is part of the Google ecosystem.

What are the disadvantages of the platform for businesses?

  • You can only embed videos into your website using the branded iframe player.
  • Unsolicited ads that pop up when they please.
  • Recommendations often involve your competitors’ content.

If you are hosting your B2B testimonials on the platform, it’d help to learn more about YouTube video formatting guidelines:

According to the YouTube Help Page, the following formatting specifications ensure the highest quality when playing videos :

Sl. No. Factor Details
1 Video File Format Currently accepted file types: .MOV, .MPEG4, .MP4.AVI, .WMV
2 Frame Rate Frames per second or FPS : 24,25,30,48,50,60
3 Aspect Ratio The standard is 16:9, but others are auto-optimized.
4 Audio File MP3 audio in MP3/WAV container | PCM audio in WAV container | AAC audio in MOV container | FLAC audio
5 Minimum & Maximum dimensions 240p (426 x 240) | 4K (3840 x 2160)
6 Max file size 128 GB
7 Max video length 12 Hours
8 Total file storage Unlimited

b. Vimeo

Vimeo is a dedicated video hosting and collaboration suite. It may not be as popular or widespread as YouTube, but it boasts of a dedicated following, especially among professionals.

Consider these statistics:

  • Each day, approximately 350,000 unique videos are uploaded to the site.
  • A Vimeo video is watched on average for 3:22 minutes by users. The majority of users are between the ages of 20 and 35.

What comes with a Vimeo Basic Account?

This information is sourced from Vimeo Help Center:

Sl. No. Factor Details
1 Upload space 500MB per week
2 Total account storage Up to 5GB
3 Maximum video length Restricted by file size
4 Limited privacy controls "Private," makes it visible to only you.
5 Limited video creation using Vimeo Create Max 30 seconds, 10 drafts, some templates & Vimeo watermark
6 Daily upload 10 videos
7 Video formats .MOV, .MPEG4, MP4, .AVI, .WMV, .FLV
8 Cost of ‘Starter’ plan $12 per seat / month, billed annually

Additionally, you can create 1 channel, 1 group, and 3 showcases, publish videos natively to social and eCommerce accounts and access basic embedding features & analytics.

This B2B software testimonial video is provided by Metadata.io for Content Beta. The testimonial is hosted on Content Beta’s Vimeo account and is embedded in the Content Beta website:

Youtube_icon_new

What makes Vimeo useful for business users?

  • With a paid account, you can include a call to action and email capture features. This is invaluable for B2B lead generation.
  • Vimeo uses responsive HTML5 embeds that are customizable.
  • Embeds are lightweight and do not adversely affect page loading times.
  • No ads makes them a perfect choice for business website owners.

What are the disadvantages of the platform for businesses?

There are two main drawbacks of Vimeo: Its limited upload capabilities and a relatively small audience. These are not disadvantages per se as Vimeo caters to a specific audience that does not care much for these two aspects.

c. Facebook

Even though Facebook is primarily a social media platform and messaging platform, no other platform can compete with it when it comes to building an audience from scratch.

Consider these statistics:

  • Facebook has an active monthly visitor base of 2.41 billion, according to Digital Information World.
  • According to Forbes, Facebook native videos reach 10 times more people than shared YouTube links and get 478% more shares than other platforms.
  • Facebook is used as a main video marketing channel by 84% of video marketers according to HootSuite. The same is true for two-thirds of American marketers.

Facebook video guidelines:

Sl. No. Factor Details
1 Aspect Ratio Landscape (16:9) | Portrait (9:16) | Vertical (2:3, 4:5) | Square (1:1)
2 Dimensions 720p (1280×720) px to 1080p (1920×1080 px)
3 Maximum file size 4 GB
4 File storage limits Unlimited
5 Maximum video length 120 minutes
6 Supported video formats .MOV, .MPEG4, MP4, .AVI, .WMV, .FLV

What works: You can host unlimited videos for free and share videos on Facebook.

What does not:

  • The embedded player is the biggest drawback for business websites, as it works only static, and it does not autoplay or loop.
  • The random playing of Ads.

An example of a B2B software testimonial video from Airtable, hosted on Facebook:

2. Paid hosting

Let’s begin by looking at the advantages of paid video hosting platforms over free hosting platforms:

  • Paid hosting platforms offer more reliable service with higher quality video and audio streams.
  • They also offer more storage space and bandwidth, which is ideal for large video files.
  • In addition, paid hosting platforms typically offer more features and options, such as the ability to customize your player and embed videos on your website.

What about the disadvantages?

  • The cost of paid video hosting platforms can be prohibitive for small businesses, especially when compared to the free options available. In addition, many of these platforms have strict limits on how long videos can be.
  • The features you need may not be available.
  • They tend to be less flexible than free ones when it comes to video format and size.
  • They typically require a subscription, which can add up over time.

a. SproutVideo

The company offers sharing tools, collaborative tools, and advanced analytics along with lead capture forms.

Let’s look at the features offered by the highly customizable player:

  • You can create as many unique video players as you like.
  • Adapt the colors to your brand.
  • Make on-demand playlists for videos.
  • Show or hide the controls on the video player, as well as autoplay or loop the video.
  • Animate or create still video thumbnails.
  • Use presets and defaults to save time.

SproutVideo guidelines:

Sl. No. Factor Details
1 Aspect Ratio 16:9
2 Maximum file size Up to 100GB
3 Maximum video length Unlimited
4 Supported video formats .MP4, .MOV, .AVI, .WMV, .FLV
5 Max storage Plans Sprout, Tree, and Forest come with 500 GB of storage.
If you exceed this amount, you will be charged according to your plan level for any additional GB.
6 Pricing Sign up free for 30 days. The basic ‘Seed’ plan costs $24.99 per month.

What are the advantages?

  • Using SproutVideo you can capture leads from within the video. You can stay on top of the campaigns using their insights and video analytics.
  • Audit logs track edit trials and role-based permissions offer that extra layer of security.
  • You can design unlimited unique video players and playlists.

On the flip side, there is a fair bit of a learning curve.

Perhaps, the easy embed options that require no coding skills make SproutVideo attractive for SaaS businesses that want to host B2B software testimonials on their marketing website.

You can embed videos as easily as copying and pasting. In addition, they integrate seamlessly with platforms such as Shopify, WordPress, Squarespace, etc.

The other embed codes offered are Responsive inline embed codes, Lightbox (pop-up overlay) embed code, and embed codes for marketing campaigns and emails.

b. Brightcove

With Brightcove, you can integrate video hosting with other marketing automation tools.

How is Brightcove different from YouTube?

With YouTube, companies cannot have full ownership of their video content, but it is possible to do that by using Brightcove for hosting and streaming.

Brightcove guidelines:

Sl. No. Factor Details
1 Aspect Ratio 16:9
2 Maximum file size No max size
3 Supported video formats .MP4, .MOV, .AVI, .WMV, .FLV
4 Max storage Plan-based
5 Pricing Not available

The Brightcove platform:

What are the advantages?

  • With Brightcove, you can manage and sell your video ad inventory. It is also possible to live stream directly to your website/app.
  • They claim that by using the platform businesses can achieve an ROI of 225%, spend 83% less time managing videos, and observe a 15-25% increase in viewers.

And the disadvantages? Small businesses may find the platform a little complicated to manage.

Conclusion

Before we wrap up, let’s recap how to choose a hosting platform for your B2B software testimonial videos:

We looked at the merits and demerits of various free and paid hosting platforms. It might be worth reiterating here that testimonials are good at creating a deeper emotional connection with prospective customers.

B2B software video testimonials can not only help the B2B software company to connect with its customers, but they can also show potential clients how the company differs from the competition and provide them with valuable insights about a product or service.

Finally, in case your SaaS company does not have the expertise to create B2B software testimonial videos you can avail the remote video production services offered by external video production agencies like Content Beta to create remote video testimonials at reasonable rates.

Frequently Asked Questions (FAQs)

They help B2B SaaS companies to showcase their products in action. By featuring real customers and showcasing the impact the software has made on their business, businesses can give viewers a behind-the-scenes look at how their product is being used to solve real-world problems.

Most paid platforms allow the host to customize their player to match their brand, and many offer advanced analytics that can help the host understand their audience and fine-tune their content. In short, choosing the type of platform depends on a SaaS business’s needs.

Video hosting platforms can be expensive, and the quality of the video may not be as high as you would like. Additionally, these platforms can be challenging to use if you are not familiar with them, and you may need to invest some time in learning how to use them effectively.

Business testimonial videos can be outsourced to an external video production agency like Content Beta which offers video testimonial services. The company specializes in remote video production and testimonial video production. Other services they offer includes customer support videos, client video testimonials, sales video examples, remote video testimonials, onboarding videos, and more.

Content Beta