57 Video Testimonial Statistics You Should Know

Testimonials are evolving. A mix of short, snappy testimonials and more in-depth customer stories appeal to different audience preferences.

The short ones are perfect for grabbing attention quickly, while the longer ones can provide detailed insights and reinforce decision-making.

And remember, it is not just about what is said; but about how it is said. Their enthusiasm and sincerity cannot be faked, and that is what makes these videos so compelling.

For instance, a leading cloud-software company can adopt an influencer marketing-style strategy that uses powerful customer testimonials to turn buyers into “ambassadors”.

When a customer shares their story in a video, say, about the time when the product helped or improved efficiency, it’s like giving the company a heads-up about what’s working and what’s not.

Statistics help us to understand the numbers behind customer engagement and satisfaction. So, let’s check out some important statistics that show us if video testimonials are worth investing in.

Contents

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Category 1: Video Testimonials Influence Buying Choices

Video testimonials have become an effective tool in influencing consumer behavior. By showcasing genuine reactions and feedback, video testimonials help bridge the trust gap between companies and consumers, leading to more informed and confident purchasing decisions.

  1. 79% of consumers watch video testimonials to learn more about a product, service, or company. (Source: Wyzowl)
  2. Two out of three consumers are more likely to purchase a product after seeing a video testimonial. (Source: Wyzowl)
  3. 90% of people trust customer testimonials more than a company’s own statements. (Source: Social)
  4. 56% of consumers believe testimonials help them make a decision. (Source: Social)
  5. 64% of viewers are more willing to buy after watching a video. (Source: Vocal Reference Blog)
  6. Enjoyment of video ads can increase purchase intent by 97%. (Source: Vocal Reference Blog)

Category 2: Numbers that Matter - Video Testimonial Production Insights

The statistics below highlight the significant resources—both in terms of time and money—required to create impactful testimonial videos. The data highlights the main challenges faced by professionals in this field.

  1. 42% of marketers cite lack of time as the main barrier to producing more testimonial videos. (Source: Vocal Video)
  2. 34% of marketers view a lack of budget as a significant obstacle in video testimonial production. (Source: Vocal Video)
  3. 44% of marketers spend more than $15,000 on a single testimonial video made by external agencies. (Source: Vocal Video)
  4. 11% of companies spend over $50,000 per testimonial video. (Source: Vocal Video)
  5. 54% of marketing professionals take over two months to create a testimonial video. (Source: Vocal Video)
  6. 12% of marketers say the production process can extend up to six months. (Source: Vocal Video)
  7. 66% of marketers report involving four or more people in producing testimonial videos. (Source: Vocal Video)
  8. 30% of marketers collect testimonial videos at physical events. (Source: Vocal Video)
  9. 42% of small organizations and 50% of self-employed individuals need more than 4 months to create testimonial videos. (Source: Vocal Video)
  10. 78% of very small companies require more than 4 months for testimonial video creation. (Source: Vocal Video)
  11. 62% of medium-sized organizations spend more than $5,000 per testimonial video. (Source: Vocal Video)
  12. 73% of small businesses spend $5,000 or more on testimonial videos. (Source: Vocal Video)
  13. Approximately 67% of self-employed individuals spend over $1,000 per video. (Source: Vocal Video)
  14. 43% of very small organizations don’t produce testimonial videos because it’s too difficult. (Source: Vocal Video)
  15. 33% of enterprise organizations spend over 6 months to create testimonial videos. (Source: Vocal Video)
  16. 67% of enterprise organizations involve over 7 people in the production of video testimonials, and 22% involve over 12 people per video. (Source: Vocal Video)
  17. 44% of enterprise organizations still send a videographer to their customer’s location to film video testimonials. (Source: Vocal Video)

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Category 3: Video Gives Impressive Returns

This section explores statistics showing how video testimonials significantly improve marketing results. They increase conversion rates and provide impressive returns on investment for businesses of all sizes (from individual entrepreneurs to large corporations). The positive impact of video in marketing is widespread and is seen through the numbers.

  1. 89% of marketers say that video testimonials are the most effective content marketing strategy. (Source: Vidyard)
  2. 37% of people believe video testimonials are more authentic than ads. (Source: Wyzowl)
  3. 96% of marketers value video as an important part of their marketing strategy. (Source: Social)
  4. 72% of marketers achieve an ROI of 50-500% from testimonial videos. (Source: Vocal Video)
  5. 22% of marketing organizations opted out of creating testimonial videos in 2019, finding it too challenging. (Source: Vocal Video)
  6. Nearly half of marketers report over 25% improvements in conversion by using video testimonials in social media campaigns. (Source: Vocal Video)
  7. 57% of medium-sized organizations see an ROI of 100% or more from testimonial videos. (Source: Vocal Video)
  8. 33% to 43% of small, very small, and self-employed companies report a similar ROI from testimonial videos. (Source: Vocal Video)
  9. 95% of medium-sized organizations realize a 10% or more improvement in conversion rates with video testimonials. (Source: Vocal Video)
  10. About a third of very small and self-employed organizations see a 25% or more increase in conversion rates with testimonial videos. (Source: Vocal Video)
  11. 78% of large enterprises report achieving a return on investment (ROI) of 100% or more from their investment in testimonial videos. (Source: Vocal Video)
  12. 62% of large organizations report strong returns of 100% or more. (Source: Vocal Video)
  13. 89% of enterprise organizations see much higher conversion rates when using testimonial videos in marketing campaigns. (Source: Vocal Video)
  14. 92% of large organizations see a lift in conversion, with 54% reporting improvements of 10% or more. (Source: Vocal Video)
  15. Every additional star earned by a brand on Yelp leads to a revenue increase of 5-9% for the business. (Source: Vendasta)
  16. Trustmary reports a 32% increase in sales by featuring a single video testimonial on the checkout page. (Source: Trustmary)

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Category 4: Video in Marketing and Advertising

This section shows how videos help businesses talk better with customers, get more attention, and make more money. We’ll see with clear stats how videos, like testimonials and ads on social media, are now key parts of marketing today.

  1. 46% of marketers created testimonial videos in 2022. (Source: Wyzowl)
  2. Including a video in an email can help increase click-through rates by 200-300%. (Source: Vocal Reference Blog)
  3. 73% of B2B businesses using video in marketing report a positive ROI. (Source: Vocal Reference Blog)
  4. 94% of local businesses using reputation management software at least partially agree that the return on investment justifies the expense. (Source: Vendasta)

Category 5: The Increasing Trend of Video Testimonials

More and more businesses, big and small, are using video testimonials to improve their brand’s trust and connect with customers. These videos are becoming a part of marketing because they show real people’s experiences and satisfaction with products or services.

  1. The number of marketing organizations planning to create more than 15 testimonial videos doubled from 2019 to 2020. (Source: Vocal Video)
  2. 67% of surveyed marketers feature video testimonials on company websites. (Source: Vocal Video)
  3. 54% use video testimonials for social media advertising. (Source: Vocal Video)
  4. 85% of small businesses would add at least 50% more testimonial videos to improve marketing results if possible. (Source: Vocal Video)
  5. 86% of large-scale enterprises created at least five testimonial videos from 2019 to 2020, with 14% creating more than 15. (Source: Vocal Video)
  6. 74% of major corporations create a minimum of five testimonial videos annually. (Source: Vocal Video)
  7. 29% of enterprise organizations planned to produce 15+ testimonial videos by 2021, nearly double the number from the previous year. (Source: Vocal Video)
  8. 89% of enterprise organizations would produce over 50% more testimonial videos if they took less time, while 75% of large organizations would do the same. (Source: Vocal Video)
  9. 67% of enterprises and large organizations would ideally bring out at least 50% more testimonial videos if they were less expensive. (Source: Vocal Video)
  10. Over 50% of large and enterprise organizations spend more than $15,000 per testimonial video. (Source: Vocal Video)

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Category 6: Consumer Engagement and Information Retention

Videos are more dynamic and memorable than text, making them an important tool for engaging customers and helping them remember information. This section explores how effective videos are in capturing consumer attention and the advantages they have over text.

  1. People retain 95% of the information they receive from videos, compared to only 10% from text. (Source: OFFEO)
  2. 30% of people lack time to create video content. (Source: Wyzowl)
  3. Only 14% of surveyed marketers don’t prioritize making more video testimonials. (Source: Vocal Video)
  4. 73% of marketers would increase their production of video testimonials by at least 50% if the process were faster. (Source: Vocal Video)
Conclusion

We hope this article showed you how powerful and effective video testimonials can be for B2B marketers. The stats in this article show that more and more businesses are using them to build trust and grow.

As customers look for real stories and value, video testimonials are a powerful way to show what your brand can do. They’re already a big part of marketing now and will continue to be so in the future. So, if you haven’t already invested in testimonial videos, now is the time to start.

We have made videos for 150+ B2B & SaaS companies.

Explainer Video, Product Demo, Remote Video Testimonials, and more.

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