Why Video Testimonials Are the Future of Customer Feedback

Picture of Rishabh Pugalia
Rishabh Pugalia

June 11, 2024


Let us think about this: How often do we buy something that has very few reviews?

Hardly ever would be the common answer.

As businesses look for ways to stand out in a crowded digital space, video testimonials offer a unique opportunity to showcase real, unscripted stories from satisfied customers.

According to HubSpot, videos hold consumer attention significantly better, with 62% watching them closely, while 75% of consumers tend to skim through long-written pieces. This hints that video testimonials are more impactful than their written counterparts.

So, it makes perfect sense for B2B companies to use video for customer testimonials.
Why should they miss out on this trend?

But as businesses shift towards this more engaging format, a few important questions come up:

  • How are businesses adapting to the potential higher costs of video over text feedback?
  • How do video testimonials handle language and cultural barriers in global markets?
  • How are companies preparing to handle the increased data storage needs for videos?

Let’s consider two scenarios:

First, a text-based review that leaves us wondering about its authenticity – it’s informative but lacks the human touch.

Contrast this with a video testimonial, where we see and hear a real person sharing their experience. This format not only shows true reactions and emotions but also allows for a personal introduction, adding an extra layer of credibility.

The entertainment value of video testimonials is something we cannot ignore. People are naturally drawn to stories and experiences they can see and hear. Video, being an incredibly effective medium, conveys emotions and builds trust like no other.

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

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

    Benefits of Video Testimonials

    If you want to address skepticism, social proof is your best friend. Video testimonials are a form of social proof. It’s hard to argue with a genuine, heartfelt recommendation shining from someone’s living room.

    In short, the below points highlight the main benefits of video testimonials.

    Benefits Explanation
    Increase in Trust Real customer videos build more trust in what you offer.
    More Interaction Videos grab attention better, leading to more sales.
    Proof of Real Use Showing videos on your site or via emails proves people like what you provide.
    Real Voices, Real Feel Customers directly talking makes everything feel more real.
    Highlights What's Great Testimonial videos really show off the best parts of what you're selling.

    Now, let’s go a little deeper into the benefits of video testimonials:

    1. Every video is unique; unlike text, they can’t be copied easily

    Each client testimonial video captures the distinct voice, tone, and style of the person speaking. It is similar to having a one-of-a-kind conversation, which naturally holds more value and interest.

    The beauty of video testimonials lies in their simplicity and ease of creation. Now, with remote video testimonial options, you don’t even need to be physically present with the client. A quick chat about equipment, settings, and questions, followed by a few virtual meetings and your personalized testimonial video is all set.

    2. It feels personal

    Being able to relate with prospects is one of the biggest benefits of video testimonials –

    • It has your own voice and facial expression: In testimonial video examples, when someone shares their experiences and thoughts, it relates more strongly with the viewer. It’s like hearing a friend share a personal recommendation.
    • Personalized for the company as well when they speak from their perspective: When individuals speak about a company or a product in a video testimonial, they often do so from their unique perspective.

    3. Naturally more entertaining, which leads to more attention

    A well-made video testimonial can be both informative and enjoyable to watch. It means people are more likely to interact with it, watch it through, and remember its contents.

    4. More in-depth discussion - storytelling capabilities

    People sharing their experiences in a video testimonial can bring in narratives about how a product or service has impacted their lives. This storytelling aspect makes the testimonial more appealing and allows for a more in-depth discussion.

    This storytelling aspect also works for employee testimonial videos, where the employees share about the work culture of their company.

    Here is an example of a testimonial video by Content Beta for Galley:

    Making a video for B2B & SaaS products needs a different mindset.

    5. More authentic (because real people are giving testimonials)

    With video, viewers can observe the speaker’s body language and facial expressions. This helps in judging the sincerity and genuineness of the person giving the testimonial.

    It’s easier to trust someone when you can see their expressions. You can judge for yourself if they seem honest.

    6. They are easily shareable (especially in 2023)

    Videos fit this bill perfectly. A video testimonial, published on websites and video hosting platforms, can be shared across various social media platforms (TikTok, Instagram) and even in emails.

    It works as a versatile tool for spreading the word about your company. Even the sites that do not have video testimonials are bound to have it one day.

    We know how to sell your story using your product UI

    Why Do Video Testimonials Work in Marketing?

    When it comes to the marketing side of videos, it is a no-brainer that videos take more time and skill to create. So why persist?

    Because Videos > Images > Text

    Now, the question is – why video testimonials work better? Let’s take a look at the various reasons –

    1. Popularity

    65% of younger consumers prefer video content, according to HubSpot Content Trends. And as this preference continues to grow, embracing it now ensures we stay in tune with our audience’s evolving tastes.

    Previous customers become ambassadors for future customers through video testimonials.
    A well-crafted video testimonial stays in the viewer’s mind, making them more likely to recall your brand when it’s time to make a decision.

    That is the power of testimonials, and because of this reason we need to persist in getting testimonials. This brings us to the second point –

    2. Branding

    Even if they aren’t watching your video intentionally, if a testimonial is good and emotional, they will remember you the next time someone mentions your company.

    Even when someone stumbles upon your video unintentionally, a compelling, emotionally resonant testimonial can leave a lasting impression. This is branding at its best – not just telling but showing potential customers what your brand stands for and how it impacts real people’s lives.

    Apple is very good at this because most of its videos have a storytelling aspect that people emotionally connect to.

    Following the brand guidelines can also help ensure consistency in your messaging, reinforcing your brand’s identity in the minds of your audience.

    3. Quantifiable Data

    Another key element in creating impactful video testimonials is the inclusion of quantifiable data.

    Encourage your clients to share specific figures demonstrating how your product or service has positively influenced their business. These can be metrics like increased engagements, higher conversion rates, or increased total sales.

    For instance, imagine a customer testimonial video where a client explains how your product led to a 15% increase in their revenue. Such evidence not only shows the direct benefits of your product but also makes the testimonial more compelling.

    Here is a video example of Koncert by Content Beta where, in the first 15 seconds of the video, the narrator talks about the percentage of growth they had.

    Making a video for B2B & SaaS products needs a different mindset.

    Prospective customers are often interested in clear, measurable results. Seeing the tangible success of others can be a strong motivator. It reassures them that investing in your product is a valuable investment with a verifiable return on investment (ROI). This approach can significantly make their decision-making process in favor of your product.

    Speaking of quantifiable data, here below are some of the important metrics for measuring video performance:

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

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

    4. SEO

    SEO is another strong reason behind why video testimonials work –

    a. Rich Media Content

    Search engines, especially Google, prioritize websites with rich media content, including videos. Including video testimonials on your site can further improve its appeal to search algorithms.

    By incorporating video testimonials, you’ll likely see improvements in your search rankings. And this definitely makes it easier for new customers to find you.

    b. Increased Dwell Time

    Videos tend to keep visitors on your page longer. Search engines see longer dwell times as a sign of valuable content, which can improve your site’s rankings.

    Longer engagement with video testimonials = valuable customer insights, signaling content quality to search engines.

    c. Local Relevance

    If your video testimonials feature local customers or landmarks, it can increase your visibility in local search results. It is helpful for businesses relying on local clientele.

    Showcasing local voices in testimonial videos ties your customer feedback to community roots, increasing local search relevance.

    d. Keyword Optimization

    You can optimize video content with relevant keywords in the title, description, and tags. This makes your content more discoverable to those searching for related topics.

    Here is an example below –

    Making a video for B2B & SaaS products needs a different mindset.

    Using keywords in video testimonials turns customer experiences into searchable, findable content.

    e. Shareability

    Video testimonials are more likely to be shared across social media platforms and other websites. Each share can potentially create a backlink to your site, improving your SEO.

    When customers share their stories through video testimonials, they spread the word far and wide. And this increases your site’s SEO organically.

    Effective Customer Testimonials = Conversion Rate Increase + Customer Retention increase

    This is because testimonials reduce the perceived risk and uncertainty associated with trying a new product or service.

    Why Choose Content Beta?

    We have both – a good client base and expertise in testimonial video production. So the question is – why not us?

    At Content Beta, we really care about our customers and always aim to get better and better. We know just how much video testimonials can help increase sales and keep customers coming back, and we’re really good at making this happen for you.

    Our team is great at making engaging, real videos and design content that speaks to your audience and shows true stories and clear results.

    Here are some of our best offerings:

    • Rapid Turnaround: Content Beta offers a swift 1-2 day turnaround and provides over 150 creative services. We ensure your marketing efforts are never delayed by creative bottlenecks.
    • Flexible and Efficient Pricing Model: Our pricing is flexible, with a unique feature where unused credit hours roll over to the next billing cycle. We ensure cost-effectiveness and zero wastage.
    • Quality and Customer Focus: Emphasizing high-quality service and prioritizing customer needs, Content Beta ensures satisfaction and effectiveness in all creative outputs.
    • Streamlined Collaboration Platform: The service includes a collaborative platform for managing design and video projects. It increases team collaboration and communication and ensures efficient project management.

    When you work with us, you can focus on other important parts of your business. You can be sure that we’re taking good care of your video marketing. Let’s work together to make great videos that show how happy your customers are and encourage others to trust your business.

    Schedule a call with us today.


    Video testimonials are rapidly becoming the future of customer feedback due to their ability to create a more personal and relatable connection with potential customers. Video testimonials allow customers to express their opinions in a more dynamic manner.

    The versatility of video content cannot be overlooked. They also offer the unique advantage of being adaptable to different marketing strategies, whether it’s for social media campaigns, website content, or email marketing.

    As technology continues to evolve, consumer preferences are shifting towards more interactive and authentic forms of communication. With this change, video testimonials emerge as an asset in the future of customer feedback.

    Frequently Asked Questions (FAQs)

    Video testimonials are more effective than written testimonials because they convey emotions and authenticity more powerfully through visual and auditory elements.

    They allow viewers to see real people, hear their voices, and observe their expressions, creating a stronger, more personal connection.

    The key benefits of using video testimonials in marketing include:

    • Seeing and hearing real customers share their experiences increases trust and authenticity.
    • Videos are more likely to capture attention than text, helping in message retention.
    • Videos can be shared across various platforms, increasing reach and impact.

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

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

    "Fast turnaround" "Easy to work"

    Content Beta