If you’re looking for the latest statistics on video testimonials, you’ve come to the right place. We’ve compiled a list of video testimonial stats that will help you get started with your campaign.
We all know that people respond better when they can see things and hear them from real people (aka, other humans). Video testimonials are one of the most effective methods of getting across a message or story through visuals. They also happen to be a great way to connect with customers or potential clients!
All of our stats are presented in an easy-to-read format, and we’ve made sure that they’re as up-to-date as possible. So now that we’ve done all that work, why not take advantage of it?
We hope this list helps you increase conversions and make more money with your video testimonials!
Astounding Video Testimonial Statistics for a Profitable 2022 (Editor’s Choice)
- 79% of consumers watch video testimonials to know more about a product, service, or company.
- Two out of three consumers say they’re more likely to purchase a product after seeing a video testimonial about how a product or service helped another person.
- 72% of marketing specialists see an ROI of 50% to 100% from video testimonials.
- 89% of marketers report that video testimonials are the most effective type of content marketing strategy.
- People retain 95% of the information they receive when it’s conveyed in a video, as opposed to only 10% when it’s in text form.
- The lack of time and money are the top deterrents to producing more video testimonials.
- 44% of marketers spend over $15,000 making a video testimonial with agencies.
- 55% of marketing groups take more than two months to make one video testimonial.
- 37% of people believe that video testimonials are more authentic than ads.
General Video Testimonial Statistics
1. 79% of consumers watch video testimonials to know more about a product, service, or company.
(Wyzowl)
We’ve said it before, and we’ll say it again. Consumers value the input of other consumers before deciding if they want to buy a product or not. That’s why a majority of them watch video testimonials to have more information on a product or service before purchasing it.
This statistic alone shows that this type of user-generated content is not something that businesses should miss out on, lest they miss out on conversions.
2. 90% of people trust a customer’s testimonials more than what a company says about itself.
(Wyzowl)
It’s part of human nature to be skeptical. As such, people don’t usually trust a company if they say they’re the best. Of course, every company will say they’re the best, but are they really? Perhaps if a satisfied customer comes in and says they are, people will likely believe them.
3. 56% of consumers believe that testimonials help them make a decision.
(New Pace Productions)
Before making a purchase, customers check out a product or service’s reviews and testimonials to see if it’s worth every dime. This type of user-generated content is one of the most trustworthy these days, and that’s why most consumers would think twice about adding a product to their cart without checking out the testimonials first.
4. 66% of marketers state that they need four or more members to create testimonial videos.
(Vocal Video)
Not only does making a testimonial video require time and money, but it also requires sufficient manpower as well. Sometimes, marketing teams have to rely on additional external or internal teams to create a video testimonial, which is a collaboration that’s hard to facilitate.
5. Video testimonials are mostly featured on a company’s website.
(Vocal Video)
The top way to showcase testimonial videos is on company websites. That said, 67% of marketing specialists feature video testimonials on their websites. An additional 54% of marketers utilize video testimonials to advertise on social media.
Benefits of Using Video Testimonials
6. 72% of consumers state that positive testimonials cause them to have bigger trust in a company.
(Story Ninety-Four)
Testimonials, particularly customer video testimonials, build trust and fortify the relationship between a business and its consumers.
Text-based testimonials can sometimes be faked, causing disappointment and mistrust among consumers, but video testimonials are more likely to be authentic. They feature real people who are willing to show their faces and provide feedback on a product or service.
7. 84% say they trust customer reviews as much as recommendations from a friend.
(New Pace Productions)
Although consumer reviews and testimonials come from strangers, you all have one thing in common: you want to spend your money on something that’s worth it. Our fellow consumers have no reason to lie to us; they’re there to provide their bold, honest feedback, and that’s why we trust their opinion so much.
8. Two out of three consumers say they’re more likely to purchase a product after seeing a video testimonial about how a product or service helped another person.
(Wyzowl)
It’s basically the same concept as word-of-mouth marketing, where people are more likely to trust the effectiveness of a product or service after they’ve seen another person benefit from it.
9. 72% of marketing specialists see an ROI of 50% to 100% from video testimonials.
(Vocal Video)
This ties in with the other benefits of video testimonials. When customers trust your brand, they’re more likely to purchase and spread good things about your company and products. As a result, you see a good return on your investment.
| Number of Employees | % of Organizations With Video Testimonial ROI of Over 100% |
|---|---|
| <100 | 43% |
| 100-1000 | 57% |
| 1000-5000 | 62% |
| 5000+ | 78% |
10. According to a case study, a company saw a 32% sales increase after placing a video testimonial on their checkout page.
(Trustmary)
The test was done using A/B testing, where one version of the site’s checkout page had a video testimonial, and the other did not.
Google Optimize also estimated that the checkout page with the video testimonial is 91% more likely to have better performance compared to the one without.
The Battle Between Testimonials: Video Versus Text
11. 89% of marketers report that video testimonials are the most effective type of content marketing strategy.
(Story Ninety-Four, Unbounce)
What’s the difference between a landing page that converts and one that doesn’t? An impeccable video testimonial. A study found that well-executed video testimonials can increase landing page conversion rates by as much as 80%.
Video testimonials are thought to be better than their text-based counterparts. Videos evoke emotion from the audience, which can lead them to purchase whatever item or service the customer in the testimonial is endorsing. Videos are a great way to showcase how a certain product or service was able to solve real-life problems.
The key to making sure that your landing page’s video testimonial works is to make sure it’s well executed. This means using professional actors who look like the target audience for your product or service and aren’t reading from a script. The goal is for the viewer to feel like they are hearing from an actual person—not just watching a commercial.
If you’re not using video testimonials on your landing pages, you’re missing out on an incredible opportunity to boost sales and conversions!
12. 70% of consumers say testimonials are the type of user-generated content they trust the most.
(ThisMoment)
User-generated content plays a vital role in every consumer’s search for trusted and effective products.
While 70% of consumers agree that testimonials are among the top trusted user-generated content, 92% trust recommendations from friends or family.
Consumers seem to be more sophisticated in their product research and need more proof before making a purchase, so businesses have to adapt.
(Forbes)
Videos are more likely to go viral than texts and images. The two latter types of content don’t convey meaning and emotions as much as videos do. Besides, the average internet user spends more than 16 minutes each month watching video ads online, so videos are typically consumed more than images and text.
14. People retain 95% of the information they receive when it’s conveyed in a video, as opposed to only 10% when it’s in text form.
(Forbes)
Videos are more likely to capture an audience’s attention—and for a longer period. This is because a huge percentage (90%) of data transmitted to our brain is visual, and visual data are processed in the brain at a tremendously higher rate than text. Videos are just more engaging and therefore have higher retention.
15. 59% of executives prefer watching videos to reading text.
(Forbes)
Even high-level executives prefer videos over text. As such, more senior executives are watching videos online. Videos condense information into bite-sized pieces, so they’re much easier to understand for a lot of people.
16. 73% of consumers state that they’d rather watch a short video to learn more about a product or service compared to 11% who’d prefer to read an article.
(Wyzowl)
Videos are convenient and easy to understand. That said, 4% of consumers prefer to scrutinize an infographic to learn more about a product or service. Additionally, 3% would rather download a manual or ebook, 3% would prefer to attend a webinar or sales pitch, and 3% would want to have a demo or sales call with a representative of the company.
Time and Money: Biggest Roadblocks to Video Testimonials
17. The lack of time and money are the top deterrents to producing more video testimonials.
(Vocal Video)
There are a number of reasons why businesses can’t create more video testimonials. However, 42% of marketers state that the primary thing that’s stopping them is the lack of time, while 34% simply lack money.
On the other hand, 14% of marketers state that they simply don’t prioritize video testimonials in their digital marketing strategy. Other reasons include the lack of internal skills, little to no access to subjects or customers to interview, and the lack of internal resources.
18. 44% of marketers spend over $15,000 making a video testimonial with agencies.
(Vocal Video)
Although a majority of marketers understand the value of video testimonials in their marketing strategy, they also know that it can be tremendously expensive.
Aside from nearly half of marketers spending more than $15,000 on one video testimonial, 11% of businesses spend over $50,000 on each.
19. 73% of marketing professionals state that they’d be able to produce 50% more video testimonials only if it didn’t cost a lot of money.
(Vocal Video)
The mere expense of producing one video testimonial is enough to understand why companies aren’t able to produce as much as they want. This is in spite of knowing that such content will yield a high return on investment. This is especially true for smaller companies since they’re the ones hit the most by how expensive this type of content is.
20. 73% of marketing professionals would create 50% more video testimonials if they took less time to make them.
(Vocal Video)
Making a single video testimonial is time-consuming.
First, you’ll need to look for your advocates, meaning the people who are loyal to your brand. Then, you need to speak with them about making a video testimonial and ask if they can be in it (which is not an easy thing to do). Then, you need to prepare your interviewee, shoot the video, and edit it before implementing it in your marketing strategy.
It may seem like only a few steps, but each step requires so much time and effort that it discourages some marketers from making more.
21. 55% of marketing groups take more than two months to make one video testimonial.
(Vocal Video)
Making a video testimonial requires months of your time. Only 10% of marketing groups take one to two weeks to make a video. Meanwhile, 12% of marketing groups take more than six months to make one video testimonial, 18% take four to six months, and 25% take two to four months.
Why Are Video Testimonials Effective?
22. 37% of people believe video testimonials are more authentic than ads.
(Wyzowl)
Video testimonials from real people are, of course, deemed more authentic than ads that showcase paid celebrities and endorsers. These people are talking from their own experience and are ultimately associating their name and face with the brand. That’s why consumers are more likely to trust video testimonials from fellow customers than the ads or pitch of a business.
23. 39% report that video testimonials are effective because they showcase how a product or service can impact their lives.
(Wyzowl)
Another reason why consumers think video testimonials are so effective is that they show how a product or service has made the lives of their customers better. Potential customers can see the various ways that a product or service has helped them, and they may also realize that they need the same product for similar problems or needs.
24. 42% of consumers state that the effectiveness of video testimonials comes from them showing an actual person.
(Wyzowl)
This ties with the belief that video testimonials are effective because consumers have the perception that they are more authentic than the sales pitch that businesses release.
This could be attributed to the fact that an actual person is more relatable than a celebrity or endorser. I mean, people usually have this belief that celebrities are on a different plane than ordinary beings like us.
25. 47% of consumers believe that video testimonials help people see how a product or service works in real life.
(Wyzowl)
Although video ads can also demonstrate how a product or service works, it doesn’t seem as authentic as when video testimonials do it. Video ads also seem very scripted, which good video testimonials aim not to be.
However, that doesn’t mean featured customers aren’t prepared either. Good testimonials maintain a good balance between preparedness and spontaneity.
Related Questions (FAQ)
How effective are video testimonials?
Customer reviews are already an effective marketing tool; video testimonials are even more effective. 89% of marketers believe that this type of content is the most effective marketing strategy. That’s because they showcase the services and products you provide in the best possible light.
Do video testimonials increase conversions?
Yes, video testimonials increase conversions by as much as 80%. That is because video content helps engage, attract, and nurture users to check out a product, while customer testimonial is essential to press consumers to make a purchase. Videos offer authentic proof that the product or service provided works as intended.
Are video testimonials better than written reviews?
Essentially, video testimonials from customers are better than text-based ones. People remember around 80% of what they see but only remember 20% of the text they read. Videos also stimulate the brain’s emotional centers, pushing someone to make a purchase. Lastly, videos are often shared more than text.
Are product testimonials reliable?
Statistics show that a majority of consumers (88%) trust testimonials, so they should be reliable. However, it is ultimately the buyer’s responsibility to research every product and company they buy from to avoid scams and fraud. With the advent of online shopping, consumers have to be extra careful.
What are the components of a good video testimonial?
Video testimonials are trusted by consumers because they’re getting reviews from actual customers. However, what makes a good video testimonial?
- Find a spokesperson who is like your target customer
- Make sure it’s not too scripted
- Keep the shoot conversational
- Be short, concise, and succinct
- Share how they discovered the product or service
- Focus on the benefits of using the product or service
- Think of creative ways to add humor
Conclusion
It turns out that video testimonials are a great way to improve your marketing and sales efforts. They have been proven to increase conversion rates for almost all kinds of businesses!
Video testimonials are also important because they allow you to show off your products in action. This makes it easier for customers who are shopping online but want to see what they’re buying before making a purchase decision.
In addition, video testimonials give people an opportunity to hear from their peers about how much they love your product or service. It makes them feel like they can trust the information without having to do any research themselves.
We hope that this article has given you some insights into how powerful video testimonials can be when used to sell products or services. We know how important it is for businesses to make informed decisions about their marketing strategies, so we wanted to make sure you had the tools to do just that.
We can’t wait to see the impact that our article has on your business, so please feel free to share this resource with your team and continue to use video testimonials in your marketing efforts.
As always, if you have any questions, feel free to contact us.
Thanks for reading!
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