22 Jun Spread the Love: Share Testimonial Videos to Build Some Serious Trust
You think what you do is pretty awesome, right? Is your product or service stellar? Better than your competition? We don’t doubt it one bit. But your prospects might. And that, right there, is why testimonial videos are key. You’re much more likely to persuade potential customers to trust you if they watch a customer give a genuine testimonial. Make them believe that you are the one who can offer them solutions to their problems, too…because you can.
A 2014 study conducted by the PR firm Cohn & Wolfe revealed that the number one quality people demand of big brands is honesty about their products and services.
Trust is one of the most important things (if not the most important) when it comes to building business relationships. Word of mouth endorsements strengthen the credibility of your brand by showing you have a built a good track record with other customers. Besides the fact that they’re more believable, your audience prefers to watch videos than read text.
Here are a few tips to get you on your way to creating your next company testimonial video.
You have to be authentic. The video has to feel authentic. People prefer to buy from the authentic brand (don’t you?). We are instinctively drawn to others who are considered more authentic: the relationships we form and the brands we deal with. If someone senses that a person (or company) is acting primarily out of self-interest (trying to sell something, for example), eyebrows are raised and suspicions are made. On the other hand, if we hear a genuine testimonial, it makes us respect and trust them much more.
In a 2013 study conducted by the Boston Consulting Group, customers identified authenticity as one of the top qualities that would attract them to a brand.
Make it Quick
The typical attention span for a web user is less than a goldfish, clocking in at eight seconds. Wait, what? If it’s easier to get a goldfish to watch a video, what’s a modern marketer to do? By mentioning the main gist of your message right away with selective and concise conversations, you’ll hook leads’ interest immediately. So, deliver the goods fast (or you’ll lose everybody) and keep the final cut under 3 minutes.
Make it Interesting
With testimonial videos, you have the opportunity to capture the attention of your customers; it’s just naturally more interesting than written text is. Think outside the box with interesting anecdotes (skip the script) to encourage continued viewership; Blah content won’t cut it. Blah doesn’t capture attention. Blah doesn’t keep attention. Blah doesn’t lead to sales. Grab them in 10 seconds or less… rather, make that 8 seconds.
When it comes to building trust and brand authenticity, the stakes are high for companies today. Large and small businesses must figure out how to establish trust in all aspects of their business; they must take the steps to show their human side and show customers who they truly are.
More and more businesses are seeking the services of production companies that can offer them professional digital videos through video production, digital brochures, interactive apps, mobile videos and commercials for the web. We offer all the tools you need; it’s how we roll. For more information on our services, visit our services page and contact our team with any questions today.