Why Video Testimonials Don’t Work Anymore

Video testimonials are an ineffective way to promote your product or service.


While testimonials were once a successful marketing tool, they are no longer effective in today’s digital world. 


Here’s why: 


People are skeptical of video testimonials. 


In a world where anyone can create a video with a phone, people are more likely to be skeptical of video than written endorsements. 


They may assume that the person giving the testimonial is actually just an actor hired by the company, or that they’re being paid to give the endorsement. 


Video testimonials can easily be faked. 


With technology becoming more and more sophisticated, it’s easier than ever to fake a video testimonial.


Someone could easily create a false video using stock footage or editing software, and there would be no way for consumers to know if it was real or not. 


Videos are time-consuming and expensive to produce. 


Producing a high-quality video takes time and money, which most small businesses don’t have. 


Even if you do have the resources to produce a video, it’s important to remember that not all viewers will want to watch it—some people will prefer to read an article or reviews, rather than watch something.


And yet somehow, more and more brands and companies turn this phenomenon around and make it work for them.


Resulting in a drastic increase in leads, prospects, and new clients.


How to make video testimonials work for you

Instead of creating an inauthentic video testimonial that feels forced or paid for, you want to create video case stories.


Video case stories are a powerful tool to help promote your business. By asking your real customers for their stories, you’re bound to get a far more compelling video versus asking them about how great you are.


They allow potential customers to see and hear real people talking about how your product or service has helped them. 


This can be very persuasive, especially if the video is well done.


However, there are a few things you need to keep in mind in order to make video case stories work for you. 


Here are some tips to creating successful video case stories:


Make sure your video testimonials are believable. 


Potential customers will only trust case stories if they seem authentic and honest. 


Do this by ensuring your customers are comfortable on camera and don’t ask them to do anything that feels forced or fake.


The goal is to get their story, not have them wax poetics about your services.


Find the Right Length for Your Testimonials


Most people won’t want to watch a long video, especially if it’s about something as mundane as a product or service. 


Try to keep your videos under two minutes long, and focus on the most important hooks and emotions. 


If your customer has a story that’s extremely captivating, you can create a long-form case story (as short as 5 minutes to as long as 20).


Use customer quotes sparingly. 


Quotes from happy customers can be great for building trust, but too many quotes in a row can start to feel like spam. 


Spread them out throughout your video, and make sure each one is relevant


Video case stories are a powerful form of social proof that can help increase trust and conversions on your website. 


In order to make video case stories work for you, it’s important to choose the right customers to feature and plan questions for ahead of time.


By following these tips, you can create video case stories that will help persuade potential buyers to convert on your site.


But if you’re not sure where to begin or you want a simple, done-for-you solution to your video case stories, schedule a call with one of our video case story experts today!