Videos Company: Are Video Testimonials Effective?
Testimonials have always had a role to play in helping customers decide whether to trust a brand. Traditionally, they appeared as written quotes buried at the bottom of a page, often with no face or name. These days, many businesses are switching things up — choosing to work with a videos company to turn customer feedback into testimonial videos. So, why are video testimonials becoming more common? And are they actually effective, or just another trend? Let us explore what video testimonials are, how they compare to written reviews, and what sort of results they can genuinely offer.
What Is a Testimonial Video?
A testimonial video features a real customer talking about their experience with a product or service. Unlike written reviews, which might come off as vague or anonymous, testimonial videos show an actual person — their tone, body language, expressions — all of which can help the viewer trust what is being said.
These videos often describe the customer’s problem, how the product or service helped, and the results they experienced. They are usually used near the end of a buying process, when potential customers are weighing up their final decision.
Video Testimonials vs. Written Testimonials
Written testimonials are still used by many businesses, and for good reason. They are quick to read and easy to share. However, their simplicity can also be a drawback. It is not always clear who wrote the review or whether it is genuine. A video testimonial changes that by showing a real person speaking. Viewers can pick up on natural body language, tone, and emotions — things that do not come through in writing.
What sets video apart even further is attention. People are more likely to stop and watch a video than they are to read a paragraph of text, especially on social media. This can make video testimonials more effective when it comes to keeping people interested and moving them closer to a decision.
Video Testimonial Statistics
Video testimonials are not just popular — they are backed by data that shows how they influence customer decisions. Here is a breakdown of the statistics that explain their impact.
Key Video Testimonial Statistics
- 79% of people have watched a video testimonial to learn more about a company, product, or service.
- 77% of people who have watched a brand’s testimonial video say it played a part in convincing them to make a purchase.
- According to research, 2 out of 3 people are more likely to buy something after watching a testimonial video that shows someone talking about their experience.
These figures suggest that testimonial videos are not just content for content’s sake, they actually help potential customers make up their minds.
Statistics for Sales, Leads and Conversions
- Adding a video testimonial to a landing page can increase conversions by up to 86%.
- Businesses that use video grow revenue 49% faster than those that do not.
- 84% of people say they have been convinced to buy a product or service after watching a brand’s video.
This is why testimonial videos are often placed near the bottom of the marketing funnel. When someone is about to make a decision, seeing proof that others have had success makes it easier to go ahead with the purchase.
Statistics to Build Brand Trust & Credibility
- 72% of consumers say that positive testimonials and reviews increase their trust in a business.
- Testimonial videos are the third most effective type of video content, after product demos and explainer videos.
- 88% of people trust online reviews and testimonials as much as personal recommendations.
These figures show how important it is to let real customers speak for your business. A video showing someone genuinely satisfied with a product can be more believable than anything a company says about itself.
Statistics on Customer Stories Influencing Brands
- 55% of people say they find stories about customers more memorable than any other type of content a business puts out.
- 73% of people say they are more likely to remember a brand if they have seen a testimonial or review video.
- 91% of consumers between the ages of 18 and 34 trust video reviews as much as word-of-mouth.
These numbers make it clear that testimonial videos help shape how people view a brand — not just in the moment, but long after they have seen the content.
How to Get Video Testimonials from Customers
Getting a good testimonial starts with asking the right customers. Often, businesses reach out to loyal or satisfied clients and ask whether they would be happy to share their experience. Some companies ask after a successful project or when they receive positive feedback.
Timing matters. A customer who has just had a good experience is more likely to be open to giving a testimonial. It also helps to make the process easy for them, especially if they have not been on camera before. A videos company would typically walk them through everything — from planning to filming — so they feel comfortable and prepared.
How to Create Video Testimonials
A professional videos company approaches the creation of testimonial videos with structure and care, making sure the result is useful and effective for business use. Here is what goes into it:
1. Reach Out to Different Target Customers
It helps to feature a variety of voices. For example, showing one testimonial from a beginner and another from a more experienced user allows potential customers to relate from different angles. A videos company can help businesses choose people that represent their key audiences.
2. Ask the Right Questions
Open-ended questions are more useful than scripted responses. A videos company guides the conversation so customers can speak freely while staying on topic. The goal is to get honest answers with enough detail to tell a full story.
3. Focus on the Customer’s Journey
The best testimonial videos talk about the problem, the solution, and the result. A videos company will structure interviews around this simple flow, helping the customer tell their story in a clear and natural way.
4. Pick the Right Background and Location
The setting matters. It should feel authentic to the business. A landscaping company might film outdoors, while a tech firm may choose an office space. A videos company helps find the right location that suits both the story and the brand.
5. Interview Setup and Equipment
Good visuals and clear audio are important for a quality testimonial video. A videos company manages the behind-the-scenes setup, including proper lighting to make the subject look their best, cameras positioned to capture natural expressions, and microphones that ensure clear sound. This professional setup helps customers feel comfortable and focus on sharing their experience without distractions.
6. Film Real Reactions
A stiff or overly scripted video is easy to spot. That is why a videos company aims to film real moments — letting the camera roll so the customer forgets it is there. This often leads to more relaxed and honest answers.
7. Add B-Roll Footage of Products or Services
While the customer is speaking, a videos company might also include extra footage showing the product or service in action. This adds context and helps viewers understand what is being talked about.
8. Incorporate Motion Graphics
Simple graphics or on-screen text can help highlight key phrases or statistics. When done well, it supports the message without distracting from it.
Why Video Testimonials Work
1. Increase Brand Credibility
Real customers speaking naturally can help a business come across as more trustworthy. This is especially useful when someone is unsure about whether to buy.
2. Enhance Engagement
People tend to watch videos longer than they read. That gives businesses more time to explain their value, especially through the voice of a happy customer.
3. Improve SEO
Search engines favour pages that include video content. Including testimonial videos on a website can help people find the business more easily.
4. Boost Conversion Rates
When placed near a product or checkout page, testimonial videos can encourage more people to complete their purchase by showing real proof that the product works.
5. Cost-Effective Marketing
Once created, a testimonial video can be used in many places — social media, websites, email campaigns — making it a useful long-term asset.
6. Customer Retention
Customers who are invited to take part in a testimonial often feel more connected to the brand, and are more likely to return.
7. Portray Positive Feedback
Video lets businesses present their best feedback in a way that feels natural. Unlike a written review that might be skipped, a video brings attention to what went well, which can help others feel confident too.
How to Use Testimonials in Your Marketing Strategy
After creating the video, it is just as important to think about where it will be used. A testimonial that sits unseen will not do much good. The placement should make sense for the customer and support their decision-making at the right moment. Here is where a videos company would typically make the most of it.
Product Pages
Placing testimonial videos near product descriptions can help answer common questions and reassure potential buyers.
Email Campaigns
Adding a video testimonial to an email follow-up can make the message feel more personal and believable, especially when someone is considering a purchase.
Social Media Campaigns
Short clips from testimonial videos work well on social platforms. They catch attention, show real people, and are easy to share.
Landing Pages
On dedicated campaign or product-specific landing pages, testimonial videos can work well as trust signals. They can reduce bounce rates and encourage action by giving viewers evidence of past success stories.
Sales Presentations or Pitches
For businesses using decks or in-person presentations, dropping in a short testimonial clip can bring authenticity to the pitch. It shows that your product or service has worked in real-life scenarios, without needing to overstate anything.
FAQs About a Videos Company
Yes, many studies suggest that video testimonials are seen as more trustworthy. They show a real person speaking, which helps reduce doubt and increases the chance that someone will take the message seriously.
Yes, as long as they are short and relevant. People often prefer to watch a short video rather than read through long text, especially when trying to make a decision.
Most effective testimonial videos are between 1 to 2 minutes. A videos company can help edit the footage to keep it focused and engaging.
A professional videos company takes care of the entire process — from finding the right customers to filming, editing, and preparing the video for use across different platforms. This helps businesses save time and get a better result.
Real Stories, Real Impact
Video testimonials are not just a nice extra — they are a helpful way for businesses to build trust, explain value, and support customer decisions. Compared to written reviews, they offer more clarity, more personality, and often better results. By working with a professional videos company, businesses can create testimonial videos that feel natural, honest, and effective — all while saving time and effort. Whether they are shared on a website, in an email, or across social media, these videos give real customers a chance to do the talking. And that, in many cases, is what makes the difference.
When a customer has something good to say, it makes sense to share it properly. Sound Idea Digital handles the setup, filming, and editing, so you do not have to overthink it. Get in touch if you want to talk ideas.
We are a full-service Web Development and Content Production Agency in Gauteng specialising in Video Production, Animation, eLearning Content Development, Learning Management Systems, and Content Production.
Contact us for a quote. | enquiries@soundidea.co.za | https://www.soundideavideoproduction.co.za| +27 82 491 5824 |
Want to Keep Going? Here’s More to Explore
If you are interested in digging a little deeper into how video fits into your marketing efforts, we have a few more articles that might be helpful. From understanding why video marketing works, to looking at testimonial videos on their own, and even how content supports customers further along the buying journey — there is plenty more to read through.
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