video testimonials

Why Video Testimonials Rock the Customer Experience

mobile video testimonialBy Craig Sherman

There are three reasons why video testimonials rock the customer experience[1] right now:

1. Peer recommendations can quickly turn prospects into buyers.

2. People trust others like themselves.

Key Takeaways

  • Video testimonials build trust and credibility with potential customers.
  • Video testimonials help establish an emotional connection with customers.
  • Engaging and memorable content captures customers’ attention.
  • Social proof influences customer[2] decisions.

3. Video is the most shared brand content type on Facebook[3].

Social networking has grown at a crazy fast rate. There are more than a billion people on Facebook and more than 225 million on LinkedIn.

What has also grown quickly is the popularity of video on these and other social networks. In fact, video is the most shared brand content type on Facebook according to a recent study by Zuum.

A man is standing in front of a big screen and giving thumbs up while providing video testimonials.
A man is standing in front of a big screen and giving thumbs up while providing video testimonials.

A whopping 75 million people in the U.S. watch online video every day, streaming nearly 40 billion videos every month. YouTube accounts for the vast majority of this activity. More than a billion unique users visit there every month, watching four billion hours of video.

People from a variety of backgrounds globally are now comfortable viewing, sharing and shooting video with their smartphones. Some people in third world countries might have a phone with video capability even if they don’t have a computer, TV or landline.

Many social networks like Instagram[4] and Twitter are leveraging the popularity of video. Both just added easy-to-use video features, like Twitter’s Vine, recently and consumers are already becoming addicted to them. Additionally, there is social marketing software called Sociamonials that makes it easy for a marketing manager to approve and upload fan videos to his company’s YouTube channel and several social networks at once by just clicking one button from a smartphone.

Now that the technology has caught up to consumer adoption of social video, companies need to kick it into high gear and focus on pushing more videos, especially fan testimonials out to prospects on-line.

Don’t think that every testimonial has to praise a product. It can also praise a company’s integrity or customer service. As you probably know from either your own personal experience or from managing a customer service department, people will switch vendors due to bad customer service.

If a client is about to switch to a competitor sees a credible compelling video testimonial of someone talking about a great customer service, she is more likely to stick around thinking that maybe the bad experience was one-off and won’t happen again. And everyone knows it’s easier to keep your current clients then to get new ones.

So talk to your marketing department or community manager about super charging your video testimonial program. The time is right and your chief financial officer will thank you.


Craig Sherman is CEO and founder of Elk Grove, California-based Sociamonials, Inc. which offers a full social marketing suite with an easy to use video testimonials feature. His blog[5] can be found at

Frequently Asked Questions

How Can Video Testimonials Enhance the Credibility and Trustworthiness of a Company?

Video testimonials enhance the credibility and trustworthiness of a company by building trust through the authenticity of real customers sharing their experiences. This boosts customer satisfaction and shows potential clients the value of your products or services.

What Are Some Techniques to Create an Emotional Connection With Customers Through Video Testimonials?

To create an emotional connection with customers through video testimonials, use techniques like storytelling, genuine expressions, and relatable experiences. These techniques help viewers connect on a deeper level and feel a sense of trust and empathy.

How Does Engaging and Memorable Content in Video Testimonials Contribute to a Positive Customer Experience?

Engaging and memorable content in video testimonials creates an emotional connection with customers, contributing to a positive experience. It captures their attention like a magnet, making them feel connected and valued.

Can You Provide Examples of Social Proof in Video Testimonials That Have Influenced Customer Decisions?

Influential examples of social proof in video testimonials have a significant impact on customer decisions. By showcasing real experiences and positive feedback, these testimonials provide credibility and help potential customers make informed choices.

In What Ways Can Video Testimonials Lead to Improved Conversions and Business Success?

Video testimonials can lead to improved conversions and business success by providing social proof and building trust with potential customers. Seeing others’ positive experiences can boost confidence in your product or service, leading to more sales and growth.

Terms definitions
1. customer experience. Customer Experience Management (CEM), or simply CX, is the focal point of this discussion. It symbolizes the array of feelings, perceptions, and responses a customer experiences while engaging with a business and its offerings. This notion is dynamic, shaped by shifts in the competitive market and evolving customer desires. The crafting of a customer experience necessitates meticulous planning and the deliberate orchestration of interactions that hold significance and value for the customer. This encompasses everything from the tangible environment to the emotional impact of the interaction. The administration of customer experiences, commonly referred to as CEM, is an essential business tactic that supervises and records all customer engagements to guarantee satisfaction and allegiance. Surveying and enhancing these experiences, discerning the elements that lead to contentment or discontentment, and acknowledging the influence of various settings and methods are all integral components of efficient customer experience management.
2. customer. The main keyword in this text is 'customer.' A customer refers to a person or entity that acquires goods or services from a company. They play a vital role in the business environment, establishing connections with companies via transactions. Customers may also be referred to as 'clients,' particularly when they obtain customized advice or solutions from a company. The term 'client' is derived from Latin, suggesting a tendency to lean or bend towards a company. Customers come in various forms - from final customers who directly purchase products or services, to industrial customers who integrate these products or services into their own offerings. These customers can hold different positions in relation to the business, such as being employers in construction endeavors. Companies often divide their customers into distinct groups, like business owners or final users, to better comprehend and cater to them. The comprehension and handling of customer relationships is a crucial field of research and application in business.

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