Mark Twain once wrote:
Most writers regard the truth as their most valuable possession, and therefore are most economical in its use.
This is still true today, especially when it involves a client testimonial. However, since the invention of the first video camera in the late 1800s, the landscape of testimonials has changed. This raises the question: What performs better, a written testimonial or a video testimonial?
We can all agree that a testimonial, no matter the style, is crucial to improving your business. Overall they build trust with your clients and can help to persuade those who are unsure into giving you a call. However, both written testimonials and video testimonials have both positive and negative aspects about them.
The main goal of a testimonial is to help build trust with your prospective clients. According to Bright Local, 88% of people trust online reviews written by other consumers. Meanwhile, research by Hubspot reports that 65% of senior marketing executives believe that visual assets such as video are the center of how they tell their brand’s story.
However, there are some sneaky individuals out there who will write positive testimonial reviews and publish them online, when never have used the business’s services before. Consumers are now becoming wise to this and now are starting to question any and all written reviews.
This is where video testimonials are more beneficial. Videos allow for your clients to see the real live reviewer. By seeing the reviewer, the consumer is able to build trust in your practice and believe in what you have to offer. After all, seeing is believing.
Word of Mouth
Having a review either on your website or on an off-site platform like Yelp is the closest thing you can have on the Internet to word of mouth marketing. A study from Ogilvy, Google and TNS states that 74% of consumers purchased a product due to a recommendation from a peer. If that isn’t a strong enough statistic, those who view a video are 1.81X more likely to convert into cases than those who do not watch a video.
The best way to earn a review to better enhance your online word-of-mouth can be summarized in these 5 tips.
Although video testimonials are really great to have for your marketing efforts, there are a few down sides to this style of review as well. When filming a video testimonial, your clients may be resistant to or not comfortable with being on camera, potentially leading to frustration for the client, the videographer, and you.
Also, if you’re in a pinch to get testimonials integrated into your marketing efforts quickly, videos may not be your best option; they do take more time to produce than a written testimonial would.
Fast to Consume
In today’s society of the need to gain information fast, video wins this category hands-down. Videos capture the attention of the viewer much easier than those of a written word. This is due to the fact that the brain is able to process video 60,000 times faster than text.
However you look at it, when trying to gain reviews, video is the clear choice. However, that doesn’t mean that you need to only focus on video testimonials. At the end of the day, even if you gain 1 review, either video or written, you’re still communicating the strengths of your practice and setting yourself apart from competitors with few to no reviews.
If you have questions on the best way to generate reviews contact Page 1 Solutions at (303) 233-3886 to discuss your options and strategies further.