Over the past few years, I’ve noticed my online searches have frequently migrated to YouTube. I’m not sure if my inclination toward video content indicates my impending spiral into utter laziness or if I’m more trusting of videos than written content. I’ll go with the latter until proven otherwise.
Joking aside, video testimonials have become an increasingly powerful tool for healthcare marketers. Diode Digital found that before reading any text, 60% of site visitors will watch a video if available. This, combined with the influence and authority of customer reviews, is reason enough to experiment with video testimonials.
If you’re still unsure whether video testimonials are a worthy endeavor, here are three reasons why you should incorporate them into your marketing mix.
1. Authenticity and Emotional Connection
In previous posts, we’ve discussed the value and power of customer reviews and testimonials. Adding a visual component to testimonials can further boost performance. In fact, it’s scientifically proven that images of human faces increase empathy and improve conversion rates. In addition to the visual power of videos, hearing that real people have enjoyed a product also delivers “social proof” that many consumers need to follow through with a purchase. Reviews from real customers are second only to recommendations from family or friends.
2. Improve your Company’s Memorability
Studies have shown that 90 percent of information the brain absorbs is visual. Additionally, visual information is processed 60,000 times faster than text. Studies also show that visual elements are directed to the medial temporal lobe of the brain – the same place where are emotions are processed – indicating that visual inputs are linked with emotions to form positive or negative memories.
3. Exposure, Exposure, Exposure
Google’s 2013 algorithm updates placed greater weight on video content for its ability to deliver value and quality content to users. Including video content on your website also encourages longer dwell time on your page to further improve your ranking.