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31 Aug 2016 Digital

How to Amplify your Customer Reviews with Video Testimonials

Kelsey Galles
Kelsey Galles
Content Marketing Editor

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.

  • Capitalize on it: allow customers to deliver their very specific and personal stories. You may be inclined to encourage your customer to deliver high-level feedback on your product or service in order to connect with a broader audience; however, authenticity is the paramount feature of testimonials that entices buying behavior.

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.

  • Capitalize on it: consider incorporating diverse b-roll footage into your testimonials and avoid a simple “talking heads” interview. The variety of images will be cemented into your viewers’ minds for greater impact and memorability.

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.

  • Capitalize on it: Make sure your video is optimized for search engine results by:
    • Including a video transcript and keywords to improve your video’s findability
    • Optimizing your video’s load time – page performance is also considered in Google’s ranking algorithms, so make sure your video file is compressed so that it can load quickly on your page.

Have you experimented with video testimonials? Share your successes in the comments section below.

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