Tips & TricksWhy you should use Customer Reviews in Video Advertising?

We live in a time where advertising and sales promotion are not one-way processes. Thanks to the digital era, brands and marketers can engage with their customers in a meaningful way and at a much deeper level. It’s a no-brainer to argue that customer reviews can make or break your business.
And videos are one of the best tools to harness the power of digital marketing. Today, let’s explore why you should use customer reviews in video advertising and how best to use them to your brand’s benefit. 

  1. Build trust for brands: If you’re a new brand, you will surely win the trust of your target audience if you’re using customer videos in your digital advertising. As per Moresocialsuccesspartners.com, 72% of consumers say positive reviews make them trust a local business.
  2. Retention rate: If client retention and engagement is your goal, there is no better alternative than to tell your stories through videos, including customer videos. ‘Videos help keep users on your website longer and also keep them more engaged. The average user spends 88% more time on a website with video’ – Forbes, 2018
  3. Lead conversions: They say seeing is believing. Testimonial videos where the consumers talk about a product or service not only attract leads, but the conversation rates also increase heavily. A 2019 research by Optinmonster goes on to show that Video marketers get 66% more qualified leads each year
  4. Optimized reach: If your content is getting better engagement, it will also be optimized for better reach. Since testimonials and customer review videos get better engagement, they also tend to attract and reach newer audiences which is a piece of great news for any business.
  5. Online reputation management: For any brand, maintaining its image online is of prime importance. And since social media is an open platform, it takes a huge effort to manage a brand’s online reputation. But thanks to positive customer reviews and testimonial videos, a brand can create a positive impact in the audience’s mind.
If the above-mentioned pointers did not convince you enough, here are some data points that will surely give you an even better direction:
  • 97% of shoppers read online reviews before making a purchase (Source: to Power Reviews)
  • 88% of consumers trust online reviews as much as personal recommendations (Source: Mdgadvertising.com)
  • A customer will likely spend 31% more on a business with “excellent” reviews. (Source: Webfeat.net)
  • 64% of consumers make a purchase after watching branded social videos (Source: tubularinsights).
  • Studies show that 54% of consumers want to see more video content from a brand or business they support (Source: HubSpot, 2018).
Now that you’ve learnt so much about customer reviews in video advertising, let’s look at a few tips to keep in mind while you create your review videos:
  • Using a credible review site will strengthen and impact your brand loyalty
  • Always ensure you use the real identities of the reviewers. A photo, or video of them talking will work wonders
  • Before you embark on advertising, create a pool of good-quality testimonial videos. Judge if they are persuasive enough. 
  • Use captions – 85% of Facebook videos are watched without sound (DigiDay.com), So, it’s crucial that all your videos are captioned appropriately.
  • While choosing the videos, make sure that they are crisp and not unnecessarily technical  
  • Always use recent reviews and mention dates. Your audiences care about relevance and recency of the content
  • The quality of the video footage has a huge impact on the consumption rate. So, only use good-quality videos. Guide and train your customers if needed. 
  • Try to think from your audience’s point of view. Ensure to touch upon different aspects of your products and services that will add value to your future customers  
  • Try to use your video advertising content at different touch points. E.g, if you have a physical store, you may choose to showcase the same content there as it will increase the retention rate and create a feeling of trust.

Customer reviews can become a game changer for any business. As a marketer, one should encourage and aim at creating a pool of video reviews that will add value to a brand and also use them in its digital advertising strategy.

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Vidooly Team

The content marketing team at Vidooly publishes articles and blogs on current and relevant online video industry related news.

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