Building A Business Case For Customer Video Testimonials

It’s no secret that most companies are always looking for ways to improve their marketing strategy and connect with customers.

Unfortunately, many overlook one of the most powerful and effective tools in their arsenal: customer video testimonials. These videos provide social proof that your product or service delivers on its promises, helping to build trust with prospective customers and drive sales.

There is a good reason why those companies that increase their customer advocacy experience a major boost in revenue growth. One study out of Harvard Business School cites a 12% increase in customer advocacy can lead to a 200% increase in revenue growth. That sounds almost unbelievable, but even if you cut the growth in half, you’re still seeing a 100% increase in growth. Who wouldn’t want that?

But wait, there’s more:

Increased Credibility and Trust

One of the biggest benefits of customer video testimonials is that they provide credibility and trust for your brand. People are more likely to trust the opinions of their peers than the promises of a brand. By showcasing the experiences of your customers, you’re demonstrating that your product or service is reliable and effective. According to a study by HubSpot, 55% of consumers say that customer video testimonials are helpful in their decision-making process.

Higher Conversion Rates

Customer video testimonials have been shown to improve conversion rates significantly. According to G2 Crowd, companies that use customer video testimonials see a 68% increase in sales revenue. When potential customers see the positive experiences of your existing customers, they’re more likely to take action and make a purchase. This is because they see the real-world benefits of your product or service, rather than just reading about them.

A Harvard study found that a  12% increase in customer advocacy can lead to a 200% increase in revenue growth

Cost-Effective Marketing

Creating customer video testimonials is a cost-effective marketing strategy. Unlike traditional advertising methods, such as TV ads or billboards, video testimonials can be created relatively inexpensively. All you need is a camera and a few willing customers. Or even have your customers use their own camera! Once you have the footage, you can share it across your social media channels, website, and email campaigns, maximizing your reach without breaking the bank.


Improved SEO

Customer video testimonials can also improve your search engine optimization (SEO). Google’s algorithms prioritize websites with engaging content that keeps visitors on the site for longer periods. Video testimonials are highly engaging, and when added to your website, can increase the amount of time visitors spend on your site. This can result in improved search engine rankings, making it easier for potential customers to find your business.

People want to hear from people like them, and sharing your customers’ experiences builds credibility and trust that leads to increased conversion rates. 


The question isn’t why should you. It’s why shouldn’t you?