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10 important distinctions between video and written testimonials.

10 important distinctions between video and written testimonials.

In our years of experience collecting video testimonials, a few common questions always come up. Consent, privacy, regulations and claims. I’ll address each of these in this short video.

Video testimonials are more impactful and persuasive than written ones for several very important reasons:

1. Conversion Rates: According to a study by Wistia, videos embedded on websites can increase conversion rates by up to 80%. This suggests that video content, including video testimonials, can have a substantial impact on influencing purchase decisions.


2. Retention and Understanding: According to a report by Forrester Research, viewers retain 95% of a message when they watch it in a video, compared to only 10% when reading it in text.  This can make video testimonials more memorable and likely to influence decision-making.


3. Emotional Connection: Video testimonials allow viewers to see and hear the genuine emotions and expressions of the person giving the testimonial. This can create a stronger emotional connection between the viewer and the testimonial, making it more relatable and trustworthy.


4. Trust and Credibility: The Web Video Marketing Council found that 57% of consumers said that videos gave them more confidence to purchase online. This indicates that video testimonials can contribute to building trust and credibility in the minds of potential customers.


5. Non-Verbal Cues: In a video, you can observe non-verbal cues such as facial expressions, body language, and tone of voice. These cues can convey sincerity, enthusiasm, and authenticity, which are harder to capture in written testimonials.


6. Personalization: Video testimonials provide a personal touch, as the person giving the testimonial becomes a real person rather than just text on a page. This human element can resonate better with potential customers or viewers.


7. Engagement: Videos tend to capture attention more effectively than text. People are more likely to watch a video than read a lengthy written testimonial, increasing the chances of your message being heard.


8. Social Sharing: Videos are highly shareable on social media platforms, which can help your testimonials reach a wider audience and potentially go viral.


9. Email Effectiveness: Including the word “video” in an email subject line can increase open rates and reduce unsubscribes, as suggested by research from Syndacast.


10. Search Engine Visibility: Google’s algorithms tend to favor websites that incorporate videos, potentially improving the overall search engine visibility of your content, including video testimonials.


It’s important to know that video testimonials are one of the most powerful marketing opportunities and having a trained interviewer can pull out the best sound bites for your business. At, we take special care in understanding your business and your customer buying journey and we craft unique story formulas for your needs. To learn more how our program works, please visit our “How it works page”



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