The Top 5 Benefits of Video Testimonials in B2B

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As a B2B founder, you know that reviews and text testimonials are a great way to grow your client base.

However, there is something special about video testimonials that can make your business grow even faster.

In this article, I will discuss the top five reasons why you should implement a more intentional strategy to capture video testimonials as a way to close more sales.

Video Is the Most Popular Format Today

The statistics speak for themselves.

Users watch over one billion hours of video on YouTube daily.

Social media platforms that favor video (like Facebook, Instagram, and TikTok) are the most used worldwide.

There is no doubt that video has become the most popular and engaging form of content.

But what makes video so powerful? The fact that it provides an immersive experience.

Video combines visual, auditory, and emotional elements to deliver a message in a memorable way.

The same characteristics apply to video testimonials in the B2B space.

Video is always the best way to leave a lasting impression on your prospects.

Let’s explore the reasoning behind this affirmation in more detail.

Video Testimonials Make You Look Authentic

We humans have a deep-rooted innate need to connect with other human beings.

We are social beings. The need for connection is very hard-wired in our DNA.

If you analyze those truths briefly, you will understand why testimonials are such effective marketing tools.

Testimonials help us look at services and products through the eyes of other human beings who have had direct experiences with the companies we are learning about.

That is true to some extent for any type of testimonial.

When we take this to the realm of video, the level of connection is even more profound.

While watching a video testimonial, we have the opportunity to look at the person who had that experience. We can see their face, eyes, and gestures and hear their voice and tone.

Just see how video testimonials work for my client and friend Justin Welsh.

This upgraded version of a testimonial will always have a more profound influence on how we perceive the reality of the experience (and thus be a great tool to generate sales).

The fact that a serious person makes a video praising your service or product means a lot to your prospective clients.

Firstly, because not every client leaves a text testimonial or review. Showcasing video testimonials demonstrates a seal of authenticity that is almost impossible to diminish or question.

Furthermore, if an influential or powerful person records the video, the power of both variables (the format and the influence) will stack, and its ability to convert new clients will skyrocket.

This should be making you think a lot.

Any B2B founders looking to increase the conversion power of their landing pages should consider highlighting video testimonials as one of the central elements.

Founders and marketers running different sets of ads should include video testimonials (or segments from them) on their A/B testing and analyze their performance.

They will find out that I am not kidding.

Video Testimonials Are More Relatable

The following truth may sound too obvious, but many people don’t apply this in marketing: you need to humanize your brand to make it successful.

Humans don’t connect with logos, ideas, images, or animated cartoons in the same way as they connect with other humans.

That is why Vayner Media has only 262,000 followers on Instagram, and its founder, Gary Vee, has over 10 million followers.

You can humanize your brand by using faces your prospects and customers can relate to.

Video testimonials are a perfect way to achieve this.

The faces, voices, personalities, body language, and other elements presented in your video will make your testimonials relatable and pleasant.

The best is that you don’t have to limit yourself to a single face; you can capture as many testimonials as you need to.

Then, you can use those videos in different settings, such as ads, checkout pages, pop-up windows, website banners, social media posts, and inside your blog content.

Doing precisely that can help you build great rapport with your target audience and indelibly ink the idea of your solution in their minds.

Video Testimonials Are Multipurpose

While it is true that all testimonials and reviews are high-value assets, video testimonials are the ultimate asset.

This is because you can use them in many different ways and formats.

Let me show you some of them.

Ways to Leverage Video Testimonials

Showcase them on your websites and landing pages individually, as a slider, or as a Wall of Love.

Include them on your checkout pages.

Add them to your newsletter content.

Add them to your product updates and marketing emails.

Include them inside your blog’s content.

Use them on your YouTube video’s closing or CTAs.

Use them on social media posts or paid ads.

That is why I refer to them as assets. Your client records a video once; you can use it unlimitedly to improve your brand’s reputation and perception to sell more.

By providing good service and selling great products (and asking for video testimonials, of course), you will be able to access a marketing power that can hardly be priced.

Video testimonials are invaluable. Believe me, they are pure gold.

Leverage Video Testimonials in Multiple Formats

Do you want more great news?

Here they are: the methods described in the previous section are just a few ideas, not the limit.

You can get very creative and leverage video testimonials in many other ways.

For example, if you play with the format options available, the opportunities duplicate or triplicate.

The following are a few ideas:

Use a quote from your video as a text testimonial.

Use a screenshot from your video as an image testimonial.

Create a longer video testimonial with excerpts from videos of multiple clients.

Use the audio of your video testimonials in other video assets like Reels or YouTube content.

Generate the transcript of your video testimonial and use the text in social media posts or long-form content.

What other options would you add?

I am pretty sure there are dozens of other interesting ways you can try to benefit from the social proof you received from your customers.

Video Testimonials Are More Memorable

This benefit is highly connected to the concept of “relatability” that I described previously.

People remember things they like or catch their attention.

Video testimonials are more relatable than other forms of social proof, so they are, by nature, more memorable.

Not every person is a visual learner, but every person’s brain is hard-wired to be deeply impacted by visual experiences in some degree or another.

So, if you want to make sure your customers’ experiences have a higher impact, capturing and displaying them as video testimonials should be one of your priorities.

Sometimes, a simple, raw, and unedited video testimonial on your website or Wall of Love will be enough.

Yet, you can be creative and edit your videos to add filters, good-looking subtitles, and other visually appealing elements.

Feel free to give the “Leverage Video Testimonials in Multiple Formats” section another look.

The Benefits of Video Testimonials Will Expand Easily

The final benefit of using video testimonials that I will discuss here is that all of the other benefits (authenticity, relatability, multifunctionality, and memorability) create a powerful synergy that scales fast. That is exactly why you should use them.

The power and reach that video testimonials add to your marketing strategy is more valuable than what you can appreciate at first sight.

Capturing video testimonials may involve some costs and effort, but believe me, they are invaluable investments. These video files are assets.

If you leverage them once, you can generate more sales, cover the costs, and make a profit.

Then, you can use them a second time and just profit.

Then, you can keep using them indefinitely to grow your business. Do you see what I mean?

These tactics will also help you if you want to grow or monetize creative projects, nonprofits, or any other cause you wish to take to the next level.

And if that’s not enough, like I mentioned earlier, if an influential or powerful person records the video, the power of both variables (the video format and the influence) will stack, and its ability to convert new clients will skyrocket.

Grow your business in the B2B space by following the advice I just shared:

Don’t limit yourself; use video testimonials.

Be creative and leverage video testimonials in multiple formats.

Make your videos more powerful by using a tool like Testimonial to guide your clients during the collection process. This will encourage them to share their experiences in a way that attracts more of your ideal prospects to your business.

Enjoy the synergy of their benefits and impulse them more by getting video experiences from influential clients or putting them in the right place.