One of the main reasons Client Video testimonials work so well as sales tools is that they generate trust. And one of the main factors that generate trust is identification and empathy – that means you can imagine yourself being in the situation that the client is describing. When it comes to making purchasing decisions, people often look out for advice and guidance from people who they perceive as similar to them. This is a concept known as “social identification,” and it plays a crucial role in the psychological and behavioral effects of client video testimonials. And this is what we are going to examine in today’s Video Lion. Come with me!
Research has shown that people are more likely to trust and be influenced by individuals who they identify with. This can include factors like age, gender, ethnicity, occupation, and even hobbies or interests. When viewers see a video testimonial from someone who they can identify with, it creates a sense of connection and trust that can be very powerful. That is what will make people start and keep watching a video testimonial.
But social identification is just one factor at play. The credibility and authenticity of the individual providing the testimonial is also crucial. Viewers want to see and hear from real people who have genuinely benefited from the service or product in question. This is why video testimonials can be so effective, since they provide a visual and auditory experience that can convey authenticity and credibility.
That can have a significant impact on the decision-making process of viewers when it comes to making purchases of services or products. Here are some of the psychological and behavioral effects of client video testimonials:
Social Proof: People tend to look to others for guidance and validation when making decisions. And, according to research, 49% of people trust consumer reviews as much as personal recommendations from family and friends. Video testimonials from satisfied clients provide social proof that the service or product is trustworthy and effective. Seeing someone else’s real positive experience can help to reassure potential customers that they are making a good decision.
Emotional Appeal: Video testimonials can evoke emotions in viewers, such as empathy and trust, which can create a stronger connection between the viewer and the service or product. Most people make buying decisions based on emotions rather than logic. Emotions are powerful motivators, and positive emotional associations with a brand or product can lead to increased loyalty and repeat business.
Increased Credibility: Video testimonials provide a higher level of credibility than written testimonials. Seeing and hearing the actual client makes the testimonial seem more authentic and trustworthy. When you read a written review, you can never know if it wasn’t slightly “embellished” or “improved”. With a client video testimonial, you have an actual person there, telling their experience as it happened. It doesn’t get more real than that.
Increased Engagement: Video testimonials are also more engaging than written testimonials, because they provide a visual and auditory experience that can hold the viewer’s attention for longer. People will spend 90 seconds watching a testimonial, but will not spend the same time reading a written testimonial that tells pretty much the same story. This kind of engagement can lead to increased brand awareness and recognition.
Influence on Purchase Behavior: I always say that client video testimonials are, more than anything else, great sales tools. I literally lost count of the stories I heard from my clients on how a specific testimonial actually helped them close a sale. Video testimonials have the potential to influence the purchase behavior of viewers, again because they provide real-life examples of how the service or product has helped others. And this can lead to increased sales and revenue for the business.
In conclusion, the psychological and behavioral effects of client video testimonials are complex and nuanced, but one thing is for sure: they do work! When viewers see and hear people who they perceive as similar to themselves experiencing positive outcomes, creates a sense of connection and trust that can be very powerful in the decision-making process.
That’s it for today. To watch this blog in Video Format, CLICK HERE
See you in the next Video Lion!