Search

The Power of Video Testimonials

Mandy Senn

We all know that word-of-mouth can be the most successful and trusted form of advertising. With that in mind, customer testimonials are considered the most effective type of marketing content. 88% of people trust online reviews as much as they’d trust a recommendation from a friend. So, as businesses, we need to think about how we can expedite and “scale” word-of-mouth advertising. You can do this through customer testimonials.

Customer testimonials, in any form, are effective. However, nothing can beat the power of a good video testimonial. The ability to hear the inflections of the voice, to see the truth in someone’s eyes and the passion behind their testimony, is powerful.

Testimonial videos help establish credibility. They work because they aren’t strong sales pitches, they come across in an unbiased voice and establish trust. You’re using real people to show success in your product or service.

For nonprofits, communicating how you’ve impacted a client truly speaks to what you do as an organization. You can market your programs and services until the cows come home but hearing and seeing how your services affected a human being is greatly influential. These testimonials are also great tools for promoting your organization to potential clients and recruiting donors. People and businesses want to give to organizations where they know their dollars are actually making a difference.

When creating testimonial videos, you want to keep your target audience in mind. Select individuals that represent and connect with these audiences.

During the production process, ensure that the interviewees are genuine and speaking from the heart. Of course, you will have key messages that you want to hit, but encouraging authenticity is key. Asking questions that steer the interviewee towards your key messages is a great and easy way to get a genuine and “on target” response.

Once your videos are produced, show them off!  Add to your website (home pages, testimonials page, etc.), social media, enewsletters, etc. Don’t be afraid to blast those client kudos everywhere.


Mandy Senn-Simmons is the VP of Marketing & Account Management for 6 STRONG MEDIA, an award-winning corporate video production and motion graphic design agency.

Other Topics

The views expressed in this article represent the opinions of the author and do not necessarily reflect the opinions of the Chattanooga Area Chamber of Commerce, its staff, or its board of directors. As the Scott L. Probasco, Jr., Distinguished…

Diversify 2025 explored strategies for advancing diversity in business, with Juanita McDowell’s S.T.I.C.K.Y.™ program inspiring smarter goal setting and sustainable success.

On Wednesday, June 4, the Chattanooga Area Chamber of Commerce welcomed a full house of approximately 150 community members to the Finley Stadium Ultra Club for its annual Legislative Wrap Up. The event featured a panel discussion with three members…

The Chamber’s Protégé and Leadership programs get leaders thinking about the city’s future—and how they can be part of its growth. Attracting and retaining top talent requires more than offering competitive salaries, benefits, and fun perks. It means creating opportunities…

At Tiny Tigers Learning Center, LaShon Carter makes sure everyone gets an education. LaShon Carter has always been an educator at heart. But she never imagined it would take the shape of childcare. Carter grew up around daycare, watching her…

Over the last 12 months, Shappi - a three-year-old startup - has delivered more than $5 million in products to more than 300 locations and thousands of customers in South America. Described as the logistics-travel equivalent of Uber or Airbnb,…

Sign up for weekly updates.