Digital Marketing & Production

Team Mindshare

Are Video Testimonials That Powerful? Tell Me More!

Consider This

It’s no secret that consumers today have noticeably shorter attention spans. In fact, a study by Microsoft found that the average person’s attention span has decreased from 12 seconds in the year 2000 to 8 seconds in 2015. This isn’t surprising, really. With so much information available at our fingertips, it’s hard to focus on anything for very long, which is particularly relevant when it comes to consumer purchasing decisions. When it comes to making a purchase, consumers are looking for information that is quick and easy to digest. Written reviews just don’t fit that bill.

That’s not to say that written reviews are no longer useful. They can still be a valuable source of information for consumers. But it’s important to keep in mind that they aren’t the be-all and end-all when it comes to making a purchase decision. There are other sources of information out there that are just as useful – and maybe even more so.

The Challenge

In addition to the challenge of retaining the attention of consumers, another pressing problem that businesses face is the ever-changing consumer landscape. With technology advancing at a rapid pace, consumers are becoming more and more knowledgeable about their options and are less likely to stick with a brand or product if they feel it doesn’t meet their needs. Additionally, businesses are up against more competition than ever before, making it harder to attract and retain customers. To keep up with the ever-changing world of technology, businesses need to find new and innovative ways to engage with consumers and prospects.

The Solution

Video testimonials are an amazing way to get feedback from customers about your business. They can help you improve your products and services, and they can also help you attract new customers. Video testimonials help to build trust and credibility with your audience by providing consumers with a “real” person that they can relate to and connect with. This human element is critical in today’s digital world, where consumers are constantly bombarded with marketing messages from companies daily. In addition, videos tend to be more engaging than written testimonials, so customers are more likely to watch them all the way through.

The power of testimonials is undeniable. A recent study by Big Commerce finds that 72% of consumers say customer testimonials increase their trust in a business, while 88% of consumers trust testimonials as much as they do a review from a friend or family member. As a matter of fact, a Nielsen report finds that a whopping 70% of consumers trust reviews from strangers! Additionally, 97% of B2B businesses cite testimonials (along with recommendations from peers) as the most reliable type of content (DemandGen). At same time, 72% of consumers prefer video to text when it comes to receiving branded content (HubSpot). Additionally, video tends to evoke more emotion than text, and a previous Harvard study found that 95% of consumer purchase decision making is based on emotions (Zaltman).

When it comes to digital marketing, video testimonials are one of the most powerful tools at your disposal. By featuring satisfied customers on your website or blog, you can show potential buyers that you’re a credible company and that your products and services are worth considering. So, if you’re looking for a way to boost your online marketing efforts, consider using video testimonials. They are an extremely effective way to reach new customers and convince them to do business with you.


At Core and More Technologies, our clients have seen an enormous ROI on video testimonials. Strategically placing testimonials across the websites of our industry partners has added an innovative new feel and created a new layer of credibility for their brands. In fact, our industry partners state that they have seen a direct 25% conversion increase among buyers whose journeys begin with exposure to video testimonials! When placed on Fortified Roofing’s website, these testimonials were seen by 75% of users who visited the site.

When uploaded to our industry partners’ YouTube channels, these testimonials have seen tremendous engagement. Just roughly three months after uploading them to their YouTube channel, Fortified Roofing has seen 1,905 cumulative views on their customer testimonials, along with 21 total shares, further raising brand awareness and exposure. A customer video testimonial has an average view percentage of 65.53%, combined with an average watch time of 1:06 minutes (1 minute and 6 seconds). Being that the average video testimonial rarely exceeds 2 minutes, these metrics are proof that video testimonials are engaging and resonating with consumers.

Interested in getting video testimonials for your business? Contact Core and More Technologies today! We’d be glad to help. No development team? No problem – we’ll handle everything from forming the strategy, to editing and implementing the video testimonials onto your company’s website, blogsite, YouTube channel (or all the above!) making sure they’re optimized properly so that prospective consumers can easily find them. Ready for more? Don’t hesitate, contact us today and a member of the team will get right back to you!

Ready For More?
We're ready for you!

    © Copyright Core and More Technologies Inc. | All rights reserved. Privacy Policy