September 19, 2014
Why so much buzz about user-generated video testimonial campaigns? There are a variety of reasons, all having to do with what kind of response the addition of video can draw from consumers.
Here are the perks of user-generated video testimonial campaigns:
Video does what text cannot
We’ve all relied on text reviews at one point or another. It’s a great way to check in and see what everyone else is saying before we go out to eat, or invest our time and money on a product or service. So, why does video amp up what text is already doing?
It’s pretty simple, and has a lot to do with video putting a face to a name. With text, we usually get a review with a name underneath, telling us who the review is from. In the case of video, we don’t have to rely on a name, which is not as trusted when brands have been caught planting reviews with bogus names. Instead, we’re able to see exactly who’s speaking, which not only establishes trust, but allows us to find something relatable about the person speaking.
Consumers want to see other consumers doing the talking. They get hit with enough sales pitches, that sometimes it’s necessary to hear directly from another consumer, who can provide them with a frank and trusted view.
Consumers are able to see your brand in new ways
Video testimonials are formatted so consumers can get away from salesy talk and connect directly with one another. While that’s taking place, your brand is also benefiting from being viewed in many different ways. Done right, your user-generated video testimonial campaigns will highlight more than one facet of what you do. They should cover everything from successful customer service interactions, to why your product or service is worth the investment of money and time.
That variety, when viewed by other consumers, will show off the many great sides of your brand, which cannot be duplicated by other marketing efforts.
You remain actively engaged with consumers
The act of asking for and receiving video testimonials from clients is just about the furthest thing from being passive. We spend a lot of time talking about the importance of engagement, on and off social media, and in our customer service strategies. But that talk isn’t doing much good if we don’t back it up with actions.
Asking for testimonials, and other feedback, shows your clients that you’re invested in what they have to say. You want to hear from them, and display their thoughts for other consumers to view and weigh during the decision-making process. Testimonials can be one of the many steps to ensuring that you’re up-to-date on what’s being said about your brand, and how consumers are feeling about the work you’re doing. It’s a great way to open the channels of communication, and keep them open so clients know they can come to you with praise and concerns, which really is invaluable.
It allows you to call attention to cool features and updates
When you roll out a new feature, or an update that you’re excited about, testimonials give you a great chance to call attention to it. The questions you ask should shift from general user experience to the ins and outs of the feature, including:
- What did you like best about this update/feature?
- How did this update/feature impact your experience?
- Would you recommend this update/feature to other users? Why?
It’s an easy, consumer-oriented way to steer the conversation, and give prospective clients a glimpse into what they’ve been missing out on!