Videos have infiltrated every corner of the internet, and with the release of HTML 5, which allows videos to play without the need for plug-ins, they will become even more pervasive. This is great for companies because it allows you more time to convert a potential customer than traditional text will. Whereas online consumers typically only spend 10 seconds with text before they decide to stay on a site or move on, YouTube statistics offer that 80% of viewers are willing to stick with a film for longer than 10 seconds—as long as the content interests them.

One of the best ways for companies to use this longer viewer retention is through the use of video testimonials. Video testimonials offer your potential customers instant feedback about your product or services from real people speaking candidly and positively about them. Conversion rates increase dramatically when a video testimonial is introduced to a site, and it’s all because potential customers just want someone they can believe to tell them what you sell is worth it.

It’s All About Trust

So many companies forget that they are not just selling their product or service: they are marketing their credibility as well. Your credibility is just as valuable a commodity as anything you sell. If consumers feel that they cannot trust your company, they almost certainly will not gamble their hard-earned money on your product or services. Video testimonials help to build trust, especially for companies that are not widely known to consumers. Being able to see and hear a real person giving an unrehearsed testimonial about how great your company is can greatly encourage your customers to see your company as being worth their investment.

Hard to Fake

The main reason why video testimonials engineer a higher level of trust is that they’re much more difficult to fake. Unfortunately, many companies are more than willing to stoop to creating fake testimonials online. It’s child’s play to create false written testimonials, and adding a smiling headshot of a “happy customer” only takes a few image searches to fake. Video testimonials are much more costly and time consuming to fake—and most happy customers are more than glad to help you make them either for free or for a small incentive, so why fake it anyways?

Instant Positivity

One of the best things about video testimonials is that they quickly and effectively can engineer a positive association for your future customers. Having a real person explaining their experience with your company in a positive way allows the viewer to believe that they will have a similar experience, much like a face-to-face recommendation would. Even if they are considering buying a product or service that you offer which is different from the one discussed in your video, the overall positive association with your company and brand will still help to encourage a sale.