2023, the year of video? That’s what the trend seems to indicate. Instagram, for example, is transforming and imitating TikTok by relegating stories to the background in favor of Reels. And for good reason: video format was responsible for 82% of global traffic in 2021. The most visited website in France is YouTube, the giant of audiovisual content sharing. As for TikTok, we note that the average daily time spent on the platform by users now amounts to 52 minutes on average, a figure that doubled between 2020 and 2021. The video format continues to conquer the web and attracts more and more traffic. It’s therefore regrettable for companies (especially online shops) to miss out!
While video demonstrations produced by companies are still appreciated content by internet users, they “will never have as much” influence on the purchase decision as “a video testimonial from” a customer. Trustt explains why switching to video reviews can improve your marketing strategy and boost your conversion rate!
Table des matières
Why Switch to Video Reviews: Some Figures
- 95%: that’s the retention rate that video format allows, compared to only 12% for text!
- 59%: that’s the proportion of consumers who say they prefer watching a video – more interactive and engaging – rather than reading text.
- 10 x more: that’s the number of shares a video gets compared to image or text content!
Discover Trustt
Trustt is a digital marketing solution that allows you to create a virtuous circle between your brand and your consumers.How Video Reviews Multiply Your Conversion Rate: 6 Major Assets
1) They Boost Your Product or Service Regardless of Its Stage in the Life Cycle
Whether it’s still in the design/co-creation phase, in full launch, mature in the market, or needs a little boost to take off again, your product will be propelled by audiovisual reviews.
If you’re designing a product or service, make sure it’s perfect by organizing a white-label Trustt ambassador campaign. This way, you can co-construct the offer that’s really expected thanks to the appreciated aspects and areas for improvement provided by ambassadors in video.
If your offer is already launched in the market, video testimonials will give it more visibility, both on your online store and on social networks, which will improve its awareness and your conversions!
Get authentic feedback on your offers in creation and share your Trustt video reviews on all your marketing and communication materials!
2) They Promote Human Connection and Improve Your Brand Image
Video reviews help strengthen your brand image as they allow your prospects to realize that a real active and satisfied community exists behind your company. In addition to bringing a human touch, customer video testimonials allow your potential buyers to recognize and identify with the ambassador sharing their experience. Give your prospects the image of a company close to its community and that showcases its customers, regardless of their testimonial on the product or service offer!
Trustt video reviews allow you to highlight the product or service through those who are best placed to appreciate your product: your ambassadors
3) They Are a Sign of Authenticity and Strengthen the Trust of Your Prospects
Your consumers have talent: by giving a sincere review of your product or service, they become guarantors of its effectiveness. Your prospects thus give more credibility and trust to these spontaneous and authentic testimonials than to your marketing campaigns! Video reviews therefore have a great power over the purchase decision of your potential consumers and favor your conversions by guiding them towards the product or service that suits them.
4) They Stick in the Minds of Your Prospects
When we know that only 12% of textual information is retained by readers… We understand the importance of video reviews!
When we know that only 12% of textual information is retained by readers… We understand the importance of video reviews!
Video reviews allow your audience to better retain the characteristics of your product or service. Moreover, as video reviews are still rare in the market, being THE brand that has audiovisual reviews allows you to stand out from your competitors and “have better consideration by becoming the ‘top of mind’ company in” your target audience’s mind. Make a difference!
5) They limit failed purchases and misuse of your products
Failed purchases mean high return rates and/or customer dissatisfaction… Everything businesses want to avoid!
Video testimonials, which show the product in action and in real conditions, best guide consumers towards what meets their needs and motivations. It also explains to potential customers how to properly use the product or service. This therefore limits poor choices and misuse, which improves customer satisfaction, and by extension, loyalty and conversions!
6) They provide you with community content to share again and again…
Do you think video testimonials are made to enrich your online store’s product pages?
Yes, but not only! As you’ve understood, video formats are king on social media. Thus, customer testimonials have their place on your company’s official accounts, both on YouTube, Instagram – in posts, Reels or stories – on LinkedIn, on TikTok… And of course, in newsletters: it’s the channel that converts the most!
Video reviews are exceptional community content, which not only authentically promote your products, but also allow you to engage your audience and interact with them. Likes, comments, tags, and especially sharing of this content on all your points of contact with your community: it’s the best way to show your interest, trust, and gratitude towards your super-contributors!
Video reviews, yes, but not just any kind
Having customer reviews in video is great: but having Trustt video reviews is even better! But why are Trustt video reviews differentiating?
As the first video review module on the market, Trustt video reviews incorporate the concept of hyper-segmented, enriched, and 100% authentic reviews from Trustt Reviews.
The brand ambassador is selected by the SophIA® algorithm according to their affinity with the product/brand and based on their consumption criteria. Thus, companies ensure authentic reviews provided by consumers and influencers who are likely to genuinely appreciate the products.
The ambassadors are then guided in creating their video testimonial. The questions customized by companies cover all aspects of the product or service, to obtain a 360° testimonial. The questions can also be adapted according to the ambassador’s level of expertise: a novice in figure skating will not have the same requirements as a high-level skater!
The browsing experience of the internet user consulting Trustt video testimonials is also optimized: they can navigate freely between different capsules, in the order they wish, skip aspects that interest them less… Or on the contrary, watch several times a criterion that is really important to them.
Because each consumer is unique, offer them the choice to get information quickly and efficiently, in their own way!
Related questions:
More and more users are spending time watching videos, whether on YouTube, Instagram (reels), or TikTok. Companies have every interest in turning to customer reviews in video format to improve their conversion rates. Videos have indeed become an essential means to attract users’ attention and promote a brand’s products or services. Short viewing time, easily shareable information, a medium that converts: video is the format brands should turn to! Video is an effective way to communicate information, as it allows for conveying emotions, telling a story, and showing examples in a much more engaging way than text, while being accessible from many devices (computers, smartphones, and tablets).
Video customer reviews are highly appreciated by internet users and have a considerable impact on their purchasing decisions. Indeed, videos have a retention rate of 95% compared to only 12% for text! And 59% of consumers prefer watching a video rather than reading text. Video reviews help promote “a product at any stage of its lifecycle, strengthen the brand image, and bring a human touch to the company. Video reviews are also perceived as more authentic, which helps” increase conversions.
Brands have every interest in asking their customers and/or ambassadors to leave video reviews of their products or services, then publishing them on their website or social media. Video reviews can also be used in advertising campaigns (Social Ads) to promote the company’s products or services. Video reviews are a relevant way to strengthen brand image and bring a human touch to the company. Companies can therefore use them to give more visibility to their products, improve their brand awareness, and increase their conversion rate.
