Customer Testimonial Video Basics

Testimonial videos are among the best-proven brand marketing strategies.

Testimonial videos are an incredible marketing strategy that effectively converts leads into customers. They create an emotional appeal that convinces the target audience to take action. In essence, consumers tend to trust real customer experiences over advertisements by the brand owners or representatives. A good testimonial video explains a customer's view on how your brand has solved their problems. This post will dig deeper into customer testimonial videos and how you can use them to grow your business.

What is a Testimonial Video?

A testimonial video delivers a review by a verified customer who has used a product or service of a specific company. This method of presentation can illustrate the sentiment, emotion, and authenticity of the testimonial. Research shows that 88% of consumers search for online reviews before purchasing a product. So if done correctly, digital testimonial videos can be a way to engage with other potential customers and build their trust in the product. This strategy can be used in various ways along the customer journey – and on a diverse range of platforms.

How Can Testimonial Videos be Used?

Customer testimonial videos are among the most effective marketing strategies in the digital era. During a customer's journey, different departments of a company usually influence the person's experience through purchase. These are often marketing, sales, and customer success.

In the marketing stage, the customer undergoes the product awareness period, where they consider purchasing the product, and are then hopefully converted into believing the purchase is a good fit. While the sales stage of the journey also includes consideration and conversion, it provides loyalty and the customer's belief in the product. And finally, during the customer success part of the funnel, the conversion and loyalty portion of the journey continues – and advocacy of using the product begins. 

Under the stages of awareness, consideration, conversion, loyalty, and advocacy in the customer journey, certain Key Performance Indicators (KPIs) can be met to help ensure success. By asking catered interview questions and topics, customer testimonial videos can address these KPIs and help push the customer on a positive trajectory in their journey.

Where can Testimonial Videos be Used?

Testimonial videos can be used for marketing purposes on a variety of platforms. Here are the best places to promote your brand through these videos:

1. Social Media: TikTok, Instagram (Reels/Posts/Stories), YouTube

More than 4.48 billion individuals utilize social media today, with Facebook, YouTube, and WhatsApp taking the lead. That is why most marketers prefer these channels as they are able to reach a wider audience. You can easily reach your target audience by publishing customer testimonial videos on multiple social media channels. 

TikTok boasts more than one billion active users every month, and the platform is rapidly growing every day. Posting testimonials on this platform creates an excellent opportunity to increase your brand awareness by reaching a wider targeted audience. 

Think of Instagram posts, reels and stories. What about YouTube, which has more than 2 billion monthly users? Posting testimonials on these sites can generate leads and conversions you never imagined. The best way to achieve this is to edit the videos to top-notch quality. Remember, the aim is to market your products effectively.

2. Marketing Landing Pages/Websites

Using a customer testimonial on a landing page proves that your products are authentic, significantly boosting conversions. Studies show that using videos on the landing page can increase the conversion rate up to 130%. 

3. Email Chains

An effective email marketing campaign can take your business to the next level. In this case, it involves sending customer testimonials to multiple users, which persuades them to become your customers. Here are a few tips to help you market your products to your subscribers via email:

  • Ensure the testimonial video relates to the email content. In other words, you should insert a video of the product you are recommending to your subscribers.
  • Avoid spam and overdoing. It is a bad idea to send too many testimonials.
  • Ensure your email subjects are appealing enough to drive the recipient into reading the email content.
  • Make your videos and emails personalized. For example, it may not be great to advertise dog toys to a cat lover. 


Testimonial videos are among the best-proven brand marketing strategies. Wise marketers understand that the most persuasive messages come from satisfied customers. To increase your brand awareness and conversions, you must be ready to add customer testimonial videos to your strategies. 

If you need help getting authentic customer videos to use as testimonials, check out rfrd. We aim to help businesses grow by generating qualified leads and expanding the targeted audience reach. Visit our website to learn more about our services and pricing.

Kenzie Meek-Beck

Director of Production at rfrd where she produces custom customer videos, marketing content, vlogs, and best practice guides about video creation.

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