Humanizing your brand with testimonial videos
By William Sehlin, CEO at Storisell
Testimonial videos are a testament to the deep-seated human need for belongingness and group acceptance. Our basic desires for identity, safety, respect, influence, love, and affection all play a role in shaping this need. The feeling of belongingness is essential to us as a community and through that, being accepted by others, which is crucial for our sense of self-worth and identity. Testimonials help tell the stories and aid in accomplishing the belongingness we so deeply need.
Safety is another key factor, and we want customer references to still our worries and sense of security and protection. Testimonial videos communicate that “this” has worked before and “they” seem happy with the decision. In doing so we feel influenced by the safeguard of others. Esteem or respect is tied to the feeling of being valued, and testimonial videos can help boost our self-esteem through group approval. This goes two ways: within the organization as a collective achievement and self-esteem in the prospects consideration of status linked to the purchase.
Testimonial videos also signal influence and the desire for the organization to make a difference and have an impact on the world, which is possible through the power of collective action and reference. These are strong emotional links that are tied to testimonial videos and that should not go unforeseen. The same goes for the human need for love, affection, and emotional closeness, and testimonial videos can help foster emotional connections with clients through group approval. The willingness to commit to the participation in a testimonial video can therefore, without the risk of over-exaggeration, be an act of love, however comical that might seem at first, but it’s true. These driving forces help us build strong social bonds and form meaningful relationships, and testimonial videos are just one tool that business, brands, and their people can use to fulfill our human needs.
Testimonial videos can provide a number of benefits to businesses and organizations. From building social proof by showing potential customers that others have had positive experiences with the company or product. When potential customers see real people talking about their positive experiences with your business or product, it can help to build trust, credibility, and emotional connection with them.
Testimonial videos also provide an opportunity for customers to tell their stories, which can be more compelling and memorable than written testimonials. This in return, by showcasing real people in testimonial videos, can help to humanize the brand and create a stronger emotional connection with potential customers and current stakeholders. There is also a case to be made for search engine optimization.
Testimonial videos tend to also optimize the results for your website on search engines, making it easier for potential customers to find your website when they’re searching for products or services in your industry. Videos with customer testimonials can boost traffic to your website, social media pages, or other marketing materials. They may inspire users to stay on your website longer and take action. Last but not least, and I know many of you reading this were waiting, testimonial videos can have a quantifiable effect on your marketing initiatives. You can determine the effect that your testimonial videos are having on your company by monitoring views, shares, and other analytics.
Testimonial videos are one of the most powerful marketing tools available today. They offer a range of benefits to businesses and organizations of all sizes, from small startups to large multinational corporations. Start to connect emotionally with your customers with content that is ready to touch deeper human needs. That’s why our team at Storisell produces premium testimonial videos. To learn more please feel free to contact me or any of our team members.
CEO, Co-Founder, Storisell