Top 51 Impactful Video Testimonial Stats You Need to Know in 2024

Consumers trust other consumers. In fact, our Ambassador Marketing Guide found that people trust customer reviews as much as they trust the recommendations they get from friends and family. For this same reason, testimonials can be an effective way to win the trust of your target audience. 

However, businesses need to take it a bit further by leveraging the power of video in their customer testimonials. Due to the audio-visual nature of video testimonials, they can help you get your message across more clearly and make a bigger impact on your audience. 

Video testimonials, which used to be optional, have become potent social proof. They help build trust, show authenticity, and create emotional connections. These make them key for marketing strategies that aim to turn leads into customers.

With platforms like YouTube, Instagram, and TikTok, video content has changed how people behave, making them prefer more visual content. Customers remember 95% of a video review compared to only 10% of a written one. Video testimonials capitalize on this shift, sharing real customer stories that build trust and influence buying decisions better than written reviews.

Read on to find the most interesting video testimonial stats that show you just how valuable they are.

People Prefer Video Testimonials

Video testimonials allow people to see and hear the customer instead of just reading about their story. This means they can also feel the emotion conveyed through their voice, tone, and facial expressions. As such, it becomes much easier for them to understand and connect with the customer’s story, which is why most people prefer video testimonials.

1. Video content is popular across generations because it’s more engaging and easier to remember than text. People prefer short, simple videos that grab attention and deliver messages quickly. With the growing demand for live and interactive videos, brands are using more video in their strategies to keep up with shifting consumer preferences.

• Gen Alpha: More than half of this generation owns an iPad, making video a favorite. They watch a lot of YouTube, from educational videos to cartoons. 
• Gen Z: This generation's top three social platforms are TikTok, Instagram, and YouTube. Snapchat is following closely.
• Millennials: Like Gen Z, social media is the main way millennials find products, but YouTube is their favorite, followed by Facebook and Instagram.
• Gen X and Baby Boomers: These generations still prefer TV over other media. Since they grew up with traditional media, they were introduced to the internet later in life.

Across the board, visual and auditory content is favored, while written formats like newsletters and news sites are becoming less popular. (HubSpot)

2. As people pay closer attention to videos, they are more effective at driving engagement. About 88% of video marketers consider video a crucial part of their overall strategy. (Wzyowl)

3. Consumers of all generations agree on three things about content: they want video, love social media, and are influenced by AI.  For businesses, this is a sign to focus on creating more video testimonials. Companies should invest in video marketing, whether through TV ads, Instagram Reels, YouTube channels, or other options. (HubSpot) 

4. 89% of consumers want to see more video content from brands in 2024. This is in comparison to other content formats, such as photos and written content. (Wyzowl)

5. When asked how they prefer to learn about a product or service, 44% of consumers say they’d most like to watch a short video. This preference outweighs other materials like eBooks, manuals, infographics, text-based articles, sales calls, and webinars or presentations. (Wyzowl)

6. 64% of consumers are more likely to purchase a product or service online after watching a video testimonial about it. (Wisernotify)

7. User-generated videos on YouTube get ten times more views than brand-produced videos. UGC video testimonials serve as powerful endorsements that connect with viewers emotionally and drive engagement. (Dash)

8. Since consumers prefer video testimonials over text, 26% of surveyed businesses plan to create more video customer testimonials to engage with their target audience. (HubSpot)

9. People spend a lot of time watching content created by other consumers. Americans now spend 46% of their media hours consuming user-generated content. (Exploding Topics)

10. 77% of people have bought or downloaded an app after watching a video about it. This shows that videos encourage viewers to engage with and invest in the featured products or services. (Wyzowl)

Read more about UGC and UGC marketing agencies.

Testimonials Boost Brand Trust

As mentioned earlier, consumers trust other consumers. Testimonials serve as a way to hear real stories of real people, which can come across as more trustworthy than polished stories presented by a brand that’s trying to sell to them.

They’re listening to the authentic experiences of people just like them who might have faced similar pain points or dealt with similar challenges. So, it’s easy to trust and understand how the product or service can make a real difference in their lives.

11. Consumer-created content is deemed the most authentic type of content. Since the content is coming from real people, consumers find it easier to trust the content. Consumers find UGC 50% more trustworthy and 20% more influential than other types of media. (inBeat Agency)

12. In EnTribe's survey of over 1,000 American consumers, 86% trust brands that share UGC, while only 12% are influenced by product promotions from social media influencers. (The Drum)

13. Almost a quarter of surveyed Americans make monthly purchases based on items they find on social media. Research also shows that 60% of consumers have bought products influenced by social media, and 66% prefer discovering new products through videos on social channels. (Bazaarvoice)

14. 87% of consumers say video quality affects their trust in a brand. (Wyzowl)

15. 88% of consumers would choose a business that responds to both positive and negative reviews, while only 47% would consider a business that doesn't respond to any reviews. (Bright Local)

16. One popular video type relevant to eCommerce businesses is product review videos. In fact, 25.3% of global consumers watch these videos online every week. (Oberlo)

17. 68% of marketers who don’t use video say they plan to start using it in 2024. (Wyzowl)

Video Testimonials Drive Purchase Decisions

With video testimonials being considered more authentic and trustworthy, people also trust them to guide their purchase decisions. Moreover, since video testimonials help them visualize how the product or service works, it also increases user understanding, which has a significant impact on consumer purchase decisions. 

On top of this, by being able to see how the product or service has made a difference in the life of someone like them, they can better understand the value that it offers for them. This subsequently guides them closer to a purchase decision. 

18. Almost 82% of buyers have been influenced by video content when making purchase decisions. (Wisernotify)

19. 51% of people are more likely to share videos with their friends compared to other types of marketing content, making video the most shareable type of online content. (Wyzowl)

20. Most consumers trust UGC for product recommendations; 90% have bought a product after being influenced by friends or family. Also, 82% would be more likely to buy from a brand that uses more UGC in its marketing. (The Drum)

21. About 92.4% of B2B customers read online reviews and watch testimonials before deciding whether to buy. (Wisernotify)

22. A customer is 2.1 times more likely to remember testimonial videos compared to written reviews, highlighting their importance for engagement. (Wisernotify)

23. Consumers are increasingly relying on videos to assess quality, with 53% saying quality is now the top factor influencing brand loyalty, surpassing price at 37%. (Bazaarvoice)

24. Customers who watched a testimonial video on the product page were more likely to go through with the purchase than those who didn’t watch the video. (Trustmary)

Video Yields Impressive ROI

As video has the power to engage customers and drive purchasing decisions, it’s no wonder that video testimonials can make a significant difference in your ROI. This is particularly true in terms of conversion rate and overall business ROI. With more people being influenced to make a purchase, sales, and conversions also ultimately shoot up as a result of video testimonials.

25. 90% of marketers report that video marketing has provided a good ROI. (Wyzowl)

26. Video testimonials can boost organic search traffic to a website by up to 157%. (Wisernotify)

27. 40% of businesses use video performance to measure their role in achieving marketing goals. Additionally, 23% use it to guide creative choices, 20% to track video impact on a webpage, and 17% to prove ROI to stakeholders. (HubSpot)

28. When measuring video ROI, 60% of video marketers focus on engagement metrics like likes, shares, and reposts. Meanwhile, 28% measure ROI through leads and clicks. (Wyzowl)

29. Video helps 90% of marketers increase brand awareness. (Wyzowl)

30. 72% of marketers see an ROI between 50% and 500% from testimonial videos. (Vocal Video)

31. 78% of enterprise organizations get an ROI of at least 100% from their testimonial video investment. (Vocal Video)

32. 62% of large organizations also manage to yield an ROI of 100% or more from testimonial videos. (Vocal Video)

33. 88% of marketing teams report a conversion lift of at least 10% in campaigns using testimonial videos compared to campaigns without testimonial videos. (Vocal Video)

34. 88% of enterprise organizations see between 25% and over 50% lift in conversion rates for campaigns that use video testimonials. (Vocal Video)

35. While the change isn’t as dramatic for larger organizations, 92% still see an increase in conversion when they use video testimonials in their campaigns. (Vocal Video)

36. Similarly, the impact can also be seen in the SMB landscape, with 95% of medium-sized businesses reporting a lift in conversions with testimonial videos. (Vocal Video)

37. Video testimonials are also becoming a popular tool in social advertising, with 54% of marketing professionals using them in their paid social media ads. (Vocal Video)

38. Nearly 50% of marketers saw a significant conversion boost of over 25% when they used video testimonials as social proof in their social media campaigns. (Vocal Video)

39. Video testimonials can be more effective than reviews at driving conversions. Replacing customer reviews with video testimonials has resulted in an 80% conversion boost. (Trustmary)

40. A single testimonial video featured on the checkout page drove a 32% increase in sales. (Trustmary)

Video Testimonial Production Stats

As impactful as video testimonials may be, brands are struggling to create more of them, mostly due to budget and time constraints. For these testimonial videos to work, they must be of high quality, and that’s exactly why brands are having a hard time producing more of them.

Many testimonial videos require making on-site visits to the customer and hiring professional videographers, which can be very expensive and time-consuming.

41. 35% of video marketing content is created from scratch, while 48% of marketers use a combination of pre-made templates. (G2)

42. 85% of video marketers plan to maintain or increase their spending on video in 2024. (Wyzowl)

43. 49% of marketers feel video marketing costs are rising, while 29% say they’re decreasing. Meanwhile, 21% believe the costs are staying about the same. (Wyzowl)

44. While short marketing and tutorial videos may not be too expensive to create, testimonial videos are a different story. 44% of marketers spend over $15,000 to produce a single testimonial video with the help of a third-party agency. (Vocal Video)

45. Some companies spend much more than that, with 11% paying over $50,000 for a single testimonial video. (Vocal Video)

46. Considering the high cost of creating testimonial videos, budget is one of the main things holding back marketers from producing more of them. 73% of marketing professionals would create at least 50% more testimonial videos if it cost a little less. (Vocal Video)

47. Time constraints are another major roadblock for brands creating testimonial videos. 54% of marketing professionals report spending at least two months creating a testimonial video. (Vocal Video)

48. For 78% of marketing professionals, the typical timeline to create one testimonial video is 4+ weeks. (Vocal Video)

49. As a result, marketers feel that they’d be able to create more testimonial videos if time wasn’t a major obstacle. 73% of marketing professionals would produce at least 50% more testimonial videos if it took less time to create them. (Vocal Video)

50. For some businesses, however, time constraints and budget aren’t the only reason they’re not making testimonial videos. 31% of SMBs say they don’t collect them because it’s too hard. (Vocal Video)

51. As a result of all these challenges, businesses aren’t producing as many testimonial videos as they should be, considering the significant impact they have on consumer purchase decisions and conversion rates. Most marketing teams only produce between two and nine testimonial videos each year. (Vocal Video)

Best Practices in Creating Impactful Video Testimonials

Video testimonials from genuine customers can effectively promote your brand and attract new audiences, offering authenticity beyond traditional marketing hype. However, not every video testimonial achieves the desired impact. To ensure your testimonials resonate and avoid common pitfalls, here are some best practices to help your clients create impactful video testimonials.

Make Your Customer (Interviewee) Feel as Comfortable as Possible

To capture truly authentic testimonials, provide genuine comfort. Create a welcoming environment with friendly conversation to help them overcome camera shyness and allow their true personality to shine.

Ensure informed consent by clearly explaining the purpose of the testimonial, how it will be used, and the benefits for both them and your business. Transparency builds trust and shows that you value and respect their participation.

Guide your customer throughout the process. Provide a list of suggested talking points or questions to help them articulate their experience. Offer gentle prompts during filming to keep them on track. This approach will result in a polished and compelling testimonial.

Here are sample questions you can ask:

• What specific problems or challenges were you hoping to solve with our product or service?
• What features or aspects of our product or service made it stand out from other options you considered?
• What aspects of working with our company have brought you the most satisfaction?

Here's a short clip from Skie Video interviewing the Marketing Manager of HUB Interiors using prompt questions:

Create a Narrative

A good video testimonial evokes emotion and connects with viewers. To achieve this, there must be a storyline. Encourage your customer to share their story using a clear structure: 

• Beginning: The problem they faced
• Middle: How your brand, product, or service provided a solution
• End: The positive impact they experienced

This storytelling approach engages viewers emotionally and makes the testimonial more memorable and persuasive. Having a narrative will also make the video feel like an actual story rather than just random statements strung together.

Here’s Monday.com’s brief yet impactful testimonial video with a beginning, middle, and end:

Include Contextual Background

Record film testimonials against backgrounds that resemble your customer's industry or use case. The background is more than just aesthetics. Done right, it adds authenticity and credibility to the testimony. 

For example, a software engineer in a tech hub underlines the relevance of the product to the industry. Conversely, a farmer in the rural landscape shows how real the application of the product will be.

Contextual background subconsciously connects your product to its practical uses. This gives a fuller exposure to the testimony and makes it more relatable and convincing to its target audience. 

“What it’s like to work at Google?” is a great example of this:

Use a Multi-Viewpoint Perspective.

Focusing on one client and one story is good since the storyline is pretty straightforward. However, having multiple perspectives adds depth to the testimonial.

When various voices affirm your brand's value, it creates a formidable social proof. These POVs showcase how your product or service meets diverse needs. Such a spectrum expands the product's appeal and showcases a consistent pattern.

Here's Dropbox's "Many Voices, One Message" testimonial video that effectively uses multiple perspectives to showcase the product's value and appeal:

Create High-Quality, Short, and Genuine Videos

Post-production editing is essential, not an afterthought. While customers seek reviews, they don’t have time for lengthy videos. Keep your testimonials short—ideally, no longer than three minutes. Focus on four to five key points to maintain viewer interest.

Edit for a dynamic flow by removing unnecessary pauses and filler words while preserving the speaker’s authenticity. Ensure the video is well-paced to keep the audience engaged. Optimize framing and composition, using close-ups to highlight key points.

Watch this under-three-minute Felder Group testimonial. It effectively showcases the machines, highlights the customer's story and product benefits, and uses cozy background music to evoke emotion:

What’s the Takeaway?

Video testimonials are highly impactful, helping businesses to engage their audience and win their trust. As a result, they can also help influence purchase decisions and increase conversion rates. So businesses need to resolve to create more of them in the coming year if they want to see a higher return on their marketing investment.

At the same time, video testimonials often involve sending professional videographers to the customers. This can be extremely time-consuming and expensive, resulting in most marketers producing only a handful of them each year. Businesses will need to find a workaround for them if they want to ramp up their video testimonial production. 

Virtual interviews and video recordings sent in by the customer could help to tackle some of these issues. Consider investing in video testimonial software that can help you capture authentic testimonials in a quicker, more cost-effective manner.

About the Author

Djanan Kasumovic

Writer

Djanan Kasumovic, Head of Growth at Influencer Marketing Hub, drives innovation in digital marketing with expertise in AI marketing and AI influencer strategies. He is directly involved in shaping content strategies for top clients like Viral Nation, NeoReach, Brandwatch, and more, blending creative flair with data-driven insights to ensure people not only enjoy the content but leave a little smarter.