Reviving Social Proof: Video Marketing Gives Testimonials a Second Wind

FARM’s B2B automotive marketing team used video marketing to turn customer testimonials into a modern and valuable experience.

Over time, customer testimonials had begun to lose their impact with their intended audiences. The form of a faceless text endorsement, positioned against ever-evolving content strategies, were not cutting it. However, with the recent boom of visually engaging content marketing, they’ve been given another chance at life. Customer testimonials currently boast the highest effectiveness rating for content marketing at 89%, with a nod to video (video content in marketing increased 73% this year alone).

Customers research a brand online to determine whether it is worth their investment or not. Within this process, customer testimonials can assume a very key role. According to Nielsen research, 92% of people will trust a recommendation from a peer, and 70% of people will trust a recommendation from someone they don’t even know. Numbers aside, customer testimonials have a superpower in that they easily convey brand credibility and believability. Our takeaway? Social proof is becoming invaluable.

FARM’s B2B automotive marketing team worked alongside our client, vAuto, to drive engagement and increase sales by leveraging both the strength of customer testimonials and the appeal of video content.

We knew that a simple “love it” or “great product” wasn’t going to work. Instead, we talked to Conquest clients—who would later become online influencers—to hear their real-world scenarios and the impact that vAuto has had on their business. Because, as we know, experiences and connections now matter more to consumers than just screens.

To produce videos that were both relevant and inspiring to viewers, FARM worked with our partners to plan, film, edit, and refine raw footage into a powerful message about vAuto’s service and value. We’ll let the final product speak for itself. Watch it below!

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