How can spending less on your advocacy video achieve more?
We believe video should be:
Commercial and performative video can outperform in engagement but authentic video that is lightly edited and appears user generated is 80% more trusted and boosts conversions by 10% vs text testimonials alone. Video that appears highly produced has almost no perceptible impact on influence or conversions.
After authenticity, the most overlooked performance inhibitor for testimonial video is volume. Volume provides viewers with confidence and targeted relevance. Search results within the video tab will drive search traffic up 15%. Relevant testimonials reduce dependency on reference calls by up to 75%.
If you are spending more than $500 per testimonial, chances are they are neither authentic nor abundant.
Similarly, when production is labor-intensive and challenging for you or the on-camera talent, the time investment required is likely to limit your output -- and performance.