Case Study & Testimonial Videos

case study & testimonial videos leveraging social proof in sales funnels why case study & testimonial videos are essential consumers trust real experiences over sales claims in fact 92% of customers trust peer recommendations over branded content two thirds of people say they’d be more likely to purchase after watching a testimonial video video testimonials increase conversion rates by 80% compared to text based reviews a well executed case study or testimonial video builds credibility, addresses objections, and drives conversions more effectively than written content types of testimonial & case study videos 1\ customer testimonial videos goal build trust and credibility by showcasing real customer experiences best for websites, landing pages, sales presentations, and retargeting ads best practices focus on real results (specific metrics > vague praise) keep it authentic and conversational (avoid over rehearsed testimonials) show the transformation before vs after the product/service use multiple angles (b roll, product shots, and client footage) for visual engagement embedded on product landing pages to increase conversions included in sales emails for social proof used in linkedin ads targeting potential customers 2\ case study videos goal showcase a real life success story using your product or service best for b2b marketing, proposal decks, thought leadership, and direct sales best practices structure the video as challenge → solution → results use quantifiable metrics to reinforce credibility include customer testimonials or interviews alongside data keep it concise ( under 3 minutes is ideal) used in sales presentations to validate expertise shared in retargeting ad campaigns published on linkedin and youtube for lead nurturing 3\ influencer or industry expert testimonials goal leverage credibility from industry leaders or influencers best for brand positioning, product validation, and viral reach best practices partner with trusted industry figures who align with your brand ensure messaging feels natural and not scripted optimize for short form platforms (tiktok, instagram reels, youtube shorts) featured in sponsored social media campaigns integrated into thought leadership content used in partnership emails to enhance brand authority 4\ long form customer success stories goal provide an in depth, narrative driven look at a customer's journey best for high ticket sales, conferences, and in depth content marketing best practices focus on the human story and how your solution impacted their life use cinematic production for a documentary style feel create chapters or sections for better engagement used in webinars or keynote presentations published on youtube as long form storytelling content integrated into email drip campaigns how to create high converting testimonial & case study videos step 1 identify the right customer choose a customer with a compelling success story prioritize clients with measurable results and high credibility ensure they match your target audience to maximize relatability step 2 structure the story section what to include introduction who is the customer? what challenge did they face? solution how did your product/service help? results quantifiable improvements (roi, time saved, revenue increase) conclusion & cta final endorsement and next steps for the viewer step 3 film & edit for maximum impact use multiple camera angles to make the video visually engaging ensure high quality lighting and audio for professionalism edit for conciseness —cut out unnecessary fluff add motion graphics & callouts to reinforce key data points how to integrate these videos into your sales funnel sales stage recommended video type awareness (tofu) influencer testimonials, short form social proof consideration (mofu) customer testimonials, retargeting ads decision (bofu) case study videos, long form success stories final takeaways video testimonials and case studies build credibility and reduce friction in the sales process the best performing videos use real data, authentic storytelling, and visual engagement strategic placement in the sales funnel maximizes their impact on conversions want expert help building a video first marketing strategy? book a consultation with look studios sources & further reading hubspot the power of testimonial videos in conversion marketing retrieved from hubspot com https //www hubspot com/ think with google how video case studies influence buyer decisions retrieved from thinkwithgoogle com https //www thinkwithgoogle com/ vidyard why b2b sales teams should use video testimonials retrieved from vidyard com https //www vidyard com/ think with google the role of trust in consumer decision making retrieved from thinkwithgoogle com https //www thinkwithgoogle com/ wistia how to create high impact testimonial videos retrieved from wistia com https //www wistia com/ facebook business best practices for testimonial video ads retrieved from facebook com/business https //www facebook com/business/