Credibility is the most important aspect of video testimonials.
Video testimonials are considered more powerful than written ones because they combine authenticity, emotion, and engagement in ways that written words alone can’t. Here’s a structured comparison:
1. Credibility and Trust
Video: Viewers can see and hear a real person speaking, which makes the testimonial harder to fake. Facial expressions, tone of voice, and body language can be assessed to judge sincerity and authenticity.
Written: Can be well-crafted, but many people suspect they might be edited, exaggerated, or even fabricated.
2. Emotional Impact
Video: Human emotion comes through naturally in tone, pauses, excitement, and expressions. This creates empathy and a stronger emotional connection.
Written: Emotion is limited to word choice and punctuation. It is easier to buy written testimonials. Services for posting positive reviews are inexpensive.
3. Engagement
Video: Many people find videos more engaging. The greater the product or service price point, the more interested people become in the opinion of genuine customers. Video holds attention longer and can be repurposed for social media, websites, and presentations.
Written: Less engaging and usually perceived as less reliable.
4. Memorability
Video: Stories told in a person’s own words with voice and facial cues are far more memorable and convincing.
Written: Easy to forget, especially if generic phrases are used (“great service,” “highly recommend”).
5. Marketing Value
Video: Increases time spent on a page, boosts search rankings, and can be shared across multiple channels such as websites, social media, and email.
Written: Some written testimonials have a ring of truth. Where there is space for longer stories, they can be used in the same way or developed into case studies that may have more weight.
Video testimonials outperform written ones because they feel more authentic, more engaging, more emotional, and more persuasive. They reduce scepticism, build trust faster, and leave a lasting impression.
| Factor | Video Testimonials | Written Testimonials |
|---|---|---|
| Credibility | Viewers see and hear a real person. This is harder to fake and people can judge authenticity for themselves. | May be doubted as edited, ghost-written, or fabricated. |
| Emotional Impact | Facial expressions, tone, and body language convey sincerity and enthusiasm. | Limited to word choice—emotion is less powerful. |
| Engagement | Eye-catching, more personal, holds attention for longer. | Often skimmed or ignored, lower engagement. |
| Memorability | Stories told in a personal voice are more memorable. | Generic phrases (“excellent service”) are forgettable. |
| Marketing Value | Boosts SEO via video content, increases time on page, works across platforms. | Helps SEO as text but less credible. |
| Conversion Power | Stronger trust, faster persuasion, higher impact on buying decisions | Weaker influence on decision-making |
If you are looking for ways to increase sales or conversion rates, we can help through consulting, coaching, sales enablement, and producing video testimonials. Telephone +44 (0)1392 851500, use the contact form here, send an email to jimm@salessense.co.uk, or schedule a call with Clive Miller.
