They build trust, influence buying decisions, and help brands stand out. Below are ten proven reasons to use testimonial videos, with carefully selected, well-established stats and clear attributions.
Video is widely used by businesses
According to Wyzowl’s long-running State of Video Marketing report, over 90% of businesses use video as a marketing tool, a figure that has remained consistent in recent years.
Source: Wyzowl State of Video Marketing (wyzowl.com/state-of-video-marketing)
Consumers trust reviews
BrightLocal’s Local Consumer Review Survey shows that the vast majority of people read online reviews before making a purchase, and many trust them as much as personal recommendations. Video adds an extra layer of authenticity.
Source: BrightLocal Local Consumer Review Survey (brightlocal.com)
Video improves understanding
Wyzowl research finds that most people prefer to watch a short video to learn about a product or service, over reading text. Testimonial videos provide that clarity with real customer voices.
Source: Wyzowl State of Video Marketing (wyzowl.com/state-of-video-marketing)
Video influences purchase decisions
Google/Ipsos research shows that many shoppers use online video to help decide which brand or product to buy, often watching reviews and testimonials as part of their journey.
Source: Google/Ipsos: How People Shop with YouTube (thinkwithgoogle.com)
Short-form video drives engagement
Sprout Social’s industry reports show that short-form video consistently earns some of the highest engagement rates across social platforms.
Source: Sprout Social Social Media Trends (sproutsocial.com)
Social proof reduces purchase anxiety
Baymard Institute usability studies reveal that trust is a major factor at checkout, and showing authentic testimonials or reviews near key actions can help reduce hesitation.
Source: Baymard Institute Checkout UX Research (baymard.com)
Customer stories build relatability
Demand Gen Report’s Content Preferences Survey finds that buyers respond strongly to content featuring real customer stories, particularly in later buying stages.
Source: Demand Gen Report Content Preferences Survey (demandgenreport.com)
Video is a top format for marketers
HubSpot’s annual marketing trend data consistently ranks video among the most used and most effective content formats.
Source: HubSpot State of Marketing (hubspot.com)
9) User-generated content is highly trusted
Research from Stackla (now Nosto) shows that people find content created by real customers more authentic than brand-created content, and testimonial videos are a perfect example.
Source: Stackla/Nosto The Consumer Content Report (nosto.com / stackla.com)
10) ShoutOut.social offers an affordable way to create testimonial videos
ShoutOut.social lets you collect, brand, and publish testimonial videos easily, without expensive equipment or editing skills. It’s a cost-effective alternative to traditional video production.
Source: ShoutOut.social Features & Pricing (shoutout.social/features, shoutout.social/subscription-pricing)
Testimonial videos combine the authenticity of real customer voices with the persuasive power of video. Trusted industry research shows they build credibility, improve understanding, and influence purchasing decisions. With platforms like ShoutOut.social, creating them is both affordable and accessible.
