We’ve referred to customer testimonials as a type of word-of-mouth advertising, which is one of the most trusted forms of marketing. But what if it’s not easy for you to share that real-time message to potential consumers? You need to have these compelling and trustworthy endorsements in very visible places that will attract the attention of shoppers in your community. You need to turn to social media.
As social media grows, so does its reach to connect and engage with new users. Customer testimonials are great content to post on social media because of its desired effect to engage with consumers. But what type of social media post should you share?
The answer lies in photo and video apps like Instagram, Vine, Periscope, and Meerkat. By using photo and video sharing apps, your messages can be accessible to anyone at any time. They can be shared across different networks. Embedded on websites. Perhaps even become a viral marketing sensation.
Instagram is the most versatile tool to use to share testimonials because it allows you to not only share a lengthy message, but it can also be used to share photos and videos of your featured customer. Since being purchased by Facebook, Instagram has seen greater integration into social media and has become more popular than Twitter, reaching 400 million monthly users.
A photo of the customer plus their message could have the same impact as a billboard or print ad. A smiling face and a printed endorsement. That type of message will make an impression, but not as powerful as a video message. One researcher found that a minute of video offers the same impact as a 1.8 million word essay. Instagram’s video feature offers fifteen seconds for a subject to share their testimonial for your business. This is fifteen seconds to share what their issue was, how your store helped them and if they would visit your business again.
Twitter’s video message platform, Vine, is another great option as a place to film and distribute customer testimonials. However, Vine only offers a user six seconds of available screen time for a video message. Vine and Instagram’s sharing functions allow these videos to be sent to Facebook, Twitter, Tumblr, and other social media platforms, but also you can embed these videos on your web page as well. You could have a whole page dedicated to video testimonials, and you wouldn’t need any expensive video equipment, just an app on your phone.
Finally, live video streaming apps like Meerkat and Periscope offer users two more options to share their customer testimonials. Now, having a live feed for testimonials, isn’t going to necessarily see a lot of action as they are sharing their endorsement. However, there is no time limit when filming messages on Meerkat and Periscope. This means you can record a video message, save it, and then post it on social media and websites, without worrying about a testimonial being cut off due to time constraint.
It’s estimated that 100 million people watch videos online every day. Some of these people are going to be members of your community, and a filmed endorsement may help them pick your business over another. Video messages can be a huge part of your testimonial strategy because they offer a virtual word-of-mouth message to be passed from your customer to a potential consumer.
Nick Pizzolato is the Marketing Content Manager at Wicked Local Media Solutions. For questions, topics for future blogs, or to share your favorite moment from the film “Back to the Future,” email him at firstname.lastname@example.org.