It's 2025; video is no longer just an added bonus—it's essential.
However, I browse hundreds of customer success pages across various SaaS websites each week, and I see that around 80% still rely solely on written case studies. Sure, this is better than nothing.
But as impactful as written testimonials can be, video testimonials take engagement and trust to an entirely new level. Why?
Consider these statistics:
- Testimonial videos on sales pages increase conversions by 80%.
- 72% of customers trust a brand more when they see positive video testimonials.
- Websites with video content are 53 times more likely to appear on Google's first page.
- Viewers retain 95% of a video message compared to just 10% when reading text.
Sources at the bottom
These numbers alone show why video is so valuable. The choice is clear: video needs to be part of your strategy if you want to reach today's audience.
Why Video is So Important
Consumers today are accustomed to consuming video content, whether short-form content like TikTok or long-form podcasts. These preferences will grow stronger with younger professionals taking on more buying roles.
I have more stats to share:
- 66% of customers find short-form video the most engaging type of content on social media.
- 88% of customers trust video content as much as personal recommendations.
- 72% of customers say they prefer video for learning about products or services.
Sources at the bottom
But here's what's ironic about written case studies… You spend all the time and effort creating a written case study to establish trust.
Yet, without a video testimonial, prospects are left to assume you're trustworthy enough not to exaggerate the details of the written case study. With video, you relieve that doubt completely.
It's like when a drug company conducts its own scientific study that supports its magic medication. Everyone is a bit skeptical. (or at least they should be)
The answer to this problem is video. Video allows your customers to speak directly to your prospects—unfiltered by your marketing team.
A video testimonial captures genuine expressions, tone, and the excitement of a real customer in a way that written words simply can't. This authenticity boosts trust, delivering a powerful impact that makes prospects more likely to engage and convert.
Maximizing Your Customer's Time
Creating a case study with your customer means a conversation is required anyway. Why not make the most of it?
The time they invest is a valuable resource, and a well-planned video can capture that investment with impact.
By taking a few extra steps with preparation, investing in good recording software, and utilizing an internal our outsourced video editor, you can maximize the impact of your customer interview to create all sorts of valuable video content.
Types of Video-Based Social Proof
Not every video has to serve the same purpose. Here are four types of video-based social proof to consider:
- Upper-Funnel Testimonials (2-4 minutes): These videos focus on a single client, their initial challenges, how you helped, and the positive impacts. They're perfect for prospects just starting to consider your solution.
- Lower-Funnel Testimonials (10-20 minutes): These videos are more comprehensive and less polished and cover all aspects of working with you, from onboarding to ongoing support. They're ideal for prospects further along in the buying process looking for detailed insights and assessing their risk.
- Social Ad Video Snippets (10-30 seconds): Short video clips designed to grab attention on social media and provide quick social proof.
- Topic-Specific Collages: Combine video clips from multiple customers focused on a particular feature, support experience, or other targeted aspect. This type helps build a cohesive narrative around specific product strengths and are really useful when promoting something for a campaign.
Example – Dropbox's Success with Video Testimonials
Dropbox, a cloud-based file storage service, aimed to boost its membership and convert more users to paid plans. Initially relying on Google AdWords, they soon recognized that an authentic, relatable approach would be far more effective.
To achieve this, Dropbox created a straightforward 120-second explainer video detailing their service's value and began adding video testimonials from real customers.
The shift worked wonders. The explainer video clarified Dropbox's benefits, while customer testimonials tackled common concerns about data security and service reliability.
Testimonials showcased real users sharing how Dropbox had improved their workflows, facilitated collaboration, and provided peace of mind by securely storing their files.
Integrating these videos across their website and email campaigns led to a notable 10% increase in conversions for premium plans.
By letting satisfied users speak directly to potential customers, Dropbox saw greater engagement and trust, resulting in more registrations and paid conversions. This approach underscored video's unique power to leave lasting impressions and build credibility, proving that real voices resonate more than any amount of ad spend.
How to get Started
The biggest obstacle for many companies is a misconception that video testimonials must be high-cost productions. This is not true.
Simple, well-planned remote testimonials work just as effectively—often even better—than polished in-person sit-downs.
At my previous company, we found that remote customer testimonials performed just as well on channels like LinkedIn and Facebook as expensive in-person interviews. And the best part? The remote videos cost a fraction of the price.
Secure a customer interview. Send them a pre-interview brief.
Come up with thoughtful questions and consider all the assets you want to produce before the interview so you know how to ask questions and capture the interview with recording software.
Utilize an in-house or outsourced video editor. You can find many highly qualified ones on Upwork.
That video is still miles better than nothing, if you ask me. If you disagree, consider the next point...
Consider Outsourcing Video Testimonials
Creating impactful video testimonials takes skill and time. For companies looking to streamline the process, outsourcing offers several benefits: access to interview experts who know how to ask questions that resonate across the buyer's journey, the ability to show customers you value their time and relief for your internal teams from the demanding production process.
Outsourcing also opens the door to candid, constructive feedback that can help you improve your product while yielding authentic testimonials that align with your brand.
These factors make outsourcing a smart choice for companies focused on customer success.
In Conclusion
Outsourcing customer testimonials offers numerous advantages for SaaS companies looking to stay customer-centric. From accessing interview expertise to uncovering fresh insights, outsourcing ensures that your case studies are both compelling and consistent.
These video testimonials improve marketing, align sales, strengthen customer trust, and elevate your entire brand story.
Embrace video testimonials, and consider outsourcing to maximize their impact without the hassle. When done right, video case studies are a game-changer in building trust, credibility, and, ultimately, conversions.
Sources
Hubspot Brightlocal Tubular Labs Vidyard Edelman Wyzowl Podium Harvard Business Review