These videos are effective because they show the company's product in use by their target customers' peers or aspirational industry leaders.
They can provide an unfiltered review of the product and user experience. The customer is speaking freely about the impact that the company has had on their lives. That's a powerful content asset that can be used in a variety of ways.
With increased engagement, video testimonials will expand your company's reach on social media too.
Existing customers — whether they are featured in the testimonial or not — will share the content with their followers. This will expose the video to an entirely new base of fans who are likely in your target audience.
Testimonials can be pinned to the top of your Facebook and Twitter accounts or featured in an Instagram Story that stays at the top of your profile.
If you're already producing long-form video testimonials for other marketing initiatives, cut them into shorter, bite-sized clips made for social media.
This increases the frequency of the video content you're able to publish without always having to shoot new footage.
As always, evolve your customer testimonial strategy to see which types are driving the most engagement on social media.
Social media listening and scheduling software like Sprout Social or Socialbakers will help you track your testimonials' performance on social media.
These insights can inform not only your social strategy, but also other content marketing and digital marketing campaigns you have planned.
Tactic #2: Launch Video Testimonial Ads
Top-of-funnel marketing can be complicated for B2B businesses.
Influencer marketing is driving results for businesses. 89% of marketers say influencer marketing ROI is equal or better than other marketing initiatives.
On Twitter, users are 5.2X more interested in purchasing a product after seeing promotional content from influencers.
So how can you capitalize on influencer marketing?
Provide your product to influencers in your industry to try, use, and endorse in a video testimonial.
In some cases, influencers may not be able to directly endorse your product or company. This won't derail your campaign.
Instead, ask the influencer to share knowledge and experience that implicitly points to your company's solution. This can validate your product and make their followers want to learn more.
You should also ask the influencer to share the testimonial with their own feed—exposing your fans to all of their relevant followers.
Depending on who they are, they might also share the content in their newsletter or with their subscribers.
If the influencer is a CEO, VP, or Director at another company, they may include the testimonial in their marketing efforts, exposing your brand to their subscribers through cross-promotion.
This could put your brand right in front of your target market's eyes for just asking the influencer to be involved in the campaign. There is little investment necessary, but a high payoff.
The effectiveness of an influencer marketing campaign on social media really comes down to whether or not the influencer is a right fit for your company.
Finding the right influencer doesn't have to be challenging. Influencers don't have to be celebrities or CEOs with hundreds of thousands of followers.
Look at your communities. Who do you follow on Twitter? Who is writing LinkedIn Pulse articles? Whose newsletters are you reading every week?
Find out who has an influential voice that people listen to. Review their follower counts. Even if they only have 1,000 followers, those could be highly relevant for your company to reach.
Think of influencers less as celebrities and more as those aspirational bloggers, business owners, employees, and industry experts that have grown a following—big or small.
Micro-influencers, targeted influencers with smaller, engaged followings, can drive leads for your business.
They might have a closer relationship with their followers, compared to someone with tens of thousands.
If you're still having trouble, trying using these platforms for influencer sourcing:
Upfluence - This influencer marketing software will help you find, track, and optimize your influencer marketing campaigns. It helps B2B businesses with white-glove service that can take your campaigns to the next level.
Twitter's Advanced Search - this is a manual way to find influencers by keyword. By approaching influencers directly on Twitter, you can create a more personalized relationship with them.
When you find an influencer who you think is a good match, work together to create content that is engaging for their followers and on-brand for your company.
Influencers are effective at what they're well-known for: influencing their audience with engaging, informative, and often entertaining content. Let them take the lead on content creation.
By integrating your brand into their feed through a video testimonial that features them, you're aligning your brand with theirs.
Allowing their followers to learn more about your company and increase their interest in your offer.
Let's take a look at an influencer testimonial ad that's currently live.
This is a LinkedIn ad for MarketerHire featuring Chelsie Lee, Co-Founder and CEO of Shipsi.
The main challenge for businesses is maintaining sophisticated production levels for the duration of the live stream.
If they don't, viewers will be disengaged and leave. There's no room for error.
Viewers will leave a live stream after 90 seconds if the production levels aren't up to their standard.
Software such as Brand Live will help increase the production value of your live stream.
With it, you'll have advance production, comment moderation capabilities, HD video, custom branding, audience management, and analytics.
All of these features will elevate your production into one that is not only high-quality, but also memorable for all attendees.
B2B marketers are always searching for the secret to social media.
What will make their fans happen? What will drive them to convert? Striking that balance is essential for fostering an engaged and valuable social media audience.
Video testimonials provide fans with informative, customer-centric content that fans enjoy and actively consume.
Businesses should repackage video testimonials and use them in a variety of ways on social media.
Repackage video testimonials into short, bite-size content that can be shared in your organic social media feed.
Launch video testimonial ads to draw audiences in and entice them to click.
Feature influencer testimonials to boost your credibility and reach new segments of your target audience.
Showcase testimonials in live streams to facilitate open lines of communication with existing customers and prospects. Now that you know how testimonials can be used on social media, reach out to Testimonial Hero for help in producing high-quality video testimonials to turn your fans into sales.
Close deals faster with video testimonials for all key buyer personas.