Why Video Reviews Matter (And How to Get More!)

Have you noticed how, whenever we're in doubt, we often turn to videos for genuine opinions, inspiration, or help with decisions? Whether we're choosing the best fridge for our kitchen, exploring the top travel spots in Europe, or trying to understand how the stock market works, video tends to be the go-to solution.

It comes as no surprise then that video reviews have become crucial in connecting with your audience and building trust. After all, 72% of customers are more likely to trust a brand with positive reviews and customer video testimonials.

With those encouraging stats in mind, now might be the perfect time to encourage your customers to create more video reviews. So, if you're curious about the value of video reviews, how they can impact your business, and the latest strategies to inspire customers to share their experiences on camera—read on!

What is a video review? 

A video review is typically a short video in which a person (usually a customer or influencer) shares their personal experience and feedback about a product, service, or brand. During the video, the reviewer highlights the product’s features, shows it in use, and covers both its strengths and weaknesses.

By showing an honest perspective on the quality and value of the product, video reviews help customers make informed purchase decisions. 

Video reviews are essential for businesses because they offer authentic social proof, showing potential customers that a product, service, or brand is worth their attention—having already been vetted by real people.

Why video reviews matter 

Why are video reviews so important, you might ask? Couldn’t a regular written review suffice? Sure, but video has become one of the most popular and persuasive content formats today. 

With shorter attention spans and a clear preference for visual learning, most consumers naturally gravitate toward video content.

Video reviews make it easy for people to express their genuine emotions – adding a layer of authenticity and human connection that can’t be matched by a text review. On the other hand, viewers can just as easily engage emotionally with a video review and follow it up with an action (sign up, book a demo, purchase, etc). 

For businesses, more (quality) video reviews usually translate to: 

• Higher conversion – The more trust is built due to social proof, the higher the chances that a viewer can turn into a paying customers 
• Increased visibility – SEO-friendly video reviews (optimized with titles, captions, and descriptions) can rank on the first page of search results, increasing the chances of people finding out about your brand. Video snippets may appear directly in SERPs, giving you extra exposure. Video reviews or testimonials are also highly shareable on social media and may even go viral, which adds to your organic reach. 
• Better brand reputation – Featuring real customers in your brand’s marketing (via video reviews) makes your brand feel more relatable and human. Plus, video reviews show transparency, which builds trust with potential customers and loyalty among existing ones.

Are video reviews better?

In the video reviews vs written reviews debate, video usually wins for a few reasons: 

• Higher reach & engagement – video reviews effortlessly attract more views and are far easier to react to and share, which amplifies their reach.
• Live demonstration – video reviews can easily show a product or service in action, which is nearly impossible to do in writing 
• Authenticity – video reviews have the potential to convince even the most skeptical customers, whereas a text review might leave a lot of room for interpretation

How do you collect video reviews? 

We’ve covered the main reasons why you should get more video reviews. Now it’s time to learn how to collect them. 

As a disclaimer, I should start by saying that getting customers to create (and share) video reviews of your products or services is a process that needs a substantial time and effort investment. The best case scenario, to which every brand aspires, is the one where customers are so enthusiastic about their products that they spontaneously create video reviews without any prior incentives or rewards.

That may sometimes be the case, but more often than not, some encouragement is necessary. 

So here are four key strategies to collect more customer video reviews: 

Offer incentives 

Motivate your customers to submit video reviews by providing small rewards in the shape of discounts, rewards, loyalty points, or other perks. This gamification strategy can work for regular customers as well as influencers. 

Social recognition can be another great motivator, so consider showcasing video testimonials on your social media channels or website to acknowledge your customers' experiences – it’s a simple and effective way to show appreciation and inspire others to join in.

Make it easy for customers to submit reviews 

Picture this: some customers may feel inspired to create a video review of your product or service, but they might be unsure where to start or how to submit it. So, make it easy for them by streamlining the submission process through an app, a website form, or even social media DMs. 

You may also provide a simple guide or template outlining what a video review should include—a simple structure works best. You don’t want it to sound scripted. This way, your customers can get a headstart and share their thoughts with confidence!

Follow up and show gratitude

Identify and reach out to happy customers and ask them if they would like to recount their positive experiences in a video review. For extra incentive, you might also throw in a “thank you” gift of a discount for their future purchases. 

Use social media 

Encourage your customers to showcase their experience in social media videos. These UGC reviews can become part of a branded hashtag campaign, making them easy to find, share, and amplify  – therefore boosting your reach and increasing the potential for your content to go viral.
 

Video testimonials: what they are and how to get clients to do them 

The terms video reviews and video testimonials are used interchangeably. However, they refer to slightly different things. A video review is a firsthand account in which someone shares their full experience with a product or service, covering both its pros and cons.

A video testimonial, on the other hand, is a customer story that focuses solely on the positive aspects of the product or service and serves as a personal endorsement.

As for how to get clients to create these types of videos, the strategies that we explored above still apply: 

• Spot your happiest customers and inspire them to tell their stories
• Provide incentives to motivate customers
• Share everything on social media 

How to improve and showcase video reviews 

The hard part is over – you’ve set up a system to gather more video reviews, and they’re starting to roll in. What’s next? Now, it’s time to make the most of this valuable content. 

Improving your video reviews 

Let’s say you have a batch of new video reviews coming in, and they’re great. Well… the raw footage shows potential, but the overall aesthetic could use some work. Thankfully, you have a way to edit video reviews easily using an online video editor like Flixier. 

Some video reviews might not have been shot in the best light, but that’s okay. You can count on the video enhancer to balance colors, tweak the contrast, and make the video look like it was recorded in a professional studio. 

Other reviews may be lacking in the audio department, but that’s an easy fix! Flixier’s AI audio enhancer can remove background noise and reverb, making sure your customers’ endorsements are crystal clear for everyone to hear.

As a final improvement, you might want to add some captions to your reviews so people can follow along and understand exactly why your customers love your products. You can add these with one click using the AI-power auto subtitle generator from Flixier. 

With a video reviews app like this, who needs anything more?

Highlighting your video reviews

Once your reviews are in top shape, start showcasing them in strategic spots to guide potential customers toward a purchase subtly. Here’s how to do it:

• Feature video reviews on product pages – It helps potential buyers (who are already showing interest by visiting the website) to see genuine feedback. 
• Create social media ads using video review footage - There’s no better publicity than genuine publicity. Use clips from video reviews to create paid social media posts featuring customer endorsements.
• Compile your favorite reviews - Mix your best reviews into a compilation and share it in email or social media campaigns, or even feature it on your website’s homepage. 

Let your customers be your brand’s voice

Video reviews are a fantastic way to keep your brand relatable and trustworthy, giving potential customers just the nudge they need to take an interest in your brand, make a purchase, and, who knows – maybe even turn into long-term loyal clients. 

By letting your customers' voices shape your brand’s reputation, you’re building trust, and you’re also inviting new customers in with genuine, authentic experiences.