How to Use Video Reviews To Sell on Social Media

The Problem: Why Video Reviews Matter in Social Media Selling

Social media has evolved into a dominant sales channel, yet gaining consumer trust remains a challenge. Simply showcasing products or services is not enough—customers demand authenticity and real experiences before making purchase decisions.

Traditional text reviews, while informative, often fail to establish a strong emotional connection. Studies show that 92% of consumers trust video testimonials more than any other form of advertising. Video reviews offer social proof, increase engagement, and provide a transparent perspective on a product or service.

The challenge for businesses is how to effectively collect and leverage customer video testimonials on social media to enhance credibility and drive conversions.

The Solution: Using Video Reviews to Boost Sales on Social Media

To successfully sell on social media with videos, brands must strategically collect and display video testimonials across platforms. Here’s how to make the most of them:

1. The Power of Customer Video Testimonials on Social Media

Customer video testimonials are powerful tools that help build trust and significantly influence purchase decisions. When potential customers see real people sharing their experiences, it creates an immediate connection and validates their buying decisions. Here’s what makes video testimonials so effective:

• Authenticity: Real customers sharing genuine experiences fosters credibility and trust. Unlike polished marketing content, authentic testimonials resonate with viewers because they showcase unscripted, honest opinions about products or services.
• Emotional Connection: Video testimonials capture facial expressions, tone of voice, and body language, creating a deeper emotional connection that text reviews simply cannot match.
• Engagement: Video content receives 1200% more shares than text and images combined, making it highly effective for increasing brand visibility and reach across social platforms.
• Social Proof: When potential customers see others successfully using your product or service, it reduces perceived risk and increases confidence in their purchasing decisions.
• Conversion Boost: Landing pages with video reviews can increase conversion rates by up to 80%, making them invaluable assets in your sales funnel.
• SEO Benefits: Video content can significantly improve your search engine rankings, as users spend more time on pages with video, signaling higher quality content to search algorithms.

2. Best Video Formats for Social Media

Each social media platform has specific requirements and preferences for video content. Here’s a detailed breakdown of what performs best on each channel:

• Instagram & TikTok: Short-form, vertical videos (Reels, Stories) – optimal length 15-60 seconds, 9:16 aspect ratio for maximum engagement and reach
• YouTube & LinkedIn: Longer testimonials (1-3 minutes) with professional production quality, ideal for detailed product demonstrations and in-depth customer success stories
• Facebook & Twitter: Square (1:1) or landscape (16:9) videos for feed optimization, keeping content between 30-90 seconds for highest engagement rates
• Website & Landing Pages: Embedded video testimonials using a Trustmetrics Video Testimonial widget – responsive design that adapts to any screen size while maintaining optimal loading speeds

3. How to Get Video Reviews in Trustmetrics?

To streamline the collection and display of video reviews, Trustmetrics offers an easy-to-use Video Testimonial widget. Here’s how to get started:

Step-by-Step Guide to Collecting Video Reviews:

1. Log in to the Trustmetrics application.
2. Navigate to the “Business” menu on the left-hand side.
3. Click on the “Review Settings” tab.
4. Select the video review option under “Trustmetrics Review Type on Your Company’s Public Page” and save.

Once a user submits a video review, it will remain unverified until they confirm it via email. After verification, the review is publicly displayed as verified, boosting authenticity and trust.

4. Boost Sales with Video Reviews: Key Strategies

Here’s how to maximize the impact of video testimonials for brand trust:

A. Pin Testimonials on Social Profiles

• Instagram & Facebook: Use Highlights/Featured sections to showcase your best video testimonials. For Instagram, create a dedicated Highlights album specifically for customer reviews, and on Facebook, utilize the Featured section to ensure testimonials are prominently displayed when visitors land on your page.
• LinkedIn: Pin videos at the top of company pages to maximize visibility. LinkedIn’s algorithm favors video content, so pinned video testimonials can significantly increase your page’s engagement and reach professional audiences effectively.
• Twitter: Pin a tweet with a video review to maintain consistent visibility. Consider rotating different testimonials periodically to showcase various aspects of your product or service.

B. Use Video Testimonials in Ads

Video testimonials in social media ads significantly increase CTR and conversions. Best practices include:

• Featuring a happy customer explaining their experience in detail, focusing on specific benefits and results they achieved with your product or service. Authentic, unscripted testimonials tend to perform better than overly polished ones.
• Adding captions for silent viewers, ensuring your message reaches the 85% of users who watch videos without sound. Use clear, readable fonts and maintain proper contrast for better accessibility.
• Keeping videos concise (15-45 sec for ads, 1-2 min for organic posts) while maintaining the core message. Front-load the most important information to capture attention quickly.

C. Embed Video Testimonials on Landing Pages

• Use a Trustmetrics Video Testimonial widget for seamless integration into your landing pages. The widget allows for easy customization to match your brand’s aesthetic while maintaining optimal loading speeds.
• Improve dwell time and reduce bounce rates by strategically placing video testimonials reviews above the fold or near call-to-action buttons. This placement helps validate purchase decisions at crucial moments.

D. Leverage Influencer & User-Generated Video Reviews

Encourage influencers and satisfied customers to share experiences and tag yourbrand. Repost these reviews on official social media channels.

Conclusion

Video testimonials are an essential tool for businesses looking to enhance credibility and sell on social media with videos. By integrating customer video testimonials on social media, brands can increase trust, engagement, and conversion rates.

With solutions like Trustmetrics Video Testimonial widget, businesses can easily collect and display verified video reviews, making social proof a seamless part of their marketing strategy.