Customers listen to other customers more than they listen to companies. Video testimonials also generate more impressions and more shares than text-based testimonials. Video testimonials are also generally considered more trustworthy, since they are harder to fake. Sharing your video testimonials on social media is a great way to show that your customers love your business, and what you can offer prospective customers.
16 Ways to Share Video Testimonials on Social Media
Facebook is still the largest social media platform in the world. With 2.9 billion users, its user base includes many businesses as well as individuals and groups. There are a number of ways to share video testimonials on this social media platform. Since Facebook includes users across many different demographics, this can be an effective platform for many different businesses.
1. Facebook Video Testimonial Repost
When your customers provide a video testimonial on their own Facebook page, consider reposting this content. You’ll need your customer’s permission to do so, so be sure to clearly state this when you collect these testimonials. You might also ask your customers to tag you when they provide a video testimonial, so you know when to share.
2. Original Video Post
Many customers may provide video testimonials directly to your site. In your permissions statement, clearly state that you would like to share these video testimonials on your social media. Then, you can download these videos and upload them to a Facebook post. Be sure to thank your customer and tag them, if you can.
3. Facebook Ads / Promoted Post
Advertisements and promoted posts on Facebook can help you reach a wider audience. While many businesses make promises in these ads and promoted posts, fewer back up their claims. When you use your video testimonials in a social media advertisement, viewers can see evidence of your claims right away. Be sure to use careful ad targeting to make your ads cost-effective.
Instagram, also owned by Facebook’s parent company, Meta, also has a wide and diverse user-base. Since this platform is centered on pictures and videos, it’s a no-brainer for sharing video testimonials. Users on Instagram generally use their smartphones to record, so professional-grade editing or camerawork is not expected. This makes Instagram perfect for user-submitted video testimonials.
4. Instagram Video Post
When users provide video testimonials, make sure that you clearly state that you intend to use these videos on your Instagram account. This way, you can use these videos in a post on your account. Though Instagram videos can vary in length, it’s a good idea to keep your videos to a minute or less. This might mean editing your videos a bit, which you can do on the platform or with other video editing software. Once again, be sure that you have permission to do this. Also, be sure that your edits do not substantially change the message your customer provided (editing out any negative comments, for example, can be considered false advertising).
5. Story Post
On Instagram, you can also post video testimonials on your story. These are a collection of posts that your followers or visitors can see, which change regularly. To maximize the impact of your video testimonials on social media, you can include the same video in a post and in your story.
6. Instagram Ads / Promoted Post
Advertisements and promoted posts can also be effective on Instagram. These types of posts can substantially expand your reach and help you connect with new customers. Video tends to be more impactful than pictures or text, and user-generated content will appear more sincere than ads generated by brands. Once again, be sure you have the proper permissions to do this.
Twitter is another popular social media platform. It is mostly text-based, but users can post images and videos as well. Similar to Instagram, shorter videos tend to be more effective, since users consume content rapidly on these platforms.
7. Twitter Video Post
Since Twitter is heavily text-based, it helps to accompany your video testimonial post with a text snippet. You might use a particularly impactful part of the video to highlight in your text. Keep your video short, ideally around 30 seconds. Remember that Twitter feeds refresh fast, so you can post multiple parts of the video throughout the day or week to make an impact.
8. Twitter Ads / Promoted Post
Just like the previously mentioned platforms, Twitter also makes it possible to promote posts and present advertisements. Utilize eye-catching visuals, keep your video short, and keep your text short as well. If users can consume and process your ad quickly, it’s less likely to become white noise on their feed.
YouTube is and has been the go-to video platform for many years. With over 500 hours of video uploaded to YouTube every minute, it’s easy to see why. YouTube’s content encompasses just about everything imaginable, from how-to’s to funny animals to classroom instructions to interviews and much more. YouTube has been a mid- and long-form video platform since its creation, but it recently launched YouTube Shorts to compete with short-form video platforms like TikTok (more on this later).
9. Longer Testimonial Video Posts
Most of the previously mentioned ways to share video testimonials on social media have been most useful for short-form videos, around a minute long or less. YouTube is a great social media platform to post your longer videos. This is ideal for customers who are actively researching your business, products, and services. Consider posting product or service demonstrations along with your video testimonials to make the most impact and provide more information. Still, be conscious of your audience’s attention span and keep the video shorter than ten minutes.
10. YouTube Shorts
YouTube Shorts are made to be consumed quickly, similar to TikTok or Instagram videos. It’s best to highlight the most impactful parts of your video testimonials on this social media platform. Clip your video to around 30 seconds for maximum impact.
11. YouTube Ads
Turning your video testimonials into advertisements on YouTube can be a great way to generate interest and tell more people about your business. Some ads are skippable after five seconds, and others are full-length, but still short. Either way, it’s best to make your video as impactful as possible as quickly as possible.
With about 1 billion users on TikTok as of 2021, this platform of short videos has grown with remarkable speed. TikTok is particularly popular among younger audiences, and can be a great way to gain traction with younger consumers.
12. Video Testimonial Shorts
When posting your videos to TikTok, remember that shorter is better. The optimal video length on this platform is around 10 to 15 seconds. Also, consider adding subtitles or text to your videos, since many users may watch videos without sound.
13. Promoted Video
Just like organic videos, the ideal length for TikTok video ads is around 10 to 15 seconds. Highlight your products’ or services’ benefits quickly and be sure you target your ads carefully.
Though SnapChat is primarily used as a messaging service between individuals or groups, this platform can also be effective for some brands to connect with customers. Though the similar platform, WhatsApp, has more users worldwide, SnapChat is more popular in the US and is likely to be more effective for brands reaching American audiences only.
14. SnapChat Posts
SnapChat is different from many of the other previously mentioned social media platforms and requires a different strategy. Sharing video testimonials on SnapChat can be effective, but your audience has to know you’re on SnapChat and seek you out. Like TikTok, SnapChat generally attracts a younger audience, so video testimonials that feature younger users will most likely be more effective.
15. SnapChat Ads
It’s ideal to combine your SnapChat posts and ads together to grow your audience and brand awareness. SnapChat ads will help to promote your business to a wider audience, and show that you have a SnapChat account, while your posts can help keep them engaged. Featuring your video testimonials in these ads will help to create authenticity and show social proof behind your brand.
This may surprise many Americans, but WhatsApp is actually the third most popular social media platform in the world, after Facebook and YouTube. About 2 billion people use WhatsApp worldwide. WhatsApp, also owned by Facebook’s parent company, Meta, is similar to SnapChat and Facebook Messenger. It’s primarily used as a messaging service between individuals or groups. Brands can also use this tool to stay connected with their audiences. Since WhatsApp is most popular for international audiences, it’s ideal for multinational brands or those working with global consumers.
16. Campaign Videos
WhatsApp can be complicated for many brands to launch a successful campaign. Brands like Absolut Vodka and Adidas have had success in forming groups with loyal consumers and providing rewards or contests through the group. Sharing video testimonials on WhatsApp can help to bolster your campaign and encourage users to share your brand with their WhatsApp connections. You’ll want to practice this strategy carefully and make sure you’ve worked out the details first.
There are many ways to share video testimonials on social media. Your videos will most likely be effective on platforms that you’re already familiar with or already have a following on. Consider your strategy and your content carefully, and you’ll see opportunities to share video testimonials across your social media platforms.
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