20 Impactful Statistics About Using Testimonials In Marketing
It’s no secret that the social proof generated through testimonials helps your brand promote credibility. But in case you needed some more reasons to add testimonials into your marketing campaigns, we’ve laid out a few below. These 20 statistics prove that testimonials are a influential addition to your marketing campaigns.
20 impactful statistics & reasons to include testimonials in your marketing campaigns:
Reason 1: Marketing executive’s at competing companies know the value of social proof and are using testimonials in their content marketing regularly.
#1: 65% of senior marketing executives believe that visual assets (photos, video, illustrations and infographics) are core to how their brand story is communicated. (Hubspot)
#2: 51.9% of marketing professionals worldwide name video as the type of content with the best ROI. (Hubspot)
#3: Customer testimonials and case studies are considered the most effective content marketing tactics, identified by 89% and 88%, respectively, of B2B marketers. (2013 B2B Content Marketing Trends Report)
#4: The use of video content for marketing increased 73% this year; use of infographics grew 51%. (Digital Marketing Philippines)
#5: Customer testimonials have the highest effectiveness rating for content marketing at 89%. (Social Fresh)
#6: 78% of CMOs think custom content is the future of marketing. (WebDam)
#7: In 2013, 55% of marketers worldwide increase digital marketing budgets. (WebDam)
Reason 2: Testimonials create an emotional appeal for your branding and help convey your overall brand message:
#8: Brands that inspire a higher emotional intensity receive 3x as much word-of-mouth as less emotionally-connected brands. The same academic study also found that highly differentiated brands earn more positive word-of-mouth. (Journal of Marketing Research)
#9: 65% of your audience are visual learners. (WebDam)
Reason 3: Video testimonials help boost your email marketing conversions:
#10 : Using the word “video” in an email subject line boosts open rates by 19%, click-through rates by 65% and reduces unsubscribes by 26%. (Hubspot)
Reason 4: Photo and video testimonials help increase your social media engagement:
#11: Visual content is more than 40X more likely to get shared on social media than other types of content. (Hubspot)
#12: Posts with videos attract three times as many inbound links as plain text posts. (NewsCred)
Reason 5: Instantly boost the sales of your product or service by using testimonials to influence leads:
#13: 90% of respondents who recalled reading online reviews claimed that positive online reviews influenced buying decisions (Dimensional Research)
#14: 85% of consumers said they read up to 10 reviews before feeling they can trust a business. (Search Engine Land)
#15: Shoppers who view video are 1.81X more likely to purchase than non-viewers. (Hubspot)
#16: 39% of consumers said they read reviews on a regular basis to determine whether a local business is a good business. (Search Engine Land)
#17: 50 or more reviews per product can mean a 4.6% increase in conversion rates. (Reevoo Stats)
Reason 6: Video testimonials create more impactful landing pages:
#18: Videos on landing pages increase conversions by 86%. (WebDam)
Reason 7: Testimonials help facilitate word of mouth promotion by increasing trust and incentive.
#19: More than 50% of respondents are likely to give a referral if offered a direct incentive, social recognition or access to an exclusive loyalty program (Software Advice)
#20: 88% of people trust online reviews written by other consumers as much as they trust recommendations from personal contacts. (BrightLocal)
These 20 statistics prove the power of testimonials in marketing. Whether adding them to an email campaign, or to your sales process they are sure to leave a lasting impression on your target audience. What results have you had from adding testimonials to your marketing campaigns? Where do you find they are the most impactful for your brand?