Trust drives every business decision.
In a world filled with paid ads and polished sales messages, people turn to video testimonials as proof that a brand truly delivers what it promises.
Buyers want to hear real voices, see genuine reactions, and feel authentic experiences. That is why customer testimonials in video form have become one of the most persuasive tools for both B2B and B2C brands.
A great example is Times Parking Malaysia. In a recent testimonial video created with Newnormz, they said something striking:
“We couldn’t even find ourselves on Google.”
That short line captured their frustration and became the emotional hook of their story, showing how transformation speaks louder than any marketing claim.
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Why Video Testimonials Are the Strongest Form of Social Proof
When someone shares a personal story on camera, it carries far more emotional weight than written text. Audiences can see body language, hear tone, and sense sincerity.
All essential ingredients for building trust.
Psychology explains this as social proof: people look to others’ experiences to guide their own decisions.
According to Wyzowl’s Video Marketing Report (2024), 82% of people say watching a testimonial video convinces them to purchase a product or service.
That means every authentic story you share works as a silent salesperson, building confidence long before your team steps into the room.
The Emotional Core: Why Customers Believe What They See
People trust people. Not logos.
When prospects see genuine customer success stories told on camera, they feel emotionally connected. A written quote might inform, but a video lets them experience the outcome.
Take the Times Parking video again. The client speaks calmly, describing the challenges faced before finding a digital solution.
Viewers can sense the relief, honesty, and pride in the result. Those natural cues build emotional credibility that traditional ads cannot achieve.
That’s the reason well-produced testimonial videos outperform static posts on engagement and watch time.
Video Testimonials vs Written Testimonials: Which Converts Better?
Video testimonials excel where text falls short, offering an immediate sensory connection with the viewer.
| Format | Strengths | Ideal Use |
| Written Testimonials | Quick to read and easy to share on brochures or landing pages. | Good for websites, case study PDFs, or quick quotes. |
| Video Testimonials | Builds emotional connection and visual proof through tone, voice, and expression. | Perfect for social media, presentations, or ads that aim to close deals. |
Video brings the message alive. When a prospect watches someone speak passionately about their journey, the story becomes believable.
That’s why testimonial videos often deliver higher conversion rates and help shorten the sales cycle.
The B2B Advantage: Turning Testimonial Videos into Conversion Assets
When selling to other businesses, video testimonials serve a dual purpose: they spark awareness and reinforce your expertise.
In B2B settings, decision-makers often face risk and complexity. Seeing another company validate a service helps them feel reassured.
Here’s how companies are using testimonial videos effectively:
a) Pitch presentations:
Sharing a short client video during proposals increases perceived credibility.
b) Landing pages:
Featuring a video testimonial near a “Contact Us” form can double enquiry rates.
c) LinkedIn posts:
Video clips attract higher engagement and encourage conversation.
d) Sales decks:
Embedding a quick testimonial segment helps win trust in client meetings.
The Times Parking testimonial was repurposed this way, shared on Instagram, featured in presentation decks, and included in New Normz’s case studies. This multi-platform approach turned one authentic story into a long-term trust asset.
How to Collect Video Testimonials That Feel Real
Many brands hesitate to start because they worry customers may feel uncomfortable on camera.
The key is guiding them through a friendly, relaxed conversation rather than a strict interview.
Here are a few video testimonial questions that make clients open up naturally:
- What challenge were you facing before using our service?
- How did the solution change your daily operations?
- What results have you seen since partnering with us?
- What would you tell another company considering us?
These questions encourage storytelling. Instead of memorised scripts, you’ll capture genuine emotion and reflection which audiences can relate to instantly.
If clients can’t record in person, remote video testimonials can work just as well.
Tools like Loom, Riverside, or other video testimonial platforms make it easy to record responses with good lighting and sound.
As for larger campaigns, agencies like New Normz help businesses collect video testimonials professionally ensuring quality visuals, sound, and storytelling flow.
Video Testimonials That Convert: A Proven Framework for Clarity, Emotion, and Credibility
Not every testimonial needs cinematic production. What matters is clarity, emotion, and structure.
To create video testimonials that truly persuade, follow these simple guidelines:
1. Start with emotion.
Let the customer describe their pain point in their own words.
2. Highlight transformation
Show the “before” and “after” to make the change feel tangible.
3. Add context
Mention the customer’s role, industry, or challenge so viewers can relate.
4. Keep it short.
Two to three minutes is ideal for social platforms.
5. End with credibility.
Add captions, brand logo, or metrics that prove results.
When you lead with emotion, show real transformation, and anchor the story in a relatable context, you build trust that drives action. Keep it concise, authentic, and backed by proof.
The Times Parking video effectively communicates a pain point, shows improvement, and wraps in a conversational, unscripted tone, making it credible and effective.
Structure over spectacle. Emotion over polish. That’s how testimonials convert.
Extract, Distribute, Dominate: Repurposing Your Best Testimonial Video Assets
Once created, testimonial videos shouldn’t stay buried on one platform. They can be adapted and reused across multiple formats.
Here’s how businesses can repurpose testimonial videos strategically:
- Turn quotes into carousel posts for LinkedIn or Instagram.
- Use snippets as social media teasers.
- Add them to case studies or pitch decks.
- Include in newsletters or email sequences for trust building.
- Optimise for YouTube SEO with strong descriptions and tags.
That’s the power of repurposing content in various ways, one video can fuel a month of consistent storytelling.
And with professional editing or video content production support, brands can maintain high quality while saving time.
Tools and Techniques for Collecting and Capturing Video Testimonials
Technology has made it easier to manage the full video testimonial collection process. Businesses can now capture video testimonials using online submission tools or guided recording sessions.
Here are some practical tools often used:
| Tool / Technique | Purpose | How It Helps Your Business |
| VocalVideo, Boast, Trust (Video testimonial tools) | Collect testimonial clips remotely | Enables customers to record high-quality videos on their own time, reducing scheduling barriers. |
| CRM Integrations | Tag and track testimonials | Keeps each testimonial linked to the right client record for quick access, reporting, and reuse in future campaigns. |
| Automation Software | Store and distribute videos | Streamlines file organisation and allows automatic posting or sharing across marketing channels. |
These solutions make collecting video testimonials efficient and scalable even for small teams.
Turning Customer Testimonials into Social Proof That Sells
Video storytelling goes beyond the limit of marketing thereby assisting in the sales. When prospects see real clients speak about outcomes, it shortens doubt and accelerates decisions.
Each video testimonial acts as a bridge between your promise and their expectation. It communicates value without a single sales pitch.
A short, authentic video can reshape how potential clients perceive a brand. When people see genuine feedback presented with emotion and clarity, it bridges the gap between curiosity and trust.
Even a 30-second testimonial that highlights a real transformation can influence purchasing decisions and attract qualified leads organically.
It reminds audiences that authenticity and human connection remain the most persuasive sales tools in today’s digital marketplace.
Build Trust That Sells: Create Powerful Video Testimonials with Newnormz
Real stories make a real impact.
Among all marketing assets, customer testimonial videos stand out because they blend human emotion with business credibility.
By learning how to collect video testimonials effectively, brands can build libraries of trust that influence purchase decisions long after campaigns end.
A strong storytelling approach backed by consistent production and distribution helps every brand build meaningful trust.
If you’re ready to create great video testimonials that convert leads and strengthen your brand story, let your customers speak on your behalf.
Explore how Newnormz can help you plan, film, and amplify powerful client stories that close deals.
Contact Newnormz today to start building your next testimonial video campaign.
