Written Testimonials vs. Video Testimonials
- Ellie Baldini
- Apr 2
- 3 min read
Updated: May 1
Are Video Testimonials More Effective Than Written Reviews?
Let me hit you with a pretty crazy stat: Viewers retain 90% of the information from a video, compared to just 10% from text. Not to mention, videos account for 65% of all internet traffic and are 53x more likely than plain-text to rank on the first page of google results.
It’s for these reasons and many others that in my experience, video is the most worthwhile investment you can make when you’re putting together a content strategy. But that doesn’t mean written testimonials have no place in your game plan. There are different use cases for each format, and the truth of the matter is, a smart marketer will produce them both depending on the situation.
The Power of Social Proof in Marketing
Before diving into video testimonials vs. written testimonials, let’s establish why testimonials matter. Social proof is one of the most powerful psychological triggers in marketing. Testimonials help potential customers overcome hesitation by showcasing real experiences from clients, trusted experts, and even employees to make products, services, and brands feel more credible and trustworthy.
Testimonials come in many different formats, from written quotes and case studies to interview-driven videos produced remotely or in-studio. In fact, if you’re really operating efficiently, a great way to churn out a bunch of content is to produce a single long-form video testimonial that can then be broken down into several different assets for different channels, including shorter cuts, written quotes, text-driven case studies, email and social assets, and more. (I cover best practices for producing highly compelling testimonials here.)
But let’s say you’re producing testimonials for the first time. Where do you start? Let’s talk written vs. video.
Written Testimonials: Pros and Cons
Pros:
Easy to collect: Customers can submit written feedback quickly and conveniently.
Simple to produce: Once you have input from your subjects, a content marketer or copywriter can write a series of quotes, long-form story, or case study fairly easily.
SEO-friendly: Text-based reviews can improve search rankings and visibility.
Cons:
Lacks authenticity: Without tone, body language, or emotion, text can sometimes feel impersonal, overly sales-y, and even fabricated.
Easily overlooked: Website or social visitors may skim over written testimonials without engaging.
Can be less persuasive: Text doesn’t carry the same emotional weight as seeing and hearing a real person speak.
Video Testimonials: Pros and Cons
Pros:
More engaging: Videos capture attention and keep viewers watching longer than text (on web and via email but especially on social).
Higher trust factor: Seeing real people share their experiences makes video testimonials more authentic and relatable.
Boosts conversion rates: Video testimonials can significantly increase sales by providing compelling social proof and addressing anticipated objections to your pitch head-on.
Repurposable content: Can be used across websites, social media, email campaigns, and digital ads.
Cons:
Requires effort to produce: Video testimonials need filming, editing, and hosting; but when you work with a partner like us, the process is likely way easier than you think.
Subject hesitation: It may take more effort to get a client, trusted expert, or employee to opt in to a video testimonial compared to providing input for a written one.
File management: Videos require proper storage and embedding for easy playback.
The good news is, most of the cons associated with video testimonials can be solved by working with experts you can trust to handle everything from prepping subjects for an awesome interview to managing complex assets and files. Reach out to get started on your first one with Legit!
Which One Works Best? (Hint: It Depends on Your Goals)
If your goal is quick and easy social proof, written testimonials are a great starting point. However, if you want to maximize engagement, trust, and conversions, I would always recommend video testimonials as the better option. Yes, they can require more from a production stand-point, but they consistently deliver better outcomes and more bang for your marketing bucks.
Video Testimonials vs. Written Testimonials: Use Both
My secret sauce has always been to use a combination of both written and video testimonials for max impact. Written testimonials are great for volume and SEO benefits while video testimonials make for more high-impact storytelling and conversion-driven marketing. As I mentioned, the smartest way to incorporate testimonials into your content strategy is to plan for one hero asset (ideally a testimonial video) and then use that content across many different formats and channels (think social cut-downs, written case studies, and more).
The Bottom Line
Both video and written testimonials play a valuable role in marketing. But if you’re looking to build stronger trust, better engagement, and higher conversions, video testimonials are the way forward.
