Testimonials – the personal testimony of customers – is a creative format that has seen good days in the history of advertising. Customers who have experienced a particular product, talking to customers who have not yet tried it, is considered an advertising format that has worked well for a very long time in certain categories. Over time, questions were raised about the effectiveness of this advertising tool especially regarding its reliability.
The big question is whether customers tend to believe that the person issuing all these recommendations actually exists. And if so, will their attachment increase? What makes the message more or less reliable? Is there a need for high production quality or perhaps an authentic production will have a better impact? After years during which this format enjoyed massive popularity, its efficiency began to drop as consumers started to question its reliability. Consequently, the term testimonials underwent re-visualization in the digital-social era and took on a new natural and organic configuration almost free of the involvement of advertisers and creative people. It is called: PURE – Post Usage Reviews.
Is the term that drives the ever-increasing category of the marketing industry.
It is part of the rising category of SPOQ – Social Proof Of Quality
A super-term that describes all the channels through which people influence others in their purchasing decisions and preference of a product or an online retailer. People tell their online neighbors about products they have bought and thus influence their buying decisions, more than any other planned marketing move. The following are a few configurations of this organic-marketing-organic format, in which brands can integrate and influence:
- PURE – Post Usage Reviews – quotes from real customers. We all tend to share so a brand can use this tendency by opening sharing areas that look authentic and reliable.
- Social Posts – social networks are the most natural place for customers to share their experiences.
- Video Testimonials – production quality is not considered an important factor when it comes to authentic and real testimonials. This fact, combined with the fact that YouTube video distribution channels are open and user friendly, makes it an easy-to-use, organic video-based impact channel for any online store . In addition, it is important to remember that video is the most widely shared format – more than text or image. That is why testimonial videos are perhaps the best marketing product to influence the buying habits of potential customers.
- Interviews – well-organized interviews with customers and experts leaders in the industry and innovation space Is the more structured and perhaps less authentic form of testimonials. Yet, in the right quantity, it has merit and should be included in your platform.
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