Client Video Testimonials vs. Written Reviews — Which One Actually Converts Better?
Let’s start with the obvious:
Both testimonials and reviews are valuable.
They build trust.
They provide proof.
And they help your potential buyers feel safer choosing you.
But if you had to choose between a written review and a video testimonial —which one actually moves the needle?
Let’s break it down.
1. Written Reviews: Quick, Scalable, but Limited
They’re easy to get.
You can collect them via email, automated surveys, review platforms — it’s efficient.
But here’s the problem:
→ They all start to sound the same.
→ Anyone could have written them.
→ There's no tone, no face, no emotion.
Worst case?
They come across as vague or even fake.
2. Video Testimonials: High Trust, High Impact
Video brings something no text ever will: authenticity.
When a real person speaks with real emotion — you can feel the trust. You can see the relief in their face. You hear their story.
That kind of emotional impact does three things:
- Builds trust faster
- Holds attention longer
- Sticks in your prospect’s memory
📈 64% of people say that a testimonial video has played a part in convincing them to buy a product or service. (wyzowl)
And here’s what most people overlook:
🗣️ When you say your product is great, it feels like marketing. But when your client says it? It becomes social proof.
It becomes believable. And that difference is everything.
🎥 On top of that, if a client is willing to record a testimonial on camera, it’s the ultimate sign they’re genuinely happy.
Unhappy clients don’t show up on video. That’s a trust signal you simply can’t fake.
Remote video testimonial
CATTS testimonial for Nalios
3. Let’s Talk Conversions
Written reviews work great at scale.
But they’re better suited for low-risk, transactional decisions.
In B2B — where the stakes are higher, budgets are bigger, and trust matters more — video testimonials win.
Some statistics:
➡️ Embedding video testimonials on your website can significantly boost user engagement. For instance, users spend an average of 2.6 times more time on pages with video than on those without. (The Breezy Company)
➡️ Including testimonial videos on landing pages can increase conversions by up to 80%. (Wisernotify)
➡️ 59% of executives would rather watch a video than read text on the same topic. (Wordstream)
4. It’s Not Either/Or. It’s Both — But Start With Video
Written reviews are great for SEO and volume.
But if you had to pick the one format that actually helps close deals?
✅ Choose video.
Because credibility isn’t just about what they say.
It’s about how real it feels — and who is saying it.
5. Bonus: You Can Repurpose Video Into Written Testimonials — Not the Other Way Around
One good video gives you:
- Short social clips
- Pull quotes for case studies
- Captions and transcripts for SEO
- A voice, a face, a story
You get more content, more trust, and better results — all from one 2-minute interview.