Video Testimonials vs Written Testimonials: What’s Changing in 2025?
If you’re still relying on written reviews to win over potential customers, you’re not alone, but you might be falling behind.
In 2025, the way people make purchasing decisions has shifted. With the rise of AI-generated content, growing scepticism around fake reviews, and the dominance of mobile-first, video-heavy platforms like TikTok and YouTube, consumer trust is harder to earn and easier to lose.
Enter: video testimonials.
These short, authentic films feature real clients sharing real experiences. They’re more than a marketing tool—they’re your most powerful salespeople.
In this post, we’ll unpack why video testimonials are outperforming written reviews in 2025, how to use them effectively, and what to watch out for.
1. Video Reviews Build Trust Faster and Deeper
According to Wyzowl’s 2025 Video Marketing Report, 87% of people say they’ve been convinced to buy a product or service by watching a brand’s video. But trust is the real driver here.
Video testimonials let prospects see facial expressions, hear tone of voice, and pick up on unscripted honesty. That kind of authenticity just can’t be replicated in text.
Fact: Research from the University of Amsterdam (2023) found that viewers rate speakers as significantly more credible when they can see their face, even if the message is identical to a written statement.
2. Written Reviews Are Losing Credibility
Let’s be honest – many written reviews are fake. In fact, the UK’s Competition and Markets Authority (CMA) estimates that at least 11% of online reviews are suspicious or potentially fake.
Consumers are catching on.
Google, Amazon and Trustpilot are all cracking down, but it’s still hard to verify authenticity. When your audience sees a smiling, satisfied customer in a video testimonial, it removes doubt instantly. It humanises your brand and confirms that you’re the real deal.
3. Video Testimonials Appeal to How People Actually Consume Content
It’s 2025, and your customers are swiping, not scrolling. People are watching more videos than ever before.
Here’s what’s changed:
- 81% of UK internet users now watch video content weekly (Statista, 2024)
- TikTok, YouTube Shorts, and Instagram Reels dominate screen time
- Mobile video consumption has increased by 37% since 2020 (Ofcom, 2024)
When potential clients land on your site, the last thing they want is to read blocks of text. A short, compelling video does the heavy lifting.
If you’ve got a happy customer, let them speak directly to your prospects.
4. They Deliver Real-World Context and Emotion
Unlike written testimonials, video allows your clients to show how your service helped them.
- A designer can talk about how your web development improved her sales while pointing at analytics.
- A CEO can talk about the experience of working with you, with shots of your team in action.
- A parent can speak about how your product helped their family, backed by real-world footage.
This isn’t just social proof, it’s a narrative your audience can emotionally invest in.
5. Video Testimonials Boost Your SEO and Visibility
Google loves video.
Embedding video testimonials on your site can:
- Increase time-on-page and reduce bounce rates
- Improve rankings for local and service-specific keywords
- Appear in rich snippets and video carousels in search results
Bonus SEO Tip: Upload your video testimonials to YouTube with keywords like “[Service] review in Manchester” or “Testimonial for [Company Name]” to increase your organic reach.
6. You Get Multi-Purpose Content from a Single Shoot
One testimonial shoot = multiple assets:
- Website homepage hero section
- Dedicated testimonials page
- Social media clips and Reels
- Email marketing
- Ads with proof points
- Internal sales tools
This isn’t just good marketing – this is smart content strategy.
7. They Strengthen Client Relationships, Too
Filming a testimonial gives your client the chance to shine. It shows you value their experience, and it promotes their brand as well as yours. It often leads to repeat business, referrals, or both.
Case Study: Summize + Ionity
Take Summize, for example – a legal tech firm in Manchester. They brought in their client, Ionity, for a testimonial video production shoot during a UK conference. The result?
✔ A professional, authentic testimonial
✔ High engagement on social media
✔ A stronger working relationship with the client
Read the full case study on our Testimonial Video Production Manchester page.
Final Word: Are You Still Relying on Text Alone?
In 2025, trust is visual.
If you’re serious about helping potential clients choose you, don’t just tell them – show them.
Book Your Testimonial Video in Manchester Today
We help businesses across Manchester and the North West film professional, authentic, and effective testimonial videos that build trust and drive conversions.