Customer review videos are a classic example of word of mouth advertising. People will often look for the advice of their family, peers, or other people who have purchased from a company before making a buying decision. In fact, a recent study showed that 72% of consumers say that reviews and testimonials make them trust a brand more.
The video format is not only engaging but it comes off looking more authentic. While an unethical advertiser could throw up a fake review and photos, video reviews that are unscripted will always be seen as more authentic. Video also elicits a stronger emotional response from viewers. Emotional triggers help consumers make faster buying decisions.
Customer review videos are perfect for retargeting ads where people have already been exposed to your brand but just need a little push to make their first or next purchase.