Did you know that, by the end of 2025, the number of online video viewers had exceeded 4 billion? These striking statistics demonstrate the scale of video today. To increase customer trust and encourage conversions, businesses must therefore incorporate video into their marketing strategy. The idea is to combine written customer reviews with video reviews in order to boost sales and e-reputation. How can this be done? Here are the answers.

Video reviews: A driver of engagement

A video review is a filmed testimonial featuring a real customer describing an experience with a product or service. It differs from a written review because its video format conveys the customer’s emotions and body language more effectively.

Today, experts are unanimous on the subject: brands have every interest in prioritising video reviews in their overall strategy in order to create a direct emotional connection with their audience and ultimately grow their business. With the rise of platforms such as TikTok and Instagram Reels, vertical video has redefined how social proof works online. The figures speak for themselves: according to a 2025 Wyzowl study, 85% of consumers have been persuaded to purchase a product or service after watching a video. According to EyeView Digital in 2025, an embedded video testimonial can also increase a page’s conversion rate by up to 80%.

Why combine video reviews with text reviews?

Video reviews offer many benefits that complement traditional written reviews perfectly. First of all, they generate strong engagement. Because a video is more immersive and impactful, it captures more attention than standard text. This explains its popularity on social media.

Video reviews also appear more authentic, which strengthens customer trust. Hearing real customers share their testimonials is more credible. With the rise of generative models, overly polished and overly numerous written reviews have created a degree of mistrust among consumers. This is compounded by the proliferation of fake reviews in recent years, which has further increased doubts. A video is harder to fake and helps create a connection with the people watching it.

Filmed testimonials also play a key role in search engine optimisation. Search engines are highly receptive to video content. Having video reviews on a website can increase visibility on Google and improve organic traffic.

How can you create video reviews?

When it comes to creating video reviews, the goal is not to produce a Hollywood-style film, but to capture the honesty and spontaneity of satisfied customers.

  • Simplify the recording process for customers: Offer an intuitive interface that allows users to record their video directly from their smartphone or webcam with a single click. Avoid complicated forms: the faster the process, the higher the participation rate.
  • Guide the testimonial with targeted questions: To avoid the blank-page effect or overly vague videos, guide your customers with a short questionnaire:
    1. What problem were you hoping to solve before purchasing from us?
    2. What did you appreciate most about our product or service?
    3. Would you recommend our brand to people you know, and why?
  • Encourage participation with ethical incentives: Offer a discount code, exclusive access, or entry into a prize draw to thank customers for the time they have given. Simply make sure you reward the effort involved in recording the video, rather than the final rating, in order to preserve the integrity of your social proof.
  • Combine and display video alongside text reviews: Embed the video player directly into your written review carousels or product pages. Pairing a text transcript—or subtitles—with the video review improves the user experience and provides search engines with two positive signals for SEO.
  • Automate distribution with a dedicated solution: Using a tool such as GetReviews Agency (GRA) makes it possible to centralise review requests via SMS, QR code, or email, moderate reviews, and automatically publish them across your sales channels. This helps turn delighted customers into genuine brand ambassadors.