Are Testimonial Videos Still Effective?

In his book Ogilvy on Advertising, David Ogilvy wrote about the selling power of testimonial videos. To him, having a real person, or a convincing actor, speak persuasively about a product or service could shift brand perception and drive sales. Decades later, marketing has evolved in almost every way. Social media dominates attention, short-form video is king, and consumer trust is more fragmented than ever.

So, do testimonial videos still work? And if so, how have they changed?

The answer is yes —testimonial videos remain one of the most powerful tools in a marketer’s arsenal. But their effectiveness hinges on authenticity, context, and format. Let’s explore how this timeless tactic continues to sell in the modern age.

The Enduring Power of Social Proof

At its core, the testimonial video is built on the psychology of social proof, which suggests we humans copy the actions of those around us and conform to behaviors of others, especially when we think it is the most popular thing to do. When we hear someone —especially someone relatable— speak positively about a product or service, we’re more likely to trust and try it ourselves.

That principle still rings true today. In fact, it’s more important now than ever. A 2023 Nielsen study showed that 88% of consumers trust recommendations from people they know, and 50% trust online reviews more than brand ads. When was the last time you made an Amazon purchase without glancing at the star ratings or reading at least a couple of written reviews? Today, brands have to earn attention, and trust, by sounding less like marketers and more like real people.

This is where testimonials shine. Whether it’s a business owner explaining how a SaaS tool transformed their workflow, or a patient sharing how a clinic changed their quality of life, testimonial videos reduce skepticism and bring human emotion into the sales journey.

Above: Still frames from our testimonial video shoot with Lineberger Orthodontics.

Then vs. Now – From TV Commercials to TikTok Clips

In Ogilvy’s day, a testimonial might feature a polished actor, a scripted endorsement, and a 30-second network TV spot. The goal was to look professional and persuasive.

Today, things are different. While production quality still matters in some contexts, raw authenticity has taken the lead. Consumers are more likely to respond to a casual iPhone video of a real person explaining their experience than a glossy ad that feels too rehearsed.

Modern testimonial videos now include:

• Influencer shoutouts on Instagram or YouTube

• User-generated content (UGC) filmed by real customers

• B2B customer interviews embedded in case studies

• Quick cuts of reactions or before-and-after results on TikTok

This shift doesn’t mean quality is irrelevant, but the polished “testimonial commercial” of the past has evolved into a wide variety of formats optimized for social, web, and mobile.

What Still Works – The Building Blocks of Great Testimonials

Despite format changes, the core ingredients of effective testimonial videos haven’t changed much. The best ones share a few essential traits:

Consider these choices:

• Authenticity: Viewers can spot a fake from a mile away. Real people using their own words always resonate more than rehearsed lines.

• Specificity: Vague praise like “I love it!” doesn’t move the needle. Instead, clear outcomes—“It helped me cut costs by 30%”—build credibility.

• Relatability: The best testimonials feature people who reflect the target customer. We trust people who seem like us.

• Emotion: Great testimonials don’t just list features; they tell personal stories that spark empathy or aspiration.

For example, instead of a generic client quote, a small business owner sharing how a new platform saved their company during a crisis hits deeper—and sticks longer.

Where Testimonials Fit in the Marketing Funnel

Testimonial videos are especially powerful in the middle to bottom of the marketing funnel—where trust, validation, and reassurance matter most.

In B2C marketing, testimonials work well on:

• Product pages to increase conversion

• Social ads targeting warm audiences

• Email sequences nudging toward purchase

In B2B and service-based industries, they show up in:

• Case study videos for sales enablement

• Explainer pages for inbound leads

• LinkedIn posts or newsletters to build trust

Whether you're selling software, fitness coaching, or real estate, testimonials help reduce friction and answer the buyer’s unspoken question: “Will this really work for someone like me?”

AI, Editing Tools, and the New Age of Testimonials

Today’s marketing tools make creating testimonials easier and faster than ever. AI can assist in:

• Automatically editing long customer interviews into short clips

• Transcribing and captioning video content

• Extracting highlight quotes for social media posts

But with great power comes great responsibility. There’s a fine line between editing for clarity and manipulating for effect. Brands that lean too hard into over-polish or synthetic voices risk undermining the very authenticity that makes testimonials work.

The winning strategy? Keep the humanity intact. Let real voices and real stories do the heavy lifting.

Conclusion: Ogilvy Was Right—But the Format Has Evolved

David Ogilvy understood that people buy from people. That hasn’t changed. What has changed is how we deliver those people’s stories—shorter, more authentic, more social, and more targeted.

In an age where trust is hard-earned and attention is fleeting, testimonial videos are still a marketing staple. But only when they’re real, relevant, and relatable.

If you’re a brand, a creative agency, or a business owner, don’t overlook this classic tool. Just update it for the world we live in now.