Call it social proof, crowd psychology, mob mentality or all three: When we see other people using a product, we’re more likely to see ourselves using that product, too.

The video customer testimonial taps into that desire in a powerful way, research shows. Successful video marketers rate video testimonials as their most effective content form, according to a report from Vidyard and Ascend2.

In fact, customer testimonials are twice as effective case studies, the study found. When customers tell their own stories instead of the brand tooting its own horn, it makes a difference.

Why Video Testimonials Are Powerful

By combining a highly-effective content form (video) with a highly-effective content type (the testimonial), video marketing content packs a one-two punch—delivering the content consumers want to see in the format with which they increasingly want to engage.

Testimonials also bring the social proof consumers are itching for before they purchase a product. Thanks to the power of the Internet and mobile devices, consumers can access a wealth of information before they set foot in a store or engage with a business. Consumers want reassurance that they’re getting a good deal, that the product they purchase will exactly meet their needs, and that a company’s claims match up with what the product actually offers. This is one of the reasons why consumer reviews are so powerful and rank even more important than reviews from friends or family. When consumers see other people buying the same product, they get the social proof they need.

Psychology experiments bear this idea out. A simple experiment from the 1960s still resonates today. The larger the crowd on a sidewalk staring up at a building, the more likely bystanders are to join and look as well.

People also naturally and unconsciously gravitate toward people, places, and things that resemble themselves—an idea called implicit egotism. Research suggests that people are attracted to mates with names similar to their own. Implicit egotism can even affect other life decisions, like where people chose to live or what profession they follow. Crazy enough, it’s more likely for a Louis to live in St. Louis, and a Dennis or Denise to become a dentist.

The implicit egotism concept has implications for video marketing, too. Testimonials that show people similar to the target audience, expressing needs and desires similar to that audience, can tap into consumers’ desire to gravitate toward people like themselves. When the testimonial offers relevant information to boot, it can nudge consumers to purchase.

Creating Effective Customer Testimonials

Not all testimonials, however, are created equal. The most effective testimonials are specific—they describe a specific consumer and address the specific problem a product solves. All-in-one approaches, in which the consumer details the many ways a product solves many problems, can bombard the viewer with too much information.

Testimonials that offer a global review of the company also lose relevance. Consumers don’t want—nor will they believe—testimonials that seem overly enthusiastic about how great a company or product is. Tailored, narrower testimonials provide more relevant, digestible, and believable information.

Capturing candid, yet articulate, testimonials from real consumers can be tricky. Consumers have a keen radar for brand fakery, and brands that cross that line risk alienating their target audience.

Chevrolet’s recent video marketing spots feature real people in focus-group like settings, but the overly gushing, enthusiastic consumers and elaborate set-ups tend to feel staged.

On the other hand, Visit Seattle’s take on the testimonial feels more authentic. “Seattle First Takes” offers real, first-time visitors describing Seattle moments. While the video marketing spots are highly polished, the content in each video is personal and unique, like a one visitor describing the sand between her toes at a bonfire on the beach.

By focusing on authentic testimonials that address a specific topic or need, brands can avoid some of the pitfalls of too try-hard content and reap the benefits of this powerful video marketing tool.

Want to find the perfect influencer for your video content strategy? Check out this article.