Author, Steve Davies|LocalBizNet.com
If you've spent any time reading marketing advice over the last few years, you've probably noticed one recommendation that comes up again and again: "Get more video testimonials."
There's certainly nothing wrong with that advice. In fact, a well-done customer testimonial can be one of the most persuasive marketing tools a business has.
But here's the part that often gets left out.
Video testimonials are not a replacement for written reviews, and written reviews aren't becoming obsolete because video is more popular. The two serve completely different purposes, and understanding those differences can help you build a much stronger online reputation.
If you've been following my articles, you already know I believe the best marketing strategies aren't built around chasing the latest trend. They're built around understanding what actually influences customer decisions. That's exactly how I look at reviews and testimonials. One helps customers find your business. The other helps convince them to choose it.
The businesses seeing the best results today aren't choosing between the two. They're using both strategically.
The Honest Comparison
When someone searches Google for a local business, they're usually trying to answer a simple question: "Can I trust this company?"
Written reviews answer that question almost immediately. Prospective customers can quickly scroll through dozens—or even hundreds—of reviews, look for recurring themes, search for specific keywords, and see how recently customers have shared their experiences. Google also pays attention to those reviews, making them one of the most valuable signals for local search visibility.
That's one of the biggest advantages written reviews have over video. They don't just influence people—they also help search engines understand that your business is active, reputable, and consistently serving customers.
They're also much easier to collect. Most happy customers don't mind spending a minute typing a few sentences about their experience. Asking someone to appear on camera is a much bigger request, even if they absolutely loved working with you.
Video testimonials, on the other hand, create something written words rarely can—an emotional connection.
When a potential customer sees someone speaking naturally about their experience, they hear the excitement in their voice, notice the confidence in their expressions, and often identify with their story. That emotional connection builds trust in ways text simply can't duplicate.
Neither format is better than the other.
Written reviews build credibility through quantity and consistency.
Video testimonials build confidence through authenticity and emotion.
Together, they create a reputation strategy that's far more powerful than either could achieve alone.
When Video Testimonials Are Worth the Effort
Producing testimonial videos takes more planning than requesting a Google review. You have to schedule the customer, record the interview, edit the footage, and decide where it's going to be used. Because of that investment, video makes the most sense when every new customer represents significant value.
Businesses selling higher-priced products or services often see the greatest return.
Think about medical practices, attorneys, financial advisors, remodeling companies, consultants, home builders, or businesses offering specialized professional services. Customers considering these services aren't making impulse purchases. They're investing substantial amounts of money, and they're looking for reassurance before making a decision.
That's where video shines.
Watching another customer describe their experience can eliminate doubts that even the best written review may not fully address. A genuine success story allows prospects to imagine achieving similar results themselves.
Businesses that produce dramatic before-and-after transformations also benefit tremendously from video. Whether it's a kitchen renovation, weight loss program, cosmetic procedure, landscaping project, or complete home makeover, customers naturally enjoy seeing the journey as much as the final outcome.
On the other hand, not every business needs a library full of testimonial videos.
Restaurants, coffee shops, retail stores, auto repair shops, and many everyday service businesses often receive a better return by consistently collecting written Google reviews. Their customers typically make faster buying decisions, and seeing hundreds of recent positive reviews usually carries more weight than watching several testimonial videos.
The goal isn't to produce more video.
The goal is to invest your time where it creates the greatest impact.
How to Ethically Capture Video Testimonials
Authenticity is what gives testimonial videos their value, which is why it's important to let customers tell their stories in their own words.
Before recording anything, explain how the video may be used and obtain the customer's permission. They should understand whether the video will appear on your website, social media channels, advertising campaigns, or other marketing materials. Getting written consent protects everyone involved and demonstrates respect for your customer's privacy.
Once the camera starts rolling, resist the temptation to script the conversation.
Instead of telling customers what to say, ask simple open-ended questions like, "What made you choose our company?" or "What was your experience like?" Let them answer naturally. Small pauses, laughter, and even the occasional stumble often make the testimonial feel more genuine because viewers recognize they're hearing an authentic story instead of a rehearsed commercial.
The same ethical standards that apply to written reviews also apply to video testimonials. Avoid offering incentives in exchange for positive feedback, and if there's ever a material relationship between your business and the customer, be transparent about it.
Most importantly, respect your customer's wishes. If they later decide they no longer want their testimonial used, honor that request. Building trust with your customers is always more valuable than keeping a single marketing video online.
Production Basics
One misconception I hear all the time is that businesses need expensive cameras and professional production crews to create effective testimonial videos.
In reality, that's rarely the case.
Today's smartphones produce outstanding video quality, and for most local businesses, they're more than capable of recording professional-looking testimonials. If I were recommending one piece of equipment to purchase, it wouldn't be a camera—it would be a quality wireless lapel microphone.
People will forgive slightly imperfect video.
They won't forgive poor audio.
Recording in a quiet room with plenty of natural light often produces better results than elaborate studio setups. Position your customer so the light falls on their face instead of behind them, frame the shot from about the chest up, and let the conversation unfold naturally.
Keep the finished video relatively short. Around one minute is usually enough time for customers to explain what problem they faced, why they chose your business, and how the experience exceeded their expectations.
Remember, you're not producing a television commercial.
You're capturing a genuine conversation.
Where to Use Each Format
One of the biggest mistakes businesses make is treating every marketing asset the same way.
Written reviews and video testimonials each perform best at different stages of the customer's journey.
Written reviews are often the first impression someone has of your business. They appear directly in your Google Business Profile, influence local search rankings, and provide social proof while customers are still deciding which companies deserve further consideration.
Video testimonials usually come into play later.
Once someone has visited your website or is seriously considering your services, a customer testimonial can provide the reassurance they need to move forward. That's why testimonial videos work exceptionally well on service pages, landing pages, proposal presentations, follow-up emails, and advertising campaigns on platforms like Facebook, Instagram, and YouTube.
Instead of trying to place video everywhere, focus on using it where trust matters most.
That's where it delivers the greatest return.
The Hybrid Approach
If someone hired me to build a reputation strategy today, I wouldn't tell them to choose between written reviews and video testimonials.
I'd recommend both.
The first priority would be creating a consistent system for requesting Google reviews from every satisfied customer. Those reviews become the long-term foundation of your online reputation, improving your visibility in local search while continuously building credibility with prospective customers.
Then, several times throughout the year, I'd identify a few enthusiastic customers who are comfortable sharing their experiences on camera. There's no need to record dozens of videos.
Five to ten outstanding testimonials can be reused across your website, social media, presentations, advertising campaigns, and email marketing for years.
Meanwhile, your written reviews continue growing month after month, strengthening your online presence with every satisfied customer.
That's a strategy that's both practical and sustainable.
What to Avoid
I've seen businesses make a few common mistakes that reduce the effectiveness of otherwise great testimonial campaigns.
The first is scripting customers so heavily that the final video sounds like an advertisement instead of a conversation. People can usually recognize that immediately.
Another mistake is spending thousands of dollars producing highly polished videos that actually feel less believable than a simple smartphone recording. Authenticity almost always outperforms perfection.
Businesses should also refresh older testimonials from time to time. A fantastic customer story loses some of its impact if viewers notice it was recorded several years ago.
Finally, don't become so focused on collecting video testimonials that you stop asking customers for written Google reviews. Those reviews remain one of the strongest assets your business can build, and they're still the foundation of an effective online reputation.
Build the Right Reputation Mix for Your Business
At the end of the day, this isn't really a debate about video versus written reviews.
It's about understanding how customers make decisions.
Written reviews help people discover your business, improve your visibility in local search, and establish long-term credibility. Video testimonials help people feel confident enough to take the next step by putting real faces and genuine stories behind your company.
When they're used together, they create one of the most effective reputation-building strategies available to any local business.
If you're wondering which approach makes the most sense for your business, or you'd like help creating a system that consistently generates more reviews while showcasing your happiest customers, LocalBizNet can help.
The right strategy isn't about choosing one over the other.
It's about using each where it delivers the greatest impact—and building a reputation that keeps working for your business long after the sale is made.
Let's Talk About Your Business
Every business has a different story, a different customer base, and different marketing challenges. That's why I don't believe in cookie-cutter solutions or one-size-fits-all marketing plans.
If you're wondering whether you should focus on getting more Google reviews, start collecting video testimonials, improve your Google Business Profile, or simply want an honest opinion about what's working—and what isn't—I'd be happy to help.
I'd like to offer you a complimentary one-hour marketing consultation, a service I normally provide for $199. During our conversation, we'll take a close look at your online presence, discuss your goals, identify opportunities to strengthen your reputation, and talk about practical strategies you can begin using right away to attract more customers.
Whether you decide to work with LocalBizNet afterward is entirely up to you. My goal is to give you honest advice, answer your questions, and point you in the right direction—even if that means recommending solutions you can implement yourself.
If that sounds helpful, I'd love the opportunity to talk with you.
Schedule your complimentary one-hour consultation today, and let's explore how your online reputation can become one of your business's greatest competitive advantages.