How to Use Customer Reviews in Images and Video Ads

Neil Patel

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How to Use Customer Reviews in Image and Video Ads

Choosing the precise content material to your picture and video advertisements will be difficult.

What message will truly get customers to make the leap and purchase your product?

Regardless of how thorough your digital advertising plan is, there’s nobody easy answer for advert success that applies to each marketing campaign.

Or is there?

Instead of trying inside your group for inspiration, look to previous and present customers to enable you share the greatness of your product.

How are you able to do that? By harnessing the facility of evaluations your happy prospects have already given. 93 p.c of customers learn on-line evaluations earlier than they make a buying choice. If you may incorporate genuine, constructive evaluations into your advertisements, you may set your self aside out of your competitors and present your viewers your value.

In this weblog put up, we’ll break down six methods for efficiently utilizing buyer evaluations to craft efficient video and visible advertisements.

Why Should You Use Customer Reviews in Your Advertising Images and Videos

When a possible buyer hears about your small business or product, they’re going to go straight to the web to discover out extra about it.

They’re not simply searching for slick visuals: They’re searching for evaluations from different customers.

Also, 85 p.c of customers belief on-line evaluations from strangers greater than these from their associates and household.

When buyer evaluations are used in promoting materials, you eradicate the center step of customers combing the web for data.

Instead, you construct rapid client belief with these user-generated descriptors of your service or product.

How to Use Customer Reviews in Your Advertising Images and Videos

There are numerous methods to incorporate buyer evaluations into your advertising technique. Below, we break down six methods to let buyer evaluations do your advertising for you.

  1. Pick an Ad Theme and Find Customer Reviews on That Theme

    Ads will be highly effective and evoke complicated feelings.

    As you craft your testimonial marketing campaign, determine which emotion you need your advert to embody. These embody:

    Coca-Cola, for instance, routinely adheres to the theme of associates and household. Invariably, if you see a Coke advert, you see this theme manifested both by way of imagery of copy.

    Think concerning the values related along with your model and your mission.
    Dedicated to innovation? Select that theme and then supply your current quotes that spotlight your cutting-edge instruments.

    Regardless of which advert theme you select, by pairing a sentiment with corresponding copy, you’ll inevitably craft an arresting, highly effective testimonial that can make your product stand out to potential customers.
    customer reviews - coke ad

  2. Pick a Great Customer Review and Create an Image or Video Around the Review

    While nice evaluations are value their weight in gold, not displaying these testimonials correctly could make them primarily worthless.

    To make sure that your evaluations get the eye they deserve, construct a picture (or a video if that’s extra your model’s pace) that’s eye-catching and partaking.

    Easier mentioned than executed?

    Below we included 5 must-know design suggestions.

    Organize your testimonial by maintaining person expertise (UX) on the forefront of your design. This contains strategic use of white house and placement of textual content and visible content material. This will permit you to create an organized, consumable picture that’s straightforward to deduce which means from.

    Unique Visuals
    The web is flooded with so-so high quality, cookie-cutter photographs. To make your buyer evaluate stand out, incorporate brand-appropriate photographs and colours, breaking apart the monotony of visuals.

    Color can be utilized to cease a viewer in their tracks and evoke emotion. As you craft your testimonial photographs, determine what message the colours in your graphic ought to be sending.

    Outside of the general look of your testimonial graphic or video, typography can play a large function in emphasizing a very powerful components of your prospects’ quotes. Consider bolding and vibrant colours to spotlight ache factors so the viewer instantly is aware of this quote is related to them.

    While you need your testimonial to stand out, you don’t need visuals to overshadow the message. When it comes to designing these photographs, adhere to the three Cs of Google Marketing: clear, concise, and compelling.

  3. Pick a Customer Review and Use It to Amplify Your Social Shares

    An undecided shopper can morph right into a devoted purchaser by partaking with different members of your viewers.

    In reality, one out of each 4 people observe manufacturers whose merchandise they’re in on social media. By monitoring your social channels and responses from prospects, these buyers could make a extra knowledgeable choice concerning the power and utility of your product.

    To showcase your buyer’s suggestions, use consumer testimonials and evaluations in your social technique to additional spotlight simply how great your product is.

    When you share buyer suggestions on social media, you increase model credibility, improve engagement, and ideally, develop your backside line.

    Want some inspiration for getting evaluations onto your social channels?

    Check out this testimonial from a Maybelline person:

    customer review - instagram ad
    By sharing the tweet, the make-up firm underlines the efficacy of its product and fosters belief and neighborhood as nicely.

  4. Pick a Customer Review and Use It in Your Search Strategy

    Search engines aren’t solely in how nicely you optimize your itemizing; they’re additionally a supply of fixed monitoring, which incorporates what customers are saying about your model or your product.

    By utilizing evaluations in your Google and Microsoft listings, you may prominently show how customers really feel about your providing. What’s extra, amassing new content material commonly can earn you featured snippets and Google Seller Ratings, boosting your general search visibility.

    Check out this advert from Lego for The Simpsons™ House:

    lego uses extensions to include customer reviews in google listing

    The stars, score, and variety of evaluations alert viewers that the product is well-liked amongst consumers and {that a} vital variety of folks have bought it. These extensions on a traditional search engine itemizing assist foster belief earlier than potential customers go to your web site.

  5. Pick a Great Customer Review and Use It in Your Email Marketing Strategy

    Regardless of what your electronic mail advertising technique is, it could possibly profit from together with buyer evaluations. Given the medium’s traditionally excessive return on funding (ROI), this channel is the right place to embody photographs or movies spotlighting buyer evaluations.

    When you share these testimonials in emails, you not solely construct credibility, however you’re additionally extra probably to improve your click-through price (CTR).

    Through utilizing customer-created narratives, you may each share experiences of your client base, whereas concurrently demonstrating what readers can anticipate once they change into prospects.

    Check out this instance from pure skincare firm Naturopathica:

    natural skincare company customer reviews
    While this content material isn’t constructed into their electronic mail template, sharing a visible that features evaluations and prospects’ first names and final initials humanizes the evaluate, making it extra plausible and relatable.

    Here, the quotes chosen by the corporate converse to a ache level that’s probably shared amongst many consumers searching for facial serum: decreased high quality strains and wrinkles. By selecting quotes that deal with your product’s strengths and client ache factors, you show additional worth.

  6. Pick a Great Customer Review and Use It in Your Email Marketing Strategy

    OK, homepage was a little bit of an understatement.

    While you must unquestionably have a devoted web page of your web site for testimonials, you also needs to guarantee your strongest buyer evaluations seem on each web page of your web site.

    These don’t have to be in your face. Instead, they need to function a delicate reminder concerning the power of your product and the quantity of earnest goodwill behind it.
    Fabletics does a wonderful job putting buyer evaluations throughout its web site.

    By sharing these highly-starred evaluations together with photographs of actual customers, Fabletics resoundingly makes the purpose that their product is, nicely, fabulous.

    Regardless of which route you select to incorporate evaluations into your digital advertising technique, and all is a superb possibility, too, there are three finest practices you must adhere to when crafting your testimonial content material.

    Short and Sweet
    Avoid quoting the whole thing of a buyer evaluate. Instead, cherry-pick the perfect half and craft a related, daring headline. If you’re sharing on social, you may hyperlink to the entire evaluate in the physique of the put up.

    Give Thanks
    Want extra buyer evaluations? Of course you do, they’re invaluable advertising instruments. Encourage customers to go away future evaluations by thanking them for taking the time to share their expertise along with your group.

    Re-Tweet and Reshare
    This one applies particularly to your social media efforts, however ensure to repeatedly monitor your social platforms to see if there are any constructive feedback posted. If you discover these hidden gems, you need to ensure to share them throughout your platform.

Conclusion to Using Customer Reviews in Visual Ad Campaigns

Regardless of trade or product, try to be making the most of buyer evaluations to improve your digital advertising technique.

As extra and extra searchers look on-line to decide if a product matches their want, you’ll be doing your small business a disservice by not having an aesthetically partaking video or picture prepared to greet them.

By implementing a multichannel buyer evaluate marketing campaign, you may display to potential prospects not solely your product is liked by homeowners, however that you’ve got a real understanding of your viewers’s ache, too.

Highlighting this central ache level by way of the language and context utilized by your present prospects assures would-be prospects that you simply each perceive and remedy their wants.

While the six methods for buyer evaluations we mentioned above will permit you to start offering potential prospects with proof factors, additionally contemplate launching a wholly review-based marketing campaign. With a handful of efficient evaluations, you may craft a story that tells your whole model story, all whereas growing visibility and consciousness.

Where will you begin incorporating buyer evaluations?

Consulting with Neil Patel

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