More people in the USA and around the world are watching video testimonials and other video content than ever before, and brands are responding accordingly. Testimonials now play an important role in telling customers’ stories, and a growing number of brands are including them in their marketing strategies.
But impactful video testimonials aren’t created in a vacuum. Getting them right requires insight, knowledge, skill, and a winning formula. It’s not surprising that marketing leaders in the US study examples of testimonial videos carefully to find out what works for other brands.
To find out what 11,278,473 marketing leaders in America’s opinions were about learning from examples of video testimonials, we utilized AI-driven audience profiling to synthesize insights from online discussions for a full year, ending September 8, 2025, to a high statistical confidence level. The results show what they pay attention to, what they hope to improve in their own campaigns, and what their motivations, inspirations, and challenges are.
Index
- 25% of US marketing leaders study video testimonial examples to gather inspiration for new ideas
- 32% of marketing leaders remain neutral about improving audience engagement in video testimonial campaigns
- 68% of marketing leaders say customer authenticity is an important aspect of video testimonials they analyze most closely
- 22% of marketing leaders want their audience to feel inspired to act after watching their video testimonials
- 48% of marketing leaders are neutral about hoping to overcome the challenge of low engagement with their video testimonials
- 77% of marketing leaders say narrative storytelling is the most insightful video testimonial style
- Success evidence has a strong influence on 25% of marketing leaders’ approach to video testimonials
- 39% of marketing leaders compare video testimonials by creativity
- 23% of marketing leaders say getting clear results in video testimonials inspires them
- 73% of marketing leaders are interested in video testimonial best practice editing techniques and approaches
- 48% of marketing leaders have neutral feelings about replicating unique storytelling in video testimonials
- 30% of marketing leaders have mixed preferences about studying full campaign examples
- 32% of US marketing leaders work in the technology industry
- 52% of marketing leaders say building trust strategies is an important motivation for researching video testimonial examples
- 36% of marketing leaders feel neutral about B2B customer stories being the most valuable video testimonial example
- 15% of marketing leaders are highly positive that they’re located in Chicago
- Key Takeaways
- Methodology
What Do You Want To Gain Most From Studying Examples Of Video Testimonials?
25% of US marketing leaders study video testimonial examples to gather inspiration for new ideas
Reasons for studying examples of video testimonials vary:
Marketing leaders in the US hope for different things when studying examples of video testimonials. 25% say they’re curious about gaining new ideas for their campaigns, while 5% say they’re inspired by new ideas from testimonial examples. 4% say they’re skeptical about getting new ideas from example videos.
Similarly, 26% of our audience say they’re curious about the creative inspiration they might get by studying video testimonial examples, while 3% take this further, saying they find the creativity they see in examples inspiring. Another 3% say they’re skeptical about gaining creative inspiration by studying example videos.
15% are curious about gaining benchmarking insights by studying examples of testimonial videos, although 2% say they find this aspect inspirational. 14% say they hope to gain inspirational storytelling methods, and 3% say they study testimonial video examples in the hope of being inspired by proven strategies.
Regardless of our audience’s specific reasons or hopes, their study of video testimonial examples is a form of competitive analysis. Analyzing competitors helps brands set themselves apart from the crowd.
This reveals that marketing leaders seeking to learn from examples of video testimonials are aware of the shortcomings in their own videos and want to discover what works for their competitors.
What Do You Hope To Improve In Your Own Video Testimonial Campaigns?
32% of marketing leaders remain neutral about improving audience engagement in video testimonial campaigns
Neutrality about where improvements are needed is felt across the board:
Even though marketing leaders looking to learn from examples of video testimonials recognize various aspects of campaigns and what they hope to improve in their own, their feelings about this are neutral.
32% of our audience mentions improving audience engagement in their campaigns. This is something many brands in the USA struggle with, according to the 2025 Consumer Products Engagement report from SAP Emarsys and Deloitte. Only 19% of companies excel in terms of engagement, with the rest falling far behind. Clearly, our audience is aware of low engagement rates but isn’t sure if insights gained from example videos will help improve them.
26% of marketing leaders have neutral feelings about improving sales enablement, while 25% feel the same way about enhancing brand perception.
Our audience mentions other potential areas of improvement, namely content variety (13%) and conversion rates (5%), highlighting the fact that while there are different approaches to video testimonials, some work better than others, but all come with pain points.
What Aspect Of Video Testimonials Do You Analyze Most Closely?
68% of marketing leaders say customer authenticity is an important aspect of video testimonials they analyze most closely
Analysis of video testimonials is not one-size-fits-all:
The majority of marketing leaders looking to learn from video testimonials (68%) say customer authenticity is the most important aspect of examples they analyze closely. However, 14% who mention this say they have other priorities.
This isn’t a surprising result, given the number of brands aware of the importance of featuring authentic customer voices. McKinsey’s State of the Consumer 2025 report indicates 50% of Americans are most influenced by friends and family when looking for product or brand recommendations, followed by 22% who are influenced by online reviews, blogs, or websites.
5% of marketing leaders say brand integration is the most important aspect of their analysis of video testimonial examples, while 2% who mention this say they have other priorities. Other important aspects mentioned include message clarity (6%), emotional appeal (4%), and storytelling flow (1%). Again, this shows that marketing leaders aren’t fully confident in their campaigns and are looking for ways to improve them.
What Outcome Do You Want Your Audience To Feel After Watching Your Video Testimonials?
22% of marketing leaders want their audience to feel inspired to act after watching their video testimonials
Desired outcomes for video testimonial campaigns differ:
Marketing leaders have different hopes when it comes to how video testimonials make their audience feel. Almost equal numbers of them want their audience to feel inspired to act (22%, with 2% expressing neutral feelings about this), curious to explore their brand or product (20%, with 3% saying they’re neutral about this), or reassured they’re making the right choice (23%). Our audience also says they want their audience to feel greater trust in their brand (16%) or excited about engaging with their brand (14%).
While the majority focuses on inspiring their audience to act, the minority either wants to build trust or reassure consumers. The McKinsey report mentioned above reveals that only 9% trust mail or newspapers, 8% trust traditional media, and 3% trust experts, celebrities, or influencers. It’s obvious that marketing leaders are aware of brand apathy and a general lack of trust in traditional media and advertising among consumers.
What Challenges Are You Hoping To Overcome With Video Testimonials?
48% of marketing leaders are neutral about hoping to overcome the challenge of low engagement with their video testimonials
Most video testimonial challenges are met with neutrality:
US marketing leaders are faced with various challenges, which they hope to overcome with video testimonials. However, our audience doesn’t have strong feelings regarding the challenges they mentioned.
48% say they feel neutral about overcoming low engagement, while 28% feel this way about a lack of authenticity in their campaigns. 22% are neutral about moving beyond limited content ideas, and 2% say they feel neutral about overcoming budget concerns. 1% say they do not have strong feelings about overcoming weak differentiation. This suggests they are uncertain whether they will be able to overcome these obstacles.
We mentioned above how most brands struggle with engagement and how authentic voices are the most trusted sources for brand or product recommendations. With regard to limited content ideas, it’s worth noting that 54% of content marketers use AI to generate ideas, which may imply AI’s suggestions are either limited or don’t work as hoped.
What Style Of Video Testimonial Is Most Insightful For You?
77% of marketing leaders say narrative storytelling is the most insightful video testimonial style
Sentiments about which style of video testimonial is most insightful are largely the same:
The video testimonial examples our audience studies include a range of different styles, but one dominates. For 77%, narrative storytelling is the most insightful style of video testimonial, although 7% say they don’t feel the same way about this style. One study found that video narrative advertising is more cost-effective and creative than traditional advertising. Additionally, constant exposure to video storytelling leads to narrative transportation, which is more successful at influencing consumers.
10% of marketing leaders looking to learn from examples of video testimonials say case study-focused videos are most insightful, while 3% say the same about interview-based videos. However, another 3% say they don’t think interview-based videos are insightful. Only 1% say highlight reel videos are insightful. Based on these statistics, marketing leaders are well aware of the power of narrative storytelling and want to use it in their own campaigns.
What Influences Your Decision To Adopt A Similar Approach To Video Testimonials?
Success evidence has a strong influence on 25% of marketing leaders’ approach to video testimonials
Various influences play a role in adopting a similar approach to video testimonials:
The marketing leaders who adopt a similar approach to the video testimonial examples they study do so for different reasons. More than half of our audience mentions success evidence, saying this is either a strong (25%) or moderate (43%), while 3% say it has no influence.
The need for evidence of success is understandable, considering every business wants to see a healthy return on investment (ROI). Whether you consider views, view rate, average watch time, conversion, or other metrics, the success of video testimonial campaigns is measurable. According to Hubspot’s State of Marketing 2025 report, 21% of marketers say short-form video offers the highest ROI.
18% say audience fit has a strong influence on their decision, although this is only a moderate influence for 3%. Among those who mention market trends, 3% say this is a strong influence, while another 3% describe the influence as moderate.
The influence of brand alignment on US marketers’ decisions is either strong (1%) or moderate (2%). We found similar views regarding peer influence, with this being either strong (1%) or moderate (2%). While our audience evidently appreciates factors such as audience fit and market trends, decisions are based largely on the proven success of specific approaches to video testimonials.
How Do You Compare One Video Testimonial To Another?
39% of marketing leaders compare video testimonials by creativity
There are specific trends in comparing video testimonials:
It’s only natural that marketing leaders in the US compare different video testimonial examples when analyzing competitors or looking for inspiration. However, the ways they do this differ from leader to leader. Our audience’s online discussions reveal that 39% base their comparisons on the creativity shown in videos, although, for 18% who mentioned this, other factors also come into play.
26% say they consider industry relevance when comparing videos, with 5% saying they consider other factors in addition to this. 8% say their testimonial video comparisons are based on customer profiles, while 5% say they compare videos based on visual impact.
As mentioned, HubSpot’s report found short-form video offers the highest ROI. Next in line are images, interviews, blog posts, and live streaming videos. Given the preference for short-form videos and narrative storytelling, it’s not surprising that so much attention is given to creativity. The more creative a video is, the more likely it is to establish a connection with viewers, who in turn are more likely to stay engaged.
This is supported by research from GWI, which found that platforms originally intended for short-form video content, such as TikTok and Instagram Reels, have expanded their maximum length time, and that, while short-form content is still preferred, consumers appreciate creative, engaging video content, no matter how long it is.
What Inspires You Most When Watching Examples Of Video Testimonials?
23% of marketing leaders say getting clear results in video testimonials inspires them
Results matter most for video testimonial inspiration:
Marketing leaders looking to learn from examples of video testimonials are inspired by different things when watching examples of video testimonials. Of all aspects, authentic voices receive the most mentions, with our audience saying these are inspiring (15%), uninspiring (7%), or having neutral feelings about them (10%). However, the largest number (23%) say clear results are inspiring, although some disagree, with 7% saying these are uninspiring and 1% remaining neutral on the subject.
17% find customer passion in testimonial videos inspiring, while 1% have neutral feelings about this aspect. Although 13% say a relatable story in videos is inspiring, 1% say this is uninspiring, and 2% don’t have strong feelings either way. Only 2% say they’re inspired by memorable visuals.
These insights are more or less in keeping with those of a HubSpot survey, which found 38% of consumers think relatable content is more memorable, while 63% prefer relatable, authentic videos to those with high production value. Again, this reinforces that our audience is aware of the importance of authenticity and relatable content in video testimonials and is willing to leverage it to boost audience engagement and conversions.
What Best Practice Of Video Testimonials Are You Most Interested In?
73% of marketing leaders are interested in video testimonial best practice editing techniques and approaches
Interest in one video testimonial best practice stands out:
Marketing leaders in the US are interested in various video testimonial best practices, with the vast majority (73%) expressing an interest in different approaches to editing techniques 13% say they’re interested in best practice techniques around video delivery formats, while 8% are interested in analytics best practices regarding performance tracking. Other best practices our audience is interested in include story structure (3%) and visual style (3%).
Most of these interests tie in with a HubSpot survey’s findings around the biggest challenges facing video marketers. 28% say their biggest challenge is difficulty with the video creation process, including producing, filming, and editing, while another 28% say difficulty with distributing or promoting video content. 19% say their biggest challenge is a lack of performance metrics.
These statistics align with our audience, indicating that they face similar challenges, with the hope of overcoming them by implementing best practices.
Which Element Do You Consider The Hardest To Replicate In Video Testimonials?
48% of marketing leaders have neutral feelings about replicating unique storytelling in video testimonials
Replication isn’t always easy in video testimonials:
When marketing leaders find powerful examples of video testimonials, they try to replicate various elements in their own videos with varying degrees of success. While the majority of our audience speaks about unique storytelling, only 33% say this is hard to replicate. 48% have neutral feelings about the difficulty of replicating this in testimonial videos.
3% say they struggle replicating consistent branding, although 10% had no strong feelings about this. For 2%, the big challenge is replicating content that creates an emotional connection with audiences.
However, another 2% say they find this easy to replicate. Another 2% say they have neutral feelings about the challenge of replicating natural delivery in their video testimonials.
Regardless of how our audience feels about replicating it, the emphasis on unique storytelling is in keeping with a recent study. The study found that storytelling influences customer loyalty by stimulating emotional responses, encourages brand trust with authentic narratives, and encourages engagement through culturally relevant content, which makes brands more relatable. This suggests marketing leaders aren’t deterred by the challenge of replicating this aspect of video testimonials.
What Format of Video Testimonial Examples Do You Prefer To Study?
30% of marketing leaders have mixed preferences about studying full campaign examples
US marketing leaders have different preferences regarding the video testimonial formats they prefer studying:
Speaking about their study of full video testimonial campaign examples, 30% of marketing leaders say they have mixed preferences about long content in full campaign examples, while 6% avoid it. Similarly, 27% have mixed preferences about long-form case studies, while another 7% avoid them.
24% expressed a definite preference for short clips. Regarding mixed highlight reels, 2% say they have mixed preferences, while another 2% say they avoid long content when studying highlight reels. An additional 2% have mixed preferences about studying step-by-step breakdowns.
Our audience’s preference for short-form video testimonials and their active avoidance of long-form content isn’t based on personal preferences or whims. A 2024 study reveals that short-form content has a distinct advantage over long-form.
This is especially noticeable when it comes to reach and viewer engagement, despite short-form videos having a disadvantage in terms of perceived trust and product relevance. Where short-form videos excel is in their relatability, humor, personal touches, and audience-friendly content. Clearly, US marketing leaders know what their audiences want and are determined to deliver it.
What Industry Are You In?
32% of US marketing leaders work in the technology industry
Our audience represents diverse industries in the US:
With 32% of our audience in the technology industry, this sector has the greatest representation. Next were healthcare (31%) and manufacturing (27%). Those with the least representation include retail (6%) and finance (4%).
This somewhat aligns with a Morder Intelligence report, which found that healthcare’s video spending reached $19.66 billion, while consumer-packaged-goods advertisers earmarked $14.3 billion for video in 2025. Retail and e-commerce brands, though smaller in our sample, are rapidly growing, accounting for 20% of market share and expanding at a 13% CAGR through 2030.
What Motivates You To Research Video Testimonial Examples?
52% of marketing leaders say building trust strategies is an important motivation for researching video testimonial examples
Motivations for studying examples of video testimonials are divided:
Finding effective trust-building strategies is an important motivating factor in 52% of our audience’s study of video testimonial examples. This is in keeping with the findings of the reports and studies we mentioned above, especially in terms of who consumers trust for recommendations and the impact of short-form video. However, 2% of our audience say trust-building strategies aren’t an important motivation.
24% of marketing leaders looking to learn from examples of video testimonials say they’re highly motivated to study video examples by the need to stay relevant. For others, improving their campaigns is either highly motivating (18%) or an important motivation (1%). 3% say they’re highly motivated to study video testimonials because they want to learn from their peers. This implies marketing leaders in the US are aware of their campaigns’ shortcomings and are looking for ways to improve them.
Which Type Of Video Testimonial Example Is Most Valuable For You?
36% of marketing leaders feel neutral about B2B customer stories being the most valuable video testimonial example
There are no strong opinions about which type of video testimonial yields the most value:
Although our audience of marketing leaders looking to learn from examples of video testimonials mentions different types of video testimonial examples, they remain neutral about which are most, least, or potentially valuable. The examples they refer to include B2B customer stories (36%), enterprise case studies (28%), B2C customer stories (20%), small business journeys (11%), and startup success stories (5%).
That B2B customer stories top the list of valuable examples may seem strange at first, but a Content Marketing Institute report reveals B2B video content is making big waves. 87% of B2B marketers say content marketing helped create brand awareness in the last year. 76% say they use video for this, with 58% describing this as the most effective content type.
Which City Are You Located In?
15% of marketing leaders are highly positive that they’re located in Chicago
Marketing leaders are dispersed across major cities in the US:
Our audience is spread across several major US cities, with 15% highly positive they’re based in Chicago. However, 12% are highly negative that they’re based in this city, while 1% may be located there. The concentration of marketing leaders in the Windy City isn’t surprising, considering it’s the industrial heartland of the US. In addition to a massive manufacturing industry, the city is home to bustling finance and fintech, food innovation and manufacturing, and transportation and logistics industries, as well as a tech industry that grew by 18% over the past decade and employs more than 106,000 people.
8% are highly positive that they’re located in New York, while 10% are moderately positive and 9% are moderately negative that they’re in the Big Apple. 6% say they’re highly negative that they’re located in Houston, compared with others who say they’re moderately negative (11%), moderately positive (2%), or highly positive (1%) that they’re located in this city.
4% say they’re highly negative they’re located in Los Angeles, compared with 4% who are moderately negative, 1% who are neutral, and 9% who are highly positive they’re located in LA. 6% are moderately negative that they’re located in Phoenix, while others are moderately (1%) or highly (1%) positive that they’re located in this city. Overall, this dispersal reflects the regional strengths of key industries and the diverse hubs where talent is concentrated.
Key Takeaways
Our findings reveal few surprises about US marketing leaders’ approaches to video testimonial examples. Instead, they confirm a few facts we’ve known all along. While impactful, creative short-form video content is effective, creating it presents several challenges. Whether marketing leaders want to create video testimonials for b2c or b2b purposes, the key ingredients are the same, namely authenticity, storytelling, and creativity. Get this right, and you’ll grab attention, increase engagement, build trust, and make converts.
Methodology
Sourced using Artios from an independent sample of 11,278,473 United States Marketing leaders looking to learn from examples of video testimonials, opinions across X, Reddit, TikTok, LinkedIn, Threads, and BlueSky. Responses are collected within a 95% confidence interval and 2% margin of error. Results are derived from opinions expressed online, not actual questions answered by people in the sample.
About the representative sample:
- 50% of US marketing leaders are between the ages of 35 and 64.
- 53% identify as male and 47% as female.
- 56% earn between $120,000 and $500,000 annually.
