Every hour of every day your customers are bombarded with content. As consumers, they’re inundated with things to see, read, like, or share. Unfortunately, most of what they’re receiving likely isn’t doing much to capture and keep their attention.

The flood of content is overwhelming and it’s pushed buyers to a point where it’s difficult to focus on anything for any real amount of time, made even more challenging by the fact that the average human attention span has dropped from 12 seconds to only 8 seconds at a time–less than the attention span of a goldfish.

Given all that, how can you reasonably expect reach your customers quickly and easily enough to cut through the noise?


Building credibility and cutting through the noise with video

For many marketers, video has emerged as a preferred medium and one of the most effective ways to connect with prospective and existing customers alike. In fact, surveys suggest that video content will make up 80% of all online content within the next 2-3 years, and for good reason.

Even if they’re unaware of it, humans process images up to 60,000 times faster than they process text, creating a unique opportunity to capture your audience’s and keep them watching past the point of their normal attention span–particularly when it’s a message as compelling as a customer story.


For B2B buyers, customer stories consistently rank among the best ways to establish credibility and connect with audiences in a meaningful way to move them deeper into your sales cycle. But the way that customer evidence is presented can make a huge difference as well.

While most marketers are eager to crank out as many written customer success stories or case studies as possible to share on their websites or via email campaigns, there’s reason to believe that written stories are no longer as valuable as they once were. Some recent studies show that nearly 60% of B2B decision makers would rather watch a video about a product or service than read an article or blog and 64% are more likely to commit to buying after they’ve watched a video on the product or service.

So while it’s still important to have well-written content available to distribute over different channels, it’s clear that many prospects would prefer to watch your message over reading it. With that in mind, here are a few things tips for enhancing your customer storytelling with video:

  • Make it watchable
    Video, by its very nature, is “watchable.” But there are plenty of videos that make people want to keep scrolling because they’re boring and not informative enough to make it worth the time or effort.Customer testimonial videos deliver something your prospects want–social proof–delivered in an easily consumable, effort-free format. These videos offer the perfect opportunity to bring personality, a little flair, and real-life examples of problem solving that speak (literally) to your prospect’s needs.As an added bonus, these assets are easy to share, extending their reach and expanding their value since search engines and social platforms tend to rank video content higher than text.
  • Keep it short and simple, stupid!
    Videos that clock in at under a minute typically elicit the most engagement from viewers because it’s a low-risk, low-investment amount of time. For customer testimonial videos, however, you might consider trying to limit them to two minutes.In either case, customer testimonial videos of appropriately short length are high-reward pieces of content that help prospects understand what other people think of a product or service before they commit–so your audience may not mind the longer investment of time required.
  • Invest in quality
    As video becomes an increasingly greater portion of your content mix, it’s important to maintain high-quality production value in support of your branding efforts. This is especially true for customer testimonials because poor production value can undermine the message of quality and expertise you’re trying to convey through the video.While your competitors may be content relying on your customers to self-produce videos with poor audio and video quality on their behalf, making an investment into professional video services is a surefire way to set your content apart from the pack.Not only will the lighting, sound, and videography be higher quality (and convey your brand’s commitment to quality at the same time), but the glitz and gloss of a professionally shot video will surely be more eye-catching than a dull, dreary, and dark video shot on a mobile device. And when you only have an average of three seconds to catch and keep a prospect’s attention, you’ll want every advantage you can get.

Today’s marketers face unprecedented challenges in standing out from a crowded field to attract new customers. Combining the tried-and-true value of customer stories with attention-grabbing, high-quality videos is an efficient and cost-effective way to cut through the noise and connect with audiences in a more meaningful (and higher-converting) way.

Download The CMO’s Guide to Peer-to-Peer Selling to learn more about using customer stories to build credibility and maximize your sales efficiency.

Nichole Auston
Customer Marketing Director at RO Innovation
Nichole Auston is the Customer Marketing Director at RO Innovation. With a background in digital marketing and nearly a decade of experience managing marketing programs for a variety of SaaS companies, she’s passionate about sharing insights, best practices and stories about sales enablement and customer reference management, and the people and technology that power it.