Social proof videos are one of the most effective ways to build trust on a website.
In this video, I’m joined by Greg Merrilees from Studio 1 Design to talk about how social proof videos work, why they matter, and how they can significantly improve conversion on business websites.
This is the fourth and final video in our series on video for websites.
What is a social proof video?
A social proof video allows someone else to explain the value of your product or service for you.
Instead of telling people how good you are, you show real examples of the results you’ve achieved for others. This is far more credible and persuasive than self-promotion.
The two main types of social proof videos
Social proof videos generally fall into two categories.
Testimonial videos are short endorsements where a client speaks directly to camera about their experience. They often cover what it was like before working with you, what changed, and the outcome.
Case study videos go deeper. They walk the viewer through a specific journey, explaining the challenge, the process, and the result in more detail.
Why case study videos are so powerful
Case study videos are particularly effective for service-based businesses.
They show prospective clients exactly how you work and who you help. When someone sees a case study featuring a business similar to their own, it helps them visualise what working with you could look like.
This sense of familiarity and relevance makes people more confident in taking the next step.
Where social proof videos work best
Testimonial videos often work well across multiple pages on a website, including homepages and service pages.
Case study videos are usually most effective on dedicated case study pages. These pages allow interested prospects to explore the detail and depth of your work without distraction.
The impact on website conversion
From a web design perspective, social proof videos play a major role in conversion.
A strong case study video can be one of the most persuasive assets on a website. It reduces uncertainty, answers unspoken questions, and builds confidence at key decision points.
While case studies require more effort to produce, the return can be significant. A small number of well-chosen case studies can continue generating leads for years.
Choosing the right clients to feature
You do not need to feature every client.
Select a handful of your best projects. The ones that represent the type of work and clients you want more of. Focus your time and energy on telling those stories well.
This approach creates a clearer message and attracts better-fit enquiries.
Final thoughts on social proof video
Social proof videos are often underused, despite being one of the strongest conversion tools available.
Many businesses hesitate to put themselves or their clients on camera. But when done well, social proof video builds trust faster than almost any other form of content.
If you want help creating testimonial or case study videos that genuinely support your website and sales process, get in touch with Dream Engine.
Social Proof Videos – Frequently Asked Questions
What is a social proof video?
A social proof video is a video where a client or third party explains the value of your product or service. It builds trust by showing real experiences and outcomes rather than relying on claims made by the business itself.
What is the difference between a testimonial and a case study video?
A testimonial video is usually a short endorsement focused on the client’s experience and outcome. A case study video goes deeper, explaining the challenge, the process, and the result in more detail.
Where should social proof videos be placed on a website?
Testimonial videos often work well on homepages and service pages. Case study videos are usually most effective on dedicated case study pages where prospects can explore the detail without distraction.
Do social proof videos improve website conversion?
Yes. Social proof videos reduce uncertainty and build credibility, which makes visitors more confident in taking the next step, such as making an enquiry or requesting a quote.
How many case study videos should a business have?
Most businesses get strong results from a small number of well-chosen case studies. Start with three to five case study videos featuring your best-fit clients and the work you want more of.
How long should testimonial and case study videos be?
Testimonial videos often work best between sixty seconds and two minutes. Case study videos are usually longer, often two to five minutes, depending on complexity and how much detail is needed.
Ryan Spanger is the founder and managing director of Dream Engine, a Melbourne-based video production company established in 2002. With more than two decades of experience, Ryan has helped leading Australian businesses, government departments, and non-profits communicate their message with clarity and impact through video. He’s known for his strategic approach, reliable process, and commitment to producing videos that deliver measurable results.
