Why are the fastest growing brands betting more of their marketing budgets on video right now?
Want to guess?
It’s not because video looks cool. Sure, that helps. But video converts. The brands that are blowing past the competition in 2025 have learned the secret to using customer review video production throughout their marketing funnels.
Most brands get video…
Wrong.
They make video an afterthought. “We should do video?” Sure, then we’ll slap it on YouTube.
WRONG. SO WRONG.
Here are the five things you’re about to learn:
- Why video rocks at every stage of your funnel
- How customer review video production is different
- Where to place video for biggest impact
- How to decide which video production route is best for your brand
- What most brands do with video (and why you shouldn’t follow their example)
Let’s dive in.
Why Video Rocks At Every Stage of Your Funnel
Video is already huge.
91% of businesses use video as part of their marketing strategy — and that number has been at or near all-time highs for years now. Video encourages users to take action. Builds trust. Much faster than blog posts, automated emails, or banner ads.
Think about your buyers when they land on a product page. Questions raised. Competitors pulled up in tabs. What is really going to make them stay on that page and convert?
Not an essay of benefits. Not star-ratings.
Truth. A real person with a face to match it, telling your prospects why they should buy right now.
And that, is what video does for your marketing funnels. At every stage:
- Top of funnel: Pulls customers in with awareness-focused content
- Middle of funnel: Educates and answers buyer questions/scope-creep
- Bottom of funnel: Solidifies the decision to buy by alleviating THAT last doubt
They don’t call video the “motion-picture” format for nothing.
How Customer Evaluation Video Production Is Different
Here’s the cool part…
Customer review videos are the secret weapon. Social proof is great. But when a real customer tells a prospect — straight to camera — what it was really like to work with your brand, it hits different.
Customer review video production obliterates doubts.
High quality video testimonials produced well, like those at Teraleap, do more than throw a camera at a happy customer. It’s storytelling with pure authenticity at the heart of it. It’s strategic content working for you, around the clock.
Customer testimonials are powerful. 77% of viewers say watching a testimonial video influenced their buying decision. That’s close to 8 in 10 consumers who watched a real person vouch for your brand, on camera — and decided to buy what you were selling.
That’s a massive margin.
Where You Should be Placing Video for Best Results
This is where a lot of brands go wrong.
“Alright, we’ve created our awesome video content. Now what?”
Uh… they dump it all on YouTube.
That’s not strategic placement. That’s a SEO graveyard.
Want to see where video produces the best results? Banner ads aren’t going anywhere. But here’s where you should be placing customer review video production for highest ROI:
Product & Landing Pages — Adding a testimonial video to a landing page can increase conversions up to 34%. Some brands have seen this number go as high as 80% in internal tests.
Email — Your average email with a video link has a click-through rate 65% higher than emails without video.
Checkout pages — A short clip from a customer review at checkout reassures buyers last minute and reduces cart abandonment.
Post-demo sales follow ups — Sending a customer testimonial video after an in-person demo can keep sales moving by reducing buyer uncertainty.
There’s your placement strategy.
Rule-of-thumb? Don’t just produce video and call it a day. Every piece of content you produce should be deployed strategically.
But did you know…
The same exact video can work in multiple places at once? Those testimonial videos you’re producing? They don’t just live on YouTube. One video can live on a landing page, be sent via email newsletter, used in a post-demo sales follow-up, and chopped up for cute clips on social.
One video. Four places. Four opportunities to watch it convert.
That’s efficiency at its finest. Which brings me too…
How to Choose a Video Production Route That Fits Your Brand
Not all video production is created equal.
When it comes to customer testimonials, brands have three options:
- In-house video production. Low cost but requires equipment and training
- Freelance video production. Easy for one-offs but quality varies wildly
- Production company. Higher cost but scalable and professional.
Quality wins…
Remember how 77% of buyers said testimonials helped close a sale? Brands on the leading edge of video aren’t getting lucky. 83% of video marketers claim video has increased sales. Professional production allows for editing and messaging alignment videos produced in-house or by freelancers often lack.
Remember this stat?
89% of consumers say the quality of a video affects how much they trust what’s being said.
Does your brand want to seem professional or amateur?
As long as you’re producing your own video, choose wisely.
4 Things Brands Get Wrong With Video
They produce without strategy. Just ’cause you CAN make videos doesn’t mean you SHOULD. Random content does not equal random results. Know what stage of the funnel each piece of video content serves and place accordingly.
They skip customer testimonials. Selling your brand is great. But nobody likes a puff piece. Customer review videos couple education with instant credibility — and they convert better at the bottom of the funnel.
They create videos and forget about them. Prospects don’t go to YouTube and search for your brand. Once you produce video content, it needs to be plastered on your landing pages, emails, sales follow-ups. Every chance it has to help you close.
They skimp on quality. People notice. When you produce subpar videos, viewership plummets. Don’t risk your brand’s reputation because you wanted to save a few bucks on video uploads.
You don’t need to make all your video customer testimonials. But if you aren’t using video to supplement your customer’s buying decisions… you’re missing out.
Don’t forget…
Video is lucrative. 90% of marketers report positive ROI from video. There are smarter places to allocate your budget than video production. There are also dumber places.
The Bottom Line on Video & Your Marketing Funnel
Customer review video production is just one example of how powerful video content can be for your marketing funnels.
The brands coming out ahead are putting money into the right places. They’re dumping dollars into video content — because they know where and how to use it.
To sum up:
- Video at every stage of your funnel works.
- Authenticity + customer review videos = Best-converting content.
- Knowing where to place video is 50% the battle.
- Cutting quality = losing customers.
Dominate your industry by dominating your funnel. Use video.