Content is the lifeblood of inbound marketing, used to attract, convert, close, and delight customers online. We’ve all heard the expression, “content is king.” While this may generally be true, one type of content is king of a vastly bigger kingdom than others. The video; especially video testimonials.

And for very good reason:

  • Genuine and inspirational customer videos capture attention and help close sales deals
  • Videos can explain why a customer loves your brand.
  • Seeing the face of the speaker adds credibility
  • Video testimonials inspire more trust that text because of the added body language
  • The emotion of the speaker is easy to see in video, creating a connection with the viewer
  • Videos are easy to share and increase website (YT channel) traffic
  • Social media sites and search engines love video content making your brand rank higher
  • Longer interviews can be the master for multiple short videos to be used across channels

And according to, the public loves video just as much as marketers do. In fact, 43% of people hope marketers will use video even more in the future.

But let’s be honest: videos cost a lot of money and involve a lot of effort. Copywriters to produce a script, directors to design a storyboard and advise the speaker, project managers to arrange for the best time and location, video producers shoot the segment and edit it, content managers to finally publish the video. We recommend you start with User-Generated Content (UGC) that you can easily collect, curate, and publish. As opposed to more expensive, sometimes overly scripted, and time-consuming professional videos, UGC is straightforward, cost-effective, and authentic.

There are several ways to create budget-friendly customer advocacy content:

  1. Leverage customer-generated content: Use customer-generated content such as photos, videos, and written testimonials on your website and social media channels.

  2. Use social media: Utilize social media platforms such as Instagram, Facebook, and Twitter to share customer stories and testimonials.

  3. Create a referral program: Encourage customers to refer their friends and family to your business by offering incentives.

  4. Use email marketing: Send email newsletters featuring customer success stories and testimonials to your current and potential customers.

  5. Create a customer community: Build a community of customers who can share their experiences and provide feedback on your product or service.

  6. Use user-generated video: Encourage customers to create videos about their experiences and share it on your website or social media channels.

  7. Create Case studies: Create a detailed case study about a customer who has had success with your product or service.

  8. Use Influencer marketing: Partner with influencers to feature your product or service and have them share their experience with their followers.

  9. Host webinars: Host webinars featuring customers who have had success with your product or service.

Advocacy Marketing training announcement