Information presented in a difficult to digest manner, they ignore. (Marketers, therefore, should place nearly all the valuable information about the product and the sales pitch to attract customers in the beginning. The middle and end may simply contain specifications.) Same goes for images; because there are too plenty of images proliferating, the viewer may become over-stimulated and then, confused.
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Video testimonials are different. First, they are short (to be effective), so nearly everyone can afford to cover the entirety. Second, they present information live, so one can see how to really use a product, in contrast to just giving instructions. Third, they feature human beings, and identification with human beings is one of the most potent marketing techniques. Finally ? and this is most relevant to the Internet as a premiere market ? everyone is familiar with videos, so video testimonials are very likely to be taken seriously compared to more static media forms.
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