7 Video Testimonial Production Tips: Build Trust with Customer Success Stories
7 Video Testimonial Production Tips: Build Trust With Customer Success Stories
March 6, 2023 | Gabe Roy
To put it lightly - the playing field for online marketers is fast-moving.
Trying to keep up with short-lived digital marketing trends can be an exhausting endeavor - often leaving your bottom line no better off than when you hopped on the bandwagon in the first place. Video testimonials, on the other hand, have been a tried-and-true tool that savvy marketers have embraced for years. Regardless of industry, niche, or customer type, they’ve proven to be high ROI marketing investments for businesses. In fact, regular use of testimonials can help you generate 62% more revenue from every customer, not just once, but every time they visit your site.
So, why do they work so well? As a marketer, you understand that your job is not only to effectively demonstrate how a product or service can alleviate a potential customer’s particular pain points but you’re also challenged - against your competitors - to earn their trust.
That’s where video testimonials shine! Statistically, 9 out of 10 people say they trust what a customer says about a business more than what that business says about itself.
What is a testimonial video, exactly?
Short customer testimonial example (Botkeeper)
Simply put, video testimonials are created by filming a customer or client sharing their experience with a company's product or service, including details on how said product or service has helped them solve a problem.
Unlike written testimonials, video testimonials provide an authentic and engaging way for businesses to demonstrate the effectiveness of their product or service. Using footage to document the real-world application of the product or service helps other potential customers envision how they may do the same within their own company.
Why do video testimonials work so well?
Testimonials are a form of social proof that provides credibility to your business. They demonstrate to potential customers that you have a proven track record of delivering quality products or services. Video testimonials take this a step further by allowing potential clients to see and hear firsthand accounts of the positive experiences others have had with your business.
Video testimonials can also be more engaging and memorable than written testimonials. They allow viewers to see the emotion and passion behind the words, which can make a greater impact on their decision-making process. Also, video testimonials can be easily shared on social media and other online platforms, which can increase your business's visibility and reach.
Another added benefit of video testimonials is the opportunity to showcase your clients. By featuring your clients in the video, you are giving them a platform to share their success stories and promote their own businesses. This can strengthen your professional relationships and lead to future partnerships.
Now, let’s take a look at our 7 tips for making effective video testimonials:
Always be authentic
It's important to ensure that your customer testimonial videos are authentic and genuine. Avoid scripting or directing your clients, as this can come across as insincere. Instead, give them the freedom to share their experiences in their own words. Remember, this is all about building trust with your potential customers. Don’t do anything that may be considered misleading, as this will only hurt your brand in the long run.
2. Choose the right people to speak on camera
Choosing the right subject(s) is crucial for creating a compelling video testimonial. Identify customers who are passionate about your brand and have had a positive experience with your products or service. It may also be valuable to capture testimonials from various stakeholders within the customer’s company.
For example, in addition to documenting feedback from C-Suite decision-makers, you may want to hear how ground-level employees feel about your product or service. Often times the ones who make the decision aren’t the ones engaging with the product on a day-to-day basis.
Another thing to consider when selecting people to speak on behalf of your brand is that they are comfortable in front of the camera and are generally well-spoken.
3. Prepare thoughtful questions
Prepare a list of questions that will guide the conversation and help your subject share their experience. Ask open-ended questions that allow them to elaborate on their experience. Avoid yes or no questions, as they won’t provide enough information for a compelling testimonial.
Here are some sample testimonial video interview questions:
What problem did you want to solve? How did our product/service help you solve that problem?
Can you describe what a typical workday looks like for you and how our product/service fits into it?
What led you to choose our product/service over other options in the market?
Can you describe the process of using our product/service, and how it has benefited you?
Can you share any specific instances where our product/service exceeded your expectations or helped you in a surprising way?
What do you like most about our product/service?
How has our product/service changed the way you approach your work or daily routine?
Would you recommend our product/service to others? If so, why?
Is there anything else you would like to add about your experience with our product/service
4. Production quality matters
Good lighting, sound, and overall presentation are crucial for creating a professional-looking video testimonial. While the content of these videos is the major priority - a lackluster video presentation can distract, or worse; communicate to your potential customers that quality is an afterthought for your brand.
Make sure your subject is well-lit, well-framed and that there’s no distracting background noise. Consider using an external microphone to improve the sound quality. A lav microphone is a good option for most interview situations.
Capturing b-roll footage that showcases how your product/service is being used is also important to help tell the story effectively. Incorporating b-roll footage, keeps the video dynamic and engaging for the viewer.
5. Keep it short and sweet
Generally, you’ll want to keep your video testimonial under two minutes long and focus on only the most important points. Without influencing their responses, do your best to make sure your subject gets to the point quickly and avoids rambling.
Within this 1-2 minute testimonial video, you can also create shorter cut-down teasers to include in your social media marketing efforts. We often recommend turning these videos into 15-second and 30-second ads to include in marketing campaigns.
6. Include a call-to-action
Make sure to leave something actionable for your viewer. Create a call to action at the end of your video testimonial that encourages viewers to visit your website, try your product, or contact you for more information.
7. If needed, get help from a professional video storyteller
According to surveys, lack of time and budget are the two main factors preventing marketers from producing more testimonial videos, with 42% citing lack of time and 34% citing lack of budget.
If you don’t have the capacity to handle video projects in-house, search for a professional video production company in your area that has a lot of positive reviews and fits your budget. Most companies are willing to schedule a free discovery call to offer an on-the-spot quote for their services.
Example of a well-done customer testimonial video: Uber Freight
What we like about the video:
The overall message is concise and delivered efficiently
The production quality is good overall
We get a clear idea of what the product is and how it has helped this customer’s particular need
There are testimonials from various stakeholders within the company
Lots of b-roll and imagery help tell the story
The customer speaks on unique selling points that relate to Uber Freight
Looking for a video production company in Vancouver that makes testimonial videos?
Testimonial videos are a great marketing tool for brands in any niche or industry! We’re an experienced video production company in Vancouver that helps brands tell engaging client success stories. If this is something you’re curious about, we’d be happy to chat and explore how this content type could benefit your marketing mix. Book a free discovery call today to get started!
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