When you’re trying to convince your prospects that your product is exactly what they’re looking for, being too self-promotional often feels tacky. If they’re about to buy your product or service, they (of course!) want to know that what they’re about to purchase is great, but they don’t want to hear it from you, as it lacks some credibility, they want to hear it from their peers, other customers, and this is where testimonial videos come in.
With testimonials you can show successful experiences of past clients, to encourage your leads to take the final step and make a purchase.
This is why, although your testimonial videos will probably fit well in a lot of stages of your video marketing strategy, you should be focusing on them during the decision stage of your buyer’s journey: it’s an extra incentive to your leads to help them make their next decision.
This type of video content needs to be done in the right way, taking care of all the details. Let me give you some tips to make the perfect testimonial video:
One of the first things you should be thinking about is to give your professional testimonial video a feeling of authenticity, make it natural, credible and believable. Focus on capturing a natural response of your interviewee.
For it to be authentic, it needs to have authentic answers. Don’t write a script, let your interviewee use their own words. (Let them show their love for you in their own way!)
Look at this example of a testimonial video by one of our clients. We made a high-quality animated explainer video for them, and they happily joined us to shoot this one:
Whether you’re shooting your video in a store, your restaurant, or an office, make sure to show some context in your video. Show your viewers around, it will add richness to the story you’re telling them.
It’s important to be prepared. Go to your interview with your questions written down, but remember to relax a bit and let it become a conversation.
Listen to what your interviewee is saying so you can ask follow up questions, and don’t be afraid to let the conversation go a little bit off track, sometimes that’s where you will find the greatest content.
It’s good if you give your interviewee the questions you’ll be asking them in advance, so they have time to prepare. But it’s even better to give them just a general idea of the topics you’ll be covering in the interview: this is so they don’t get tempted to practice the answers too much, as it will make the conversation robotic and unnatural.
Take a walk around the place to look for the best spot in terms of lighting and frames. Make the frames clean, interesting but not distracting, and also choose a spot that feels familiar to your interviewees, so they’ll feel comfortable.
It can be a storyboard or just a general layout of the structure you will follow in your professional testimonial video. By doing this, you will be able to film some insert takes to use as an example of what’s being said during the interview.
Related article: How To Make a Storyboard: The Yum Yum Videos’ Way
Give them some time to speak about their experience with your company and your product. Let the interview be a conversation – as they feel free to express their love (hopefully!) you’ll get more material to choose from, later during the editing phase of the process.
What were the issues your customer was struggling with when they found your product? What was their problem, and how did your brand and your product help them solve it?
Identify and include some pain points of your clients, as they will probably be the same pain points of your general personas. This way, your customers will identify with their story: “Hey, I’ve got the same problem! They can help me as well!”
During the editing process, you’ll be glad to have some extra footage to choose from. When editing, choose the best takes of your interview to create a video with good rhythm and of a correct length for web usage, but always stay faithful and honest to what was said in the interview. Include the insert takes you planned during the layout to make a dynamic and interesting video.
If you follow these tips you’ll have a great testimonial video, ready to upload to your webpage for the delight of your future customers. Maybe you feel a bit scared to ask for feedback, but don’t be! Your customers are already happy with your product, so ask them to participate, it’ll be easier than you think!
Always remember that a testimonial video is not just about your brand, it’s about the impact that your product or service made on your customers. Focus on that influence and your video will connect with your leads on an emotional and rational level.
Great question! Promote it: Upload the video to your webpage so your leads can find it easily, but also put it on social media. It’s probably already there – your interviewees will be proud of their performance, so they’ll be the first ones to share it.
Also, use the testimonials as an internal motivator within your team, and as a feedback mechanism.
I hope you found these tips helpful! If you’d like to see more great examples of testimonial videos, come and watch what our clients have to say about us!