When you need to know if a company or a product is as good as they claim to be, what can you do? Usually, people go for the reviews and testimonials! This is why today we bring seven testimonial video examples to the table, so you can get an idea of why testimonials are so powerful.
But first, let’s clarify some basic concepts, like what is a testimonial video?
Customer testimonials are videos that show your client talking about your brand and your product; and about the experience of working with your company. They help a lot when you need to build brand trust, and they’ll inform your target audience of how great your product is!
These videos work great in the final stage of the buyer’s journey: the decision stage – because they’re meant to close deals. The fact is that 85% of consumers look for reviews online before they buy a product, so the best move you can make is to take advantage of this fact and start the conversation yourself!
Businesses use testimonials to build trust, so they should be a must in every video marketing strategy.
So, are you ready to take a look at the best testimonial video examples out there? Let’s start!
Phelps Agency is one of our clients – they’re based in Los Angeles, so we went there to meet with them, and talk about their experience working with Yum Yum Videos!
One of the first things we had in mind was that we needed to provide some geographical context for our viewers. We used our time in LA to shoot some takes of the city, so we could include them as inserts in the video!
We also know that customer testimonials need to be visually powerful, so we filmed from interesting perspectives so the photography of the video would be ‘on point’.
The context of the interview was also important. In order to guide our conversation with our customers, we asked some questions and let them speak freely about their experience with our team – and even though we didn’t include ourselves asking these questions, we did include screens with text and our branded colors, in order to provide a certain order for the video.
Actually, if you look carefully, our brand colors are everywhere! That’s the level of attention-to-detail you need to have in order to make a testimonial video that actually converts.
Take a look!
Hubspot decided to show one of their customers’ opinion in the form of a video – incredibly great decision, because their main product is an online sales platform. And they’ve done a great job!
They decided to mix the customer’s testimonial with images of the work that they do (events, because Endless Entertainment is, as it name would suggest, an entertainment company), and with screen recordings of some of the things they did on Hubspot’s platforms that made this partnership into something that was ‘game-changing’.
All of these images provide context for the viewer of the testimonial, and they also give the video a nice rhythm – it could get boring to just look at a person speaking for two or three minutes straight!
This is a very interesting video! Because, instead of creating individual testimonials for each one of their clients, Amazon decided to compile these testimonials and create one powerful video.
It wouldn’t work with any kind of business, but in this case it works very well. In a way, Amazon is a massive service with millions of customers, and thousands of sellers that use their platform – and that’s what a compilation video communicates: huge amounts of people, all speaking about how the company improved their lives.
And they do it pretty well!
With this video, Dropbox tried an interesting approach: instead of covering the benefits of their service from a single client’s perspective, they decided to gather a number of stories from several satisfied customers.
This showcased a very straight-forward message: Dropbox delivers such a great service that it can benefit all kinds of people from any number of industries.
Are you in for a fun testimonial? This team created a video for Slack, telling the story of how they used to communicate through many different kinds of channels (email, chats, Whatsapp), and how they found a new way of organizing their teams by using Slack (which is a great communication tool for teams).
And they did it in such a fun way that you’ll almost forget that it’s a scripted video.
This particular style of testimonial is scripted and planned very carefully – but it’s also so well created, that the scenes don’t look stiffed or fake (which could happen if you’re not careful! Scripted testimonials usually have that problem).
This is a charming story of a lady that runs a doggy day-care: she tells us that when she started with her business, she didn’t have enough customers, so she started to use Google Adwords. Soon, 90% of her customers were coming through that tool!
It’s a fairly old video (2009), but it’s still a great testimonial because it has a story that would really connect with any user of the platform (and even non-users or prospects!).
This is a very fun and bright story that ends on a sweet note: “I’m confident Google Adwords will keep helping my business grow. Life is awesome!”
One of the most powerful things about video testimonials is how they can use identification and emotion to give shape to the perception of the audience. It’s the power of storytelling -- pure and simple!
And CodeCademy does this extremely well. They could speak about how many people they’ve taught, or the format of their classes… instead, they choose to tell the story of how coding empowers people. How their classes can change a person’s life.
They appeal to their viewers’ hearts, because they focus on benefits instead of features.
A customer’s opinion holds a lot of power. At the end of the day, it doesn’t matter if you claim that your own product is the absolute best – everyone would say that about their own products. What your customers need to hear is the opinion of their peers. Customers trust their peers more than anyone else.
Now, you’re probably dying to go and create your own testimonials! But first, let us give you some advice.
First, remember: a good customer testimonial video is able to communicate its message in 2-3 minutes – no more than that! If you create a longer video, you’ll lose your viewer’s attention, which is the most important part of the equation.
Also, remember to customize your video: use your brand’s colors in any graphic elements that you add, and also in an intro/outro for your video. Include your logo, too.
But the most important thing is to make your video engaging and credible; and always respect the spirit of what your interviewee has said. That’s the magic formula for a great testimonial video!
So, now that you’ve seen these testimonial video examples, are you ready to make your own? It’s time to translate your sales into more sales!