So, are you planning a Testimonial Video Production?
Great! Customer testimonials are considered the most effective type of marketing content right now. 88% of people trust online reviews by other customers just as much as they’d trust a recommendation from a friend.
This is just one of the reasons why customer testimonial videos are so powerful. Not just text testimonials, no. Video testimonials are incredibly powerful, because they create a connection. They’re the ones that feel human and real to your audience.
And this is exactly what you need, to let your prospects know that your product is exactly what they’re looking for. The best video testimonials will provide evidence that your brand and product actually work as promised.
Let’s go through the basics first!
A video testimonial shows real clients of your brand, telling their stories. What their problems were, their experience with your brand and how your brand helped them solve their problems.
This kind of video is one that will prove to your customers that your product is valuable. An important thing! Because, before making a purchase, buyers do research and compare different products, and you want them to choose yours.
So, the goal here is to convince your prospects that the option that you’re offering them is the best one. Video testimonials work great for this, but it’s crucial to use them at the right moment. This means, knowing your buyer’s journey!
The buyer’s journey is the active process your prospects go through, when they’re deciding to buy a certain product or service.
It’s a three staged journey, that goes from the awareness stage (the moment in which your prospects realize they have a problem), through the consideration stage (when they consider different options), all the way to the decision stage. Right now, we must be especially aware of the latter.
During the decision stage, your prospects are looking for that final reason to choose your product over the other ones. And a video testimonial does exactly that!
By showing the video content that your prospects are looking for, you’re instantly boosting your inbound marketing strategy.
The best video testimonials work as a great way to build brand trust. Also, by showing positive experiences of past customers, your prospects will feel validated from their peers.
But, to have the best video testimonial, you need to know how to make one. Let’s get to the tips!
You want your video to feel natural and authentic. To achieve this, the most important thing you need, is real customers sharing their real stories. Nobody will believe a staged opinion, and your prospects will be able to tell when you’re not telling the truth.
So, in order to achieve a real connection and credibility, always ask your customers for their honest opinions, and their real experiences. People sharing their real thoughts is what will give your video that “special touch” you need.
Like this one!
Before you even begin the testimonial video production process, you must start by planning ahead and lay out a clear structure. This could mean just a sketch of the takes you will need, or a full storyboard.
Actually, if you want a deeper look at the video production process, we have a free slide for you, that will help you a lot!
In the meantime, you must know that planning the takes ahead and the order of the scenes in your video, will also let you film some insert takes, to use as an example of what is being said in your customer testimonial videos.
The best video testimonials always show some context for your viewers. Your prospects need to know where the video is taking place, because it will add a whole new layer of meaning and credibility for them.
Is your video taking place on the Moon? In China? In Greece? In LA? In Buenos Aires? Show a geographic location.
Let’s see this in action!
It’s very important, when you’re planning ahead for your video testimonials, to prepare your questions beforehand. This will serve as a guide to the conversation and allow you to get all the information you need with the limited time you have.
Limited time? Well, yes! Your clients are investing their time to help you, and you’ll probably only have one chance to talk with them like this, so you must make the most of this. Prepare yourself.
But also, remember: it’s just a guide (so you won’t forget anything important!), because you’re having a conversation with your clients. Listen to the answers they give you, so you can ask follow up questions.
This also works to make the most of the limited time you’ll have to talk to your clients. Send them the questions, or, (even better!) send them a general outline of the topics you’ll be covering.
Why? Because (remember the first tip!) you want real responses, not staged ones. So, maybe sending the questions will make your clients feel tempted to practice too much, and it will come out a bit robotic. So, avoid this by giving them some information beforehand (but not too much information…!)
Let’s go back to the “let it be a conversation” part. You only have one chance to talk with your clients in front of a camera, so let them speak freely!
Let the interview become a real conversation, and don’t worry about the length of the video, because you will edit that later anyway to an acceptable length, keeping the essence and the important parts. It’s so much better to have extra information, than to have too little!
Great! So now you’ve got a lot of raw material to edit. Of course, now you must remember the ideal length for web usage, but also:
Having a lot of footage is always a good thing, when you know how to polish it and make it shine!
All the time. When you’re thinking about the questions you’ll ask, when you’re doing the actual interview and during the editing stage; you must always remember your client’s pain points.
Why? Because your viewers should feel identified with your clients, and this is done by letting your viewers feel like they could be the ones talking to the camera. Your prospects want to know if these past clients were having the same struggles as them, and if they found a solution in your product.
Let’s look at this in an example!
Now you have one of the best video testimonials out there… It’s time to let the world know.
Compile your videos in a testimonial page in your website. After you’ve done this, share them: send your video testimonials to your featured customers, and also your other customers if you think they might be interested!
Remember to make this page easy to find, add a link in your homepage and “About Us” page.
So, let’s see. Testimonial Videos are your way to go, to boost credibility and build brand trust.
They work so much better than text testimonials, because text testimonials can be faked easily, but video testimonials show a real person, a real client in action! And, of course, your prospects are most likely to believe a customer just like them.
When you’re shooting the video, and talking to your clients, remember to aim for natural responses. Talk about their real experiences!
Also, you should plan everything beforehand. Create a storyboard and a list of the questions you want to ask your customers.
Remember, let your interview with your clients become a conversation. You want them to feel free to talk about their experiences, so ask follow up questions: it’s so much better to have a lot of material, than to have too little. You can always edit later!
Last, but not least, your testimonial video must always be of the best quality. If not, your brand credibility will suffer! So the best thing you can do is to hire a professional team to help you with that.
Here, at Yum Yum Videos, we’re ready to help you. We know how important it is to have a team that is professional, and specialized in creating videos to boost your marketing strategy! So, if you’re looking to have the best testimonial video production for your brand, let’s talk!