Are you ready to have the customer testimonial videos your brand needs? Of course you are. I mean, your products are obviously fantastic, but you need your prospects to believe that too.
And this is where testimonials come into play.
Honestly, even though you and I know that your brand is amazing, self-promotion is never really reliable. So, if you want your prospects to believe that your product is the best option for them, you must provide some evidence — and what can be better than letting your happy customers do the talking?
In fact, customer testimonial videos are one of the most effective kinds of marketing content. Did you know that 88% of people trust online reviews just like they would trust a recommendation from a friend?
One of the best qualities of video testimonials is that they really help you build brand trust. Actually, they do it so much better than text testimonials, because they are harder to believe, given that they’re easier to fake.
Video testimonials actually create a connection; your viewers will feel more willing to believe a testimonial if they’re watching a real person telling their story, and this is why video feels so much more human and real.
They’re also the ones that will help you prove the value of your products. Your potential customers are doing research and looking at different options to satisfy their needs. Of course you want them to choose you, so they need to know why your product or service is the best way to go between the ones they’re considering.
If you recall your buyer’s journey, this is exactly the reason why video testimonials work great for the decision stage (the third and final one); and also the reason why it’s perfect to boost your inbound marketing efforts.
Let me show you.
So, during the decision stage, your prospects have some specific needs that you, as a marketer, need to fulfill. They need a final incentive, a push in the right direction, something that proves to them that your product is valuable. They are lacking trust.
Video Testimonials do exactly that. They’re an important validation to your prospects from their peers: and customers trust their peers more than anyone else (more than us marketers certainly).
We can divide the process into three big steps: First, the planning (before you shoot the video). Second, the interview; and finally, the post-production. Let’s go!
Before you start the shooting process, you need to lay out a structure first. This could mean drafting a full storyboard, but it could also be just a general draft of the takes you will need, and the order you want them to be in.
It’s important to plan the takes ahead of time, because this way, you’ll know which ones you can produce beforehand or after; and also because you’ll know which insert takes you’ll need, to use as an example of what’s being said in the interview.
Take a look this free slide, if you’d like a bit more information about the video production process!
You have limited time to speak to your customers. They’re investing their time to help you, so show them your gratitude by preparing yourself and making the most of this limited time.
By preparing your questions beforehand, you’ll be able to get all the information you need, in an effective way.
But remember, don’t get too attached to those questions! Of course you must plan ahead, but sometimes your interviewee’s answers will give you the cue to ask some follow up questions, that might be interesting too. Listen to the answers they give you and have a conversation with them.
Noticed how I wrote “send the topics” and not “send the question list”? There’s a reason for that. You want real answers, human answers, credible ones. This means, not over rehearsing!
If you send your clients a general outline of the topics you’ll be covering during the interview, you’ll give them a little bit of ground to step on, and let them prepare correctly.
But, on the other hand, if you send them the exact questions, they might get tempted to learn their answers by heart… and it can sound robotic.
Let the interview become a conversation! Remember, this is probably the only chance you’ll get to talk with them in front of a camera. Let them speak freely about their experiences with your brand, it’s better to have extra information than to have too little!
Never forget to include your client’s pain points. You want your prospects to feel identified with your past clients, knowing that they faced the same struggles too, and that they found a great solution in your product.
So, to achieve this, include key pain points in your dialogue with your interviewee. Let your viewers feel like they could be the ones talking to the camera.
Create a connection between your brand, your clients and your viewers.
Your goal with a testimonial video is to generate identification in your viewers and make them trust you. This is done by having a video that is credible, real and human.
How can you achieve this? It’s simple: always go for natural answers. Your clients should speak about their real thoughts and experiences: if you have a staged opinion or a robotic response, your video will look fake.
Now that you’ve got a lot of video footage (because your interview became a conversation, and you let your clients speak freely), it’s time to edit!
You want to edit the video for two main reasons. One is to give an interesting rhythm to it, making it engaging for your viewers. The other one is to keep your testimonial video at the correct length for web usage, that should be around 2:30, 3 minutes tops.
But remember, when editing, you must stay true to what your clients have said. Edit wisely.
Where is your video taking place?
Adding some scenes in your video that show context, will be great for boosting the credibility in your interviewees and your video. This is easily done: show a geographic location, or the specific place in which this interview is happening.
Look at this example:
It’s time to let your customer testimonial videos out in the real world! First, you should compile all of these videos in a single “Testimonials” page on your website. Remember to link it to your landing page, so it can be easily found by your prospects.
And after that, appeal to your interviewee’s vanity! Send them the video, and they’ll probably feel honoured enough to share it again with their networks. You can also share it with your other customers if you think they might be interested.
Remember to add some kind of summary or extract of the video, with some of your main keywords to improve the overall SEO of your page. To a better explanation on how to promote your video you can check this free ebook we’ve prepared for you “You have your Explainer video done… Now What?”.
So, in order to build brand trust, your brand needs to have the best customer testimonial videos. They’re your way to go, when you’re looking to gain credibility: your prospects will believe the thoughts and experiences of customers just like them, rather than just self-promotion from your side.
Your goal is to have a high-quality testimonial video, and in order to do this, you can divide the production process into three parts:
All of this is extremely important, but as I said before: The most important thing is to have a high quality video testimonial: if it’s not in the best quality, your credibility will suffer!
If you want to have this great quality video, you need to find a video production company that specializes in marketing videos; with a great team of professionals to help you achieve your brand’s objectives.