This guide outlines the eight key steps to create impactful video testimonials that will engage clients. In the modern world, potential customers want to know what others think of a business, its products, and its services before making their buying decisions. That is why companies are increasingly adding client video testimonials, especially from satisfied customers, in their marketing strategy to attract prospective buyers to their businesses.
Besides being inherently interactive, a video testimonial directly addresses the most common pain points of the target audience, increasing the credibility of your brand. However, getting a great customer testimonial depends on your video creation strategy.
8 steps to great video testimonials
Below are several ways to create compelling video testimonials.
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Pick One of Your Most Successful Customers
When creating a testimonial video, the first thing should be choosing who will star in it. The right person should be a customer who has had massive gains from your product, service, or business, preferably a loyal customer with whom you have had a great relationship for some time.
Such customers are often more likely to give their honest feelings about your company, particularly why your products or services are incredible. As a result, they are the best-placed persons to help you convince potential customers who are watching to convert.
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Prepare Your Client
Filming a video testimonial without preparation or plan of what your client will say is undoubtedly a recipe for failure. Therefore, before recording the video, make an effort to prepare your customers for what you want them to discuss.
The best way to do this is by preparing a list of video testimonial questions on the topic you intend to talk about and sending them to your customer before the video testimony recording. Your testimonial video will be more effective if you allow the customers ample time to prepare, think about what they want to say, and formulate the most suitable answer before appearing in front of the camera.
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Use High-Quality Equipment
The quality of the equipment you use to create video testimonials can make or break your customer testimonial. While creating a video testimonial using your phone is tempting, it may not be worth it, and that’s why you need to invest in high-quality equipment.
If you don’t have enough funds to purchase high-quality cameras, you can consider renting the high-quality equipment to help you film quality testimonial videos. Alternatively, you can consider hiring a professional videographer to take the filming and video editing burdens off your shoulder.
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Keep Your Video Short
When filming your video testimonials, you can easily get carried away and spend more than one hour talking to a customer about how your product or services has helped them solve their problem. However, you need to ensure that your video is super short and straight to the point.
Remember, even if customers are searching for online reviews and testimonials, it doesn’t imply they have the time (or desire) to sit through several minutes of video to get the information they need. According to a study, only 25 percent of people will watch a video to the end, especially if it’s more than twenty minutes long.
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Show the Product in Use
Customers might feel the need to describe their use of your product using a lot of technical jargon. Unfortunately, this can make it difficult for potential clients to understand what they are saying.
The simplest and most direct way to add more credibility to your video testimonials is by having your client show them the product in use, clearly demonstrating how it worked in real life, rather than talking about it. This is because it’s easier for people to relate to what they see in real life and understand its use from it.
Remember that showing your product in action shouldn’t be covered in the entire video. Presenting your customer enjoying or using the product in just a few seconds is enough to send the right message to prospective buyers.
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Add Graphics and Text
Although a simple testimonial video can be compelling, adding graphics and texts may enhance the success of your video testimonial. Adding the texts and pictures is an excellent approach to keep the viewers engaged, share data and statistics, as well as to stress key points.
You can use video post-production apps like Final Cut Pro, Adobe Premiere, OPenshot, or iMovie to add graphics and texts to your video testimonials. Working with a freelancer can be a great and cost-effective option if you don’t have a graphic designer on your team.
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Build an Emotional Connection
While facts about your business can help people learn about your products, emotions and personal insights motivate customers to make a purchase. Therefore, think of how you can get customers to connect with the emotions elicited in your testimonial video.
The best way to elicit emotional responses from your customers is by using the appropriate tone of voice. You should also avoid duplicate content and instead tell a unique story that addresses the needs and preferences of your target audience.
After all, potential clients are more likely to buy from you if they see how your product or service helped a dissatisfied, overwhelmed, or suffering customer achieve their objectives.
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Promote Your Video Testimonial
Even though videos are practical marketing tools, you need to make an effort to get more eyes on your video testimonials. In other words, you need to promote your video testimonial aggressively across all marketing platforms, including your website, social media, and YouTube, to reach a larger target audience.
You could also send the testimonials out to your email list or even strategically place them across the home page, landing page, or product page. Better yet, you can set aside a page on your site for video testimonials to encourage undecided website visitors to convert.
Final Thoughts
Besides increasing conversions, creating compelling customer testimonial videos can help you forge a deeper connection with your current customers. And now that you have a guide on creating successful video testimonials, it is time to deliver the message that drives your business forward.
