How to use Testimonial Videos for successful business conversions
You love your company and think it's great. But how do you convince potential customers to believe you?
introducing
TESTIMONIAL VIDEOS
Testimonial videos show real people talking about your brand, which essentially give viewers an authentic lens to see the value of your offerings.
Business runs on Trust, so testimonial videos are necessary tool to build the trust with your audience. It adds a human touch to your brand. Potential customers relate better to real people sharing their experiences with your brand.
01
Written testimonials are good, but Video testimonials are even better
02
Boost conversion rate for Potential Leads checking out your services
03
Act as a Social Proof - leverage the power of existing customer base
Table of Content
Customer Testimonial,
Founder or Executive Testimonial,
Case Study Testimonial,
Expert or Influencer Testimonial,
Employee Testimonial
How to make a good Testimonial Video
Customer Selection,
Employ Right Video Structure,
Video Promotion and Distribution,
Good Video Production,
& Most Important!
Types
Testimonial videos come in various formats, each serving a different purpose and catering to diverse audiences. Here are some different types of testimonial videos you can consider for your business
1. Customer Testimonial
The most common type, featuring satisfied customers sharing their experiences and reviews of your product or service.
2. Founder or Executive Testimonial
Very valuable for B2B space as it reflects credibility from a person who is building the company or is heading a team in the company, being responsible for making the right decisions for success.
3. Case Study Testimonial
More detailed and analytical than customer testimonials highlighting challenges, solutions, and results - a deep dive to customer’s journey. How your tool or service helped their growth. Why it is the right fit for the consumer over other competitive brands.
4. Expert or Influencer Testimonial
Influencers or industry experts endorse your product or service, leveraging their authority and credibility to attract a broader audience.
5. Employee Testimonial
Employees can share their experiences working for your company, emphasizing your company culture, values, and opportunities for growth.
Worried about how to make good testimonial videos, don't worry, we got that covered too!
Tips for your next Testimonial Video
1. Customer Selection
Be mindful of all the factors that go into choosing the right customer for a testimonial video, such as:
01
CREDIBILITY
The customer should be someone who can be trusted by your target audience or who is well-respected.
02
EXPERIENCE
Find customers who are enthusiastic about your brand, willing to share their positive experience on camera, without sounding overly-scripted
03
ALIGNMENT
The customer's experience should align with your testimonial goals. For ex, choose small business owners for a testimonial that highlights your product benefits for small businesses
04
DIVERSITY
Feature a diverse group of customers in your testimonial videos, to ensure, your target audience can see themselves represented and relatable.
2. Employ right video structure
Effective video structure can make sure you achieve your marketing and sales goals.
01
INTRO HOOK
Use introduction that grabs viewer's attention. Ask the customer open-ended questions to allow them share their story in their own words.
02
FOOTAGE
Besides the footages of the interview, add footage of customer's journey, their success, your brand info (product, logo etc). It will make the video engaging and visually appealing.
03
DATA
Specific numbers such as engagements, conversions, or total sales etc. can quantify the value of your product or service thus making the testimonial more credible.
04
BEFORE & AFTER
If possible, the video should include before-and-after footage to show the difference that your product or service has made for the customer.
05
FORMATTING
Combine two or more customer reviews into a single video whenever needed. Most people have short attention spans. Aim for videos that are no longer than 2-3 minutes.
06
ENDING
End with a call to action. Tell viewers what you want them to do next, such as visiting your website or signing up for a free trial.
3. Video Promotion & Distribution
Here are some specific examples of testimonial distribution channels:
Website - Homepage, Product Pages, Testimonial Page and Blogs.
Social Media - Facebook, Instagram, Twitter (X), Threads, LinkedIn etc.
Video Platforms - Youtube Channel, Vimeo etc.
Email Communications - Email campaigns for Marketing, Newsletters.
Business Websites - Amazon, Indiamart, Yourstory profile etc.
Product Display - Screens in office reception, stalls of events and conferences.
Additionally keep these tips in mind for distribution and promotions.
01
REEDIT
Adjust length, format, and content of the videos based on each channel. ex. Short, attention grabbing videos for social media.
02
USE TEASERS
Short teaser videos encourage viewers to watch the full videos. Focus on specific moments of the video that can grab viewer attention.
03
PAID ADVERTISING
Use paid advertising platforms such as Google AdWords and Facebook Ads to promote your testimonial videos.
04
REUSE
Incorporate it in your next brand videos, advertisements, sales pitches, keynote presentations.
05
SHARING
Include social sharing buttons on your website and in your email marketing campaigns.
06
TRACKING
Use analytics tools to track how well your testimonial videos are performing. Mostly it is available for free depending on your channel.
4. Good Video Production
Planning, Shooting, Editing, and Mastering are the core pillars of creating a captivating and impactful output, that will reflect positively on your brand.
01
HIGH-QUALITY
PRODUCTION
Keep the production quality of your testimonial videos high. Use high-quality video and audio equipment, as well as good lighting.
02
AUDIO-VISUAL
TASTE
The music and images you use should be relevant to your brand and the customer's story. They should also be high quality and visually appealing.
03
FRAME
COMPOSITION
Choose a spot that is well-lit and has a good backdrop for shoot. Arrange the subjects and props in aesthetic composition.
04
EXTRA FILMING
Film from Multiple camera angles to keep the viewer interested. Film B-Rolls to fill the gap between customer review and other shots.
05
PLANNING
Plan and outline the shoot to stay on track and ensuring that you get the shots you need. This will save time and cost.
In conclusion, don't forget the most important ingredient of all!!
STORYTELLING
Do not stay away from doing something new and interesting to make it engaging and worthwhile to watch for viewers. Here is an inspiring example:
Our team will discuss the video ideas specific to your corporate needs, production planning and budget.
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