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While written testimonials are a staple of traditional marketing strategies, in recent years, video testimonials have become more effective at building a personal connection with viewers. So, if you’re looking for an asset to make your brand feel more human, more authentic, and more trustworthy, add “create video testimonials” to your marketing to-do list.
Not quite sure where to start? We’ll walk you through everything you need to know!
What Are Video Testimonials?
Video testimonials are customer reviews, endorsements, or sometimes case studies captured on video. At their core, they feature satisfied clients speaking about their positive experiences with a product, service, or brand.
Testimonial videos are often used to help prospective buyers make their final purchase decision and eliminate any final doubts, so they tend to be bottom-of-funnel marketing assets. The more connected prospects feel to your brand and the people behind it, the more likely they are to close the deal.
Video Testimonials vs. Written Testimonials
Video testimonials offer several advantages over their written counterparts. First and foremost, the video format enhances credibility. Seeing a real person speaking about their positive experience creates a more authentic, trustworthy feel than a written blurb. You never quite know if a written testimonial is real and accurate, and video content helps overcome that hurdle.
Videos also allow viewers to connect with the person speaking, helping them relate more closely to the testimonial and establish an emotional connection. This is especially powerful if you sell to a small niche. Prospective customers might be able to see their own brand and marketing challenges reflected in the video, cementing the idea that your solution could help them, too.
Then, as we all know, videos capture attention more effectively than written text. Compared to a written testimonial, videos are just more likely to be viewed and engaged with in the first place.
How to Conduct a Testimonial Interview
When conducting a testimonial interview, it’s important to make the client feel comfortable, especially if they’ve never been on camera before. Take the time to explain the process, orient them within your camera setup, and reassure them that the experience will be positive.
Whenever possible, try to ask open-ended questions that encourage the client to share their specific experiences and outcomes. If their first response lacks clarity, rephrase the question or approach it from a different angle to try to draw out a more powerful answer.
You’ll also want to encourage the interviewee to provide context when discussing their experience. The more background they can provide about your work together and its impact on their business, the better. Your editors can always decide to leave extra content out of the final edit, but they can’t invent missing footage that’s critical to the narrative. Get ahead of this issue by asking interviewees to err on the side of more information rather than less.
Finally, remember that testimonial videos are all about results. The core message within your video should highlight the problem your client faced, how your product or service helped solve the problem, and what’s possible for them now that the problem is solved. If your interviewee doesn’t share that information unprompted, ask them to reiterate the value of your work together.
How to Edit a Testimonial Video
During the editing process, focus on the storytelling aspect of the testimonial. Start with a captivating introduction that hooks the viewer and makes them want to learn more. In some cases, that might mean starting with a sentence about the impact of your work together or jumping ahead to the end result.
Then, arrange the testimonial responses in a logical order so that the storyline makes sense to your audience. Remember that interviewees don’t always share information in a logical order, so editors may need to get creative with rearranging the footage.
Beyond the footage itself, editors should consider adding background music, on-screen text, and graphics that might emphasize key points or complement the video. These details may not technically be necessary, but they’ll go a long way towards making your video feel professional and polished.
Aspect ratios will also come into play during the editing process. Unless you have a very specific distribution plan for your new testimonial video, ask editors for your final video files to be delivered in a few different aspect ratios. The ideal specs for your website are different from the ideal specs for YouTube or Instagram, so having a few different versions makes it easier to post on different platforms down the line.
How to Use Testimonial Videos as Marketing Assets
So, you have your testimonial video completed. What next?
You might be tempted to share your video on your website or in an email newsletter and call it a day, but there’s so much value to be captured from your testimonial. Make a plan to share the video everywhere: on social media platforms, in outreach sequences, at conferences, in pitch decks, and anywhere else it might persuade customers to move forward with your company.
Remember that your testimonial video is designed to build credibility, establish trust, and showcase a positive experience with a satisfied customer. Whenever you might need a boost with prospective customers, your testimonial video is the perfect tool.
Need Helping Creating Testimonial Videos?
At Lemonlight, we understand the impact that well-crafted testimonial videos can have on your business. With our professional expertise in video production and a track record of creating over 16,000 videos, we are here to help you capture the essence of your customers’ experiences and leverage their stories to propel your brand forward.
Contact us today to discuss how we can assist you in creating compelling testimonial videos that resonate with your audience and elevate your brand’s reputation. Let us be your trusted partner in bringing your customers’ success stories to life.
* This article was originally published here