Video testimonials are very powerful marketing tools. Every smart company uses them.
One of the best ways to improve your business’s image is to use testimonials from happy customers.
This lets your potential customer hear about your product from people just like them. They can learn the benefits of the product, success stories of someone used the product well, tips on how to use it, and how it solved their problem.
But you have to stand out from the crowd with your testimonials. To capture peoples’ attention, they have to be more engaging, more interesting than ever before.
The beauty of video testimonials is that not only do they show you who the review is coming from, but give you an emotional connection with the person’s story. You see their face, emotions, and body language.
The best thing about video testimonials is that you can create them with something that’s in your pocket right now – your smartphone.
Why do you need video testimonials?
- 88% have read reviews to determine the quality of a local business (vs. 85% in 2013)
- 39% read reviews on a regular basis (vs. 32% in 2013)
- Only 12% do not read reviews (vs. 15% in 2013)
- 78% of people say they trust online reviews just as much as recommendations from acquaintances
- 89% of marketers say video is the most effective content marketing tactic
- Using the word ‘video’ in an email subject line boosts open rates by 19%, click-through rates by 65%, and reduces unsubscribes by 26%
- A great customer testimonial is what most B2B buyers are searching for once they land on your site
- 65% of your audience are visual learners
Step 1: Planning
You should decide where you will shoot, what kind of equipment you need, who you will interview, and what to ask on camera (or an outline of what your customer will say).
Step 2: Production checklist
Lights: Good lighting can make a huge difference if we are talking about professional videos. But it doesn’t have to be expensive. Position the light in front of the customer, not from behind. The lighter the background, the more light you will need in front.
Camera: You can use multiple cameras in different angles to make your production more professional, but a single headshot is good enough for most cases.
Audio: You can make the audio better during post-production, but you need to record with a good equipment. You can purchase good-quality microphones for use with most video cameras and smartphones for a pretty reasonable price.
Hair and Makeup: It helps to make it more professional, and to show the best side of your customer.
Step 3: Record video
You can record your video testimonials 2 different ways:
One is when you outline the speech, and let your customer talk about it in front of the camera.
Don’t script it, and don’t make your customer memorize sentence by sentence – just provide key talking points and let them fill in the gaps.
Even there are some “ums” and “ahs” in the video, it’s more natural if they tell the story in their own words.
Or you can manage it like an interview, where you ask them questions, let them answer, and later you cut out the questions, so that only their talk remains.
In this case, ask them to summarize the question. For example, if you ask “What was your main pain point?” have them begin their answer with something like “My main pain point was…”. This way the audience will understand what they are talking about.
Step 4: Editing
This stage is when you piece together everything that you did during production, including combining video and audio together into one awesome clip.
Edit the sound to make sure the video sounds good. I usually separate the video from the audio file, edit it (Audacity, free sound editor), and then put it back together with the video.
Select the camera angles, cut out unnecessary words or awkward moments and put together the video pieces.
Here are a few additional tips to ensure that your video testimonials are awesome and create a powerful and positive impression on your intended audience:
#1: Make it human
#2: Give your interviewee some time to prepare
#3: Include key pain points
#4: Make your video as natural as possible
#5: Don’t script it
#6: Lay out a general structure for your video
#7: Let your customers speak freely
#8: Focus on the why
#9: Keep it short – no more than about 90 seconds (30 seconds to introduce your customer, 30 to talk about their problem, and 30 to discuss how your product solves the problem)
#10: Add graphics and text
#11: Contact your most satisfied customers
#12: Choose good lighting and backgrounds