Video Testimonials Why They Work and How to Get Them

Do you want a powerful marketing tool to grow your business? Look no further than video testimonials! From leveraging the power of social proof to increasing credibility and trust with customers, video testimonials are an invaluable tool for any digital marketer, company, or brand.

In this guide, we’ll cover why video testimonials are an important addition to any company’s marketing strategy and how best to go about collecting, producing, and using them. We’ll also provide some tips on what makes an effective testimonial video, as well as pitfalls to avoid when creating these resources.

    • Why video testimonials are an important addition to any company’s marketing strategy
    • How to go about collecting, producing, and using them
    • What makes an effective testimonial video
    • Pitfalls to avoid when creating these resources
    • Why video testimonials work
    • When and why they should be used by businesses
    • Practical advice for creating high-quality videos

By the end of this guide, you should have a clear understanding of why video testimonials work, when and why they should be used by businesses, and practical advice for creating high-quality videos that will help your company get the most out of testimonials in general.

What is a Testimonial Video?

Testimonial videos are an effective way for companies to leverage the voices of their customers to showcase the impact of their product or service. A testimonial video typically features a customer speaking about their experience with a company or product, offering praise and/or insights that can generate trust and build brand credibility.

Testimonial videos can serve many purposes, including:

    • Generating sales leads
    • Improving online search rankings (SEO)
    • Boosting social media engagement
    • Reinforcing company values

When done right, they have the power to help organizations build trust, credibility and goodwill with customers.

The format of a testimonial video can vary from person-to-person interviews, featuring multiple people or customers driving conversations through social media posts or reviews. In all cases the goal is to create an authentic look into a customer’s experience and how it has impacted them positively. Testimonial videos bridge the gap between your company and its potential customers; these visual glimpses into real lives can help viewers better connect with your messaging and convert more quickly into buyers.

Benefits of Video Testimonials

Video Testimonials are an incredibly effective way to showcase the success of your product or service. They can help build trust with potential customers, create social proof, and help to drive conversions.

Video Testimonials are also a cost-effective way to show off your product or service in action, as you can use them to highlight the experiences of real customers. Let’s explore the different benefits of using Video Testimonials in more detail.

    • Build Trust with potential customers
    • Create Social Proof
    • Drive Conversions
    • Show off product or service in action
    • Highlight the experiences of real customers

Increase Social Proof

Video testimonials are a powerful way to increase social proof for your business by leveraging customers’ stories about their positive experiences with you. This helps create trust and builds up your reputation as an expert or authority in your field, inspiring potential customers to take action.

When you capture customer video testimonials with specific details about the problem they had and how it was solved by working with you, it is more powerful evidence than using customer words alone. Seeing a happy customer on video really helps to boost your credibility and can increase conversion rates when potential customers are deciding whether or not to purchase something from you.

Another benefit of video testimonials is that they can offer proof of quality service and high customer satisfaction, often even better than what can be achieved in written reviews or ratings. This strengthens any claims that you make because the proof is visible and there is an emotional connection between the audience and the person in the story which will help build brand loyalty.

    • Video testimonials deliver results quickly, providing insights that can be used to identify areas where improvement is needed as well as trends that point towards audience preferences.
    • Video content captures viewers’ attention much quicker than written text as it creates a lasting impression with its richer content.
    • This also has SEO benefits because search engines rank visual content – leading to higher visibility online for your business website.
    • According to research, videos have 41% higher click-through rate than plain text

Establish Credibility

Video testimonials are powerful tools that can be used to increase customer engagement and create trust with prospective customers. Watching an online video from a real person, sharing how they were positively impacted by your products or services, is a great way to build credibility for your brand. Video testimonials help to create relationships between customers and empower them to make informed decisions about the products and services they purchase.

The most effective video testimonials contain elements of story-telling and address consumers’ personal needs or desires related to using the product or service. The goal is to show how customers have been positively impacted through their usage of the product/service. This helps build authenticity, which can in turn lead to stronger relationships with current and potential customers who view the videos.

    • Typically, video testimonials are produced in an interview-style format, whereby questions are asked and answers are heard directly from each customer who has experienced positive effects of using the product/service.
    • As they share their stories, it is important that emphasis be placed on emotional messages in order for the viewer to understand how your products/services have made a beneficial difference in their lives.
    • It’s essential that the message be both credible and relatable. Each featured person should be genuine so that viewers feel as if they’re having a direct conversation with someone who has used the product/service and was pleasantly surprised by its impact.
    • When done properly, this form of marketing communication makes customers feel welcomed, accepted, included—and connects them more strongly with your brand message.

Enhance SEO

When you post video content associated with your product or service on your website, that content can help boost SEO and give the search engines more information about your company. This can in turn help to improve user experience and convert more viewers into customers.

Video content in which viewers are engaging or expressing their interest in a product can be particularly powerful with search engines, especially since it can serve as a kind of customer endorsement. The use of keywords and targeted language in the titles and descriptions of video content also plays an important role in helping to boost SEO. Additionally, landing page views may be significantly higher when there is relevant video content included on the page.

    • Creating high quality visual media has been shown to generate up to 41% more web traffic than plain text alone.
    • Besides the fact that it’s easier to watch than read, audiences are attracted by emotionally engaging stories that remind them of why they’re interested in a particular product or service.
    • If a company’s story resonates with its target audience, there’s a good chance more people will stick around for longer — which is also beneficial for SEO opportunities too as Google also ranks based on site duration and web engagement.

How to Get Video Testimonials

Video testimonials are one of the most powerful marketing tools available today. They’re a great way to show potential customers the positive impact your product or service can have on them. However, getting video testimonials can be tricky if you don’t know how to approach it. In this section, we’ll cover the best ways for getting video testimonials and why they work so well.

Steps for getting video testimonials:

    • Find the right customers
    • Create a script or list of questions
    • Record the interviews

Identify the Right Customers

Identifying the right customers to feature in your video testimonials is essential for a successful campaign. A good starting point is to create a list of customers who have given you positive feedback about your products or services.

Consider the impact each customer may have on potential buyers of your company’s offerings and narrow this list down to those people who can best portray the positive effects of using your offerings.

Your ideal candidates should have:

    • An affinity for public speaking
    • The ability to express themselves clearly
    • Knowledge about the topic or product being discussed in the video

Additionally, taking into consideration cultural and gender diversity when selecting participants can help widen the scope of potential buyers who may gain value from watching such videos. Prior to speaking with any customers, it is important to brief yourself on related topics, so that you are able to ask relevant questions when conducting interviews.

Reach Out to Customers

Before you can get video testimonials, you need to know who would be willing to participate. Reach out to your current customers and ask if they’re interested in sharing their experiences. If they are, thank them for participating and let them know what information you’re looking for. You might want to provide a few topics they could include in their testimonial such as the quality of your service or products, or how your company has been able to help them.

Before you make contact with customers for a video testimonial, create an initial list of people who would be good candidates. This might include loyal clients who have been with your company over the years or customers that have particularly rave reviews about working with you.

When selecting candidates, consider the following criteria:

Informality: The person should feel comfortable speaking in an informal setting rather than giving a formal speech

Experience using product/service: Preferably on that has tangible results from using it

Familiarity with video media: Some people may not be as comfortable speaking on camera

Enthusiastic attitude towards company: Choose someone who is genuinely passionate about working with your company

When approaching customers: It is important to emphasize that they do not need any prior experience in film-making or broadcasting – just express their honest opinion about your offerings on camera.

Explain that testimonials are not meant as sales pitches, but rather as an opportunity for them to reach out directly and articulate their experiences with using what your company has provided them with.

By giving them this explanation and emphasizing how important their participation would be towards achieving a larger goal for your company’s success, participants are more likely feel comfortable sharing their experiences in an engaging manner on camera – allowing viewers build a genuine connection with content from former users of what you offer before making purchasing decisions themselves.

Prepare a Script

A good rule of thumb is to focus on having the customer answer 3-5 questions in their video testimonial, such as how their purchase changed their life or how they enjoy using the product. Keep an eye on time and make sure you also include time for some opening comments from the customer so your viewers can put a face and a name with the product.

Your script should be comprehensive yet concise, and don’t be afraid to ask follow-up questions or prompts if your interviewee. Remember that customers may not always be used to giving interviews, so try to make them feel comfortable by asking natural-sounding questions in an informal setting and providing positive feedback throughout their response.

When putting together a script for your video testimonials, it’s important to keep it short and to the point. Aim for something around three to five minutes long. Ask yourself “What do I want viewers to take away from the video?” then tailor your questions around that.

Record and Edit the Video

Recording and editing the video testimonial is the most time-consuming step in the process, but it’s also the most important.

When recording, make sure you use good lighting and quality audio equipment. It’s also important to keep your background as neutral as possible, without any distractions that might take away from your audience’s focus on the person giving their testimonial. (You can always provide additional background information on text overlays if necessary.)

Before shooting, you should plan out what questions you’ll ask so you can achieve maximum efficiency during filming. You should be sure to ask open-ended questions and avoid those that might lead your guests towards giving a certain response — it’s important for them to express their true opinions without any influence from yourself!

When editing the footage, take some time to trim down any excess footage that isn’t needed and prioritize including only key parts of conversations and visuals.

In addition, be sure to add visual elements like logos/branding or text overlays in order to further enhance and customize your finished product. Once you’re happy with your edits, export the file that can easily be watched online or shared across multiple platforms like your website, email, or social media.

Feeling overwhelmed? Hiring a professional video company to shoot testimonial videos is great option to ensure the best video possible. For example, Double Jump can provide interview scripting, scheduling interviews, audio mixing, a sound studio, video editing, music, and post-production graphics.


Video testimonials are an effective way to share customer feedback with potential customers. They establish a connection and motivate trust in the product or service being offered. To ensure a successful video testimonial, you need to plan ahead and be sure to ask the right questions in order to capture each story clearly.

When gathering video testimonials, it is important to consider platforms available for sharing the final product, along with copyright agreements for any music or stock footage used in post-production. Keeping a clear focus on your message, the required aesthetic guidelines, and audio levels will help make sure that your main goal of converting viewers into customers is achieved.

To sum up creating video testimonials:

    • Consider platforms available for sharing the final product.
    • Find the right customers who are willing to share their experience.
    • Have the interview questions ready ahead of time.
    • Ensure a professional or relevant location to film.
    • Pay attention to audio levels.

Video testimonials can increase engagement and provide credibility and social proof which, when used effectively, can be beneficial to improving brand trustworthiness, targeting new customers efficiently and boosting sales.

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