We all know that video killed the radio star, but now it’s even taking over the internet. According to our State of Video Marketing survey, the average consumer watches more than an hour and a half of video content online every single day. And 15% watch more than three hours!
It’s no secret that consumers prefer video to pretty much every other type of content out there. And it’s also no secret that consumers like to research companies online before they do business with them. According to a study by Invesp, 72% of consumers will take action only after seeing a positive review, and 80% of consumers trust online reviews as much as personal recommendations.
So, how do you combine consumers’ love of video with this need for positive social proof?
The answer is video testimonials! In this article we’re going to take you through everything you need to know to create a powerful video testimonial that converts…
What is a testimonial video?
A testimonial video is, as the name suggests, a video of a client(s) giving a positive testimony of your company, product, or service.
They are generally considered more powerful than written testimonials because video is more engaging and memorable than text on a page.
When people are shopping online, they’re looking for information that reassures them before they purchase – and video testimonials are great at doing this. According to our 2019 survey, 79% of people say a brand’s video has convinced them to buy a piece of software or app.
3 Examples of great testimonial videos
So, you know what a testimonial video is and what it does. But…what does a great one look like?
Here are 3 examples to inspire you…
After creating a video for one of our clients, Configit, we asked them if they would like to star in one of our videos. We think this testimonial is great because we show our product (the explainer video) in action and also drill down into the results of the project.
Although this video only features one person from the Configit team, the video remains engaging with cuts from different camera angles and animated slides that allow us to show off some of our brand personality.
MuteSix is an award-winning Facebook ad agency. This testimonial from their client Ministry of Supply is great because it shows the perspective of different people in the company, each with their own positive experiences to share.
We see different people in different areas of the office having fun, while we listen to the CEO list the benefits of MuteSix and also the positives of using them over other agencies they’ve tried in the past.
Cognizant is a company that offers a multitude of IT services, including consulting. This testimonial is great because it puts their customer, Quant, in the spotlight. We hear all about Quant and what they do before moving into how Cognizant fits into the picture.
This testimonial is also quite unique in that both parties are interviewed, the client and the company. This gives a more complete overview of the relationship. That, along with the inspirational footage and soundtrack, makes this an all-round awesome video!
If you want to see more amazing testimonial videos, check out our article: 20 super effective testimonial video examples.
How to create a high converting testimonial video – 10 tips
There are many different ways to create a testimonial video, and the path that you choose will depend on several factors. But there are also certain steps you can take to increase the chances of conversions from your video.
Here are our tips for making a high converting testimonial video, in 10 easy steps.
1. Pick one of your most successful customers
The first step towards creating a testimonial video is deciding who’s going to star in it. You should choose a customer that you have a great relationship with, and preferably one that’s had a lot of success with your product/service/company.
Clear, demonstrable results will make for a great talking point in your testimonial video, and will also work to convince potential customers who are watching to convert.
2. Plan ahead
The best testimonial videos have an air of spontaneity about them, but that doesn’t mean that prior planning wasn’t involved.
The trick is to record answers from your clients that look spontaneous, but in fact aren’t. The best way to do this is to prep your client with some talking points – you could even send them a list of questions you plan to ask. Here are some examples to choose from:
- Why did you choose our company/product/service?
- How did our company/product/service help you?
- How is our company/product/service better than others you’ve tried?
- What were the main benefits for you?
By sending your questions ahead of time, you give the customer time to think about what they want to say and formulate a great answer. It’s just important that they don’t write their answers down in advance and read from them. This can look very robotic – and no one trusts a robot!
3. Make your customer comfortable
Most people don’t feel very comfortable with a camera pointed at them, so it’s important to set aside the time to help put your customer at ease.
To help with this, set up the cameras in advance – before asking your customer to come ‘on set’. Then, instead of hitting record right away, spend some time breaking the ice. Talk to them about other things – distract them – and then, when they’re ready, you can start.
It also helps to let them know where to look and how much of their body is going to be in the frame. We’ve all had that awful ‘what do I do with my hands?’ moment, so giving small tips and pointers like this will help your customer feel like more of a natural in front of the lens.
Oh, and if they mess up, don’t make a big deal out of it. Patience is key.
4. Create a scene
There are some practical things to consider when choosing a filming location. For example, you want to pick a place that has great natural lighting and no background noise. But there are also plenty of ‘nice-to-haves’ that will make your testimonial video look even better.
Set up your camera and then think about the entire scene within the frame. Add some props, like plants or your product. And don’t be afraid to mix it up in terms of locations – more scenes in your video means more variety for viewers, so they’re less likely to disengage.
5. Use multiple viewpoints
In addition to using multiple scenes, it also helps to include several viewpoints. You don’t need to go crazy – two viewpoints will work fine – it’s just useful to have different shots to choose from when editing your video.
To do this, use two cameras (if possible) and then set them up so that they’re both recording at the same time. We’ve done this with our Configit testimonial above if you want to see what it looks like!
6. Put the spotlight on your customers
Creating a testimonial video is a joint venture. Sure, you’re using it to increase conversions – but there’s no reason you can’t promote your amazing customers at the same time!
A great way to start your testimonial video is by letting your customer introduce themselves. This works on many levels:
- It can help your customer to relax on-screen
- It establishes a story
- It gives viewers someone to identify with
It also helps if you can interview more than one person for your testimonial, particularly if you’re a B2B business as you can show how your product/service/company has helped different people in different roles.
7. Show the product in use
If you’re creating a testimonial for one of your products, an amazing way to add even more credibility is to show it in action.
You don’t need to make it the star of the show, but a couple of seconds that presents your customer using the product (and enjoying it!) will send a great message to potential customers.
You could also show your product in the background, or cut to it while your customer is singing its praises!
8. Use overlays to add depth
Several minutes of person-to-camera footage can be a little bit dry, so it’s important to break that up in the edit.
We’ve already talked about cutting to different viewpoints and scenes, but another way to add depth is to use text overlays or inserts. We’ve done this in our testimonials, as you can see:
This not only breaks the video up into easy-to-digest segments, it also adds some extra personality. If this is important to your brand, you could even take it a step further by including some animated graphics on-screen:
9. Keep the video short
It’s true that customers are seeking out online reviews and testimonials, but that doesn’t mean they have the time (or the want!) to watch several minutes of video in order to find the information they’re looking for.
Keep your testimonials short and sweet in order to maximise viewer interest and engagement. At Wyzowl, we recommend that you keep your testimonial videos to a maximum of 3 minutes, and cover 4 – 5 key points in that time.
As with any marketing collateral, you will need to promote your testimonial video aggressively across all of your platforms. This means posting it on YouTube, social media, and also sending it out to your email list.
The more eyes you can get on your video testimonial, the better. You should also set aside a page on your website for your testimonial videos – as this could encourage visitors who are on the fence to make a commitment and convert!
Better yet, strategically place your testimonial videos across product pages. This could be the push that some people need to hit that ‘buy’ button.
Creating a powerful testimonial video is not only a way to increase conversions, it’s also a way to forge a deeper connection with your current customers. The customers that want to appear in your testimonial videos will be your most loyal advocates, and will hopefully stick around for a long time.
Looking for inspiration? Take a look at our list of 20 Super effective testimonial video examples.