A customer testimonial video is a powerful marketing tool. Choose a relatable subject that speaks to your audience. Then, focus on the key benefits of your product.
Video testimonials from customers are a powerful tool to convince potential customers. They can help increase conversion rates and provide social proof for your brand.
Your audience will trust your brand and see that your products and services offer real benefits to them. It is no surprise that 89% of B2B marketers consider testimonials to be the best marketing tactic.
These 5 steps will help you create compelling testimonials for customers.
Five Steps to Create a Customer Testimonial Video
- Select a topic that is credible and relevant.
- Use authentic, original language
- Identify the benefits
- Incorporate engaging visuals
- Keep it simple and short
1. Select a credible and related subject
If your testimonial subject isn’t credible or relatable, your video won’t be of any benefit to your business. You should use a real customer who is enthusiastic and honest about your products and services.
Consider your target audience when choosing a customer to make the video.
Are they like your ideal buyer? If your top buyer is a female entrepreneur aged between 20 and 35 years old, it is best to not feature a 45-year-old male in a testimonial.
Although you may be grateful to all your customers, you must focus on your target audience when making this type of video.
It doesn’t just matter how they look. Your target audience should be able to identify with your video subject. This should include the reasons they use your product, and how they benefit from it.
Ask your customer to talk about the things that are most likely for the same draw as your main target. A relatable customer can help you build an emotional connection with your audience.
2. Use original, authentic language
A successful testimonial video will not come across as stale, boring, pushy, sales-y, or dry. To attract more customers, it must have a natural and authentic feel. Avoiding too much jargon and sounding robotic will turn off most people. They’ll just tune out.
Try to be original while talking to your subject during filming.
Do not ask them to repeat the same selling points as you do in your sales copy. Ask them for their honest opinion and let them speak in their own words.
This was the 2016 testimonial video from Roku TV. Instead of focusing on one topic, they filmed several customers and then edited the clips together. Some users spoke about specific features of the software, such as the search interface.
This is a great way of highlighting the main selling points of your product or service. Other people had their ways of framing things.
Although Roku TV doesn’t market itself as a multimedia candy store, it does add a fun and genuine flair to the testimonial. If the video was scripted, gems like this wouldn’t happen.
Instead of giving your subject prewritten text or talking points, give your subject a guideline that will help them understand the direction of the testimonial.
It is also essential to make customers feel comfortable. It is important to establish a solid and lasting relationship with the customer giving the testimonial. As they discuss the benefits, their enthusiasm for your product will be evident.
3. Focus on specific benefits
It is not enough for a customer to tell you that they love your product. Ask them to tell you all about the benefits it has provided.
Let’s take, for example, the statement of a customer that your product helped them organize their bookkeeping. It’s not a detailed or compelling statement. It’s merely a general benefit. It is important to focus on the benefits.
Ask them to share how they have been able to organize their records better to simplify their bookkeeping.
When creating the testimonial video content, make sure you highlight the key benefits your product provides to the customer.
4. Engaging visuals can be integrated
Customer testimonial videos are often very simple and can have basic shots. A compelling video doesn’t require a lot of fancy graphics or post-production work.
Engaging visuals and high-quality production values will grab the attention of your audience and help you build a relationship with them.
Make sure to use a compelling background
Your testimonial can be filmed in an interview setting where the subject shares their thoughts and stories. Pick a spot in a well-lit area that is relevant to your product.
If you are selling a service that helps customers run their businesses, film at their workplace or in a similar setting. Background can make your content more interesting and may help illustrate your target market.
Use Illustrative Visuals
You can also insert clips of customers using your product/service. An interview-style tight shot can be used that is focused on the customer while they speak and shows intermittently illustrative clips.
HubSpot released a great testimonial video featuring Endless Entertainment. The video begins with an introduction to Endless Entertainment, which is followed by a simple animated title.
It would be awkward for the viewer to watch the subject speak for three minutes in front of a camera. To show the product’s main benefits, the video includes shots of the customer using HubSpot’s integration with Wistia.
The video shows HubSpot’s key features, and also highlights HubSpot’s interface. It also includes eye-catching clips from the subject’s daily work. This creates a direct link between the product’s benefits and the customer’s everyday work.
A few product photos should suffice for a short testimonial. This helps to regulate the pace of the video.
5. Keep it short and simple
A marketing video must be concise and clear to grab the attention of the viewer. You want testimonials to convey the happiness of your customer to your viewers, but not to bore them.
Keep your eyes on the goal to ensure that your message is clear, concise, and compelling. Do not use lengthy, drawn-out stories to explain why your customer chose your product.
It is a good idea to review the testimonials of your customers before you start filming. This will help them cut down on long statements and make a concise summary.
You can share your customer’s compelling story by creating a case study. You can also use case studies on landing pages as complements to video testimonials.
Video testimonials are a powerful marketing tool
A compelling video testimonial can increase your conversion rate and build trustworthiness and authority for your brand when done correctly.
The right subject is the key to a successful video. You should find a customer that is relatable to your audience. Let them freely talk about their experiences with your product.
Avoid sounding robotic, give your subject a short guideline that directs their attention to the product’s benefits. To direct viewers to the main points, you can use visual cues such as clips of customers using your product.
Your efforts will pay off if you follow these steps and keep your video on point. Use video testimonials to increase sales.
