Video production 101: creating effective testimonial videos

Time to read: 4 min

Sep 8 2020

Corporate Testimonial Video Production

Testimonial Video

There’s nothing quite as persuasive as a rave review. Customer testimonials, in any form, are valuable assets in marketing. Whether it’s a Tripadvisor rating, a Facebook review or even a tweet, the success of a business can depend heavily on word of mouth.

But there’s one form of social proof that is proving a worthy investment – video testimonials. 80% of consumers prefer watching product reviews over videos of experts. What more reason do you need to  shout about a success story?

Video testimonials can humanise an online business, connecting you with your customers on a personal level. And in this post-truth era, a video of a customer talking passionately about your business is arguably more trustworthy than  an employee from your business.

Not entirely convinced? Here’s why you should consider video testimonials for your business:

  • They build credibility and trust. Giving prospects the ability to see actual clients giving their real opinions on your products or services gives your brand credibility. There’s simply no better advocate for your business than a happy customer.
  • Increases shareability. A text-based testimonial may well reach your followers, but will they share them? A video testimonial that’s well edited with the appropriate captions and graphics, is more engaging and shareable.
  • Better conversion rates. Video testimonials and case studies are essential for the consideration stage of your marketing funnel. When it comes to deciding who to buy from, a video testimonial is more likely to sway potential customers and get them over the line than text quotes on your website.
  • Boosting your social media channels. Social media channels have a wide range of video analytics tools available, which in turn, helps brands build better awareness and engagement through the use of video content. A video testimonial can be pinned, posted and used as part of a paid campaign over and over again – giving you the most mileage for your investment.

Here are some tips to help you get started with testimonials in your video production:

Use a talking head in your video production

When tech company 9 Spokes wanted to attract new customers to sign up to their data dashboard service, they asked Skylark Media to create a series of case studies, each based around a single customer story. In this video, Gigride founder Oscar Simon, talks about how he uses the service, highlighting its user-friendly interface.

Feature more customers in a promotional video

When Ecosurety launched its Circularety service, they wanted a promotional video to outline the benefits of the service. To strengthen its offering, they enlisted the help of not one, but several happy customers including household names Innocent Drinks and Alupro.

Enlist micro-influencers

Potential customers are more likely to believe one of their peers than anyone else. Working with micro-influencers (audience size of between 10,000 and 100,000) or even hyperlocal influencers can prove effective. What they lack in all-star reach, they make up in engagement and conversion through a more specific and niche audience. For its launch into the New Zealand market, HelloFresh took this one step further with a bold move, plucking a regular guy from obscurity and making him the face of the brand.

Make the most out of testimonial tabs

Be bold – ditch client logos and testimonial quotes. Instead, add a ‘testimonial’ tab to your homepage to take prospects straight to a landing page of video testimonials. If you have a YouTube channel, curate a community video playlist of customer success stories. We’re a huge fan of Airbnb’s YouTube channel which is full of stories from hosts, business travelers and guests. These playlists are placed above Airbnb’s product announcements and promotional videos because they convert so well.

Position and promote

Video testimonials are key in influencing purchase intent, so place your content in prominent positions: on your home page, on email signatures, near opt-in forms and add-to-cart buttons. If you’re distributing across social media, spread them out and consider ‘pinning’ your videos for re-targeting returning visitors.

Testimonials in video production

With our skill for putting interviewees at ease we can guarantee to draw out the most honest and engaging talking head soundbites from your satisfied customers, in order to engage with new ones. Whether it’s an intimate interview with a customer from the comfort of their own home or a business partner out in the field, the warmth and authenticity of our testimonial videos is hard to beat.

If you’re ready to make a video testimonial for your business, we’re happy to discuss your options and the styles that work best for you. Call Skylark Media on 0117 258 0011 for more.

Nina Postans

Nina is Head of Marketing and Video Marketing Consultant at Skylark Media. With a background in advertising and publishing, Nina has an interest in consumer and technological trends. She has written for Marketing Week, Fashion Monitor, Advertising Week and Creative Review.