Video is fast becoming the primary media by which people are receiving their information. Be it on YouTube or on websites, people prefer to watch video over reading or listening to audio.
Almost any written medium can be depicted in video, and customer reviews have fast become one of the most successful forms of video used by companies to help persuade their clients and boost sales.

Below is a hit list of top tips for developing successful client testimonial videos:

Your brand’s credibility
Featuring real clients and customers in your video lends a tremendous amount of credibility to the message you are putting across. On a biological level, humans connect with faces, so when your customer appears on screen to talk about your business, the viewer will be 5 times more likely to trust them.

Being visible
The average person is bombarded by over 3,000 marketing messages a day, so being visible to your target market at the right time and place is key to the success of your business, and will place you above your competitors.
The format most widely shared and interacted with across websites and platforms such as social media is undoubtedly video (with over half of those videos featuring ‘talking heads’) so developing a creative video concept to show off your reviews should be a #1 priority for your marketing team. 

What goes on the internet, stays on the internet. Unlike expensive radio and TV spots that have to be purchased over and over again, videos, especially those on YouTube, are forever.
That means you can build upon your client testimonials and create a backlog of positive reviews and information surrounding your product or service, which will always be relevant and current (as long as you continue to add new testimonials!)

Being selective
Having talked about updating your collection with new testimonials, it’s also important to be selective. Instead of getting customers to talk about how great your product is, get them to provide specific details about why it works for them and how it tackles their pain points.

Remembering buyer personas
Sometimes it’s tricky to target your entire customer group with one testimonial. When developing it, consider which target group you want to connect with, and how they may directly relate to the client featured in your video.
Customers want to see businesses like theirs profit from the service you have to offer, and keeping it relatable and informative for them is essential.

Check out some examples of great video testimonials here for inspiration. 

Jo Oct 12th, 2016

About Jo Haywood

Jo is the Managing Director at Skylark Media. Before starting Skylark in 2005, Jo ran the BBC Lifestyle website and prior to that directed science documentaries for the BBC and Channel 4. To switch off she can be found on the tennis court, at yoga, or planting trees in the forest garden.