Making a Successful Testimonial Video
Bread and Butter videos
There are a few types of videos that we would recommend for almost any organization, and testimonial videos make the cut. We’ve done several testimonial videos ourselves and have found them to be quite useful. While your work can indeed speak for itself, there is something about prospective clients hearing from your current customers — they can answer questions in a way that you can’t and can make your potential clients feel even more secure in their decision (hopefully!) to work with you. Hearing from someone who has been in your shoes is just so helpful.
If you’ve decided to make a testimonial video, you may be wondering the best way to go about it. Here are a few tips for planning and executing a successful testimonial video.
Your clients, while they may love your product or service, are doing you a favor. Their time is precious, and they’re giving it to you. Also, they probably don’t have a ton of it to give. They’re fitting you into their busy lives and, many times, busy work schedules. So when you arrive at the shoot, make sure you come prepared. Make smart and quick decisions setting up your equipment for the interview. Ask them targeted questions — go into it knowing what you want them to say. Have a good idea of what you want to get for b-roll and get it as unobtrusively as possible. Don’t overstay your welcome…your product or service has made their life better in some what and they need to get on with it.
Know Who They’re Talking To
Who is your target audience? Maybe you have a few different types of clients, or maybe just one. Most likely, even in just one target group, there are probably various aspects of your product or service that are most important to them. So, a few different testimonials is always a good idea. And just as you have different clients with different concerns, make sure your testimonials reflect that. Be mindful of this when choosing a customer to film. And also go into the shoot with a plan — when you know what aspect of your organization you want them to speak to, you can ask specific questions to get what you want. And your result will be a collection of unique testimonials that all of your prospective clients can relate to.
Think About B-roll
The story here is your client’s journey with your organization. So, what kind of b-roll supports this story. It can be a challenge with testimonials, depending on what your product or service is. So, plan it out ahead of time to make sure you get what you need to keep your video interesting and the story moving along. Is it appropriate to get footage of the work taking place at your client’s office? Can you get some shots of them using your product? Having a plan in place will make it easier to make sure you capture what you need.
Make It a Reflection of You
Remember, testimonial videos are for prospective clients. These are people you are still trying to convince — they have a choice to make, and you want them to choose you. So, put your best foot forward. I’m sure your product or service is at a high level or quality. Your video should reflect that. Make sure the quality of your images, audio, and overall storytelling is in line with the quality of your organization.
Make Sure It Gets Seen
So, you’ve done all this work to produce an excellent testimonial video, but what good is it if it doesn’t get seen? Share your videos on social media sites. Put it in an easy-to-find place on your website. Put it on your blog. Send it out with bids. Figure out where your audience is most likely to see the video and make sure it is there.
Of course, this isn’t exhaustive…just a few things to think about when planning your testimonial videos. They are elements that can help make your testimonial videos successful.