A Quick Guide to Testimonial Videos for Business

More than 90% of customers say their buying decisions are influenced by reviews. Learn the best practices for producing powerful testimonial videos and how to get them.

*Still image of a member from our video shoot with CrossFit IPA.*

In today’s world, where you can buy fake reviews (both human and AI), video testimonial reviews far exceed the weight of written reviews. There was a time when customer-written reviews were credible because there was no bias—people trusted these customer experiences and allowed them to affect their buying choices. But alas, artificial reviews and poor business tactics have made reviews less reliable.

In this digital era, where most people start their search for products and services online, nailing how you represent your product’s quality and value is crucial. Much of Brighlocal’s 2024 study on local customer reviews revealed that while traditional customer reviews still have a significant influence on purchases, buyers take measures like reviewing multiple sites, checking for recent reviews, the number of reviews, and minimum rating averages.

Now, think about the power of a collection of customer testimonial videos available for visitors to see past buyers express their experience, show the products or services in motion, and more. The opportunity to build layers is far more than that of a written review. Customer testimonies are also a great addition to your company’s branding and lifestyle creatives. A good example of this is a branding video we shot for CrossFit IPA with a handful of their members.

Below, we’ll explore a handful of best practices that you can consider for creating powerful testimonial videos for your business and the best ways to get them.

We’ll look at the following:

Genuine & Authentic Take
Show Results
Tell a Story
Spark an Emotional Appeal
Share Various Perspectives
Quality Video Production
How to Get Customer Testimonies

Genuine and Authentic Take

Authenticity is such a key point in testimonial videos. People look at client reviews because that is where they will get the truth about the company and its products and/or services. The clients featured in your testimonial videos should speak for themselves. In our videos, we encourage interviewees to tell their stories in an off-the-cuff style, as scripted content can come across as insincere and even a bit awkward, both of which aren’t very convincing to the audience.

Show Results

Video testimonials can have a stronger effect on leads than written reviews because they have the advantage of showing results. This can include before and after visuals or transformation stories.
For instance, dentist offices frequently showcase the before and after work of their patients who have had major dental work. Another example could be the evolution of clients working with a fitness instructor. Or it could be more of an emotional transformation, such as how a new security system has helped families gain more confidence in a safer home. In all scenarios, you’re able to see the results, whether it’s physical or simply the joy on someone’s face once they have used a service or product.
Consider how your past clients can show viewers the results of what it is you are selling. These transformations or results are often told through the effective device of storytelling.

Tell a Story

Great customer testimonial videos persuade customers through visual storytelling. A quality video production company can help frame the client’s experience in story form. This technique has been used to market businesses in various ways, but what’s wonderful about video testimonial storytelling is that the characters are your actual customers, and the plot is their real experience. Stories are certainly the most influential and easily consumable content to capture in film, as they draw in viewers and hold their attention by eliciting emotion.

Spark an Emotion Appeal

A bit of emotion is behind most marketing content. Video testimonials are great for this because seeing real people speak about their positive experiences with your company does exactly that! Allowing a past client to tell their journey of how your products or services have changed their life (big or small) elicits emotion. The people watching your videos are in some way interested in your products or services and will relate to your previous customers in this way.

Share Various Perspectives

This one is simple. Relatability, as we just mentioned, is part of why these videos are effective, so take care to ensure your testimonial videos represent different perspectives that encompass the whole of who your clientele is.

Quality Video Production

Finally, quality video - ALWAYS. As a video production company, we’d be in trouble if we didn’t point out the importance of quality video production. It’s unfortunate, but even if you hit every other point on this list, a poor-quality video can sabotage them all. In large part, the reason quality is so important is because it conveys the professionalism of your business. A quality video helps viewers trust what is being said and have confidence about the services or products shown in the video. And lastly, people simply will not sit through a poor-quality video. What is the point of producing a video if no one will watch it?

How to Get Customer Testimonials

Still image of member from our video shoot with CrossFit IPA. — *Still image of a member from our video shoot with CrossFit IPA.*

Now that you have the elements of crafting compelling testimonial videos for business, how do you get them? If you don’t have an established relationship with current or past clients that you can approach in your place of business, you’ll need to do some research to find the people who have reviewed or recommended you. Look through your Google, Yelp, or Facebook reviews. Another space to explore is Linkedin, as people tend to recommend businesses there as well.

From there, open up a conversation with them. The most professional way to reach out online is through email. The same way you want them to be authentic about their testimony, you too want to be kind and genuine with your approach. I suggest crafting a message that is customized specifically to them by mentioning the specific product or service they purchased from you and that you appreciate their support. Then, let them know you’re producing a testimonial video and ask if they would be comfortable in taking part. A good final tip: If possible, offer some type of incentive to the people who are willing to get involved. After all, it is their testimony that is going to promote more business and sales!

If you are a local business in Colorado looking for a video production company in Denver, we’d love to hear from you!

Our team is experienced with high-quality corporate video production services, such as professional interviews, testimonials, and brand storytelling. Click below to get in touch and receive a project proposal.

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