Top Testimonial Video Tips
Creating testimonial videos can be powerful for building consumer trust. According to Nielsen, 92 percent of customers believe what their friends and family tell them about different brands over what paid advertising tells them. Testimonial videos harness this power by not only offering the recommendations, but also providing them in an engaging, personal format that allows viewers to feel a connection to the customer. This relationship helps make the recommendation even more convincing. As a Maryland video production company, we have developed a list of testimonial video tips to help you create a video that will accomplish your goals.
Have customers tell the story about how they use the company
The customer needs to create an engaging introduction to their experience with the brand. That means going beyond just stating that they work with the company. Instead, the introduction should be framed as a story, “We first began using XYZ consulting company when we realized that our production was stagnating. We struggled to find ways to improve our efficiency and went looking for answers.” This helps to create a relatable premise that will bring customers into the testimonial. When the customer can put themselves in the proverbial shoes of the person giving the testimony, it will help create an engaging and persuasive viewing experience.
Have customers demonstrate how your company was able to help them
When customers can provide evidence of how your company helped them to solve their problem, the recommendation will provide a much bigger impact. The demonstration can come in a number of different forms such as:
- Concrete statistics of growth
- Video shots of new products or facilities
- Money that has been saved or generated from profits
This type of evidence will help address any doubts that viewers might harbor about the authenticity of the recommendations that the subjects are giving.
Have the customers answer key questions
The testimonial should be framed to answer key questions that customers tend to ponder. For example, customers might be wondering things like:
- How long have they used your company?
- What made them choose your company in the first place?
- What made them come back to use you again?
- Why would they recommend your business?
You want to identify the precise customers you are trying to reach so that you can create videos that answer their pain points. When you understand the types of endorsements and answers that this audience seeks, you will be able to create testimonial videos that address these needs. The customer will be able to get more from the video and it will help boost the brand’s reputation.
Creating testimonial videos allows you to leverage the power of the peer recommendation as well as the persuasiveness and personal connection apparent in a video. Keep the above recommendations in mind and begin preparing a video that will enhance your connection with your viewers.