How To Make an Effective Testimonial Video in 5 Steps

By Indeed Editorial Team

Updated August 1, 2022

Published May 11, 2021

The Indeed Editorial Team comprises a diverse and talented team of writers, researchers and subject matter experts equipped with Indeed's data and insights to deliver useful tips to help guide your career journey.

Testimonial videos are a helpful way for companies to engage with their consumers and provide them with genuine reviews and feedback on their products and services. If you're seeking to make a testimonial video, it's important to understand an efficient and effective way to create one. Understanding the benefits of creating these videos and using the right equipment can help better prepare you for the execution of it.

In this article, we discuss what a testimonial video is, including a list of five steps on how to make a testimonial video, sharing its major benefits and four tips to consider. 

What is a testimonial video?

A testimonial video is a recording of a customer's experience with a company's product or service. The company or business selling the product often creates the video to help promote its function and benefits to consumers. When a business captures a customer's genuine review or testimony of their experience, it establishes a level of authenticity and helps potential customers picture themselves as the reviewer. Relating to the company's customer base and capturing their attention with a testimonial video can encourage them to buy the products or services and increase the business' revenue.

Related: 18 Types of Videos You Can Use To Promote Your Business

How to make a testimonial video in 5 steps

Here is a list of steps to creating a powerful testimonial video:

1. Ask the right questions

Asking the customers the right questions can help you invoke a powerful statement or testimonial to use for the video. It's important for the questions to focus on how the customer benefited from the company's service because it helps viewers relate to the testimonial and understand how the services could help them, too. It's also helpful to send customers the list of questions ahead of time so they can process and think about their answers before answering them on camera. Some helpful questions to ask include:

  • What was the experience you had with the company?

  • How did the product or service benefit you?

  • Did the product or service help solve a challenge you were having? What was that challenge?

  • How did you decide on the product versus similar products from other companies on the market?

Read more: Creating Customer Satisfaction Survey Questions: Best Practices and Examples

2. Use the right equipment

Using the right equipment is important because it helps to create a video that looks and sounds professional. Having a video that’s visually appealing and audiences can understand helps deliver a clear and concise message about the company and its services. A suitable set of filming equipment can include:

  • Camera: It's important to use a camera that delivers high-quality images. Using a DSLR with a good lens, or renting a professional camera package can help create a professional-looking video.

  • Microphone: Different microphones deliver unique sound qualities depending on the location and use. It’s important to remember that shotgun or lavalier microphones are two of your strongest options when interviewing customers because they're for picking up dialogue and vocal sounds.

  • Lighting: Lighting helps create a visually appealing, three-dimensional image, especially when using a three-point lighting design. Three-point lighting uses a key light to illuminate the subject, a fill light to brighten shadows and a backlight to separate the interviewee from the background.

  • Editing software: Having strong editing software can provide you with the right set of tools to create the video you need. Some editing software can give you the ability to add graphics or text and trim the videos easily to where you desire them to be in the frame.

Related: How To Become a Videographer: Job Outlook and Salary Information

3. Capture genuine reactions

When a company has products or services that can allow them to capture genuine customer reactions, it helps to sell the authenticity of the testimony. For example, if a company sells food products, it’s beneficial to record customers trying the food for the first time to capture their response. If a business restores old furniture, it might be helpful to record the customer's initial reaction when seeing their fixed dressers, chairs and other furniture pieces. Once you have captured their reaction, consider recording a quick question-and-answer segment to add words or a testimonial quote to their visual response.

4. Intercut with products or services

Adding images and videos of the company's products and services over the dialogue of a customer's testimonial can help audiences visualize what the customer is talking about more easily. Allowing customers to see the goods for themselves can help them understand the major benefits of the product and encourage them to purchase. For example, if a testimonial for a new type of sponge talks about how the product could remove tough dirt or grime, insert a video over the dialogue, demonstrating the sponge's ability to deliver on its promise.

5. Add graphics and text

Adding graphics and text to a testimonial video is a beneficial way to maintain your viewers' interest and display important information, such as the customer's name or interesting facts and knowledge about the product. If you're able to hire a graphic designer or animator, you can also add customized images to the video to help present information or create fun transitions between testimonies. It’s important to ensure all graphics, text boxes and transitions serve a purpose and add to the content on the screen rather than taking away from it.

Related: Video Editing Skills: Definition and Examples

Benefits of using a testimonial video

There are several major benefits that testimonial videos provide to companies and businesses, including:

  • Visual representation: Videos create a visually appealing experience for customers to watch and understand the usefulness of a company's products and services.

  • Trusted source: Customers listening to the reviews and feedback of other customers allow them to trust the source of the review more easily and believe what the testimony is saying.

  • Portray positive feedback: Creating a testimonial video allows companies to put their positive reviews front and center, effectively controlling how consumers portray their products. 

  • Ensure the review is helpful: Creating a testimonial video allows companies to ensure the review is helpful and provides customers with beneficial information they can use to decide about purchasing the product or service.

5 tips for creating testimonial videos

Here are some additional tips to help you create a helpful testimonial video:

1. Use different target customers

Using different target customers in your testimonial video, or creating two separate videos, can help increase your customer outreach and attract different viewers to your business. For example, if a company creates running shoes, they might create a testimonial video from a new runner who loved the comfort of the shoe, and a video from an experienced runner who loved how the shoe improved their performance.

Related: How To Identify Your Target Market

2. Focus on the customer's journey

Focusing on the customer's journey and the benefits of the products can help encourage customers to purchase the products to experience the benefits themselves. When filming a testimonial, direct the conversation with questions that talk about the customer's challenges they were facing and how the product or service provided a helpful solution. 

Related: Mapping the Customer Journey (With Steps and Templates)

3. Pick the right background and location

Picking the right location can help make filming the video easier for you and the company. If you're hoping to have a lot of control with lighting, sound and special effects, it's better to shoot indoors where you can manipulate those features more easily. Additionally, if you're hoping to save time and money, shooting outside in a public location can help you shoot quickly because it requires less set up, but you may have less control over the natural elements.

Picking the right background and location can also help display the company's products more efficiently. For example, if a landscaping company creates a testimonial, filming outdoors in front of a lawn or yard they worked on could help them sell their service.

4. Keep the camera running

Keeping the camera running is a helpful way to capture beneficial testimonials from customers. By letting the customer answer each question without stopping to cut or record can help them relax in front of the camera and forget its presence. While they're answering questions, it's also helpful to let them keep talking freely until they decide to stop because it can give you ample footage to watch and choose from later on.

5. Present helpful facts

Presenting facts in your testimonial video through graphics or customer dialogue can help you convince potential customers about the benefits of your products or services. For example, if a marketing firm helped increase a business' customer outreach by 20% and total revenue by 30%, it's beneficial to add that statistic to the video to demonstrate their expertise and qualifications.

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