How To Make a Winning Testimonial Video?

by Jamie Gooderham on 28th March 2022

A Testimonial Video is a Key Tool in Selling Your Product or Service.

Reviews are important for any customer; it allows them to understand more about what they are looking for and for them to feel comfortable buying from your company. If you’re looking up businesses for a particular service, one has 50 good reviews, and the other has none, which are you more inclined to go to?

Why Use a Video Testimonial?

Data has consistently shown a video message is better than a written one.

  • Viewers retain 95% of your message when watching a video, while only 10% when reading it
  • 96% of people have watched a video to learn more about a product or service
  • Videos increase organic search traffic by 157% on your website
  • 68% of customers prefer to watch a video compared to infographics, articles, and presentations.


What Makes a Good Testimonial Video?

A Clear Problem and Solution

A testimonial video should show your customer clearly laying out their problem and how your company’s product or service was the solution. It should help your consumers understand why your company produces better results and creates tangible change. Your audience should finish the video feeling confident in what your business could do for them.


Feels Genuine

It is important that your video feels authentic. Consumers will be able to see right through a scripted video. Make sure your video feels genuine and human to create a connection between your brand and your customer.


Tells a Story

Testimonials are not just a way to share your product but to evoke emotions in your consumer. A brand story helps build trust with your audience, and according to Headstream, 55% of consumers are more likely to buy your product in the future. A good story will keep your audience engaged, encouraging them to explore your brand further.


How To Ask a Customer For a Testimonial?

Asking a customer too early for a testimonial or feedback can scare them off. Wait until they have had time to make their own judgements on your product or service. The best testimonials would likely come from customers who have previously given good feedback in the past on multiple occasions; therefore, you know they are fond of your product or service and could be interested in providing a more in-depth testimonial.


Make Them Aware of The Details

It’s crucial when reaching out, to be transparent about the video, what you want from it and where it will go once published. Make them aware you want the video to be used for future prospects and that the video will not go live until they have their final approval and they are comfortable with it.

Don’t put too much pressure on the customer to be involved. Some people are more comfortable than others on camera. Make them aware that their role as a customer is more important than being involved in a video, so there is no pressure either way.


Don’t Influence The Video in Any Way

A video testimonial needs to be as genuine as possible, or people will see through it, so it’s important that their testimonial is not influenced in any way. Offering small incentives for their time or as thanks is okay but be careful as this will put more pressure on the client to feel like they have to and will make the video biased.


How To Promote a Video Testimonial

A testimonial can be used at various points of the marketing funnel to encourage potential clients. It’s important for as many people to see it as possible.

Publish the video on your social media and encourage the client to share it on theirs, as this is ultimately the best free marketing. You can use the video on all channels and post snippets of it while linking to the full version.

Consider uploading the video to a landing page and sending it out to your email list, as this will act as a powerful marketing tool to boost conversion rates. According to Forbes, 90% of customers say video helps them make buying decisions, and 64% of customers say that seeing a video makes them more likely to buy.


How Can We Help?

Capsule is a video marketing company with over 10 years of experience and has worked with both local and international clients in a multitude of different fields. Bringing your brand to life is at the core of what Capsule is all about. We use the latest in cutting edge technology to create your videos, including drones, mobile production vehicles, and 6k filming capabilities. Our team of graphic designers, animators, and digital marketing specialists can help create your perfect testimonial video and make sure that it’s seen. To discover all that Capsule has to offer, take a look at our video production and animation services.

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