A Beginners Guide To Producing Video Testimonials
Video testimonials can be powerful and are a great way to gain trust from potential customers. A video testimonial can help to:
- Build a story that engages your audience
- Show prospects how real people have used your product or service
- Overcome your potential customers' reservations
- Create a buzz about your product or service
- Convey information to individuals or organisations with short attention spans
So let's get started: follow these tips and produce an effective video testimonial.
Video Length and Script
The length of the video should be around 30 – 40 seconds. I recommend scripting your video content so it doesn't run too long.
Three reasons to have a script:
- Helps the subject to remember what comes next
- Helps the subject to relax - It may take several times to get the script sounding natural, so practice a few times until you're happy
- Helps the subject to keep to the main points
The Client Testimonial
It’s worth having a think about what kind of questions you want your customer to answer.
- Your questions should evoke answers which will describe benefits for potential clients / customers. However, it's essential customers' answers should be a natural language, spoken in their voice not yours
- Be specific - The customer testimonial should talk about specific problems, solutions, features, benefits and outcomes
- Effective content - An effective testimonial should explain what the customer's experience was before, during and after they purchased the product / service. Using a genuine story gives context to the testimonial and makes it reliable
- Gaining trust and social proof - Add photo stills if appropriate: business names, social media handles and website links to help establish the credibility of the video
- Avoid busy backgrounds when shooting the video: distracting backgrounds can ruin a great testimonial
- Check nothing appears to be growing out of your subject's head like a vase of flowers
- Make sure passers-by can’t walk directly behind while you’re shooting
To avoid spending huge amounts of cash on equipment here are my recommendations:
- A Digital SLR camera with Full HD movie capabilities is my preference - however, I've seen decent videos produced with no more than a common smart phone or Flip camcorder
- Use a sturdy tripod to mount your camera to avoid unfocused videos
- A mic stand is essential: it will hold and position your microphone - without a stand your microphone would pick up and record all sorts of knocks, bumps, and vibrations that would ruin the take
- Test your audio equipment is working correctly: does it give off a quality level of sound?
- I recommend you use an external microphone over an internal one as generally the sound quality is much better
- Practice a few times to find out the best distance for sound levels from microphone to subject: the voice should be crisp and clear
- Find a quiet room to record in, with windows closed
- Dispel background noises, record and play back to listen for unwanted background noise
- Place your subject near a good light source, like a window. The window must cast a good even light to the side / front of your subject
- It’s not advisable to place the subject with the window behind them as this will cause a silhouette
- Bright sunlight on your subject can cause harsh shadows so it’s best to avoid this
- Look to position the subject at an angle that minimises shadows on the face
- Using a reflector on the opposite side of the light source is a good way to reflect the light more evenly on the subject
Video editing programs have a lot of effects you can add to your video. However, it’s often best to keep it simple
- Avoid drowning out the most important message - your customer’s testimonial - with unnecessary bells and whistles
- I do recommend adding your customer's name, company name, website address and social media handles as this gives authenticity to your video
Last but not least:
For optimal results - Add the video testimonial to your website, social media pages and upload to YouTube.
I hope you have found this article helpful. If you have any questions or would like more advice on Video testimonials please go to our ask an expert page.