Table of Contents
- What Is A Video Testimonial?
- Related Reading
- Why Are Video Testimonials Effective?
- Build Trust With Prospects
- Relate to Real People with Authentic Customer Stories
- Share Quick, Easy-to-Digest Video Content
- Boost Your Bottom Line With Video Testimonials
- 7 Benefits Of Using Video Testimonials
- 1. Boost Your Brand's Trust and Credibility
- 2. Enhance Engagement
- 3. Improve SEO in an Instant
- 4. Catapult Conversion Rates
- 5. Master Cost-Effective Marketing
- 6. Increase Customer Retention
- 7. Find That Competitive Edge
- What's The Structure Of A Video Testimonial?
- 1. Outline the Problem
- Start With an Intro and a Challenge
- Set the Scene
- 2. Highlight the Product as the Solution
- Introduce the Product
- Discuss Key Features
- Share Experience
- 3. Share the Results
- Discuss Outcomes
- Add a Personal Touch
- Wrap It Up
- How To Create Effective Video Testimonials
- Choose Your Star Wisely: Selecting the Right Customer for a Video Testimonial
- Prep for Success: Outlining the Shoot
- Let the Cameras Roll: Film and Edit Your Testimonial
- Get the Word Out: Share Your Video Testimonial on All Channels
- 5 Best Software For Getting More Video Testimonials From Customers
- 1. Testimonial: The Easiest Way to Get Video Testimonials
- 2. Famewall: The All-in-One Testimonial Platform
- 3. Trustmary: Streamlining Testimonial Collection for Your Business
- 4. VideoAsk: A Clear, Intuitive Approach to Video Testimonials
- 5. Trust: A Fully Automated Video Testimonial Solution
- Related Reading
- 6 Best Examples Of Video Testimonials To Learn From
- 1. Amazon Web Services: The Power of Structure
- 2. Google Ads: The Importance of Storytelling
- 3. Dove: Highlight an Inspiring Customer
- 4. Medical Guardian: Use an Emotional Hook
- 5. Salesforce: Show the Problem and Solution in Action
- 6. Slack: Appeal to the Audience’s Interests
- 7 Tips For Successful Video Testimonials
- 1. Keep It Concise
- 2. Structure the Narrative
- 3. Foster Authenticity
- 4. Prepare Your Client
- 5. Choose the Right Setting
- 6. Focus on Benefits Over Features
- 7. Include a Call-to-Action
- Related Reading
- Build a Wall of Love for Free Today with Testimonial
Current Column
Date
Oct 12, 2024
Description
Boost trust with engaging video testimonials. Know 18 essential tools, tips, and examples to up your brand.
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Done
Title
A Complete Guide To Creating Video Testimonials (18 Best Tools, Examples & Tips)
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Imagine visiting a website that has a ton of glowing reviews. But instead of simple text, you can hear the customers' voices. You can click play to watch them talk about how the product helped them or how their lives changed after using the service. This is the power of video testimonials. They allow you to build trust and connect with your audience on a human level. In this article, we’ll explore the benefits of video testimonials on website, how to create them, and how to get them for your website and socials.
One of the best ways to obtain video testimonials is through testimonial software. These tools simplify the process for both you and your customers, allowing you to focus on creating engaging videos that build trust with your audience.
What Is A Video Testimonial?
A video testimonial is a multi-media marketing asset in which an existing or past customer shares their first-hand experience and endorses your product in their own words. Video testimonials are unique because they involve a natural person sharing a pain point and forming an emotional connection with a potential customer.
B2B companies are developing more video content with the help of world-class video marketing agencies to effectively connect with prospects and share their product’s use cases, reviews, and successes with the world. Most B2B businesses selected video as the primary form of media within their content strategy. Video testimonials are an essential component of any B2B video marketing strategy. They resonate with prospects in ways that product demo videos don’t. Video testimonials showcase a real-life application of the product paired with an endorsement from an existing satisfied customer.
Video testimonials are shot in the customer’s voice. This is a crucial factor separating this type of marketing asset from others. Video testimonials provide a unique view into the product’s validity from customers already using it.
Related Reading
Why Are Video Testimonials Effective?
Prospects are bombarded with similar messaging tactics from every company in your industry. Businesses must challenge themselves to set their company apart—but how? Storytelling is the easiest and most effective way to engage prospects and capture their attention.
Video testimonials are an effective vehicle to tell a story about your product and how it helped a specific company in its time of need.
Build Trust With Prospects
Approximately 72% of prospects trust a business more after reviewing positive testimonials and reviews. These types of testimonials are valuable and can increase a company's revenue. Beyond simply converting new customers, testimonials can drive 62% more revenue from existing customers each time they land on your site.
That’s why companies proudly display video testimonials on their website and campaign-specific landing pages.
Relate to Real People with Authentic Customer Stories
Those browsing a site may stumble across a video testimonial featuring someone in the same industry experiencing the same problem. Customer stories provide real-life pain points that the company solves. Prospects are seeking this information and can relate to it.
However, it’s not just the content that they crave. It’s the medium that it’s presented in as well. Consumers are looking to watch more B2B video content. More than 37% of viewers will watch a video until its conclusion.
Share Quick, Easy-to-Digest Video Content
Video testimonials are easy to share with high-level executives who want a quick snapshot of the product and how it will affect their company. They are effective, but numerous benefits surface when compared to written testimonials and case studies. With a video testimonial, you see the customer. You can take in their facial expressions, tone of voice, and the product in action—all components of making the testimonial more personal and real. Written testimonials can be easily faked and lack this level of credibility.
Case studies can tell a story much like a video testimonial, but they require the prospect to read it in its entirety. They can be long, tedious, and unopened in prospects’ inboxes. Video testimonials will engage prospects immediately and can be easily shared.
Boost Your Bottom Line With Video Testimonials
Marketers agree that B2B video marketing is effective. Over 80% have seen increased overall sales after implementing video marketing efforts. That’s why B2B companies invest time, money, and resources into their video testimonial production.
Testimonial simplifies the process of building trust and credibility for businesses. Our software allows easy collection and display of authentic client testimonials, featuring:
- Video and text options
- Embeddable 'wall of love' widget
- A clever Email Assistant
- Third-party review imports
This software is ideal for:
- Content creators
- Agencies
- eCommerce
- SaaS companies
Testimonial helps boost your credibility and conversion rates by showcasing real customer experiences. Build a wall of love for free today with Testimonials.
7 Benefits Of Using Video Testimonials
1. Boost Your Brand's Trust and Credibility
Video testimonials enhance your brand's trust and credibility. You might be thinking, "What's so special about video testimonials? Aren't written ones enough?" Video testimonials are like the cherry on top of your business sundae—they improve everything. Testimonials are one of the most effective forms of social proof, and video testimonials take it to the next level.
They allow customers to share their experiences and provide genuine feedback. By including video testimonials on your website or social media, potential customers can see and hear from real people who have used your product or service, increasing their trust in your business. The more authentic your brand feels, the better.
2. Enhance Engagement
Video testimonials grab attention and keep visitors on your website for longer. They're the perfect way to make a dull experience more exciting. Video helps create a more emotional connection between potential customers and your brand, increasing the likelihood of conversion and improving their overall experience with your business.
Video testimonials are also ideal for sharing across social media platforms, organically boosting your brand visibility and reach. Talk about a win-win.
3. Improve SEO in an Instant
Video content performs better on search engines than written content, leading to instantly better SEO results. Add video testimonials to your website to improve your search engine rankings and increase your brand's organic traffic. Optimize your video testimonials with relevant keywords for an added boost if you want to go the extra SEO mile.
4. Catapult Conversion Rates
When used correctly, video testimonials can significantly increase conversion rates. A Brightcove study found that they can increase conversion rates by up to 80%. Potential customers can then gain a genuine understanding of your product or service's benefits and value. Seeing and hearing a positive experience from a real customer is more persuasive than simply reading text on a website.
5. Master Cost-Effective Marketing
Video testimonials aren't just an effective marketing strategy; they're also cost-effective. Compared to other marketing techniques, video testimonials are relatively easy and inexpensive to produce, especially with user-friendly video editing software. Your dazzling new video testimonials can be repurposed and used across multiple platforms, making them a valuable asset in your marketing toolkit.
6. Increase Customer Retention
Video testimonials work magic and can also help increase customer retention. By showcasing satisfied customers, you tell your existing customers that their satisfaction is a top priority. A happy customer is a loyal customer and your secret word-of-mouth sales weapon.
7. Find That Competitive Edge
Every successful business needs something that sets it apart from the rest. Incorporating video testimonials into your marketing strategy is a surefire way to claim your competitive edge. By showcasing positive customer experiences, you will set yourself apart from the competition and build a strong (and authentic!) reputation. You'll stand out in a crowded market and, in no time, see your new customers roll in.
What's The Structure Of A Video Testimonial?
1. Outline the Problem
Start With an Intro and a Challenge
- To kick off a video testimonial, the customer briefly introduces themselves and their background
- They articulate the specific problem they faced before using your product that prompted them to seek a solution. This could include:
- Pain points
- Frustrations
- Unmet needs
Set the Scene
Providing context helps viewers relate to the situation and understand why the issue was significant. For example, a testimonial for accounting software might start with the customer describing their business and the tedious manual processes they used before finding the product.
2. Highlight the Product as the Solution
Introduce the Product
The customer discusses how they discovered your product and why they chose it to solve their problem.
Discuss Key Features
They can mention critical features of the product that appealed to them and explain how these features addressed their specific needs.
Share Experience
Sharing their initial experience with using the product can add authenticity and credibility.
3. Share the Results
Discuss Outcomes
The customer highlights the positive results they experienced after implementing your product into their operations. This could include increased:
- Efficiency
- Cost savings
- Improved satisfaction
- Other measurable outcomes
Add a Personal Touch
Encouraging the customer to share personal anecdotes or specific metrics (if applicable) can make the testimonial more relatable and impactful.
Wrap It Up
They should conclude by strongly recommending your product, expressing their overall satisfaction.
How To Create Effective Video Testimonials
Choose Your Star Wisely: Selecting the Right Customer for a Video Testimonial
When picking a customer for your video testimonial, start by identifying your project goals. What do you want the testimonial to accomplish? How do you want your company to be viewed? Typically, video testimonials highlight different product use cases.
Look for charismatic customers who use your products in various ways across numerous industries. The success of your video testimonial lies on the shoulders of the people you feature. The right person will provide your video testimonial with the foundation needed to succeed.
Prep for Success: Outlining the Shoot
While the testimonial should be in your customer’s own words, that doesn’t mean you leave them to create it independently. Work with your customers to understand how they use your product. This can help you prepare the right questions to ask while filming. Some questions they should address during the testimonial include:
- Who are you, and what does your company do?
- What was the problem your company was facing before purchasing the product?
- How did the product solve the problem?
- Do you recommend the product?
- What was your deciding factor when buying the product?
The last question is critical because it could nudge other prospects considering competitors to buy from your company. These questions don’t have to be included in filming the testimonial, but the customer’s answers should be highlighted somehow.
Let the Cameras Roll: Film and Edit Your Testimonial
Now that your preparations are complete, it’s ready to get the camera rolling. This is one of the most important steps because you need a high-quality video as your end product. Your testimonial should be appealing, so you don’t want to scrimp on this step.
High quality doesn’t always mean elaborate. By using Testimonial, your customers can easily film a high-quality testimonial video in a few minutes without needing extensive equipment.
Get the Word Out: Share Your Video Testimonial on All Channels
Now that you have a high-quality video testimonial, you must share it with the world. It isn’t enough to create a fantastic marketing asset. You need to ensure that it’s reaching the target prospects as well.
Share the testimonial on your website. Testimonial automatically publishes all my testimonials on my website's testimonial page/wall of Love, and send it to your prospect through social media channels like:
5 Best Software For Getting More Video Testimonials From Customers
1. Testimonial: The Easiest Way to Get Video Testimonials
Testimonial simplifies the process of building trust and credibility for businesses. Testimonials help boost credibility and conversion rates by showcasing real customer experiences, which are ideal for:
- Content creators
- Agencies
- eCommerce
- SaaS companies.
Our software allows accessible collection and display of authentic client testimonials, featuring:
- Video and text options
- Embeddable 'wall of love' widget
- A clever Email Assistant
- Third-party review imports
Build a wall of love for free today with Testimonial.
2. Famewall: The All-in-One Testimonial Platform
Famewall is an all-in-one testimonial platform that helps businesses collect and share customer testimonials in multiple ways to convert more customers. It allows you to create a wall quickly and embed testimonials on your website.
Famewall creates a testimonial collection page, and testimonials can be recorded using video or text (unless you have disabled them). These are then added to your Wall of Fame, which can be embedded on your website. Famewall best suits entrepreneurs, creators, startups, and small businesses.
3. Trustmary: Streamlining Testimonial Collection for Your Business
Trustmark is a platform that streamlines the process of collecting testimonials and displaying your reviews from sites like:
- G2
- Yelp
- Tripadvisor
- Capterra
You can easily automate gathering video testimonials through customizable forms and showcase these on your website. Their primary focus is creating a "wall of love" for the testimonials you captured on other sites. Even if you wanted to make a video testimonial, you would send a customer a form, and they would have to click on the link to record their video testimonial.
4. VideoAsk: A Clear, Intuitive Approach to Video Testimonials
VideoAsk is very clear, intuitive, and has great UX. It does what it says on the tin without all the fluff. I loved the onboarding process, which utilized video to determine your requirements. VideoAsk also has helpful templates that you can use and edit yourself.
As can be expected from the makers of Typeform, VideoAsk is focused on the form experience. Respondents can respond to your video in many ways, including:
- Open-ended:
- Video
- Audio
- Text
- Multiple choice CTAS
- Paying using Stripe
5. Trust: A Fully Automated Video Testimonial Solution
Trust is an extensive video testimonial and review platform that helps businesses of all sizes collect video testimonials and display them through various attractive formats. Its built-in video editor, Video Studio, lets you polish testimonials in minutes. The best part? Trust is an end-to-end automated testimonial solution, so you can save plenty of time, effort, and money by running your testimonial campaigns on auto-pilot.
Trust has a simple user interface and lets you collect testimonials using a precise and customizable form. It also allows you to create email campaigns by auto-populating customer contacts and scheduling personalized requests.
Related Reading
6 Best Examples Of Video Testimonials To Learn From
1. Amazon Web Services: The Power of Structure
Amazon Web Services features a video testimonial that recounts how it solved a severe problem for Dropbox. In the video, the speaker—Dropbox CTO Carolyn Leach—describes the problem within the first few seconds of the video and explains how the solution they developed using AWS helped them. The creators broke the video into clear sections:
- The problem
- The solution
- The impact
What to learn: Add text over a creative background to break testimonials into distinct sections. Text-only screens also add variety if you only have one person speaking. Playing music in the background keeps the pace of the video moving.
2. Google Ads: The Importance of Storytelling
Google Ads takes the idea of using customer testimonials to tell stories quite literally by calling its collection of testimonial videos “Success Stories.” This one is the story of Princess Polly, a fashion retail start-up that found its success using Google. What to learn: Ask for testimonials from companies that lend themselves to aesthetically appealing videos—like a company that started on the Gold Coast of Australia.
Start your testimonial video with a dramatic excerpt from the customer interview. Have customers highlight beautiful features of your product or service.
3. Dove: Highlight an Inspiring Customer
In this video filmed by GENUINE: The Real People Company for Dove, a sight-impaired artist named Molly Burke discusses her experience with Dove’s shower foam body wash. She points out that as someone who relies heavily on her sense of touch, she’s uniquely sensitive to how a product feels. She then praises the feel of Dove’s body wash.
What to learn: Customers with an inspiring story will provide powerful testimonials. Insert relevant video clips between scenes of the customer speaking. The creators used emotion well in the video by emphasizing the subject’s personal story.
4. Medical Guardian: Use an Emotional Hook
This video testimonial is considerably shorter than most, at only 15 seconds, but no less powerful. It highlights how Medical Guardian, a personal emergency alert device, brought peace of mind to a woman and her out-of-town adult children after her husband's passing.
What to learn: Begin your video testimonial with a hook that appeals to viewers’ emotions. Use a mix of still images and video clips. Introduce speakers using captions.
5. Salesforce: Show the Problem and Solution in Action
In this testimonial, several members of the Humana team discuss the problem of building trust among a large patient base. They then identify data-based insights into patients as the solution and introduce Salesforce as a platform that has given them that data.
What to learn: Don’t just talk about the problem and solution; if you can, show an example. Show real people interacting with your product or service in real-life contexts.
6. Slack: Appeal to the Audience’s Interests
In this video testimonial, the CEO of Virtual Dining Concepts explains how Slack helps their complex business run smoothly. The company president even compellingly points out that Slack is vital because “the core for any good business is communication, and without good communication, everything breaks down.”
What to learn: Show photos and videos with an instinctual appeal to any audience, such as those of food. Use background music that fits the tone of the video. If the customer is less well-known, use the first few seconds of the video to give an overview of what they do
7 Tips For Successful Video Testimonials
1. Keep It Concise
Aim for a video length of 60 to 90 seconds. Shorter videos tend to hold viewers' attention better, making it easier to absorb critical messages without losing interest. Focus on the most impactful statements to ensure clarity and engagement.
2. Structure the Narrative
Guide your customer through a clear narrative arc:
- Outline the Problem: Have them describe their challenge before discovering your product.
- Highlight the Solution: Encourage them to explain how your product addressed their needs.
- Share the Results: Ask them to discuss the positive outcomes they experienced after using your product. This structure helps create a compelling story that resonates with potential customers.
3. Foster Authenticity
Authenticity is crucial for building trust. Avoid scripted responses; encourage customers to speak naturally about their experiences. Ensure they feel comfortable and relaxed during the recording session, which can lead to more genuine testimonials.
4. Prepare Your Client
Before filming, prepare your customers by discussing the testimonial structure and asking them questions. This will help them articulate their thoughts and reduce their anxiety about being on camera.
5. Choose the Right Setting
Select a quiet, well-lit location free from distractions. Natural light is ideal, but ensure that the background is uncluttered so that the focus remains on the customer. A professional setting enhances video quality and viewer perception.
6. Focus on Benefits Over Features
Encourage customers to emphasize how your product or service improved their lives rather than just listing features. Highlighting tangible benefits makes it easier for potential customers to see how they can gain value from your offering.
7. Include a Call-to-Action
Conclude the video with a clear call to action (CTA). Encourage viewers to take the next step, such as visiting your website, signing up for a trial, or contacting your sales team. A strong CTA can help convert viewers into customers.
Related Reading
- How to Display Testimonials on Website
- Best Video Testimonial Software
- Vouch Video
- VideoAsk Alternatives
Build a Wall of Love for Free Today with Testimonial
Video testimonials help businesses build trust and credibility. Potential customers want to know what to expect before they buy, and video testimonials from actual customers help answer their questions and ease their concerns.
When buyers see that others have purchased a business’s product or service and liked it enough to create a video, they feel reassured. This is especially true if the customer seems similar to them. Testimonial help personalize the customer’s journey by showing real people with stories.
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