The Secret To Creating Great Video Testimonials For Your Business

Every business can say, “We’re the best!” and “We care about our customers!” but with this type of content, you’re putting yourself as the hero. It’s more effective when your content is shaped around your customer being the hero. In essence, your customer is Luke Skywalker, and your role is to be Obi-Wan Kenobi.

A great example of content that showcases your customer as a hero is a video customer testimonial.

A study from Wyzowl states that 79% of consumers have watched a video testimonial to learn more about a company, product, or service. 

Getting a customer on camera gives them the opportunity to tell their authentic story of how your product or service alleviated a pain point.

There are three key points as to why customer testimonials are so important:

1. Building Trust

By letting your customers talk candidly about their experiences, it will allow potential customers to gain trust in your company. Every sale is a race to trust, so the faster you can gain the trust of a potential customer the shorter the sales cycle will be, which will lead to more sales and better cash flow.

According to Big Commerce, 88% of consumers trust online testimonials and reviews as much as recommendations from friends and family. Not only that but, 46% of consumers are willing to spend more when they trust a brand. So if you want your company to sell more at a higher profit margin it is imperative that you build trust in your market. 

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Savage Pro Tip

Keep Your Ideal Client In Mind When Selecting An Interviewee 

The goal of a video testimonial is to reach a target audience that matches your ideal client. When you have a clear, well-defined ideal client, it becomes far easier to focus your brand and market your company more efficiently. An ideal client is someone who appreciates your brand and what you do for them, they are usually repeat customers, and have referred family and friends to your business. 

Now, you may be limited to who in your client base wants to be on camera, but if possible select someone that matches your ideal client.

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2. Fighting Obscurity

It’s likely there are already a few other companies in your area that are selling the same product or service in your area. By utilizing high-quality video testimonials across multiple social media channels and your website, you can rise above the noise of your competition and reach new audiences.  In marketing, this is known as the skyscraper method. Just like the tallest building in a skyline gets noticed, when you have content superior to your competitors you will stand out and get noticed. 

The price of a Super Bowl Ad in 2022 was $6.5 million per 30 seconds. The reason companies were willing to spend so much to increase their brand awareness is because the Super Bowl has a captive audience of 100 million people. It’s easy to fight obscurity if you have a Super Bowl-sized marketing budget, but in reality, most businesses don’t. 

The most cost-effective way to reach the largest amount of people is by posting high-quality content on social media. There are currently  4.62 billion people on social media, and the best part…it’s free to use. 

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Savage Pro Tip

Make Your Customer Comfortable On Camera And Be An Active Listener

Forming a bond between the interviewer and the interviewee is the secret to getting a great video testimonial. The first thing an interviewer should concentrate on is how to make the interviewee relaxed. The interview should start off with some small talk that has nothing to do with the project at hand but getting them comfortable with having a conversation with cameras around.

The interviewer should remind them that all this content will be edited down and 95% of the interview will never see the light of day. So if they mess up, they don’t have to worry, it will be edited out. 

Also, keep in mind that the interview is not just a list of questions, it’s a conversation. Listening is the most important part of the interview. It’s always better to have more content to edit than not enough. A good way to keep the conversation going is to make sure that all the questions that are asked are open-ended questions. And always be sure to ask follow-up questions in order to dive deeper into the conversation. It’s not uncommon for an interview to last fifteen to twenty minutes for a ninety-second video testimonial. 

While listening, always be taking notes of anything the interviewee mentions that might be good b-roll for the video. For example, if you are a roofing company and the homeowner mentions that the installers put tarps down to protect their landscape. Then be sure to get pretty b-roll shots of the flowers around their home. Good quality b-roll helps to tell the story better visually, which makes for a more impactful video. 

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3. Customer Loyalty 

You may not realize it, but asking a customer to do a testimonial shows them that you value their opinion. That’s what every customer wants, to feel valued. In turn, this will create even more customer loyalty than they had before. It’s a win-win for everyone so don’t be shy about asking clients to be in a video testimonial.

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Savage Pro Tip

Always Tag The Interviewee When You Post On Social Media

Be sure to ask the interviewee what social media channels they are active on and get their handles so you can tag them. When someone is tagged in a post it makes the video visible to all their friends and family, which will lead to more video views and more importantly more engagement. This is an extremely effective way to get instant credibility with a new audience and drive more sales. 

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So when it comes to creating video content for your company, follow this guide and create something that helps you stand out from the competition. 

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