How to Make an Effective Testimonial Video That Converts

Testimonial videos can be an incredibly powerful marketing tool. According to a study, over 90% of customers say testimonials increase their trust in a business. Video testimonials take things a step further by allowing prospects to not only read a positive review, but see, hear and connect with a satisfied customer.

If done right, testimonial videos can boost conversion rates and drive sales. Follow this step-by-step guide to learn how to produce compelling testimonial videos that showcase authentic customer stories.

Step 1: Choose the Right Interview Subjects

The first step is choosing who you want to feature in the video. You want to pick customers who:

• Have had an extremely positive experience with your product or service
• Are articulate and comfortable on camera
• Represent your target demographic

Think about the customer avatars you want to reach. Select interview subjects that prospects can relate to. For example if you sell yoga leggings aim for customers around the typical age of your students and with different body types/fitness levels.

When reaching out to customers, explain why you want to interview them and how their story may help others. Let them know the video may be used in marketing materials or online. Most will be more than happy to share their positive experience.

Step 2: Prepare Interview Questions

You don’t want to just wing questions on the spot. Thoughtful preparation results in better interviews. Some tips:

• Ask open-ended questions that encourage detailed responses. This gets them talking naturally.
• Focus questions on their experience. For example, “What challenges were you facing that led you to our product?”
• Get specific. Ask them to share a time your product solved a problem or exceeded expectations.
• Send questions in advance. This gives them time to think and prepare responses.

Aim for 8-10 questions that cover:

• What problem/need brought them to you
• Their experience using your product/service
• Specific ways your business solved their problem
• Feelings before/after working with you
• Why they would recommend you

Step 3: Pick the Right Filming Location

Where you shoot the video is important:

• For product companies, film customers actually using or engaging with the product. For example, someone cooking with a kitchen gadget or working on a DIY project.

• For service companies shoot on location at your business or job site if possible. A tradesperson could talk through their experience while showing the finished basement they renovated.

• When filming offsite isn’t practical, choose a simple clean background without distractions.

• Make sure there is plenty of natural lighting. Position the customer facing toward the light source.

• Do some test shots and tweak positioning so the scene looks natural but professional.

Step 4: Make the Subject Comfortable

Your goal is to get candid, authentic feedback from the customer. Make them feel at ease with these tips:

• Explain the process so they know what to expect. Offer water/refreshments.

• Keep a conversational tone. Don’t make it feel like a stiff, formal interview.

• Chat before filming to build rapport between the customer and on-camera host.

• Have them share a brief story not on camera first to loosen up.

• Keep crew to a minimum to avoid distractions.

An unscripted, natural discussion will come across as far more genuine than stiff, rehearsed responses.

Step 5: Let the Camera Roll

When filming the interview:

• Use a tripod for stability. Manual operation can lead to shaky footage.

• Frame the subject with some space above their head. Avoid chopped-off tops of heads!

• For video quality that looks professional, film in 1080p HD at a minimum. 4K video is even better.

• Record several seconds before asking the first question and after the last response to allow for editing.

• Use an external mic for improved sound quality if possible.

• Ask occasional clarifying questions and encourage details and examples. But avoid interrupting their stories.

• Be prepared to prompt them if needed. But let responses unfold naturally without overt coaching.

Step 6: Edit for a Polished, Concise Video

Editing turns your raw footage into a compelling video. Aim for 2-3 minutes maximum.

• Trim filler words and hesitations like “um” and “uh” for smoother soundbites.

• Cut out distracting verbal tics like overused phrases.

• Remove redundant remarks. You want snappy, not repetitive.

• Use B-roll to add visual interest like product shots or location scenes.

• Pick the best 1-2 soundbites per question rather than including every response.

• Order clips purposefully so the video builds momentum.

• Add graphics like captions identifying the customer and their company.

• Include a logo and call-to-action at the end driving viewers to your website or offerings.

Step 7: Share the Video on Multiple Platforms

Now get your testimonial video in front of the right audiences:

• Feature it prominently on your website. 75% of B2B markets say video on a landing page makes them more likely to engage.

• Promote the video on social channels like Facebook, Instagram and LinkedIn. Test different captions and hashtags to drive views.

• Run as a video ad on platforms like YouTube and Facebook to expand reach. Retarget people who watch 50% or more.

• Send directly to email and SMS subscribers who may connect with the customer’s story.

• Provide to sales team to use in one-on-one demos and pitches.

• Submit to video review sites like Vimeo to gain added exposure.

The right testimonial video can boost conversion across your marketing. Follow these steps for high-quality, authentic customer videos that sell. Let your happiest customers share their stories, and let the testimonials roll in.