Testimonial Videos: The Critical Components

We recently blogged about why testimonial videos are so powerful and how they help build your brands' credibility and trust of your customers. So we thought it would make perfect sense to follow this up with a few tips on how to create an awesome testimonial video;

Your Casting Call

One of the first things you will need to think about is who you want to put in front of the camera. You’re subject will need to be presentable and well spoken, but most importantly your audience will need to be able to relate to them.

If like some companies you have a varied target audience, you’ll need to think about using a variety of subjects and potentially doing so across across a number of short videos.

Set Expectations

Being in front of the camera when that little red light turns on can be really nerve-wracking! We often find the more information you give your cast pre-shoot, the easier and more fruitful it will make the experience. Sharing your vision for the video beforehand and giving them and idea of what they need to think about beforehand are two actions we would strongly advise.

Steer Clear of a Script

Whatever you do, don’t be tempted to try and script your testimonials, because that’s exactly how they will be perceived by your audience. There’s nothing wrong with planting a few ideas in the mind of your cast beforehand, but the most effective testimonials always come from an open and honest conversation and some carefully crafted post-production. 

The more genuine the chat, the more believable the testimonial.

Grab Your Audience’s Attention

By our reckoning you’ve got about 10 seconds to catch your audience’s attention before they move on. You’ll need to consider this when producing your video, maybe even consider skipping the standard intro screen and delving straight into the action.

Focus on the Benefits

Don’t fall into the trap of trying to get across all of the key selling points your product or service has to offer. Chances are your viewers are already aware of these, what they’re really interested in is the benefits that you can provide or problems you can solve.

Keep it Concise

Like we said earlier, you’ve probably only got around 10 seconds to capture the attention of your audience, having done that we would recommend keeping the full length of the video down to around no more than 3 minutes. Anything after this realistically won't get watched.

This doesn’t mean you need to capture one golden moment of footage that you can simply lift of your SD card and convert into a video. You’ll create the magic in post production, merging multiple snippets from what might have been a half hour conversation.

Don’t Hog the Screen

3 minutes might sound like a relatively short space of time, but simply watching a person talk to the camera for the 180 seconds will get boring and quick, even if what they are saying is very interesting.

It’s important in post-production to think about how you can visually stimulate your viewer, this might mean using multiple camera angles, adding text to accentuate key points or shots of products that they are referring to.