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6 Best Practices for Creating Powerful Video Testimonials

March 4, 2019  - Tips for Small Business
image of business people being interviewed on camera

Did you know research conducted by Microsoft showed the average person has an attention span of eight seconds, which is on par with a goldfish? Or, to be more precise, the goldfish beats us by one full second according to Time. And although the statistic may seem a bit fishy, content in this digital age is being condensed into more digestible snippets and being offered in more visually appealing and memorable ways . . . such as video.

With a full 65% of adults attesting to be visual learners according to the Social Science Research Network, adapting your corporate marketing tools to include video makes perfect sense. Video is now showing up in social channels, as product and educational videos and as a way to connect customers and prospects through video testimonials. Creating a video testimonial is a key tool to let the outside world really see into your fishbowl.

Piece of cake – right? Not exactly. To create a powerful video testimonial, you first need to truly understand what the testimonial is all about and then follow the tried and true best practices.

What is the goal of a video testimonial?

For a small to medium sized business owner who would like to incorporate video into their sales and marketing tools, video testimonials offer a great way for prospective customers to not only see and hear what current customers have to say about your company, but to make the connection even more relatable. The more engaging the video the better so that the prospective customer understands their challenges, recognizes that that they share the same issue, and see how working with your company or using your product can solve that problem for them too. And there will be a light at the end of the tunnel and one day they will eventually share that same broad smile as the customer in the video testimonial.

image of camera and other tools used for video production

Let's get to the best practices:

#1 – Be Focused

A style that helps the viewer achieve a sense of connection is when the customer can offer a focused case style format: Challenge. Solution. Benefit Achieved. Having similar pain points in their business makes the testimonial relatable. Focusing on these three items instead of product features goes a long way for delivering a powerful video.

#2 – Be Engaging

Make sure your client is comfortable and that their personality shines through. A relaxed setting where they are looking off camera makes a customer that is not used to the limelight feel more comfortable and be able to share personal insights . . . and that makes them authentic. Show off their business – this should be a win-win for you and your customer.

#3 – Be Unrehearsed

Finding the right balance between being well prepared with scripted Q&A or “winging it” will make for a more successful video. If a customer has a chance to think about the questions ahead of the interview and start to formulate their answers in their head, it will allow the story to flow more naturally. Interview styles work well as long as the questions are open ended to provoke more than a yes/no response.

#4 – Be Professional

Do not, I repeat, do not skimp when it comes to the video equipment. Your iPhone may capture great video of everyday living, but you need a good video camera and software that will allow you to create a polished final product with titles, fades, and music overlays. You will want to make sure your video camera has a tripod to stabilize and you may need to work on lighting. Lastly, a lavalier microphone is a life saver for making sure the audio is picked up properly and you don't need to re-shoot. And, to keep people's attention, don't forget to work in some B-Roll footage. If you don't feel you have the skills to make the video professional, a quick post on Thumbtack or Upwork and a little due diligence is all it takes to connect with local videographers that can manage the project within your budget.

#5 – Be Concise

Keep it short . . . viewers believe less is more. The video should open with an intro of who the customer is, the type of business and move into the interview or case study format with a quick wrap up at the end. No heavy selling. If done right, the video will sell itself.

#6 – Be Thankful

Your client has willingly given their time and provided you with an invaluable asset. A nice “Thank You” can go a long way. Take the time to send a hand-written note and a small gift after the video has been completed to show your appreciation.

So now that you've lined up your top and most enthusiastic clients, sent your sales team out to get them on board, and vetted through legal teams (including written permission to use the video publicly) – prepare your video team to be ready to work their magic! And if you've made it all the way to the end of this blog, pat yourself on the back that you are capable of surpassing the attention span of a goldfish.


Lights. Camera. Action! Ascentium Capital can help you drive your company's marketing to the next level. Our Working Capital Loans can be used for virtually any business need—even as budget to produce your client testimonials or promotional videos!

Contact us today for a no obligation quote!

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