Tips for Customer Testimonial Video Production, Creation, and Integration

Video content, particularly testimonials, has proven to be one of the most effective ways to engage potential customers. Customer testimonial video production does not have to be super-complicated or high-end. 

Sometimes, authentic phone-shot selfie videos work better as they are more relatable and real and look less “marketish.” Testimonial videos offer insights into how products or services benefit real people, building trust and credibility. In fact, video testimonials are becoming increasingly popular because they provide a personal way for businesses to connect with their audience.

This article will explore tips for successful customer testimonial video production, covering everything from selecting the right customers and preparing for filming to editing and integrating the videos into your marketing strategy. We will demonstrate how to make video testimonials with the right examples. 

Selecting the Right Customers

The first step is selecting the right customers or clients to feature in the videos. Only some customers will be the perfect fit for a video, so choosing those whose experience reflects your brand in the best possible light is important.

Identify individuals who have had a positive experience with your product or service and whose story aligns with your marketing goals.

How to Choose the Right Customers:

• Know your audience: Think about who you're trying to reach with your video. Are you targeting busy professionals? New parents? The more your testimonial participant resembles your ideal customer, the more likely viewers are to relate to them.
• Pick enthusiastic customers: Select customers who genuinely love your product or service. Their passion will shine through, making the testimonial more engaging and convincing.
• Diverse voices: Don't stick to one type of customer. Featuring different perspectives helps show that your product can benefit a wide range of people with different needs and backgrounds.

The Home Page of Very Good Copy is a great example of this. They have a diverse range of customer video testimonials from clients from different backgrounds, showcasing the experiences of professionals in different industries and at different positions in their companies. 

One of the two testimonials in the image below is from a female founder, and the other is from HubSpot’s Creative Head. One is a personal brand, and the other is a global SaaS (Software as a Service) company. 

Notion’s Customer Stories pages are also a great example of showcasing testimonials from various brands. It also lets you filter stories based on the company size. 

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Prepare Questions

Once you've selected your customer, it's time to plan what you'll ask them. While you want their answers to feel natural, it's essential to guide them toward sharing meaningful insights about their experience. Well-thought-out questions are key to ensuring the testimonial feels personal yet informative. Here are some examples of questions you can use to collect testimonials. 

Effective Questions for Testimonial Videos:

• How did you hear about our product or service?
• What problem were you trying to solve, and how did our product help?
• What results have you seen since using our product?
• Why would you recommend our product to others?

These questions will help steer the conversation toward the points you want to highlight, such as how your product solves problems or adds value.

Filming Tips: How To Make a Testimonial Video

Filming is the heart of customer testimonial video production, and a few simple techniques can drastically improve the quality of your videos. Even with limited equipment, you can create professional and engaging content by focusing on a few key aspects of the filming process.

Simple Filming Tips:

• Lighting matters: Try to shoot in natural light or use soft, artificial lighting to ensure the subject is well-lit and looks natural. Harsh or uneven lighting can distract from the message.
• Clear audio: Sound quality is just as important as visuals. A clear, crisp voice will hold the viewer's attention. Use an external microphone if you can, and avoid noisy environments.
• Framing and angles: Keep it simple—no need for fancy angles. A straightforward, well-framed shot keeps the focus on the customer and what they’re saying.
• Capture the emotion: Encourage your customers to talk about how they felt using your product. Their emotion will resonate with viewers and make the testimonial more impactful.

Here is an example from Alcove Property Manager:

If you’re tight on budget, don’t stress too much about these. A decent phone camera, even room lighting, and clear audio are all you need. You can use software like Testimonial Donut and easily automate the entire video testimonial collection process. 

Your customer or client will receive a link on which they can record or upload their video testimonial(s). If you don’t have access to high-end equipment, today you can rely on a phone camera and mic and use AI tools like Adobe Podcast for vocal isolation, removing noise, and cleaning and enhancing audio. 

Software like Testimonial Donut & Adobe Podcast can save you a lot of time and money on testimonials video production.

Keep It Authentic

The beauty of a testimonial is its authenticity. People trust these videos because they feature real customers sharing their genuine experiences. 

However, authentic and compelling content marketing is rare! Avoid overly scripted answers or rehearsed performances, as this can feel disingenuous.

Tips for Maintaining Authenticity:

• Let them be themselves: Encourage your customers to speak naturally and tell their stories in their own words. If their speech isn't perfect, that's okay—it adds to the authenticity.
• Encourage storytelling: Stories are memorable. Ask your customers to share a specific moment when your product helped them rather than just listing benefits.

Check the following video testimonial by Alcove. It’s not a “professionally shot and produced” video, but what works for it is its authenticity. Potential customers looking for a room or house can visualize and imagine their experience and, more importantly, relate to these people, as they look so real.  

Keep It Concise

While it's important to let your customers tell their stories, brevity is key. In today's fast-paced world, people’s attention spans are short. Keeping testimonials concise helps maintain engagement and ensures that the most important points are delivered effectively.

Best Practices for Keeping It Short and Engaging:

• Aim for 60-90 seconds: This is the sweet spot for a testimonial video. It's long enough to convey the key points but short enough to keep viewers from losing interest.
• Edit with purpose: Trim any unnecessary details or long-winded explanations. Make sure every second counts by focusing on the most impactful parts of the customer’s story.
• Lead with the best content: Highlight the most compelling points early in the video. Viewers are most engaged in the first few seconds, so make sure you grab their attention right away. 

Include a Call to Action

At the end of your customer story video production, don’t leave your viewers hanging—guide them on what to do next. A clear call to action (CTA) gives them direction and encourages them to take the next step, whether that's visiting your website, signing up for a demo, or contacting your team.

CTA Tips:

• Keep it clear: Your CTA should be short and simple. “Visit our website,” “Contact us today,” or “Learn more here” are all effective examples.
• Add a visual element: Include a clickable button or text on the screen that directs viewers to where they can take action.

Editing for Maximum Impact

The editing process is where your video can truly come together. With the right touches, you can enhance the video’s emotional pull and make sure it feels polished while still authentic.

Tips for Editing Testimonial Videos:

• Add subtitles: Many people watch videos without sound, especially on social media. Subtitles ensure your message still gets across even if they’re not listening.
• Use music wisely: Background music can help set the tone and make the video feel more professional, but it should never overpower the customer’s voice.
• Keep it simple: Avoid adding too many effects or transitions. The testimonial should feel natural, and over-editing can make it seem less authentic.

Integrate Into Your Marketing Channels

Customer testimonials can be really helpful for marketing on digital platforms. Once your testimonial video is complete, it's time to get it out there! Testimonial videos are versatile and can be used across multiple platforms to reach different audiences.

Where to Use Testimonial Videos:

• Your website: Feature testimonials on your homepage, product pages, or even pop-ups to grab visitors’ attention right away.
• Social media: Post snippets of your testimonial videos on Instagram, Facebook, or LinkedIn. Make sure to tailor the video to fit the platform’s specs.
• Email marketing: Including video testimonials in your email campaigns can boost engagement and click-through rates.
• Landing pages: Adding a testimonial video to a landing page can help convert leads by providing social proof and showing the real-world value of your product or service.

Variety: Showcasing Different Perspectives

A powerful testimonial strategy uses a mix of customer stories to showcase the breadth of your product’s impact. Featuring different types of customers can help potential clients see themselves in the testimonials, which can be a game-changer in building connections.

Tips for Adding Variety:

• Highlight different use cases: Use testimonials from different industries, demographics, or product use cases to appeal to a wider audience.
• Show diverse results: Some customers may focus on time saved, while others may talk about improved efficiency or cost savings. These different perspectives keep the testimonials fresh and engaging.

Consistency: Building Brand Identity

Finally, consistency in your video production testimonials is important. A cohesive style helps reinforce your brand identity and ensures that every video feels professional and polished.

Why Consistency Matters:

• Reinforces brand image: Using the same colour schemes, fonts, and overall style across all testimonials helps create a cohesive brand image.
• Professionalism: When your videos have a consistent look and feel, it signals to your audience that you pay attention to detail and maintain a high standard of quality.

Measuring Success

After you’ve completed your customer testimonial video production and shared the videos across your marketing channels, the next step is to measure how well they’re performing. This helps you understand what’s working and where you can improve.

Key Metrics to Track:

• Views: How many people are watching your videos? Views give you a sense of how much attention your videos get, but it’s just the start.
• Engagement: Look at likes, comments, and shares. Also, check how long people are watching your video—are they sticking around until the end? Engagement shows how interested viewers are in the content.
• Conversions: This is the ultimate test. Are viewers taking action after watching the video, like visiting your website, signing up, or making a purchase? A good video should inspire the next step.

Improving Future Campaigns:

• Test and Tweak: Try different video lengths or formats to see what resonates. What works on Instagram might not work as well on your website.
• Check the Data: Use tools like YouTube or social media insights to track how well your videos are doing.
• Ask for Feedback: Beyond the numbers, ask your audience what they liked or didn’t like about the video to gain new insights.

Final Thoughts

Customer testimonial videos are a powerful tool to build trust and connect with your audience. By sharing authentic stories from your customers, you not only highlight the value of your product but also create a real emotional connection. 

Hope this video gave you a better understanding of customer testimonial video production. Don’t wait—Sign up on Testimonial Donut and start using video testimonials to elevate your brand and create more meaningful customer relationships today! Testimonial Donut gives you free access to its dashboard to collect video testimonials and manage them easily, along with useful guides and resources on testimonial video production and collection.