How can I get the most out of a testimonial video?

No-one sells your company better than a satisfied customer and harnessing their endorsement can be a very powerful marketing tool.

Focusing on the story of one or more customer’s experiences can help to set the scene for your business, and give other potential clients an insight into the service they might experience with you. Testimonial videos tend to take the format of interviewing customers in a conversational style and using this to narrate the visual footage of the product in use. 

Top tips for creating the best testimonial films:

1. Find an enthusiastic client; one who genuinely has a great experience with your product or service. 

2. Don’t force the script! The beauty - and beast - of testimonial films is that you are dealing with real life humans, not professional actors, and they can sometimes crumble when the camera points at them. Don’t panic, an awful lot of magic can happen with editing to remove the ums, errs and stutters in post production! The important thing is to keep your subject relaxed, talking as naturally and freely as possible about their experience. 

3. List the USPs that you want included. Allow the interviewer to know the key points you are trying to get across, so they can try and tease these out of the customer in conversation.

4. Think about where your product can be seen in action or displayed in its best light. Allow the film crew access to behind the scenes locations to give viewers an insight into how things work. E.g. the product being delivered into the warehouse, opening the packaging and showing the product or service in use. 

5. Keep it short - 2-3 minutes end film time is plenty. And from the main footage it is a good idea to create a 15 or 30 second teaser with key soundbites, which is great for inviting people to watch the full film. 

As an example of a testimonial film, here's one for Solent Laundry Solutions who install specialist machines into small laundry establishments. We interviewed customers about their experience and key individuals from the management team to talk us through the process. 

 

Another example of a corporate testimonial film is this one, created for Adam Knibb Architects, which showcases a project they did for a client. This shows the full 1.5 minute film and a 15-second teaser.

 

How can I use video in my business?

Demonstrating your product or service in action is a great way to use video to promote your business. Do you have a customer who would be willing to explain their experience of your company? A testimonial film is a great way of building trust about your brand and showing others about the level of service that they are likely to expect. A promotional product film can quickly show off your products features and benefits in an aspirational way. A brand film can sum up your business personality in a succinct, visual way. 

Next we look at some examples of different types of films, and the top tips for getting the best out of them...

 

So what exactly is a corporate video?

Well, in its most basic form, a corporate video is a video produced by a company or organisation, usually to promote its brand or product. It’s an umbrella term for all video communications used for external or internal messaging, which are far reaching and varied. From promotional videos to launch new products and services to testimonial filmscommunity interest films or live event coverage, video is increasingly used as a means of delivering information across a variety of platforms. 

5 reasons why Corporate Videos are on the rise

According to a study by Wyzowl, in 2018, 81% of businesses now use video as a marketing tool, and 65% of those who don’t currently use video say they plan to start in 2018.  Here are some of the reasons we believe this is the case:

  1. Video marketing at broadcast quality is becoming far more accessible to all businesses - not just those with huge advertising budgets. 
  2. Videos drive more traffic to your website, fact. SEO loves video and search engines are taking videos more and more into account, ranking them higher than ever before. Having a video on a website can significantly improve both the amount and quality of traffic to a website. 
  3. Videos are great for explaining products in the way you want them to be explained. You can get a lot of information into a relatively short space of time and display it in the context you want it to be received, making it perfect for explaining complex products or services. 
  4. Videos grab viewers attention - and keep it. It is widely proven that messages received through video are far better absorbed than text, as your brain can process visuals far quicker.
  5. Videos are great for sharing! Supported across all platforms and devices - whether its facebook, instagram, linkedin, twitter, or your own corporate website or email campaign, consumers love to interact, comment on and share videos that they’ve viewed, which all helps broaden your brand message.