What Makes a Good Testimonial Video?

Whenever I’m out and about looking for a new restaurant to try, I always find myself searching for reviews and testimonials. Even better if there’s a testimonial video about the business.

I shy away from establishments with poor reviews. I don’t even consider places with zero reviews or no social proof.

And this is why testimonial videos are important for any business 👉

People rarely try something new unless it’s been vouched for, whether through a referral or a reliable testimonial.

Testimonial videos are even more powerful than text only reviews because it’s harder to fake a happy customer filmed by a camera.

A testimonial video discusses a company’s service or product from the perspective of the client or customer. The video entails the latter talking about the business. He or she describes why they find the service unique or useful.

The discussion typically begins with a brief introduction about the interviewee. It then goes on to describe a problem and how the business has helped overcome that problem.

Are testimonial videos a good choice of marketing for your business? 

Well, there’s absolutely no niche that wouldn’t benefit from a well-made testimonial video. Be it a dental practice, a legal business, or a remodeling firm. 

This type of video marketing has something to offer for all types of business. Specifically, though, it’s proven to work wonders for service providers like doctors and repair companies.

With so many marketing options available from PPC to blogging, why would you opt for testimonial videos? 

The top reason is that people are generally distrusting of companies, especially new and unproven businesses. Your word doesn’t mean much to inspire that purchase intent. 

Present-day consumers aren’t too trusting of companies. However, when it comes from the unbiased perspective of a third-party such as a client, it means a lot. 

The most compelling ad by the owner doesn’t compare to the authentic feel of a customer describing why they love the service or product. Testimonial videos have many other benefits beyond that. 

But our focus of discussion for the moment is how you can make a good testimonial video for your business.

How to produce high quality testimonial videos

Highlight your typical customer

What demography of people is your business targeting? 

Your testimonial video should show us this from the get-go. You don’t want to be leading the audience on only for the product to cut them off. You need to establish what you’re offering from the start, so only the right kind of people watch through. 

For example, in a chiropractic business, the usual customers would be the elderly, athletes, or people who’ve been involved in an accident. The prerequisite of the testimonial should show the types of people who seek your services. That enables viewers to know if the service is right for them straight away.

In a dental practice, for instance, testimonials should also show the range of services available and their effectiveness. 

❓ Do you remedy bleeding gums? 

❓ Do you offer solutions for broken teeth? 

❓ What about bad breath, do you have something for that? 

❓ Are the procedures painful? 

By highlighting your typical clients and their problems, you’ll also be answering these FAQs. You’ll be wittingly covering concerns usually at the top of the minds of first-time clients.

Before you do any of that, first, introduce us to the business. Tell us why you got into it in the first place. 

❓ Did someone in your family have chronic back pain and you weren’t able to get help for them? 

❓ Or do you have a genuine passion to help others? 

Maybe there is an emotional story that propelled you in this direction. That is the foundation upon which you’ll build your testimonial.

As an example, here is a testimonial video my team filmed for a back doctor:

Describe the problem, diagnosis, solution, and results

If you’re wondering whether there’s a general rule of thumb you could follow in terms of formula, we might have an idea. The typical testimonial video roughly breaks down into about four parts. 

The first is the customer highlight or introduction. It features early on in the video, right after we get to know the person on our screen. Let’s take the example of a client seeking dental treatment for a broken tooth. 

After brief niceties, the latter would describe how that happened and why it’s a problem for him. Maybe he fell off a bike, and the tooth broke in the process. Now the problem would be his discomfort with hot/cold liquids and general eating.

That is the problem, now what is the diagnosis? 

Here’s another example from another patient we filmed for a doctor:

The general flow of this video starts from a discussion of the problem, the diagnosis and the post operation experience.

The examination is done by the professional obviously, but it’s wise for the company to limit its appearance in the video after the introduction. It breaks away from the feel of authenticity a little bit. 

Through strategic questions from the interviewer’s part, the interviewee can walk viewers through the diagnosis. What did the doctor say about the assessment? What did the client like about the way the diagnosis was carried out? This part of the testimonial should naturally answer such questions.

A solution was recommended after that. The video should highlight that the interviewee agrees that that was the best course of action in the situation. In our example, the most common solution would be a root canal procedure. 

Let us know how the client felt about the procedure and what results he has seen since. Basically, end your video with the client noting the before and after difference.

Tell the customer’s before and after story

Before and after stories are a fundamental aspect of the best testimonial videos. The question always at the back of the mind of a new client is if the solution will work for them. 

These kinds of stories answer that question. It’s recommended you feature several before and after samples. That way, clients will know it was not a one-off thing. If it seems to work for everyone who’s tried your services so far, they’ll reckon it’ll work for them too.

In the home remodeling business, there’s a famous saying that goes around: people buy with their eyes. That further emphasizes another benefit of the before and after story: visualization. Testimonial videos made this way are effective because they create a sense of urgency. 

When a client knows to expect good results at the end, the need to seek out that solution intensifies. Before and after shots or videos offer proof that whatever you’re selling works.

Also, be sure to decide who gets to appear and speak on camera. A non-speaking spouse distracts from the video and interruptions the flow of events.

If he/she has nothing to contribute to the discussion, they should watch from the sidelines. All interviewees should be actively complementing the conversation to maintain the energy of the video. 

Showcase your biggest supporters

If you provide a good service or product, then you’ll certainly get much deserve praise from your clients. Some of them might turn out to be “true fans” of what you’re doing.

As a business owner, you should do everything you can to get these true fans to get the word out. Let them share your stuff on their social media. Let them vouch for your goods or services in a testimonial video.

Especially, if you provide a service to the public, you’ll need a good set of video testimonials for social proof to be posted on your website.

Personally, I’d only want the best dentists working on my teeth. I will only trust the very best chiropractors who can showcase their best work with video.

I only want to eat in restaurants with stellar reviews, and videos showcasing the decor and interior of the location.

Video testimonials are an essential part of the buying process. It can make a world of difference, when a potential client is choosing between you or your competitor.

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