Posted by What’s the first thing you do when buying a new pair of headphones or a mobile phone? You look up some customer reviews, right? That’s precisely what most people do for almost every purchase they make. In fact, according to research by Nielsen, 92% of consumers trust online reviews as much as personal recommendations.
Wouldn’t it be great to use testimonies in your videos to help generate more leads? In other words, when you want to learn more about a product or service before purchasing it, customer testimonials are one of the best ways to do so. Here is some more information about testimonial videos and what they can do for you.
Types of Testimonials
There are three primary forms of testimonials: Personal testimonials, where the person provides their own experience with your brand, product, or service. Celebrity endorsements, where someone well-known uses your brand, product, or service and provides a testimonial about it. Third-party reviews, where people talk about their own experience using a specific brand, business or product that you offer.
Personal testimonials are powerful testimonies as they show real people talking from their very own personal experience with your brand.
For example, you can use a testimonial from a company CEO, founder, or representative talking about how your product helped them improve their business. Alternatively, you can also use a testimonial from a client who talks about how your product helped solve their problem.
Celebrity endorsements work the same way as personal testimonials. You just have to get someone famous to talk about what they think of your brand, product, or service on camera.
Third-party reviews are testimonials from people who have tested and reviewed your product without any affiliation to you. For instance, a professional video production company can talk about how pleased they were with the service they received from you.
What to Do with Testimonials in Videos
The good thing about testimonials is that YouTube already provides an automated captioning tool for users who upload videos to its website. It means you can get text transcripts of your testimonial videos almost instantly without transcribing them yourself manually. It also means that if you’re using these videos on other social media websites, they’ll be searchable by Google.
You can also include your testimonials in your email autoresponder sequence to nurture leads into customers. You just have to include a link or embed code to either the video or its captioned text transcript.
How to Create Effective Testimonial Videos
If you want to know how professional video production companies create their testimonial videos, here are some things they usually do:
Create a Script
Use the same script for every video. The professionals screen their clientele first before requesting a testimonial. Each testimonial clip is usually 15 to 20 seconds long.
You can write the script yourself and have someone else speak it out, or you can provide a transcript for your lead to read off of. Alternatively, if you’re not much of a writer and want to keep things very simple, you can have the script in the form of an email or letter format.
You can also create short videos where your talent talks to the camera about their personal experience with your product.
If you prefer a more casual approach, then go for one-minute testimonial clips or PowerPoint slides that you can narrate over.
You can also include a voiceover and use the testimonials as B-Roll footage to be paired with another explainer video.
Do Your Research
The best way to get testimonial videos that engage your audience is by doing research first. Find someone who fits an archetype or persona of your target demographic, such as gender, age, interests, goals, problems, etc.
You can also do user testing with your customers to see what segments they fall into or just ask them directly about their demographics through surveys or polls. Once you have the results, you’ll have a clear idea of what testimonial video would be most relevant for your audience.
Once you’ve found the right people, you can now contact them and request their video testimonial. You can either pay them for this or incentivize them with free product samples, discounts, etc.
Hire a Video Agency
If you don’t have the resources to create your own videos, consider hiring a top video marketing agency and tell them precisely what you want. You can also share your brand’s image guidelines to make sure the actors or talent that your agency hires look and sound just like your brand.
Once everything is set, sit back, relax, and watch as top video marketing agencies turn testimonials into compelling content for you.
With the help of testimonial videos, you will improve your sales and generate more leads for your business.