We specialize in creating engaging and powerful customer testimonial videos that build brands, boost trust and increase sales.
Our team works closely with your brand to capture the stories and experiences of real customers through interviews and beautifully produced videos.
Customer testimonial videos are an effective way to build trust with your audience and showcase the value of your product or service. They offer a personalized perspective on why customers choose you over competitors and the benefits they experience from working with you. Testimonial videos also give potential customers an authentic look into how others are using your product and what they think of it.
The reason customer testimonials are so effective is that the customer, not you, is marketing the product. We can sell our own products until we are blue in the face - but do you want your prospects to actually listen? Try a video testimonial.
At The Customer Story, we know how to craft powerful stories from customer testimonials. There are a few key guidelines we follow when we create testimonial videos for our clients that we believe drive great results:
Be Authentic. The reason a customer testimonial video works is because the viewer believes that the customer is sharing their real opinion. It's what we call social proof. Which leads us to our next point...
Don't use a script. At The Customer Story we have done hundreds, if not thousands, of interviews and time and time again we find that a script destroys the authenticity of the testimonial video.
Tell a good story. Humans are storytellers - and we love listening to good stories. What makes a good story? A beginning, middle and end. If you use good story telling techniques (we consider ourselves experts at this) your customer testimonial video will be great.
There are actually quite a few options of where in the funnel your testimonial video can live. You can use a traditional testimonial video at the bottom of the funnel when your sales team is trying to close a lead.
But don't shy away from top of funnel placements either? How about a compilation of testimonial videos in one short, engaging piece? Feel free to contact us and we'd be happy to brainstorm ideas on how to leverage your testimonial video to its fullest potential within your marketing strategy.
When beginning a new customer testimonial video production, our team works to ensure that the story is tailored specifically to your brand’s goals and objectives. We are with you for the entire process. Below is the typical testimonial video production process that we follow when creating a customer testimonial video:
1. Planning & Strategy: We work closely with your brand to understand the objectives of your testimonial video production, target audience and desired outcomes.
2. Filming & Interviews: Our highly professional team then works on-site (or virtually) to conduct interviews and capture meaningful responses and the customer’s story. Our film crew will capture b-roll and great video content.
3. Editing & Post-Production: Once the footage is captured, our editors work to bring the story to life with beautiful transitions, music and sound design. We take the interview footage and craft a short, engaging and convincing testimonial video.
4. Delivery & Optimization: The final testimonial video is delivered in digital format for publication on your website, social channels or other online portals. We can also create social media optimized versions of the the video testimonial as well. We'll be sure to discuss those options as we move through the testimonial video production process.
At The Customer Story, and through previous work experiences, I have taken part in hundreds of customer testimonial video shoots. Most of the time I was behind the camera, and most of the time, I was the one responsible for editing together the final piece.
After witnessing hundreds of people share their stories in front of the camera, I can tell you from personal experience, scripted interviews don’t work for most people. Below I’ll explain five reasons why you shouldn’t script out your customer testimonial.
Stick around until the end for three things you can do to plan ahead of time to create fantastic results.
Let’s face it, most of us are not going to be interviewing Meryl Streep or Denzel Washington. In my experience, the majority of people are uncomfortable in front of a camera. Adding a script just makes it an even more intimidating process.
What we want is for the customer to be comfortable and conversational so they really showcase their business and their personality. This is what will be attractive and compelling for your viewers as well.
I know this may sound strange, as you would think that your customer following a script would allow them to focus only on the content…but it doesn’t. It makes them focus on the words.
I’ve seen high level executives at multi-billion dollar companies, who know their businesses inside and out by the way, take ten tries just to get their company intro right. It’s because instead of talking about what they know, they try to memorize lines and regurgitate words, that often they did not write. Which leads us to our next point.
Ok, this one may seem like I am just being nit-picky, but let me explain it like this. If you have some awesome customers who have generously offered to donate thirty minutes or an hour of their very busy schedule, just to do you a favor…do you really want to waste it?
Instead of allowing your customer to speak conversationally about a topic they live and breathe every day, they are trying to “nail their lines”, and retakes become the name of the game. Plus, it works in your favor to be more economically with your time. Would you rather get this executive to say one nice thing about you in 30 minutes, or five nice things in 30 minutes?
This is the most important point right here. I’ve seen it time and time again where a producer will be interviewing someone with a script. The customer will bring up something that hints at a much larger, more impactful story underneath. But what happens?
The producer misses it, because they stuck to the script instead, moving on to the next section. Conversations are fluid, and we can’t always predict where they will go. Sometimes, the most amazing golden nugget lays just on the other side of an unscripted question.
Let me ask you, if one of your vendors punched you in the face, would you invite them in again? For some people, talking on camera is an incredibly painful and stressful experience. Adding the extra stress of memorizing lines, repeating copy word for word – it can do people in.
I’ve seen an interview that should have taken 30 minutes last over 3 hours (yes, this actually happened). Why? Because they were given a script that had taken a couple round trips through marketing and the legal department. The resulting mess was the most awful script you’d ever seen, and this poor executive (a very smart guy by the way) was left trying to remember his legal team approved lines. Disaster.
If I were him, I would definitely turn down a request to do that again. We want our clients to have a great experience interviewing. That way, in 2 years when they are the new beta testers of our new product, they would jump at the chance to do another interview.
Now, I can hear some of your concerns already. “We can’t just go in there unprepared” you may say. “We need to make sure we capitalize on our investment!”
The truth is, you are right. One way or another, you are investing a lot in producing testimonial videos – and you need to make sure they are effective. You do need to plan. Here are a few tips that you can use to prepare for your shoot.
This isn’t done often enough. Discuss with your customer how they have used your product or service. This would also be a good time to ask them to prepare any hard numbers or results they can share in their interview.
Get as much information as you can so you can know how you want to approach the interview the day of. It also gives the customer a feeling of being prepared, so they feel less caught off guard during the interview.
Does your company have a customer database with details on product usage or history? If so, do some digging. Find out how your customer has used your product in the past, how they are using it currently, and what products and services they might be considering in the future.
All of this information can inform you of where to take the interview, and it may tip you off to a fantastic win they have had with your business that would be great to capture. It also can enlighten you to how a different business unit within your customer's company could be using your product or service that you weren’t even aware of, adding another element to the story.
Yes, I know I spent over half of this blog saying not to script your testimonial video, but this is different. Think of your questions as one part outline, another part checklist.
You are using it so remember what points you want to hit and how to frame them. But whatever you do, don’t be afraid to follow a rabbit trail if they say something interesting. You can always make your way back to the questions.
If you need a place to start, consider downloading our Video Testimonial Questions document. It is a great place to start and will help you remember the essentials.
Sign Up for Our Newsletter and Get the Free Template! You'll receive:
A completely editable testimonial interview questions template.
A preparation list to walk your customers through to get them ready for the interview.
Detailed instructions on how to use the document.
I hope this has been helpful, and has given you some ideas of how you can approach your next customer testimonial interview, confident that you will capture gold.
We're always available for questions, if you’d like to dive deeper on this topic. At The Customer Story, we have shot and edited hundreds of customer testimonial videos, and we’d love for you to benefit from our experience and expertise. Let us know if we can help.
We provide our testimonial video production services to clients all over the world and our goal is to make the process of capturing amazing, high quality client testimonials easy.
Whether you need to capture remote testimonials, on location testimonials, or event testimonials, our team can handle all aspects of the customer testimonial video production with no added travel costs, and without the need of someone from your team traveling. Get great content at a great price. Contact us to learn just how simple we make it!
We understand that for a lot of companies, corporate videos feel costly and expensive. At The Customer Story, we strive to provide transparent and up front costs to our clients.
We provide inclusive estimates with flat rate pricing so there are no surprise. A typical testimonial video production for us is usually in the $5,000 - $15,000 range, depending on scope.
Blogs, case studies and other written content are a great first step in content marketing, but if you are leaving out video testimonials, you are missing a great opportunity.
According to Forbes Insight, 59% of senior executives would rather watch a video than read text.
Videos lead to brand awareness.
65% of those who view a video end up visiting the vendor’s website.
Brand awareness leads to sales. 50% of people who view an online marketing video end up making a purchase.
Check out a past customer testimonial video production to see for yourself.
Hear From Our Clients
“The Customer Story is a great partner in producing video content. High-quality work and total professionalism is the name of the game.”
“I loved working with Jacob and the Customer Story team. Jacob is extremely responsive, very flexible to change up the shoot at a moment’s notice or jump in to edit the final video. He is always punctual… and ready with ideas on how / where to shoot. I always know I am in good hands with Jacob and have been able to trust him with the utmost of professionalism in front of very high-level clients on a regular basis too. He’s excellent!”
Ballyhoo Blue Workshop
“The Customer Story is a phenomenal business to work with! Jacob is easy to work with, provides quality production, and delivers on-time content. I look forward to working with him again.”
We firmly believe that the best people to market your technology products, services and/or software are your customers. The authenticity that customer stories provide is impossible to match with any other asset.
Close deals faster, super-charge your video marketing strategy, and connect with your future clients through testimonial videos from your happy and satisfied clients!
When starting a new video production, there are a lot of companies to choose from. We get it. Some things that may help you choose:
Do they have case study videos for themselves? If they truly believe in what they are selling, shouldn't they be using it themselves? Here is a great one a client did for us recently.
Do they use up-front or flat-rate pricing? The cost of video production can often have lots of surprises. Make sure you know what you are paying for before locking in.
What is included in the service? Every production company is different, so be sure you ask. For us, we are a production company that helps in the whole process - from crafting interview questions, conducting a pre-interview calls, preparing the customers for the shoot, capturing great interviews, great b-roll, all the way to the video editing process.
No matter the size of your company, we want to help you promote your business and close more deals. We are testimonial experts and can help you craft effective and engaging videos.
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