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Why Bother with Testimonials?
Customers buy from companies that they know and trust. Typically, no one fully believes everything a company says about themselves. Instead, they are more likely to trust other people’s opinions about the business.
According to BrightLocal, 79% of online shoppers tend to trust online reviews as much as recommendations from friends and family.
People Claim have stated that customer reviews create a 74% increase in product conversion.
Why use Video?
Video testimonials are a lot more engaging and convincing than written ones. The use of video, if done effectively, can show the benefits of the product or service.
ComScore’s research shows that website viewers are 64% more likely to buy a product from an online retail site after watching a video.
If you’ve been convinced about the benefits of video testimonials for your business, read on to learn how to create an effective one.
How to Make it Visually Appealing
Content is the most important aspect of any video, but of course you also need to have high-quality visuals to make the video more appealing to watch. This can be as simple as choosing a nice location to film your interview.
Avoid filming your interviewee sitting at a boring looking desk in a dull room. Try to use a bright room with a lot of natural light and some colours.
Keep your visuals interesting by including cutaways throughout the interview. These could include branding shots and shots of your interviewee using your product or service. Cutaway shots will make your video more visually pleasing and also help during the editing process.
Use more than one camera for multiple angles. This will help when editing, as it allows for you to cut seamlessly from one sound bite to another.
Keep the video short and to the point.
Here is an example of a testimonial video we created:
Choosing your Interviewee
When possible, choose an articulate and comfortable speaker as your interviewee. However, it is not advised to hire an actor to give a fake testimonial. You should keep it honest and authentic. Avoiding a script is another way to keep the video as natural as possible. Instead, prepare questions and give them to your interviewee in advance so they can think about their answers without learning them by heart.
Content - Top Tips
Step 1 - Hit the Problems, Fears and Concerns
It can be helpful to think about what points you would like your interviewee to cover and plan your questions around them. The first line of your testimonial is very important. You need to get the message across as soon as possible or else you will lose your viewers’ attention. Your interviewee should talk about their past problems, fears and concerns. For example, if your interviewee is giving a testimonial about a new website your company made, they should speak about the problems with their old website. This allows the viewer to relate to and identify with the interviewee as they could be experiencing the same problems, fears and concerns.
Step 2 - Results, Working with you
The next point covered could be the results the customer got and the experience of working with your company/product. This is a good opportunity for cutaways of the product or service in question. You could also include figures here - for example, how many views your new website has received.
Step 3 - Feelings and Recommendations
You can now tap into emotions by asking your customer to talk about how they felt when receiving the product/service. Keep emotions limited, because if it’s over the top it won’t look genuine. Ask the customer if they’d recommend you and your company, and why. This is essential as it is the main purpose of the video.
Step 4 - Extras
Ask the client if they’d like to add anything else. This can be a good question because it allows for variety in your testimonial videos, and may draw your attention to something you hadn’t noticed about your company that you could promote.
Where to Display the Videos
The last tip we have for you about testimonial videos is where to use/display them. Ideally, you should build up multiple video testimonials as having numerous speakers talking about your company has more impact than just one. You can set up a page on your company website with a video gallery of your testimonials. You could also upload them to YouTube or Vimeo.
Video testimonials are an effective and engaging way to promote your company’s products or services to potential customers. They can vastly improve the rate at which you convert prospective clients into paying customers. If you are not already using them then you should strongly consider it - but also remember that the quality needs to be good, so some advance planning is advised.
Check out some of Together Video's testimonials.