- Today, more than 92% of online shoppers read reviews before making a purchase.
- Customer testimonials and case studies are considered the most effective content marketing tactics, identified by 89% and 88%, respectively, of B2B marketers.
- 88% of people trust online reviews written by other consumers as much as they trust recommendations from personal contacts.
We already know that video is an excellent marketing tool and combining that tool with company reviews and you’re going to find yourself raking in prospects.
This is where testimonial videos come in. They are vital in raising the profile and reputation of your business for this reason because they put a face to otherwise faceless reviews and make their opinion more personable.
Video testimonials are aimed at people in the decision stage of their buyer’s journey because at this point, prospects are aware that they need a solution and just need that final push to decide that your business is the one to offer that solution.
There’s a simple process to follow when creating a video testimonial:
Pre-production is important
This is the time when you come up with interview questions so you can guide the conversation and give the subject a general idea of what you will be talking about. This doesn’t mean providing them with the exact questions, though, because allowing them to prepare too much will lead to an inauthentic video.
There are some technical considerations that must be figured out prior to filming:
Where are you going to film?
How are you going to set up the lighting and sound? What camera do you intend to use?
Generally a three-point lighting setup is recommended, which consists of a main light, fill lights, and a backlight if preferable, and the microphone should be chosen for the specific situation. For example if you’re filming outside, consider the fact that the wind me affect the sound and alter your microphone setup.
When it comes to filming, you want to keep it conversational. Let the subject speak freely because you can always edit anything uninteresting later on in post-production. It’s also important to add context to your video and filming inserts of your location that can be slotted into the testimonial video is a great way to do this.
Once you’re satisfied you’ve got the shots you need, it’s time for post-production. Ideally, a testimonial video will be no more than 2 and a half minutes, but 90 seconds is optimal. Once you’ve cut down your shots to the perfect length, it’s time to add brand colours and your logo to link the video to your business.
A well planned testimonial video can do wonders for your business by creating an element of trust between you and your prospects, leading to more sales and happier customers.
The more happy customers you have, the more videos you can make and, as a result, the more qualified leads you'll bring in, and the quicker your business will grow.
Read more about video marketing