Testimonial videos are one of the most effective and popular marketing techniques businesses can use to attract more customers. In today's digital world, more often than not, people look for both negative and positive reviews of a product before buying it. In fact, a survey conducted by Wyzowl found that nine out of ten consumers have more faith in what customers have to say about a product than what a company says. This study also indicated the significant effect testimonial videos have on customers' purchasing decisions. 77% of respondents who participated in the survey claimed that video testimonials contributed to their decision to purchase goods or services. All these indicate the importance of testimonial videos in video marketing campaigns. These videos can be used by businesses to build trust and boost their credibility in the marketplace.
There are numerous approaches to making testimonial videos, and the method selected can depend on several business factors. But it is important to remember that irrespective of the approach, testimonial videos should be created and implemented in a genuine and proper way. These video testimonials can significantly hurt a company's reputation if handled incorrectly. Some tips you can use to create a high-converting testimonial video include:
Pick a perfect client for the video
It is important that you recruit a genuine client for your video testimonial rather than an actor. This is because your audience will be able to identify if an actor who has never tried the product is giving the testimonials. Clients who have already tried your product and are happy with it will be able to provide a passionate account of its benefits. They will be able to enumerate the challenges they faced and how your product helped them solve them. When searching for this ideal client, ensure they can tell a gripping tale about their experience. Go over any internet reviews you've had from customers to see if there are any that stick out and contact them. Try to find a client who considers your products or services a lifesaver rather than simply helpful.
Prepare well, but avoid scripting
Video testimonials are at their best when they appear spontaneous, but this does not imply there should be no planning in the video production process. The key is to get your customers to give you responses that appear spontaneous. Avoid scripting the complete video, but offer the client the questions you plan to ask them. Let the client answer your questions in their own way. This will give the video a more humane or personal touch, helping your company stand out from competitors. Also, remember to mail your queries to the client in advance, so the client has ample time to consider the questions and respond thoughtfully. Pay attention to each of their responses during the video production process and ask additional, unplanned questions that seem appropriate at the time.
Keep the videos short
The attention span of people in today's digital world is extremely short. Typically, people watch videos during their lunch breaks or while they are commuting. This means that you can have their attention only for a brief period. So, it is important that the testimonial videos are short, succinct, engaging, and clear. Try to include the most important benefits your product offers the client in the video, motivating people to check out your product.
Show your products in use
Showing a product in action while producing a testimonial video is a fantastic way to increase its credibility. Around 47% of individuals who appeared in a survey by Wyzowl have responded that video testimonials help them to picture how a good or service truly performs, motivating them to purchase it. Seeing other people enjoy using the product will also add a personal touch to the video. You might even cut to the product while the client discusses it or show it in the background.
Film the video in a natural setting
The setting you choose to film the video in will have a major impact on how impactful it is. The setting you should choose should correlate with the product you are trying to sell. If you plan on selling a home improvement or kitchen product, film it in a home setting. It serves no purpose to shoot a video testimonial about how a multipurpose kitchen tool can help people in an office. Keeping the video relevant to the product can make it look genuine and authentic.
Make your client feel comfortable
More often than not, people may feel quite uncomfortable when a camera is aimed at them. It is important to remain patient throughout the shoot and help the client feel more at ease. Set the cameras before the client reaches the filming location. Talk to them for some time before you start the shoot to establish a rapport. Distract them by conversing about other topics, and start the filming when their anxiety is reduced and they feel comfortable enough. Provide them with helpful hints and instructions, like where to focus and what to do. Be patient when they make mistakes and guide them through the entire process.
Include a CTA
It is crucial to include a CTA at the very end of the video, so the viewers will know what to do next. You can include some compelling offers along with the CTA to motivate the audience to check out your products and services. This can be anything like coupons or redemption codes that they can use to get discounts when buying your products.
Promote the video
You must promote the video testimonials across all your marketing platforms to gain access to a wider audience base. The more views the video receives, the better. You can also create a video testimonial page on your company's website to try and persuade website users who aren't sure yet to convert.
Conclusion
Creating compelling video testimonials is one of the best ways to build stronger relationships with existing clients and attract new ones. A powerful testimonial video will also set you apart from your rivals and aid you in boosting conversions.
