How to improve the quality of your customer testimonial videos?
Customer testimonials serve the essential purpose of establishing brand trust among consumers. A testimonial video reveals your customers’ genuine feedback about your product/ service. This can greatly impact consumer opinion regarding your brand and its products/ services.
Well-developed customer testimonials add great value to your video marketing strategies. They increase the persuasive factor of your marketing, making your brand more real and credible for your target audience.
If you are using customer testimonials for your YouTube marketing or other video marketing strategies, then here are some ways to improve their quality and credibility:
Start with Reliable Equipment
Customer testimonial videos must have great video and audio quality to make an impact on audiences. Videos with shaky or blurry images, or unclear audio, leave a bad impression.
It is not necessary to invest in expensive equipment, though. You can use any of your employee’s camera equipment such as a mid-range DSLR. You can also rent reliable camera and audio equipment from local audio/ video suppliers and dealers.
Accessories such as a good tripod and high-quality microphones are also important for clear recording. Choose microphones that reduce ambient noise and record sounds with great clarity.
Have a Script but Make Room for Improvisation
A balance between a planned script and improvisation on the sets is the best way to create well-developed yet genuine customer testimonials.
Prepare a list of questions that you would want your customers to answer for the testimonial. If possible, send these questions to customers a day before so that they can prepare themselves.
Start with these planned questions. Include spontaneous questions to follow up on the planned script to make the testimonial real and relatable.
You can interview customers with the planned script and can later edit to make the video fit to the format of a testimonial.
Let your Customers Share their Stories
A powerful customer testimonial is one that tells others how your product/ service became invaluable to the customer. When customers explain how your product or service solved a problem for them, it makes the video engaging and impactful.
Other people will be able to relate to these problems and imagine themselves being benefitted by your product/ service.
Choose questions that go beyond a yes or no to encourage customers to share their stories. Select questions that bring out the customer’s emotional connect with the problem and thereby with your product/ service. Some examples include:
- What were the problems facing the customer?
- Why was it important for the customer to find a solution to the problem?
- How did your product/ service help the customer?
- How did the customer find out about product/ service?
- How was life different for the customer after they used your product/ service?
Establish Facts and Show Emotion
Use concrete proof to show the impact your product/ service has had on consumers or businesses. For example, your product/ service may have increased remote employee productivity by 40%. Your product/ service may have realized 50% cost savings for businesses. Establish these facts with numbers and statistics.
But numbers are not everything. You need to appeal to your audiences’ emotions as well. Only then will they be able to relate to your videos and your product/ service.
Describe the emotions that the customers went through when faced with a problem that your product/ service solves. Were they struggling, frightened, insecure or overwhelmed? How did they feel after using your product/ service? Elated, satisfied, great, proud, accomplished?
Include a personal factor in all your customer testimonials to make them great.
Keep Testimonial Videos Short
Audiences are not interested in or impressed by hour-long videos even if they share great customer stories. Edit your videos to last for 3 minutes at the most. Ensure that the video talks about how your product/ service made a difference in your customer’s life.
Creating a connection with your target audience is and should be the goal of your customer testimonial videos. Keep this aspect in mind throughout the production of your customer testimonials.
Gather customer feedback on your customer testimonials to identify pain points and improve. Seeking the assistance of professional video and YouTube marketing services is also a great way to create impactful videos.
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