The Secret Ingredient to a Powerful Testimonial Video

The Secret Ingredient to a Powerful Testimonial Video? It All Boils Down to One Word: Story

Every brand wants to tell a story – their story. While the word "story" might feel overused in the digital marketing landscape, there's a good reason for it - especially when it comes to crafting compelling testimonial videos. We believe it’s the single most crucial element that transforms a good testimonial into a great one.

So, What Exactly Do We Mean by "Story"?

A strong testimonial doesn't just list or show product features; it delves into the real experiences of people we see on-screen talking about how they were affected by something. The example video below is a testimonial we produced for a digital, fully-integrated intercom system. Instead of simply showcasing the technology, we focused on an individual with first-hand knowledge of the product, and whose daily routine was genuinely transformed and, most importantly, streamlined.

The interviewee shared the challenges he was dealing with before the system was installed in his business, walked us through his personal experiences with the product and the team that installed it, and ultimately highlighted how the intercom system provided a very clear, real, and simple solution for his pain points. Viewers learn how it positively impacted his work; saving time, money, and preventing misunderstandings. This isn't just about a product - it's about a real person's journey from a pain point to a significant improvement.

Of course, we still included essential B-roll footage showing the product in action – those images are vital. But the heart of the video was undeniably the story. (And here's a pro tip: notice how the recommendation and product description were strategically placed at the very beginning of the video for immediate impact!)

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Beyond the Product: Telling Personal Stories that Resonate

Sometimes, a testimonial needs to tap into deeply personal experiences to truly connect with an audience. This is most true when dealing with brands who provide personal services. Consider the legal world, where individuals facing personal tragedy need to feel they're not alone, and that help is available to them.

For one of our law firm clients, we filmed a testimonial where the client candidly shared how his life became incredibly difficult after an accident and how he felt lost and unsure where to turn. This powerful narrative allows potential clients to see their own struggles reflected, offering a sense of understanding and hope. To maximize the emotional impact, this kind of testimonial often begins with the pivotal moment when everything changed forever.

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Ready to Create Your Own Impactful Testimonial Video? Your First Steps:

While no two testimonial videos are exactly alike, there are some fundamental rules that can guide you toward success:

• Start Early with Buy-In: Securing permission and scheduling time with external clients or individuals can be challenging. Plan well in advance to get them on board.

• Seek First-Hand Knowledge: The most authentic testimonials come from those who have direct, personal experience with your product or service. This personal touch is invaluable.

• Encourage Sincerity (No Coaching!): The goal is genuine emotion and heartfelt responses. Provide interviewees with the questions in advance so they can gather their thoughts, but avoid rehearsing or memorizing answers. We want their true voice to shine through.

• Ask the Right Questions: Before filming, determine the key messages you want to convey about your product or service. Then, craft questions designed to elicit answers that naturally incorporate those messages.

• Don't Forget B-Roll: This supplementary footage adds context, visual interest, and helps bring the interview to life. You can see examples of effective B-roll in the videos mentioned above.

• Choose Your Speakers Wisely: Select individuals who can articulate their experiences clearly and compellingly.

What kind of story do you want to tell with your next testimonial video? What is going to make it a great testimonial video? Can the answer really boil down to just one word? We think so. Tell your story with the help of your clients to really show that your brand is worth getting to know.

Repurposing Video Content: A Case Study

4 Important Reasons Why You Should Repurpose Your Video Content

Repurposing video content is a great way to make the most of the digital assets that you’ve put time, energy and money into creating.

• Repurposing video content saves time and resources by avoiding the need to create new content completely from scratch. Creative projects can require a lot of time and budget to get off the ground, so the less often you need to do it the better.

• By adapting video content for different platforms, you can reach a much broader audience and engage them in various ways. This includes sharing short clips on social media, creating GIFs for e-commerce sites and using screenshots as photos you can use in different marketing pushes.

• Reusing your video content in different ways provides opportunities to optimize it for search engines which can improve visibility and SEO rankings. Each new content piece can include different (but relevant) keywords and meta descriptions.

• Repurposing video content helps you maintain a consistent brand message across multiple platforms, reinforcing your brand’s identity and building trust with your audience.

A Case Study in Repurposing Video Content

Storyboard Media Group works with all its clients to get them the most value for their budget. That’s why we’re big believers in repurposing video content. At the start of every project we ask our clients how they plan to use their video, and we provide suggestions for how to reuse it. That leads us to the case study of Strato Footwear.

This screenshot taken from video footage acts as a “photo” in digital marketing materials.

Strato Footwear has one mission: to keep your feet happy and stylish while keeping up with your fast-paced lifestyle. How do they do it? Strato Footwear has a secret weapon: Layered Comfort Design. They’ve carefully crafted their shoes with multiple layers of cushioning and support, giving your feet a cloud-like experience. They design their footwear lines with purpose and functionality, so you can strut confidently knowing you've got the best of both worlds.

According to Strato’s CEO, “we needed lifestyle content from Storyboard Media Group for our footwear launch. And we needed content to add to our website to make it look attractive and engaging to customers, as well as for social media use.” 

To accomplish this, Storyboard Media Group spent a day filming the shoes on an actor that we hired just for the shoot. We filmed in six unique locations to show off the footwear in different settings. We even dressed the actor differently from one location to another. From this one day of filming, the final deliverables were (6) 15-second videos, (1) 30 second video, and a number of screenshots that we took from the video footage. This gave our client a lot of options for how and where to use the content.

“We used the 30-second video as our flagship video to showcase what our brand and shoes were about and how to wear them in multiple settings with ease.” This flagship video is on the client’s website as an introduction to the brand and product.

This “photo” is a screenshot from the filming we did.

The 15-second videos were used on social media to showcase the brand to wider audience, and in quicker bites. Digestible videos like these can be used as a way to quickly grab attention and drive customers to a brand’s website where they’ll find more information.

One of the ways Storyboard Media Group helps clients expand their content library is by offering screenshots of the video footage. This gives clients “photos” they can use on their site, in digital marketing material, and in a number of other ways. This isn’t possible with every project, but when a project allows it’s a great way to generate more content.

According to our client, “we used the screenshots & short 15-second videos in a remix way, where we (cut and combined footage) to develop even more entertaining short video clips combining all the content given to us by Storyboard Media Group. This allowed us to have even more content to utilize for posting on social platforms.”

In addition to using the content and screenshots on their website and social channels, Strato Footwear was even able to utilize some of the screenshots in marketing materials like their sales PDF.

“Storyboard was very easy to work with. They made the whole process seamless. I guided the team on what I was looking to get done regarding the look, feel, vibe, angles, and setting. They easily grasped the information I provided and took it up a notch with their creativity. They made sure I received enough content to get the ball rolling for my business.”

— Rahul Anand, CEO Strato Footwear

Storyboard Media Group can offer ideas and suggestions for how to get the most from your video project. During our initial consultation calls and meetings we learn about your project, your specific needs and how to create the content you need. Whether you’re a startup or an established brand we work with you to identify how to best get you the deliverables you need.