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.

Anatomy of a Product Launch Video Project

The Project

Our client Strato Footwear is launching a new line of footwear and they asked us to create a suite of video and photography content they can use on their social channels, in email campaigns and on their site. The deliverables include six 15-second social media ads, one 30-second product video and 20 photographs of the footwear and model.

The Important Stuff

The shoes are the stars of this content. So it was important to show them in the best possible light (no pun intended since we shot outdoors). Our client wants their audience to see the many different ways the shoes can be used; on the beach, hiking on trails, walking in the city and just taking it easy. Of course, they also wanted the shoes to look good in each shot, so that meant plenty of pauses to wipe them clean as needed from shot to shot.

The client wanted the content to be bright and the scenes to be energetic. In other words, they wanted more than just shots of the product sitting on a beach or on a sidewalk. After some discussion, it was agreed that we would bring on some talent to show the footwear in action in different scenarios.

The Shoot

Filming the content for our client consisted of 6 unique locations; a beach, an open-air trail, a pine forest, a boardwalk, a nature reserve and a downtown area. As filmmakers, you quickly learn that filming outdoors provides a number of challenges, and the one we had the least control over was the weather. Sometimes we just have to wait it out and that was true for this project as we had to reschedule 3 times to ensure a nice, sunny day.

We hired one actor to be in all the scenes but dressed him in different outfits for each location. It was important to make sure all the outfits matched the client brief about the type of clothing their customers might wear. For example, hoodies, sport shorts, classic tees, chinos, etc. in neutral colors.

We made sure to include close-up shots of the shoes to show them off, shots of the actor walking in the different locations, nice wide shots of each location to let the audience know where the scenes were taking place, and close-ups of the actor.

The Outcome

Our client has material for their launch and website, and some great shots of the new footwear. We can mark off another successful product video shoot with a happy client. We’re looking forward to working with Strato even more in the coming months as they extend their line of footwear to include new designs, new colors and new products.