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!)
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.
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.