Testimonial videos can be an effective way to create engagement with potential customers, build trust with existing ones, and bolster your organization’s reputation. However, due to their complex nature, creating successful testimonial videos requires careful planning and production. Testimonial video production is definitely one of our strengths based on the fact that we produce a great deal, every year and our clients keep coming back.
Because of our experience, the team at BFresh.Media has developed a comprehensive process for exceptional testimonial video production. In this blog post we will explain the various steps involved in this process so you can better understand how we are able to deliver successful results each time.
Choosing The Right Customer For Your Testimonial Video
When it comes to choosing the right customer for your testimonial video, you should consider many elements that can determine who is most suitable for the task. Firstly, your selected customer must have had a positive, successful experience with your product or service; secondly, they must be articulate and easy to understand when speaking; and they must have an adequate amount of time available so that filming can be done professionally on location.
It’s also beneficial to choose someone who has organizational influence and is respected by their peers; having a reputable individual openly praise your business will go a long way in increasing interest in potential customers.
One final, and very important consideration, is that not everyone is comfortable being on camera. Having enthusiasm for your brand and your products or service is not everything. It is important when approaching customers, that we clearly outline what is involved and what is expected. This includes detail about the questions that will be asked, camera setup, lights, and sometimes makeup. You may be surprised to find that enthusiasm turns to nervousness and anxiety as more details are outlined. The most important thing is not to pressure anyone who expresses concern or nervousness about the opportunity.
Writing Questions That Get The Responses You Want
When working with BFresh.Media, we will help develop the list of questions and prompts for your testimonial subject. Careful thought, when crafting your questions for the video, can ensure that the viewer is shown accurate, meaningful insights about your brand. We first start by asking what strengths, features, and benefits that you want to highlight.
The questions should be broad enough to capture different perspectives and stories. They should also be open-ended so that you’ll get more comprehensive answers with deeper insight. Testimonial videos can offer viewers an inside look into why they should choose your company or buy your product, so it is essential to ask relevant and thoughtful questions!
Lastly, we want to think about essential sound bites that we need to capture such as a tagline or advertising hook. Sometimes this involves a more direct approach of asking the subject to “repeat after me”. This will ensure that even if their responses are not good, we leave with some footage that we can definitely use.
Scheduling Your Testimonial Video Production
When scheduling a testimonial video production, there are several factors to consider. Location is one very important factor. We will need to pick a spot that both you and the subject are comfortable with, and that has enough space for equipment and our production team. That said, we have squeezed into some pretty small offices, hallways, nooks, and crannies to get the job done.
Other considerations include the amount of time required from the subject. Typically, we can be in and out of a location in about 1-2 hours including setup and take down. This depends on the number of questions, the number of subjects at that location, as well as how much video footage or b-roll we need to film.
We will work with your client and you, to find a convenient time and place to film. Our main goal is to make make the process easy for the subject. They are going out of their way to help us out and the last thing we want to do is inconvenience them in any way. One nice gesture is to leave them with a thank you gift. Even a hand written card can go a long way to say thanks for participating.
Directing the Subject
We have directed so many customer testimonials that we follow a process for each and every shoot. Before we start recording, every subject that stands in front of our camera will get these very important reminders, to help put them at ease, and to help us get what we need.
Relax
We encourage the subject to take a deep breath and relax. It helps to make a joke to get them smiling and put them at ease before we start rolling.
Don’t Worry About Mistakes
One thing that will help the subject to relax is by letting them know that there is no wrong answer. It takes a lot of pressure off to remind them that if they trip up or want to say something different then then can just try again, no problem.
The Directors Voice will be edited out
To get exactly what we need for the final cut, it is important to remind the subject that the question being asked off camera will not be in the video. Therefore they need to respond starting with part of the question. We tell them: “Remember in school when you would write a response starting with part of the question?… do that.”
Smile and Feel Free To Talk With Your Hands
Almost everyone needs a reminder to smile. Most people who are not used to being on camera are thinking about so many other things that they forget one of the most important parts: speaking with energy and positivity. A smile and even small hand gestures can bring a lot more energy to the final video.
Don’t Start With “So…”
It is amazing how common this is. We ask a question and the first thing that comes out of someones mouth as they start their response is “So…” The problem is that it becomes very repetitive in editing and not always easy to cut out. It is so commont that we always ask everyone to be aware of this. Instead, we encourage them to take a pause and a breath, to think out what they want to say, and then go.
The Editing Process
The editing of testimonial videos is where our experince shines. It is one thing to share a glowing review but it is another to craft those responses in a way that tells a story. Our strength is creating testimonials that take the viewer through that customer journey.
Having gone through the exercise of writing questions that focus on key areas for our clients, allows us to use that in the editing phase to craft a testimonal that really hits those check boxes and highlights exactly what you want, in a way that is genuine and relatable.
Typically our editing process for testimonial videos is about 1-2 weeks depending on length, complexity, and graphics.
In Conclusion
A great testimonial video has the power to increase conversions by up to 34%. But in order for a testimonial to be effective, you have to choose the right customer and ask the right questions. You want someone who is articulate and able to speak to not only how your product or service has helped them, but also what sets your brand apart from others in the industry. And finally, their responses should tell a story that potential customers can relate to.
The process of filming can be daunting, but with the right preparation and direction, it doesn’t have to be. Especially when you have BFresh.Media managing the entire production process. We specialize in making our clients and our subjects feel confident and comfortable whether they are in front of or behind the camera.
For inspiration, check out this YouTube playlist of Customer Testimonial Videos that we have produced.
If you’re interested in learning more about how we can help you produce an impactful testimonial video for your business, contact us for a free quote today.
