Customer testimonials are among the most convincing content there is. A hesitant prospect is more inclined to believe a peer than a sales pitch, and video adds what text cannot convey: a voice, a face, conviction.
But it still has to be credible and produced properly. Here are ten steps to succeed with video customer testimonials, without significant production resources.
The team behind our flexible, automatable CRM tells you everything.
- Choose customers who resemble your prospects, not just the most prestigious ones.
- Written consent from each person filmed is essential before any distribution.
- Share the topics, never the answers: a recited testimonial is spotted immediately.
- Sound matters more than image, and subtitles have become essential.
- A testimonial is most useful during the sale, sent to the right prospect at the right time.
1. Choose the right customers
The first reflex is to ask the best-known customer. That is not always the best choice. A testimonial is most convincing when the prospect recognizes themselves in it: same sector, same size, same initial problem.
So look for customers who are representative of your target, genuinely satisfied, and able to explain clearly what has changed for them. Being at ease on camera is a plus; sincerity is essential.
2. Obtain the necessary consents
Two consents are needed. First, that of the customer company, whose communications department often has a say on the use of its name and logo. Then, that of each person filmed.
Image rights require written consent, dated and signed, specifying the distribution channels, the purposes and the duration of use. Without it, the person can demand that the video be removed. Also plan for what happens if they leave the company: some then prefer the video to be taken down.
3. Prepare the topics, not the answers
Send the topics in advance so your customer can think about their examples. But do not write their answers for them or suggest your own phrases: a recited testimonial is spotted within seconds and has the opposite effect to the one intended.
On the day of filming, ask open questions and let them talk. The best lines rarely come from the first answer, but from the follow-up question.
4. Build a story
A good testimonial tells a story in three parts:
- the starting situation and the problem encountered;
- the choice: why your company, and what made the difference;
- the results: what has concretely changed since.
The hero of the story is the customer, not you. Your company plays the role of the one who helped.
5. Talk about results, with figures if possible
Prospects want to know what they can expect. Concrete results, ideally quantified, are worth far more than adjectives. Simply check with your customer that the figures quoted can be made public.
6. Stay credible
There is no need to overdo it. A testimonial without any reservation seems suspicious; a customer who mentions a difficulty at the start, then how it was resolved, is far more convincing. Testimonials are only valuable on one condition: being real and authentic.
7. Keep it short
Attention is quickly lost on video. Aim for a short format for distribution, one to two minutes, and keep the raw footage for a long version or themed excerpts. Add subtitles: on social networks and in professional settings, many videos are watched without sound.
8. Take care of the location and sound
Details matter. Choose a quiet location, indoors so you do not depend on the weather, with a setting that says something about the customer’s business. Above all, take care of the sound: average images can be forgiven, poor sound makes viewers drop off. A lavalier microphone costs little and changes everything.
9. Allow plenty of time
Plan far more filming time than the final length. Take a few minutes to chat with your customer before starting the recording: even if they are at ease, they will be a little tense at first. A relaxed atmosphere shows on screen.
10. Distribute it, and above all use it
A video sitting on a channel has served no purpose. Publish it on your website, on a page dedicated to customer cases, and on your social networks. But its most profitable use is in sales: sent to the right prospect, at the moment they hesitate, it answers the objection better than a sales pitch.
To do this, tag each video with the sectors and issues it illustrates, so your sales reps can instantly find the one that matches their prospect. Video testimonials usefully complement the customer reviews published online, and help you stand out from your competitors.
Your questions about video customer testimonials
Should you hire a professional?
Not necessarily. A recent smartphone, a microphone and good lighting are enough for a decent result; editing requires more care.
Can you pay a customer for their testimonial?
It is not recommended. A paid testimonial loses its value and must, in any case, be presented as such.
How many testimonials do you need?
One per major customer segment. Three targeted testimonials are more useful than ten interchangeable ones.
How long should the image rights consent last?
A defined period, suited to the intended use. Consent with no time limit is fragile and shows little respect for the person.
What if the customer reviews it and wants to change everything?
Accept their factual corrections. A testimonial approved by the customer is one they will stand behind and share.
Sources:
- Demander le retrait de votre image en ligne (Requesting removal of your image online), CNIL: https://www.cnil.fr/fr/demander-le-retrait-de-votre-image-en-ligne
