July 14, 2016
When selling a product, service, or brand, nothing goes farther or speaks louder than a genuine video testimonial to help promote what you’re offering.
However, a quality video testimonial is the key to producing the best results.
We may have discussed some best practices in the past, but there are several other important ones to keep in mind as well. To that end, there are a few additional video testimonial best practices you should always follow to ensure you receive quality results:
Tell a story
People naturally love stories, especially true ones, and when that story includes a “before and after” feature where some aspect of a life was improved, it’s all the better. Ask your customers to describe how things were “before” your product or service was discovered, and then what wonderful changes ensued “after” that.
Video testimonials need to be natural and shot in a comfortable setting. However, distractions can hinder the message and should be removed before taping. Be on the lookout for audible and visible distractions such as:
- Wall hangings or other decorations that are positioned in such a way as to distract and not add to the overall visuals (i.e. a tall plant positioned right behind the person’s head appears like it is attached to the person in the picture).
- Other people (unless they are directly involved with the video).
- Loud sounds such as phones, traffic, voices, and so on. If the video is shot outdoors, you’ll have some background noise, but find a location that’s fairly quiet. Indoors is usually preferable unless the outdoor setting adds to the brand image or testimonial in some way.
Straight to the point
People have a short attention span; we’re all aware of that. Advertisements are usually 30 to 60 seconds and a video testimonial must be kept short, too. That means you’ll need to guide the person quickly to the point. To aid in this endeavor, present the person with a brief outline of what to expect. Let the person know what introductory remarks or question(s) you’ll make before they tell their story.
What other video testimonial best practices do you follow for your campaign efforts? Comment and let us know!