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Customer testimonial videos are a more compelling alternative to the traditional written testimonials that you typically see on websites.

One of the most powerful sales tools in 2020 is video testimonials. They are so effective because people are seeing a real customer talking about their success and/or happiness your product or service! They check all the boxes that you need for great marketing, including:

  • telling a story
  • making an emotional connection
  • showing the benefits of your product or service
  • answering potential customers’ questions

If you’re only using the traditional text testimonials on your website, you’re missing out on the power of seeing a real person share their experience in a video testimonial.

But they are not always easy to make, especially if the customers are making them themselves and sending them to you. So, we did some research, experimented with our own process, and came up with this list of five best practices to help your customers create the best video testimonials possible!

1. Make Sure Your Customer Prepares

If your customer is recording a video testimonial without any plans or direction on what to say, it may end in disaster. They need to have a basic idea of what they want to say, before they say it on video. But, they need to be careful not to sound overly scripted.

We suggest giving them a list of questions ahead of time, to be answered in a story-like way in the video. The easier you make it for them, the more likely they are to do it. So, make recording their video testimonial the least amount of effort possible for them.

2. Show Your Customer Great Video Testimonial Examples

Your customer will get a good idea of what their video should look like if you show them a few examples. Pick the best videos you have so they can see exactly what you want. It’s important that they understand what you’re trying to achieve, and this will help them do so. Without any examples, they may create a video that is not ideal or even usable. And the last thing you want to do is waste anyone’s time!

3. Keep it Short and Sweet

“A recent study found that the average human attention span has fallen from 12 seconds in 2000 (or around the time smartphones hit the scene) to eight seconds today. In comparison, scientists believe that the goldfish has an attention span of nine seconds,” according to Digital Information World.

It’s easy to get carried away with a video testimonial, but the video should only be about two or three minutes long. Although that does not seem like a very long time, just remember that the people watching this video later may not have the attention span necessary to watch a 10 or 20 minute video. So, keep it short in order to keep viewers engaged for the length of the video.

Giving your customer example videos and helping them prepare will go a long way in ensuring they can keep their video relatively short.

4. Focus on the Why

The customer should talk about the benefits of working with you rather than just the features you offer. Anyone can go to your website to see what services and features you provide, but having a real human who has worked with you explain their pain points and problems, and how your product or service helped solve them, will go a long way.

After all, people don’t necessarily care about the features you offer everyone, they care about how those features will benefit them directly. If they can see that your customer was really struggling to find a solution to a problem they had, and you were able to help them solve it and take a burden off their shoulders, this is what viewers will connect with.

5. Make it a Memorable Story

The customer should be pleasant, enjoyable, and credible. They need to make a connection with the viewer. To do that effectively and draw the viewer in, the testimonial should be done in a story-like fashion. It should include the following three parts:

  • Beginning – The client starts to speak about themselves and their needs.
  • Middle – Then, how the client found out about your brand, all the great services that you provide, and how great it was working with your company.
  • End – The client wraps things up by explaining how his needs are now satisfied by your brand.

When It All Comes Together

Although there is a lot to think about when creating excellent video testimonials, the result will be worth it. These videos will showcase what your company can do in an inspirational way that connects with your customers and leads.

The most important thing is that your video testimonials connect with your potential customer. That is ultimately how these videos will help you get more business.

Sign up for a FREE 14-day trial today and let your customers do the talking! Capture video testimonials to add to your website, social media or YouTube. The Tribe Video platform provides a library of great questions to ask or you can write your own.