So, are these actual customers?
It’s great if you can produce a testimonial video that has high production value. It’s even better if the testimonial can create a personal connection with your audience. The most important factor for determining the success of a testimonial video, however, is authenticity.
Does your video testimonial look like it was staged? Scripted? Heavily edited? Discrete staging, scripting and editing can all enhance the authenticity of your video testimonials. The key here is to avoid creative decisions that draw attention to the production of the video itself.
Limit the following creative choices to the introduction or tag of your testimonial video:
- multiple camera angles
- promotional graphics
- marketing language
Keeping your creative decisions as imperceptible as possible ensures that your video has the effect of a testimonial versus a short documentary or advertisement.
So, what are your goals when it comes to recording a client testimonial? Feel free to share your favorite client testimonial or a link to a testimonial video that you admire!