Testimonial videos are a powerful tool for businesses to showcase the benefits of their products and services. They provide a level of social proof and credibility that can be hard to achieve through written words alone.
Testimonials are usually created by interviewing a customer on-camera and filming b-roll related to what they are discussing. By combining the two and editing it, you can create several different types of videos, each of which has a unique role in your marketing efforts. In this article, we'll be exploring the 5 essential types of testimonial videos that your business needs.
At Capture, we specialize in creating high-quality testimonial videos that communicate the value of your products and services. So if you're needing testimonial videos that truly resonate with your customer and their pain points, contact us.
1. Customer Case Study
Where to use: Product & Service Pages, Sales Presentations, Emails, Written Case Studies
Case study videos are long-form testimonial videos that tell the complete story of how a business solved a customer's problem. They typically run up to 3 or 4 minutes and can include multiple interviewees. What sets case studies apart from a simple testimonial interview is their use of b-roll and higher quality filming techniques.
Case study videos are most effective for B2B businesses, healthcare organizations, and B2C businesses that offer higher-priced products and services. We recommend customizing case studies to be very specific to the problem of your target customer. The more specific you can be, the higher the likelihood of conversion.
Case study videos are often the starting point for creating many other types of videos, which we will discuss below. The versatility of the interview and b-roll format in which they are filmed allows for a high return on investment for your business. Contact us today if you would like to discuss creating one for your business.
2. Customer Testimonial Ads
Where to use: Paid Advertising
Testimonial ads are essentially a condensed version of a case study video. Usually lasting 15 or 30 seconds, these videos quickly show a problem and solution and end with a strong call to action, such as making a purchase on your website, visiting your store, signing up for something or just giving you a call.
Testimonial ads are most effective when used in paid advertising, such as YouTube ads, remarketing, and TV advertising. Since these videos are typically very sales-oriented, they do not generally generate organic engagement.
Testimonial ads should include b-roll footage if you are advertising a product. They should be able to see the product. Even if the viewer doesn't make a purchase right away, they are more likely to remember seeing your product instead of just hearing about it. Contact us if you would like to discuss creating a set of testimonial ads for your business.
3. Short-Form Customer Testimonials
Where to use: Social Posts, IG Reels, YT Shorts
Short-form testimonials are less sales-oriented and less polished versions of testimonial ads. They can be up to 60 seconds. While they often still showcase a problem and solution, the structure of the video is less defined, and may not include a call to action within the video itself.
Creating short-form testimonials is relatively easy, and they can often be made by exporting a clip from a main case study video. They are best used occasionally in your social media schedule. In the post copy, you can provide further information, context, or a call to action.
To increase engagement with short-form testimonials, consider adding on-screen captions and graphics. Not only does this make it easy to understand, but it also keeps the viewer more engaged by constantly presenting new information. If this is something your business is interested in, please contact us. Otherwise, view our YouTube videos about how to create your own animated captions.
4. Customer Testimonials Montage
Where to use: Paid Advertising, Product and Services Pages, Email Marketing
If you have interviewed more than a few customers, you can combine them into what we call a testimonial montage. Choose a topic or product that you would like to market and then find clips of different customers talking about it.
If you arrange these clips back-to-back, you'll get a rapid-fire style video that functions similarly to a testimonial ad. The benefit of this style is that it allows you to show more than one customer, which is likely to create stronger social proof and trust in your brand. Again, it’s important for these to be very specific to who would see them.
These types of videos work best in paid advertising, but you can often find a use for them on your product and service pages. Just remember, the more salesy the video is, the less organic success you might find with it. If you're looking to achieve organic success with testimonial videos, focus on providing some sort of value to the viewer.
Note: Intelex client testimonial was not created by us.
5. Employee Testimonials
Where to use: Careers Website Page, Job Postings
Your business is nothing without its people, right? That's why you need employee testimonial videos to help attract quality talent. Use these videos in your job postings to help get more qualified applicants.
The best form of employee recruitment video is created in the style of a testimonial montage as discussed above. Film 5-7 employees and then take their responses and craft them into a recruitment video. Make sure the video talks about culture, work-life balance, pay competitiveness, and any benefits of working at the company.
How Your Business Can Create Customer Testimonial Videos.
There are many different ways to create your own testimonial videos. Depending on the size of your business, you may consider creating them in-house or using a customer-generated software service that does it for you. While online testimonial services are convenient, they are often very generic and stale.
If you want to create them in-house, consider referencing our testimonial guides and YouTube videos. But, if you want it 100% done for you, reach out to us. Customer testimonials are our specialty. We film anywhere in the United States and deliver unmatched value and results compared to other video production companies.
