How to Create Great Testimonial Videos  

Testimonial videos are one of the most powerful tools in marketing, providing authentic, relatable stories that connect with your audience on a human level. But creating a truly effective testimonial video requires more than just collecting praise from your clients. This guide will walk you through the process of creating testimonial videos that resonate deeply with potential customers, showcase transformative results, and drive sales. 

Why Testimonial Videos Matter 

In a world saturated with marketing messages, potential customers crave authenticity. Testimonial videos: 

• Provide social proof. 

• Address common objections. 

• Build trust by sharing real experiences. 

• Show the transformation your product or service can provide. 

Whether you’re a startup accelerator, a SaaS platform, or a service provider, testimonial videos can bridge the gap between initial interest and purchase decision. 

Steps to Create a Great Testimonial Video 

1. Understand the Customer’s Journey 

The best testimonial videos tell a complete story – from initial doubt to final transformation. It’s not enough to highlight praise. Instead, dive into the emotional journey and ask the right questions: 

• How did you feel before purchasing this product/service? 

• What doubts did you have about the company or even yourself? 

• What were your biggest struggles? 

Capturing these moments of vulnerability makes the story relatable to other potential customers who might share the same concerns. 

2. Highlight the Transformation 

The journey doesn’t end with the purchase. Showcase how your product or service resolved their challenges. Some important questions to ask are:

• How did things start to change for you after using this product/service? 

• What results or outcomes have you achieved? 

By addressing the transformation, your video will feel authentic and impactful. 

3. Plan Your Story 

Structure the testimonial video as a narrative: 

• Introduction: Set the stage by introducing the customer and their initial struggles. 

• Journey: Highlight the doubts and obstacles they faced. 

• Solution: Explain how your product/service addressed their pain points. 

• Transformation: Showcase the final outcome and the positive changes. 

This storytelling format ensures the video is engaging and relatable. 

4. Focus on Authenticity 

Customers resonate with genuine stories. Avoid scripting their responses and let them speak naturally. Guide them with thoughtful questions but allow their words to shine. 

5. Production Tips 

• Lighting & Audio: Ensure the environment is well-lit and audio is clear. 

• Visuals: Use footage of the customer’s workspace, product usage, or results to add context. 

• Editing: Keep the video concise, typically between 1-3 minutes, while maintaining the emotional depth. 

6. Address Unspoken Concerns 

Your video should answer the questions potential customers might be too embarrassed to ask, such as: 

• Will I be able to succeed with this product/service? 

• Is this worth the investment? 

• How will it solve my unique challenges? 

Key Questions for Testimonial Videos 

To ensure your video captures the full story, ask questions that: 

1. Address pre-purchase doubts. 

2. Highlight struggles and challenges. 

3. Celebrate transformation and success. 

Examples: 

• What were your initial thoughts when considering this product/service? 

• What results have you achieved since using it? 

• How has it impacted your life or business? 

Practical Elements: Logistics Matter 

Logistics can often determine the success or failure of a testimonial project. From our experience, about half of these projects fall apart because key details like customer availability or setting a filming date are not organised from the start. Here’s how to ensure smooth execution: 

Plan Ahead 

• Reach out to your customers well in advance and confirm their availability. 

• Clearly communicate the purpose of the testimonial and what will be required from them. 

• Set a firm date and location to avoid last-minute cancellations or confusion. 

Leverage Events 

Events are an excellent opportunity to capture multiple testimonials in a single setting: 

• Case Study: Ignite 
  One of our clients, Ignite, regularly uses their showcases to capture customer testimonials. These events gather startups participating in their programs, and because everyone is already dressed for the occasion and present for other reasons, the setup makes it easy to record high-quality testimonials. They typically capture three customer stories per showcase. 

• Ad-Hoc Event Recordings 
  Even informal events can work well. Move around the venue with a camera and approach attendees for quick testimonials. Use guiding questions to draw out their stories, and you can easily gather 10-15 short (two-minute) interviews within an hour. 

Be Flexible 

• Keep your setup lightweight and mobile to adapt to different locations or environments. 

• Focus on authenticity rather than aiming for overly polished production. A genuine testimonial resonates more than a scripted one. 

Conversational Testimonials for Two-Sided Marketplaces 

If your business operates in a two-sided marketplace or serves two distinct personas, an impactful testimonial format is to put these personas into conversation with each other. This approach showcases how your product or service bridges the gap between the two groups, creating value on both sides. 

Case Study: TrustDish 

TrustDish, an allergen management platform, serves two distinct audiences: 

1. Restaurant Customers – who want to ensure allergen transparency. 

2. Back-End Kitchen Staff – who handle the technical processes of allergen compliance. 

To highlight their value, we created a testimonial video that put these two personas in dialogue. The conversation demonstrated: 

• How the platform simplifies allergen management for kitchen staff. 

• The peace of mind and trust it delivers to customers dining in restaurants. 

This dual perspective helped viewers understand not only the functionality of TrustDish but also the tangible impact it has on both user groups. The conversational format brought authenticity and a sense of collaboration, showcasing the real-world dynamics of the platform. 

Why This Works 

• Dual Perspectives: It highlights the interconnected benefits of your product for different users. 

• Authenticity: A natural dialogue feels genuine and relatable. 

• Trust-Building: Seeing both sides interact reinforces the idea that your product meets the needs of all stakeholders. 

How to Create a Conversational Testimonial 

1. Identify two personas that benefit from your product or service. 

2. Facilitate a guided conversation between them, focusing on shared challenges and outcomes. 

3. Use storytelling to highlight how your product fosters collaboration and success for both sides. 

Example Testimonial Videos for Clients

Waking Dreams Media specialises in creating testimonial videos that don’t just showcase success but tell authentic, transformative stories. From tech startups to life sciences companies, we’ve helped businesses: 

• Increase start-up hub applications, get the best applicants 

• Land a big client. 

• Outcome 3. 

Here’s a couple of testimonial videos we helped our clients create:

Technical Tips for Filming Testimonial Videos 

Camera Settings 

• Resolution & Frame Rate: Always shoot in at least 1080p HD resolution for clarity. A frame rate of 24 fps provides a cinematic feel, while 30 fps is ideal for a more polished, corporate style. 

• Lighting: Natural light works well, but if shooting indoors, use soft lighting to avoid harsh shadows. A three-point lighting setup (key light, fill light, and backlight) ensures a professional look. 

• Stabilisation: Use a tripod or gimbal to avoid shaky footage. Steady shots exude professionalism and keep the viewer focused on the subject. 

Audio Quality 

• Microphones: Use lapel (lavaliere) mics or a boom mic to capture clear, crisp audio. Internal camera microphones often pick up background noise and should be avoided. 

• Environment: Choose a quiet location. Background noise, even subtle, can distract viewers from the speaker’s message. 

Backgrounds 

• Ensure the background complements the subject. For instance, filming in a workspace or relevant setting adds context and authenticity. Avoid cluttered or overly busy backgrounds. 

Call-to-Action Integration 

A testimonial video should guide viewers to take the next step. Without a clear CTA, even the most compelling story might not convert. 

How to Integrate CTAs 

#1 At the end of the video: Add a direct and concise CTA, like: 

• “Book a demo today to experience the transformation for yourself.” 

• “Visit our website to see how we can help your business.” 

#2 In Text Overlays: Include subtle text prompts during key moments in the video, such as “Learn more at [yourwebsite.com].” 

#3 In Post-Production: Use captions or voiceovers to reiterate the CTA. 

Where to Use CTAs 

• Embed testimonial videos with CTAs on landing pages, product pages, or within email campaigns. 

• Ensure the CTA aligns with the story. For example, if the video highlights overcoming an operational challenge, guide viewers to “Download our operations improvement guide.” 

Pre-Interview Preparation 

The success of a testimonial video often hinges on how prepared your customer feels. 

Preparing the Interviewee 

Provide a Brief: Share a clear explanation of what the video will entail, including its purpose and intended audience. 

Send Questions in Advance: Let them reflect on questions like: 

• What problem were you facing before using the product/service? 

• How has this product/service impacted your business or life? 

• What outcomes have you achieved? 

Encourage Natural Responses: Assure them that the video doesn’t need to be perfect. Authenticity matters more than perfection. 

Setting the Tone 

• Conduct a casual, warm pre-interview conversation to ease nerves. 

• Avoid over-rehearsing; instead, let the conversation flow naturally to capture genuine responses 

Distribution Channels 

Testimonial videos are versatile and should be shared across multiple platforms to maximise their impact. You can share testimonial videos on:

1. Websites: Feature them on: 

• Product pages to address specific customer pain points. 

• Landing pages to build trust and improve conversions. 

2. Social Media: 

• Share short clips on LinkedIn, Instagram, and Facebook. 

• Use subtitles for silent autoplay on platforms like LinkedIn. 

3. Email Campaigns: Include testimonial videos in nurturing sequences to guide leads down the sales funnel. 

4. Events and Webinars: Play testimonial videos at the beginning or end to add credibility to your pitch. 

5. Sales Decks: Embed testimonials in slideshows to showcase proven results. 

Tools and Software Recommendations 

Filming Tools 

• Cameras: Use DSLRs like the Canon EOS R6 or mirrorless options like the Sony A7 series for high-quality results. 

• Tripods: Opt for stable and portable options like the Manfrotto Befree series. 

• Lighting Kits: Affordable options like the Neewer 3-Point Lighting Kit are great for beginners. 

Editing Tools 

• Adobe Premiere Pro or Final Cut Pro: Professional tools for advanced editing. 

• Camtasia: Great for beginners who need simplicity. 

• Canva Video: A user-friendly option for creating basic testimonial videos with text overlays and transitions. 

Hosting Platforms 

• Vimeo or Wistia: For embedding videos with analytics. 

• YouTube: Ideal for public visibility and SEO. 

Common Mistakes to Avoid 

1. Focusing Only on Praise: While it’s tempting to highlight positive feedback, omitting the struggles and transformation makes the video less relatable. 

2. Overly Scripted Testimonials: Genuine responses resonate more than rehearsed lines. 

3. Ignoring Distribution: A great video is ineffective if it doesn’t reach the right audience.

4. Poor Audio and Lighting: These basics can make or break the perceived professionalism of your video. 

Time Management for Testimonial Projects 

Batch Filming 

• Plan shoots during events or conferences where multiple customers are present. This maximises efficiency and ensures high-quality content in a short amount of time. 

• Example: Capture short interviews during a product showcase or company event. 

Streamlined Editing 

• Use templates for text overlays, transitions, and branding to cut down on post-production time. 

• Create shorter edits of the same video for social media distribution 

Ready to Transform Your Customer Stories? 

Let Waking Dreams Media bring your customer stories to life with testimonial videos that connect, resonate, and convert. Contact Us Today to start creating testimonial videos that make an impact.