As a corporate and professional video production company in Australia, we know that testimonials are a critical part of any marketing campaign. They serve as social proof that your product or service delivers on its promises and can help build trust with potential customers. However, testimonials don’t always have to be in written form. Video testimonials can be even more powerful, as they allow potential customers to see and hear from real people who have used your product or service.

To create impactful video testimonials that maximise their effectiveness, follow these best practices:

Choose the Right Interviewee

The first step in creating a powerful video testimonial is to choose the right interviewee. Ideally, you want to find someone who has had a positive experience with your product or service and is willing to share their story on camera. Look for customers who are articulate and comfortable speaking in front of the camera. According to a study by video hosting company Wistia, the right spokesperson can increase the effectiveness of your video testimonial by up to 89%.

Ask Open-Ended Questions

When conducting the interview, it’s essential to ask open-ended questions that allow the interviewee to tell their story in their own words. Avoid leading questions that could influence their answers. Instead, ask questions that elicit detailed responses and specific examples of how your product or service has helped them. Open-ended questions can help you get more detailed and authentic responses from your interviewee.

Keep it Short and Sweet

In today’s fast-paced world, attention spans are shorter than ever. To keep your audience engaged, keep your video testimonials short and to the point. Aim for no more than 2-3 minutes in length, and focus on the most compelling parts of the interview. The average viewer engagement time for a video is 2.7 minutes, so keeping your video testimonial short will help ensure that your audience watches the entire video.

Use High-Quality Video and Audio

To make your video testimonials look and sound professional, use high-quality video and audio equipment. A good-quality camera and microphone will ensure that your interviewee is heard and seen clearly. Poor video and audio quality can detract from the impact of the testimonial and make it less effective. Videos with higher-quality production values tend to perform better in terms of engagement and conversion rates.

Include a Call-to-Action

Finally, to maximise the impact of your video testimonials, include a clear call-to-action at the end of the video. This could be an invitation to visit your website, sign up for a free trial, or make a purchase. A clear call-to-action will help drive conversions and turn potential customers into paying customers. Videos with clear calls-to-action generate a 380% higher click-through rate than those without.

By incorporating customer testimonials into your video marketing strategy can boost your brand’s credibility and sales. By following these five best practices for video creation, you can maximize the effectiveness of your testimonials. For expert help with creating powerful testimonial videos, contact our team today, a leading corporate and professional video production company in Australia.