8 Easy Tips for Capturing the Perfect Video Testimonial
Video testimonials can be a great tool for companies looking to incorporate video into their marketing strategy. There are so many ways to use the format, and luckily, getting great content doesn’t always require a large production.
As video marketers, we’ve produced numerous video testimonial projects and have learned a thing or two about capturing the perfect moments. If you’re wondering how your business can get in on the testimonial fun, listen up! We’ve rounded up eight of our best tips to help you create impactful video content with testimonials.
How to use testimonial videos
Video testimonials can be used in so many different ways. A classic way to implement the video is to simply use it as social proof. Social proof makes your business appear more trustworthy since customer voices carry more weight than branded messages from companies themselves. Any company can get up and tell you how great their product or service is, but people want to hear from those who are like them. In fact, 88% of consumers trust online reviews and testimonials as much as personal recommendations.
These types of videos can be shared on the testimonial page of your website, but can also be great as part of a larger ad campaign. Testimonial ads are especially great for social media, as they can be trimmed down and easily shared across platforms.
Video testimonials also don’t have to come from your customers or the folks you serve. They can also come from your employees, volunteers, or the team that runs your organization. You can use their stories to stitch together a narrative or tell a greater story of your brand. Don’t be afraid to get creative with the format and create something that works for your organization.
How to capture the perfect video testimonial
Here are eight things to keep in mind when creating a video testimonial.
1. Have at least two people to help run the interview.
When you are planning to film your video testimonial footage, make sure you have at least two people (other than the subjects you are filming) available to run things. With the two-person setup, one person can focus on interacting with the subject, and the other can pay attention to the image. This ensures that the final product not only looks nice, but feels authentic because ample focus was placed on the subject.
It can also be helpful to use two cameras set up at different angles. This gives you more opportunities and options when editing. You can cut on emotional beats, don’t have to fully rely on B-roll, and create a more engaging final product. On top of all of that, it also serves as a nice insurance policy in case something happens to the footage on one camera.
2. Prepare your video testimonial questions ahead of time.
Even though interviews aren’t scripted, it’s always a good idea to plan out your interview ahead of time. Be sure that you fully understand your goal and what you want the final product to look like going into the interview. Write your questions so that you get the answers you’re looking for. If you want the interviewee to talk about specifics, ask about specifics instead of asking general questions.
Planning ahead of time also means giving the interviewee your video testimonial questions ahead of time. This allows them to mentally prepare and can ease some anxieties before recording. They’ll have time to formulate their answers in their mind, which leads to cleaner sound bites and more usable footage.
3. Help your subject feel comfortable on camera.
Before you start rolling the camera, be sure that your interview subject is going to be comfortable on camera. The best way to do this is to build a rapport before you start asking questions and make sure they are comfortable with you.
When they first arrive, get them comfortable by telling them a little more about the project, setting expectations, and soothing any specific anxieties they may have about being on camera. Once they are in front of the camera, keep the conversation going. Smile, make jokes, and show genuine interest in what they are saying.
4. Roll the camera early.
Some people freeze or tense up when they hear the word “action!” come from behind the camera. You can prevent this from happening and keep the conversation natural by simply rolling the camera early. Creating a smooth transition into the first question, and don’t let the subject know that you are now recording.
Rolling early also allows you to catch more authentic moments that you didn’t even know you were looking for.
5. Be engaging.
If you’re in the eye line of the subject asking questions, make sure to engage with them as they speak. Be an active listener and use your body language to show that you’re interested. Doing this keeps their eyes locked on you so they aren’t awkwardly looking at the camera.
6. Don’t be married to the plan.
Yes, you want to plan, but it’s also important to go with the flow on the day of shooting. Don’t get too tied up in your questions, the order that they’re in, or whether or not everything sticks exactly to your schedule.
Be flexible and keep your interview conversational. Instead of robotically moving from question to question, take time to dig deeper into the interesting answers that your subject is giving. Make up questions on the fly if you feel like it fits. The real answers will come from talking and keeping the interviewee comfortable.
7. Don’t be afraid to pause the interview if something doesn’t look right.
It’s totally okay to pause the interview if something is wrong with the image. For example, if you notice something distracting in the background, don’t let the interview go on simply because you don’t want to interrupt.
Fixing something in post-production can be a major headache, so it’s always better to politely interrupt the interview subject, correct the issue, and move on. Having two people is especially helpful here. The camera operator can solve the problem while the interviewer keeps the energy going.
8. Keep audio in mind.
Don’t get so caught up in the visuals of the shoot that you neglect audio. Having clean sound is really important with testimonial interviews. Background noises and annoying hums can detract from what the interviewer is saying in a clip. Even if you don’t have top-of-the-line microphones, you can ensure good audio quality by doing a few simple things:
Use a microphone other than the one built-in to the camera.
Choose your shooting locations wisely. If shooting outdoors, make sure you’re out of the wind and not close to busy roads or sidewalks. If you’re inside, avoid rooms that echo or are next door to busy areas.
Turn off or unplug machines that whir or hum like air conditioners, fans, etc.
Doing it right while recording will save you the hassle of trying to clean up audio during post-production.
Conclusion
Follow these eight tips, and you’ll be on your way to creating awesome video testimonials that bring in new customers for your business. Distributed on the right platforms, they have the potential to drive sales and keep your customers loyal. At the very least, creating a video testimonial is a great opportunity to get great feedback from your existing fans and learn about your strengths as a business.