I love my company, I love it when customers love my company, and I really love it when they share that love in a testimonial video. Testimonial videos are game-changers for instilling trust and confidence in your brand. There’s just something special about a real person sharing their genuine experience that puts my mind at ease when considering a purchase.
Testimonial videos are a compelling way to convert authentic customer experiences into social proof that drives credibility, brand awareness, and sales.
In this post, I’ll explain customer testimonial videos, why they are important, and how to create your own. I’ll also show you some high-converting testimonial video examples to get you started. Let’s dive in!
Table of Contents
- What Is a Customer Testimonial Video?
- Questions to Ask for a Testimonial Video
- Why Share Customer Testimonial Videos?
- Examples of Great Customer Testimonial Videos
- How to Ask Your Customers for a Testimonial
- How to Make a Testimonial Video
- Tips for Getting Customers to Shoot Their Own Testimonial Videos
- Making Authentic Testimonial Videos
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What Is a Customer Testimonial Video?
A customer testimonial video features real customers sharing their personal experiences with your product or service. It’s more engaging than case studies or traditional reviews because it leverages a visual medium, allowing prospects to see and hear real-life success stories. Testimonial videos provide a direct human connection between customers and potential customers, which makes your brand more relatable and trustworthy.
Customer testimonial videos establish authority through social proof, giving potential customers an authentic perspective on the value and effectiveness of what your brand has to offer.
Why Share Customer Testimonial Videos?
I love customer testimonial videos because they’re real. For me, they showcase authentic customer experiences with a product or service I’m interested in, which gives me more insight and confidence in my purchase decision than any marketing material ever could — and I’m willing to bet your customers feel the same way. Here are some reasons why you should be sharing customer testimonials:
- Authenticity. Potential customers are more likely to trust real people than polished brand messaging.
- Engagement. It's 2024, and video is king. Potential customers will more readily engage with video content, and many will rely on it to guide purchasing decisions.
- Credibility. Other customers' positive experiences will cultivate trust in your brand.
- Conversion. At the end of the day, it's about making money. Customer testimonial videos are powerful and memorable, and they can help turn curious prospects into loyal customers.
Examples of Great Customer Testimonial Videos
Testimonial videos sound great in theory, but what do they look like? I gathered 10 examples of compelling testimonial videos to help get you started.
1. Handled. Testimonial for HubSpot
Handled. spoke on its fantastic experience with the help of HubSpot's software despite trying to operate during the global pandemic.
What I like: It’s short, focused, and highlights Handled.’s positive experience using HubSpot. I like that they don’t just talk about how powerful the software is but also about how they feel HubSpot’s team is genuinely invested in their success.
2. ClassPass Testimonial for HubSpot
ClassPass gave an incredible customer testimonial, discussing how the software helped to manage and gather analytics for the company and the impact HubSpot made with metrics.
What I like: ClassPass provides a specific example of how HubSpot CMS Hub allowed them to go from a 6-week timeframe to make website updates to having complete control to update their site securely and instantly.
3. SXSW Testimonial for Slack
SXSW showcases how they use Slack to align all their teams.
What I like: This testimonial video highlights how Slack brings efficiency to all SXSW’s operations through effective communication. Since SXSW is a massive event and not just a company, their testimonial provides an even more powerful example of how Slack delivers value.
4. Two Desperados Testimonial for Google for Startups
Google for Startups shares a testimonial for a woman-owned company that found success in a male-dominated gaming industry. This testimonial shows that with the right tools, anybody can achieve their dreams with the right help.
What I like: I think the visuals in this video are particularly engaging. They are calming and aesthetically pleasing, and they cultivate a sense of wonder that aligns with start-up values.
5. Christine's Testimonial for Codeacademy
Codeacademy shared an inspirational testimonial about how a young woman got into the career of her dreams after taking coding courses.
What I like: This testimonial video shows how Christine went from working in healthcare to working as a software engineer with only one year of coding courses from Coseacademy. I find it a relatable, inspiring story that aligns perfectly with Codecademy’s ideal type of customer.
6. Make-A-Wish X Southwest Airlines
Southwest Airlines is known for its culture of LUV, and this heartwarming testimonial video tugs on your heartstrings with the story of how they made little Cole and his family feel so special.
What I like: This one gave me that warm fuzzy feeling. It cultivates goodwill and trust toward Southwest’s brand and specifically appeals to family values in a way everyone can appreciate.
7. Dr. Serah Johny and Dr. Jarvis Raju's Testimonial for Toyota
Toyota’s testimonial video shows how its Yaris sedan is an all-arounder car that will complement a fulfilling family dynamic.
What I like: This testimonial video strategically aligns Toyota as a family-friendly, trustworthy brand. Highlighting a young family of two doctors and a small child elicits positive emotions of comfort, safety, and trust in the viewer. I also think the choice of music was spot on, as it somehow made the concept of driving a Toyota into an emotional and inspiring affair.
8. Westfield Testimonial Compilation
Insurance isn’t the most exciting industry in the world, and it’s undoubtedly a hard product to make inspirational or sexy. However, Westfield’s testimonial video is compelling. It showcases some scary scenarios (car accidents, natural disasters) and demonstrates how they can help save the day.
What I like: Westfield’s testimonial video speaks directly to potential buyers who need reliable insurance. I like that the video draws you in with some intense scenarios and then provides customer testimonials on how Westfield made their bad day a lot better.
9. Chewy Customer Testimonials
As a pet owner, I had to shout out to Chewy for their compelling and concise testimonial video highlighting their convenience and competitive prices.
What I like: Chewy’s testimonial video shows how their website makes busy people’s lives easier. The video is short and to the point, showcasing real women who rely on Chewy to provide all their pet care needs quickly and at a reasonable price.
10. HUB Interiors for Skie Video
Skie Video offers a high-quality testimonial video from their client, HUB Interiors, who provides a glowing review of their experience working with their brand.
What I like: The visuals in this video are crisp, which aligns with the collaboration between an interior design firm and a video company. I like how the questions pop up on the screen before the customer begins speaking, further driving home the point that it is an unscripted, authentic customer testimonial.
How to Ask Your Customers for a Testimonial
1. Don't ask too early.
Don’t scare your customers away by asking for a testimonial too early. I like to have at least a few months working with a customer before I feel comfortable asking for such a favor.
2. Wait until they've given you positive feedback.
I’ve found that customers who have already given you positive feedback are more likely to provide enthusiastic testimonials.
3. Ask over email.
In my experience, asking customers for a favor over the phone can be uncomfortable. It puts them on the spot and can make them nervous to answer honestly. I recommend reaching out via email. It’ll make the customer feel more comfortable and give them as much time as they need to respond.
4. Offer all the details.
Let your customer know you’d like to hear more of their perspective through a testimonial video. You should inform them where the video will be shared and its purpose to attract new prospects. Above all, I think the most important thing is to approach the customer with gratitude.
5. Don't offer an incentive in return.
There’s a word for offering an incentive in exchange for a customer’s positive testimonial: bribery. It's a big no-no. Instead, I think honesty is the best policy. Tell the customer how much you appreciate their business and how helpful it would be if they could speak about their experiences with you. In my experience, the best and most loyal customers are always happy to help.
6. Once they agree, choose the right questions to ask.
When asking testimonial questions, you want to guide your customers in the right direction so that they avoid cookie-cutter answers and get the most authentic response possible.
Questions to Ask for a Testimonial Video
- What problems were you trying to solve with our product or service?
- What made our product or service stand out from other options?
- What has made you the happiest about working with our company?
How to Make a Testimonial Video
1. Create and send questions in advance.
Making everything as easy as possible for the customer will make them more comfortable and excited to work with you on a testimonial. Providing questions in advance gives them time to prepare and avoids awkward silences during filming.
2. Choose the perfect scene and angle.
Getting the visuals right is crucial to a successful testimonial video. No matter how great the content, I’ll turn it off if the lighting is weird and the picture is low-quality.
I recommend scouting locations, considering lighting and background noise, and ensuring that the environment of your video reflects your brand identity.
3. Make the interviewee feel comfortable.
Most people aren’t used to being on video, so you must go out of your way to ensure your customer is comfortable. In my experience, so much of this comes down to the crew's attitude. Be friendly, smile, and assure the customer that mistakes can be edited.
Pro tip: Don’t underestimate the power of snacks and drinks in creating a relaxed environment on set.
4. Let the camera roll.
Keep the camera rolling to capture candid moments. I’ve found that the best content comes out when people have forgotten that the camera is rolling.
5. Edit, edit, edit.
Cut out unnecessary parts and focus on delivering a concise, high-quality video that captures the essence of the customer’s story. You also don’t want it to be too long. In my experience, the quality of your edit can make or break the success of your video.
6. Market the video on several platforms.
After getting the customer's final approval, maximize exposure by sharing the video across all your social media platforms, posting it on your website, and sending an email blast. I like to interact with all comments on my videos to ensure engagement. You might even consider pinning a top comment to shout out and thank the customer(s) in the video.
Tips for Getting Customers to Shoot Their Own Testimonial Videos
You can’t always get an entire film crew out to make a testimonial video. Luckily, I’ve found that customers are often willing to film testimonial videos on their own, with a bit of convincing.
1. Check if they have the right equipment.
Make sure your customer has the tools needed to film. Luckily, you don’t need a full-fledged film camera these days. I’ve successfully filmed many videos with my iPhone and a ring light. If your customers don’t have the proper gear, you might consider providing it.
2. Assure them that it's easy.
Being on video can be overwhelming, even more so if you have to shoot the video yourself. So, assure the customer that the process is easy, and give them a step-by-step guide to help them with any questions. I recommend setting up a video call to discuss the video's process and purpose beforehand.
3. Offer to help them through it step-by-step.
If your customer is still apprehensive about filming independently, offer to help them step-by-step and make yourself available to answer any questions along the way. I’d even offer to stay on a video chat with them the entire time they set up and film.
4. Encourage them just to tell their story.
I’ve found that people without experience in front of a camera often overthink things or feel they must somehow ham it up. To get your customers' best performance, encourage them to tell their stories. Whenever I have to talk on camera, I like to imagine that I’m just talking to a friend, so do what you can to make your customers feel comfortable sharing their authentic experiences.
Making Authentic Testimonial Videos
Working on this article reminded me how crucial genuine experiences are when cultivating trust in your brand. Any company can throw up some shiny copy about how great its product is, but consumers are sensitive to that in today's world.
As a consumer, suspicion is baked into my perception of any new product or brand. I’m sure it has much to do with social media, but I'm no sociologist. I’ve found that when you let real customers do the talking, it does wonders for cultivating the authenticity and trust people crave in today’s digital world.
Ultimately, testimonial videos aren’t just about marketing (although they are great for that). They are about facilitating real connection, value, and trust through shared human experiences.
Editor's note: This post was originally published in July 2018 and has been updated for comprehensiveness.
Free Case Study Templates
Showcase your company's success using these three free case study templates.
- Data-Driven Case Study Template
- Product-Specific Case Study Template
- General Case Study Template
- And more!
Download Free
All fields are required.
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