Testimonial videos that build trust and sell
Real customers telling real stories persuade better than ads. Learn how to plan, film and edit testimonial videos.
Testimonials are among the most persuasive marketing videos. Prospective clients trust other customers more than brand claims.
Choose the right people
Happy, articulate customers whose situation matches your target audience. A family who bought a home in Mérida speaks to other families considering the move.
Questions that work
- What was your situation before?
- What made you choose us?
- What was the experience like?
- What changed afterward?
- What would you tell someone considering it?
Keep it authentic
Do not script answers. Let customers speak in their own words; minor imperfections increase credibility.
Show, then tell
Combine the interview with b-roll of the customer using the product or enjoying the service.
Lighting and setting
Film in the customer’s home or business when possible. Use soft light and clean audio.
Edit tight
60 to 90 seconds for websites, 15 to 30 seconds for ads and social media. Add their name and context with a lower third.
Get permission
Use a release that allows commercial use of their image and words.
Next: Continuity and coverage: shooting scenes that edit smoothly
