Capturing and sharing honest advocacy from a customer can boost your brand by building trust and a positive image. Even more, it creates a scene for potentials to imagine themselves in.
Stepping forward you may wonder, “Where do I begin?”
There are a few things you’ll want to keep in mind when creating your own customer testimonial video.
- Quality of production and sound means A LOT
- Don’t worry about the script
- Focus the interview around the benefits
Quality of Production
Slacking on the quality of the video you put out can have negative effects on your brand. According to a survey of 1,000 adult internet users by Verizon Digital Media Services, the average time spent viewing video across all devices declined by 77% when the video quality dropped. In other words, poor video quality results in high rates of viewer abandonment. If your website hosts a video with bad quality this could in tune, ward off valuable traffic.
Don’t Worry About the Script
When you are planning your customer testimonial video don’t get too caught up on the script. One of the best parts about customer testimonials is that you don’t have to have stellar writing skills. You will want to create a rough outline of the interview with room for flexibility and natural flow of conversation. This is where you can relax to capture those candid moments from your advocates. The goal is to get viewers to feel something.
Focus the Interview Around the Benefits
Your interview should focus on the benefits of your product or service. Features are nice, yes, but you want customers to hone in on the benefits through personal stories because these are where potentials can relate.
In this example for the Shaw Heart and Vascular Center we combine all three elements. We used a loosely structured interview focused on the benefits to capture the honest opinions and feelings of real clients.
Author: Jaclyn Parton
Write with intention. I appreciate positivity, an honest voice, and the occasional dad joke. Oh and I’m pretty savvy on video marketing.