Best Practices for Creating Effective Employee Training Videos
Employee training can be time-consuming, particularly when the same information needs to be explained repeatedly…
Customer testimonial videos can be some of the most useful content a business creates. Hearing a real customer explain their experience can help potential customers understand what you do, what problems you solve and what it is like to work with you.
The problem is that asking someone to appear on camera can feel like a much bigger favour than asking them to provide a written review. Some customers may be nervous, others may be too busy, and some simply do not like the idea of being filmed.
So how do you encourage customers to take part without making the process feel like a chore?
Here are seven practical ways to make it easier.
Timing can make a big difference.
If a customer has just completed a successful project with you, received a great result or told you how pleased they are with your service, that can be a good opportunity to ask about a testimonial.
You are much more likely to get a positive response when the customer’s experience is fresh in their mind and they already have something good to say.
A generic email asking hundreds of customers to appear in a video is unlikely to get the best response.
Where possible, speak to the customer personally. Explain why you would like them to take part, what you are hoping to create and why their experience would be valuable to other potential customers.
A personal request also gives them an opportunity to ask questions about the filming process before deciding.
One of the biggest reasons people feel nervous about video testimonials is that they do not know what to expect.
Explain that they will not need to memorise a script or deliver a perfect speech. A professional testimonial is usually based around a conversation, with questions designed to help the customer explain their experience.
It can also help to explain roughly how long the filming will take, where it will happen and what they will be asked about.
A customer testimonial should sound like a customer talking about their genuine experience, not like someone reading an advert.
Instead of giving the customer a script, prepare a few simple questions. You could ask what problem they were trying to solve, why they chose your business, what the experience was like and what results they achieved.
This approach usually produces a much more natural conversation and gives the customer the freedom to answer in their own words.
If someone is particularly nervous about sitting in front of a camera, you can make the experience feel less formal by giving them something else to focus on.
For example, you could film them using your product, showing your team around their workplace or demonstrating how your service has helped them.
You can then combine this footage with the interview. This gives the finished video more visual variety and means the customer is not simply sitting and talking to camera for the entire production.
Your customer is doing you a favour, so make the process as straightforward as possible.
Arrange the filming around their schedule and avoid asking them to spend an entire day on something that could be completed much more efficiently.
It is also worth preparing properly before you arrive. Knowing what you want to ask and what footage you need means you can make better use of the customer’s time.
Some customers may be more willing to participate if they understand what the finished video will be used for.
Explain whether you plan to use it on your website, social media, presentations, events or other marketing channels. If appropriate, you can also show them examples of previous customer testimonial videos so they know what to expect.
Seeing a finished example can make the whole process seem much less intimidating.
The easiest way to encourage customers to take part in video testimonials is to remove as much uncertainty as possible.
Give them plenty of information, keep the filming relaxed and avoid making them feel that they need to become professional presenters. Most importantly, let them talk about their real experience rather than trying to turn their answers into a sales pitch.
A strong testimonial comes from a customer who feels comfortable enough to speak honestly.
A few well-chosen questions can give you everything you need for a strong customer story.
You could ask:
You can find more advice in our guide to developing a story for a customer testimonial video.
Getting customers to appear in a video testimonial does not have to be difficult. The key is to approach the right customer at the right time and make the process feel simple, relaxed and worthwhile.
Give them a clear idea of what to expect, avoid complicated scripts and let them tell their story in their own words. Done well, the result can be a genuine piece of content that gives potential customers a much better understanding of your business.
