How to Get Video Testimonials from Customers (step-by-step)
Crocs | Influencer Unboxing
Consumers are more connected online than ever. So naturally, customer testimonials are now more important than ever. And amongst all of the different types of testimonials that exist, video testimonials are by far the most powerful.
Why? Because they significantly enhance your brand’s credibility, authenticity, and trustworthiness. But, they can be tricky to come by.
If you're wondering how to get video testimonials from customers, this comprehensive guide walks you through every step of the process. By the end, you'll be equipped with practical strategies to gather more video customer testimonials than you’ll know what to do with!
Understanding the Importance of Video Testimonials
Before diving into the "how," let’s establish "why" video testimonials are invaluable. It should be pretty apparent by now, but video content is highly engaging and can convey emotions and personal stories much more effectively than text alone. According to marketing studies, video testimonials help potential customers visualize themselves using a product or service, thereby increasing the likelihood of a conversion (up to 80% according to this study).
Then comes the trust factor. Similar to the emotional connection, video testimonials build trust. Seeing and hearing a real person articulate their genuine experiences with a product or service can mitigate skepticism much better than almost any other form of review or endorsement. On top of that,incorporating video testimonials into your website can provide great SEO benefits. Videos keep visitors on your page longer, which can signal to search engines that your content is valuable. This can potentially improve your site’s rankings quite a bit.
How to Get Video Testimonials from Customers: Step-by-Step
With the “why” out of the way, let’s now move into the “how.”
Step 1: Identify Your Testimonial Candidates
The first step in collecting video testimonials is identifying which customers are likely to give a positive review. Look for those customers who have:
Repeatedly purchased or subscribed to your service
Provided positive feedback through other channels (e.g., trust pilot, bazaar voice, social media, customer support, NPS)
Been active in your community forums or events (this includes offline sources like physical email lists)
Finding candidates can sometimes be the biggest hurdle. In many cases, offering an incentive such as a free product, a gift card, or even payment can help excite potential candidates to spend their time filming a video review for your brand.
Step 2: Set Up a Simple Process
Having a straightforward process is key to getting high-quality video testimonials:
Provide Clear Instructions: Make it easy for customers by providing clear, concise instructions on how they can record and send their testimonial.
Use the Right Tools: Make sure you understand both how your customers will film and how they will provide their footage to you. Platforms like Cinebody help facilitate user-generated content in a professional manner, while providing you with the footage almost instantaneously.
Whatever you decide to do, make sure to NOT have customers email or text you their video files. Those methods compress the files, which will make the footage look awful.
Step 3: Reach Out Personally
A personal touch can make a big difference:
Send Personalized Invitations: Address your customers by name, and let them know why their feedback is valuable.
Explain the Benefits: Tell them how their testimonial will be used and how it can benefit them, perhaps by offering them exposure on your brand channels (which is a perk for certain content creators). Prize incentives work great as well (a small reward can go a long way).
The key here is personalization. Sending a mass email with everyone bcc’d will not move the needle. If you’re asking someone to film themselves and talk about what they love about your product or company, do it directly. That type of communication can build rapport and elevate the level of content that your customers capture.
Step 4: Offer Guidance and Support
To ensure the video quality and content aligns with your needs:
Provide a Shot List or Talking Points: This can help structure the testimonial while still allowing personal stories and opinions to shine through. Using software that incorporates a step-by-step shot list is the most helpful to keep your participants on track..
Technical Support: Offer basic tips on lighting, sound, and video framing to help your customers produce the best possible testimonial.
Chat with filmers in real-time: Giving down-to-the-minute feedback can help filmers feel at ease, improving the video and often painting your brand in a positive light.
Most people these days know how to film, thanks to the fact that everyone has a smartphone in their pocket. But, reiterating these tips on how to frame their shot and ensure they are filming in a quiet room will help ensure you capture the best content possible.
Step 5: Incentivize Participation
Offering incentives can significantly increase your success rate:
Discounts and Offers: Consider offering a discount on future purchases or a free month of service in exchange for a testimonial.
Feature Their Stories: Promise to feature their video on your website or social media, which can be a strong motivator for some customers.
We mentioned this before, but it deserves to be repeated. Offering an incentive, no matter how small, does push the needle with participation. We can’t recommend this enough.
Step 6: Make It Legally Compliant
Always ensure you are legally compliant:
Permissions and Releases: Obtain written consent to use their image and story in your marketing materials. This is crucial for protecting your business and respecting the privacy of your customers. Getting permissions via an app or integration is always the easiest way to go.
When it comes to video, usage rights are always a tricky subject. Even if a customer agrees to film for your project, it’s best to have them sign a quick talent release just to ensure you have approval from them. It’s a small step that can save a lot of headache in the future, especially if what they film starts getting a lot of attention and/or helps you increase sales for your brand.
Step 7: Distribute the Testimonials Effectively
Once you have your video testimonials, it’s time to use them effectively:
Feature Them Prominently on Your Website: Place testimonials where they can have the most impact, like near call-to-action buttons or on product pages.
Share on Social Media: Video testimonials are highly shareable content. Use them in your social media marketing to engage audiences and attract new customers. Often, customers who have filmed testimonials will share them to their own social media accounts as well, giving your impressions an extra boost.
You could even consider making a compilation of some customer reviews as a paid advertisement for social media. A lot of brands have started to use that approach recently, with great results.
Step 8: Measure Impact
Finally, track the effectiveness of your video testimonials:
Analyze Engagement and Conversions: Use analytics tools to see how video testimonials affect your website traffic and conversion rates.
Customer Feedback: Listen to customer responses to the testimonials themselves for insights into further refinement.
Make sure to understand how you will measure the impact of your video customer testimonials BEFORE you make them. Video can take time to produce, so you want to make sure that you have trackable metrics in place to see how well they perform.
Knowing how to get video testimonials from customers involves a blend of strategic planning, personal outreach, and technical guidance. By following the steps outlined in this guide, you can harness the power of video to enhance your brand’s trust, improve SEO, and ultimately drive sales. Remember, the goal is to make it as easy as possible for your customers to share their stories in a way that resonates with prospective clients, creating a lasting impact on your business growth. Still curious? Read our Ultimate Guide to Testimonial Advertising.
