Video storytelling is powerful, but self‑promotion can feel forced and inauthentic. Real customer voices lend credibility and resonate far better than polished sales pitches. Video testimonials, in particular, capture genuine experiences and help potential buyers see your product in action.
From simple text reviews to full‑blown customer stories—think Mailchimp’s long‑form interviews—there’s a format that fits any budget or skill level. We spoke with three companies that have mastered the craft: adaptive‑learning platform Knewton, EDI & GDS provider Redtail Solutions, and email‑marketing platform Constant Contact.
Read on for proven tips on requesting, shooting, and leveraging video testimonials to boost your brand.
Asking for Testimonials
Many businesses hesitate to collect testimonials, fearing a low response rate. The reality is that a handful of sincere stories can be more persuasive than dozens of generic ones.
Robbie Mitchell of Knewton shares that when filming testimonials for their Math Readiness course, they intended to produce several videos but ended up with a single, high‑quality clip that became the definitive “Math Readiness” testimonial. By coordinating with campus staff, they filmed one‑on‑one interviews without disrupting class time, and instructors were supportive because the course was already popular.
Constant Contact’s approach is product‑centric: they create three videos for each of their email‑marketing and event‑management tools, ensuring each testimonial highlights a distinct feature set.
John Matera of Redtail Solutions began collecting stories at a trade show. When he asked attendees to speak on camera about their experience with the EDI/GDS platform, the response was overwhelmingly positive—showing that a simple, friendly request can yield powerful results.
Don’t be afraid to reach out. You’ll likely be pleasantly surprised by the willingness of your customers to share their stories.
Script or No Script?
Preparation starts before the interview. Chris Lavigne, a seasoned testimonial producer, recommends giving interviewees a high‑level outline of topics, but no detailed script. A natural, conversational tone beats a rehearsed marketing spiel.
Redtail Solutions echoes this: a brief bullet list of key value propositions nudges the interviewee into their own words, producing authentic comments that would never appear on a written script.
Knewton’s students were asked simply, “What did you think of the course?” They were not aware of the interviewers’ affiliation and had no time to prepare, resulting in candid, spontaneous responses.
Constant Contact confirms that providing a general idea of the discussion, without exact questions, yields the best balance between direction and authenticity.
The Shoot
Authenticity shines when testimonials are filmed in the customer’s own environment—a desk, a classroom, or a workshop—rather than a generic backdrop. This setting signals spontaneity and relevance.
Including B‑roll of the product in use adds depth and relatability. Constant Contact captures interviewees at work, showing the real context of their experience.
When on‑site shooting isn’t possible, trade shows or conferences offer a convenient alternative. Redtail Solutions began with a one‑take conference‑room shoot; as their process evolved, they moved to more polished on‑location sessions.
Matera stresses the importance of a portable digital audio recorder for clear sound, especially in noisy environments. “Conversation is key,” he says—allowing natural tangents can uncover powerful, heartfelt moments.
Let the camera run and edit later. If a slip or noise occurs, ask the interviewee to repeat; otherwise, keep the dialogue flowing. A “trial ending”—a casual prompt like, “You did great, that wasn’t too bad, was it?”—helps the subject relax and reveals genuine insights.
Where to Use Testimonials
Once you have polished footage, the primary use is a dedicated testimonial page near your sales funnel. Redtail Solutions embeds videos in email campaigns and on their website, and has even made their video gallery searchable.
Knewton deploys testimonials on its site, tailoring cuts to fit different contexts, and also displays them at conferences and trade shows.
Beyond conversion, testimonials serve as feedback tools. Knewton discovered a recurring theme: students valued the ability to complete the course on their own schedule. Internally, these videos remind teams of real‑world impact.
Mitchell notes, “We put those faces all over the place so we always remember the context in which our products are used. It’s essential for an education and tech company to humanize everything.”
The 30‑Second Recap
- Invite customers—results often exceed expectations.
- Share a high‑level agenda, but keep the script light.
- Film in the customer’s workspace for authenticity.
- Prioritize conversation; edit later for clarity.
- Show testimonials on your site and in marketing; use them internally for motivation and feedback.
- Analyze performance and refine future shoots or edits.
Where have you used testimonials before? What are your suggestions for shooting great testimonials? Where have you seen testimonials that really stood out?