June 5

6 Crucial Elements a Video Testimonial Should Have


Whether you’re a marketer or an executive, you want to do everything to improve your company’s ROI. One of the most powerful ways to do that is through video testimonials. A video testimonial leaves a longer impression than its text counterpart, which is useful when it comes to convincing other people from whom your company can benefit. To get ahead, make sure you’re leveraging the following components of a successful video testimonial:

1. Length

The length of your video testimonial directly impacts how many people will watch it all the way through. A one-minute video will be watched an average of 40% of the way through, but that rate jumps to 60% for two-minute videos.

2. Content 

You can’t just record a video testimonial and expect customers to watch it and understand why your company is powerful. Video testimonials are considerably more powerful than text testimonials, but you need to make sure you’re telling a compelling story. You don’t have to be overly graphic or sensational, but you do need to be inspirational and informational.

3. Structure

Just as with the content of your video testimonial, certain elements need to be in place to make it effective. You want to make sure the testimonial has a beginning, middle, and end. You want to make sure you’re telling a story. No matter how amazing your product might be, customers will only watch your video if you are creating a compelling story.

4. Focus

You’ll want to make sure the video you produce is targeted at the audience you want to reach. For example, if you’re a healthcare company, you’ll want to record testimonials from patients and doctors.

5. Quality

You can have the most powerful script in the world, but if the quality of the video is poor, people aren’t going to watch it. Remember that they’re watching the video on their phone, tablet, or laptop, so make sure you’re recording it in the highest quality possible.

6. Social Sharing

You can’t just record a video testimonial and hope others will see it. You’re going to have to promote it. Make sure you’re leveraging the right social platforms to make your video easy to find and share.

Why Video Testimonials Resonate Better with Your Audience

Video testimonials have a considerable advantage over text testimonials. Not only do they have a longer average viewing time, but they also have a higher conversion rate, provided they’re done well. That’s because they tap into a deeper emotional response from your customers. Customers are more likely to share these emotionally charged videos with their network, leading to more conversions for your company.

The reason for this is that video testimonials are about stories. Customers are interested in the story of how you were able to help them. They want to know your backstory of how your product came about. They want to know how the product can help them. That emotional connection will influence a customer to purchase from your company, not the quality of your product.

Make Your Video Testimonials Effective

The importance of business video testimonials is clear. If you’re serious about improving your company’s ROI, then video testimonials should be a priority. Your customers need to see they can get the help they need if they choose your company, and video testimonials are one of the best ways to make that happen. Not all business video testimonials will be successful, but with the right components and structure, you’ll be able to create a video that resonates with your audience.

Get the best business video service with our help here at BuzzMasters. We specialize in commercial and creative content production for North Bay, Sudbury, Cochrane, Ottawa, and Barrie, Ontario businesses. Contact us.

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storytelling, testimonial videos, video, video production

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