IMC14: How to make fab client testimonial videos

Learn why you should start asking for video testimonials. I share my tips on filming & editing including my recommendations on which software to use.

Notes

Why you should start asking for video testimonials

• Helping people make a decision
• Adding value
• Educating potential customer

Stats

• 92% of customers read online reviews before buying
• 70% of people trust reviews from strangers
• Customer reviews create 74% increase in product conversion.
• Videos trigger emotions. We mirror people
• Video has a higher retention rate compared to text Videos are easier to share

How to ask for a video testimonial

‘Can you do me a favour’
Opportunity for customers to get involved

View full list of email templates

Interview formats

Formal Interview

• Traditional / professional
• Interviewer behind camera or facing each other
• Considered response
• Take longer to organise and film

Quick ‘Vox Pop’

• Casual, more authentic
• Capture opinion and emotion
• Quick to film and request
• Risky for live broadcasts, if unplanned

Video Conference

• Easier to schedule, less travel
• People feel more comfortable in own environment
• Difficult to control audio/visual quality – Internet speed!
• Limited camera angles

Selfie

• Authentic / intimate
• Easy to request and schedule
• Mostly concise. Ask one question
• Rely on technical ability of customer
• Easier for people to say no. Incentivise?

Questions to ask

• Impart trust and proof of your service
• Get a testimonial
• Share something secret or a tip

Questions to ask

‘What’s your name and who do you work for’

‘What do you do and how do you/your company help people’

‘What’s one thing you do that people remark on or enjoy’

‘What one area have [insert company] helped you in your business’

‘If you were to recommend [insert company] to a friend or colleague, what would you say?’

Sample questions you can use for your own interviews

Tips for filming, editing and publishing great video
Filming. Audio first, then lighting

• Use external mic, close to mouth. Get rid of external noises. Soft room
• Outside or face a window. Turn on all lights. Not backlit
• Turn camera on early, avoid starting. Practice run
• Sit dow to relax and prevent moving in the shot. Table in front for protection Be positive and be relaxed. People will echo this
• Allow time, don’t rush. Remove distractions and pressure

Live or recorded?

• Shared immediately
• Cannot correct or fix
• Make sure to warm people up Record ‘as live’

Cut aways

• Filming extra footage ‘B roll’
• Buildings, products, people milling (soft focus)
• Get more than you think you need
• Use another camera for alternate angles

Editing. Story is key

• Jump cuts or hidden edits
• Make notes of good takes.
• Use mini whiteboard
• Start with the best interview clips
• Edit out dupes, cough, ems etc Remove waffle

Hiding edits

• Two camera angles
• Behind interviewee’s head
• Noddy shots of interviewer
• Cut away shots that relate to conversation

Publishing

• YouTube / Vimeo
• Create your own Thumbnail. Optimise for smiles
• Embed on blog post or client page
• Add mini text transcript to video or add to blog
• Title for SEO so people can find e.g. ‘Avigilon camera review’

The kit Ben uses

• iPhone 7. iPhone 11 has better cameras
• Shure MV5 mic. Tie clips would be better for formal interviews
• Clips on iPhone for quick social posts
• iMovie or Final cut for formal edits (macOS / iPhone)
• Manfrotto tripod.
• Joby iPhone mount
• Mini whiteboard (new idea)