Need help with marketing? Get your personalised Marketing Support Pack.

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.


Why you should start asking for video testimonials

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


  • 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


  • 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


  • 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)