Written testimonials and online reviews are important forms of customer advocacy—but sometimes, the real person behind the endorsement feels distant or abstract. Video captures what a block of text can’t: personality, facial expressions, and a human voice.
Supplementing your text-based testimonials with testimonial videos can help you reach potential customers on a more personal level to build trust and affinity for your brand. In this guide, you’ll learn how to identify the right customers for testimonials, create compelling video content, and share customer testimonial videos across channels to convert more shoppers.
What are testimonial videos?
A testimonial video is simply a customer testimonial presented in video format. Like written testimonials, they feature positive feedback from satisfied customers who want to offer an endorsement of your product or service—but in this case, they do it on screen, communicating to the camera.
Video marketing is increasingly important in people’s online shopping behavior. According to a 2023 report from the video technology platform JWP Connatix, 75% of those surveyed said they had made at least one purchase within the previous year as a result of watching a video ad. And when a video features real customers sharing their experiences in their own words, it can help convert potential shoppers by leveraging social proof—the tendency people have to trust the choices of others and emulate their behaviors.
Testimonial video examples
Here are customer testimonial video examples that demonstrate various approaches—both user-generated content (UCG) and videos professionally produced on location by the brand.
Arka
In this user-generated video, candle business owner Teresa Williams recounts her experience working with Arka to create sustainable custom packaging. “Packaging is one of those things that can consume not only your budget, but your time,” she says. “I made a pact with myself to get the time back.” The video style creates a personal connection by keeping things casual and conversational. Prospective customers with their own businesses can picture how outsourcing packaging to a reliable and high-quality brand like Teresa can save time and make their own processes easier.
Breeo
This video testimonial for Breeo smokeless firepits is filmed at a cabin resort owned by two of the brand’s customers. Mark and Danielle sit by a Breeo pit as they describe why they connected with the product: It’s durable, made in the US, and aligned with their property’s rustic-luxury vibe. In addition to the interview, the video features shots of the firepits in use to prove that the product delivers. As Danielle explains, “Breeo ties in all of the things that we were looking for for a five-star guest experience.” Many guests, Mark adds, ask where they can get their own—a detail that implies many other positive experiences.
Barner
As a way to build credibility, blue-light glasses brand Barner enlists a customer who knows its area of focus—the negative impacts of extended screen time—firsthand. Keith, a graphic designer and illustrator, identifies a pain point within the category: “corny” yellow-tinted lenses. He then explains how Barner offers a solution, filming himself in the glasses at his workstation to show how they fit into his aesthetics and routine: “I feel like I can’t work without them now,” he says. The Barner logo appears at the end of the video, reinforcing the brand connection.
Oktober
To hear directly from a happy customer, Oktober heads to Luna, a taqueria and restaurant in Grand Rapids, Michigan. Owner Mario Cascante explains how Oktober’s easy-to-use can seamers and label-making services made a positive impact for his company: Luna was able to start selling to-go cocktails, generating more revenue and adding value for the customer. “Canning cocktails is a no-brainer,” Mario says, appealing to other bar or restaurant owners who might be interested in expanding their offerings. In case viewers are wondering how complex the equipment is, the posed interview is interspersed with footage of the simple canning process, from pouring to serving.
BionicGym
BionicGym rounds up testimonials on a dedicated landing page that features customers of different ages and backgrounds. Among them is Rob, who discusses why the BionicGym fitness device is helpful for his particular context: A passionate runner, he has had to take a break as he recovers from an injury. BionicGym, he explains, uses electrical muscle stimulation to get his heart rate up and provide low-impact cross-training until he can get back up to speed. The self-taped testimonial shows him actively using the product—and breaking a sweat—to reinforce the credibility of his assessment.
How to create a testimonial video
- Identify customers and get in touch
- Be intentional with your questions
- Perfect your setup and start filming
- Edit to make the video clear, concise, and compelling
- Share the video across channels
Want to integrate testimonial videos into your marketing strategy? Here’s how to get started:
Identify customers and get in touch
Seek out customers you think are likely to provide a compelling, genuine testimonial. Loyal customers will have more to say about their experience—and have more of a personal connection with your brand—than someone who made their first purchase a week ago. You can also solicit video testimonials from customers who have already shared positive feedback in other mediums, like online reviews, or who have proven to be brand advocates through social engagement or referrals.
You can reach out on social media platforms in the comments or via DM and respond to online reviews to gauge customer openness to working on a video testimonial. Or, ask potential customers during the checkout or email signup process whether they would be open to providing feedback in the future. That way, you have a bank of customer contacts when the time comes to create testimonial content.
When working to collect video testimonials, personalize your outreach and explain why you want to hear from that person specifically. Offering incentives can compromise the authenticity of a testimonial—showing your customer that their voice will be heard can be a more authentic way to boost participation.
Be intentional with your questions
For an effective testimonial video, you’ll want the customer to respond to your product or service with authenticity and detail. Make sure you ask questions that guide specific, personal responses or provide thoughtful prompts that will draw out a unique customer story. If you’d like to focus on a specific topic or aspect of their customer experience, make that explicit.
You can share questions or talking points with respondents in advance so they have all the details and can take time to reflect and prepare, but discourage them from reading from a script. Instead, let customers know that your questions are just jumping-off points—original, candid thoughts make more convincing testimonials than where you have complete control of the outcomes.
Perfect your setup and start filming
Consider the look or feel you’re going for in the context of your brand identity, then set the scene. If you want a polished video, you can invite customers to a soundstage with professional lighting and sound equipment, or take your set-up to them, so you can capture them using the product in their own setting.
That said, professional shoots can be expensive and time-consuming; a more cost-effective approach can be to collect video testimonials directly from customers, who film on their own time and with their own phone or camera. If you go this route, guide them on what you’re looking for and consider supplying a mic, tripod, and/or ring light for higher-quality audio and visuals.
Edit to make the video clear, concise, and compelling
Just as a huge block of text can be overwhelming to read, a minutes-long video monologue can be tiring. In fact, according to the JWP Connatix report, 64% of people surveyed said that video ads should have a maximum length of one minute. To make your testimonial maximally engaging, aim to make a video that’s brief, visually varied, and logically structured—and get yourself some editing software.
Keep the video tight by cutting long pauses and non-sequiturs. Break up the direct-to-camera responses by splicing in B-roll—interstitial footage such as action shots or product close-ups—or adding text or graphics. And don’t forget the background music—a surprisingly simple way to create more of an emotional arc. Remember, though: It’s important not to take things out of context or misrepresent the customer’s intended message.
Share the video across channels
First, if you’ve made any edits, send your final cut to the customer for their approval. Then, share it with your social media followers and email audience. Clip longer videos into smaller soundbites for easier sharing, and consider using these clips in your paid advertising to help reach new customers.
If you have several strong video testimonials, consider adding a dedicated landing page to your website where visitors can scroll through a library of video testimonials, or intersperse a handful of the very best ones with written testimonials and reviews.
Best practices for testimonial videos
- Appeal to the viewer
- Be specific with examples and results
- Show your product or service in action
- Incorporate your brand identity
When you’re ready to start collecting testimonial videos or organizing a shoot, keep these guidelines in mind:
Appeal to the viewer
An effective testimonial requires a narrative that’s relatable and compelling. Ideally, viewers should be able to see the subject as a peer—and see how that customer’s positive review could apply to them. Take opportunities to feature various use cases and customers of different backgrounds and identities. Including quotes and anecdotes that highlight the benefits to their lives helps viewers picture how your product could fit into their own routines.
Be specific with examples and results
Instilling trust is difficult when there’s no evidence to back up the claims. Ask customers to provide concrete details about how your product or service positively impacted them: cost savings, reclaimed time, or other measurable results. Even if they don’t have quantitative data in hand, recounting specific anecdotal benefits—feeling more confident, for example—can help corroborate a positive brand experience.
Show your product or service in action
A testimonial is also an opportunity to show off what you offer—and show it being used by real people for a real purpose, helping viewers imagine how it could fit into their lives. Especially for items that are niche or complex (such as a can seamer), a brief shot of the product in use can make it more approachable.
Incorporate your brand identity
Think of video content as part of a cohesive visual ecosystem—if someone watched this testimonial without sound, would they know it was related to your brand? Including recognizable visual elements like logos or signature colors and fonts can turn a testimonial video into an even stronger vehicle for brand awareness.
Testimonial videos FAQ
How do I make a video testimonial?
You can either organize your own shoot in a studio or on location—maybe even with a professional crew—or ask participating customers to film their own testimonials and submit them. Provide them with questions or talking points in advance so they can reflect on the topics you’re aiming to cover.
What are the best practices for testimonial videos?
Keep the video short, balancing emotionally resonant messaging and concrete data to illuminate customers’ positive experiences. Break up customer interviews with footage of your product or service in action. Finally, consider how the aesthetic choices you make can align the video with your overall brand identity.
What makes a video testimonial effective?
Video testimonials are more effective and have a stronger impact on purchasing when viewers trust the speaker or brand behind them. Strengthen this trust by featuring happy customers with real-life stories and emphasizing data and measurable results.
