In the digital age, video testimonials stand out as powerful narratives that can influence, persuade, and build trust. When done right, these videos can serve as a genuine endorsement of your company’s products or services, ultimately helping you to generate more customers. So, if you aren’t already creating video testimonials as part of your marketing strategy, now is the time to get started.
Where do you begin? The first step lies in mastering the art of conducting effective interviews. This is how you ensure you’re getting valuable feedback that can be edited into a captivating video that will resonate with viewers. In this guide, you’ll get our top interview techniques that you can use right away.
The Importance of Video Testimonials in Marketing
Testimonial videos are more than just rave reviews from happy customers. They’re tools that play a pivotal role in your company’s marketing efforts. Understanding the benefits they provide will help you gather the right information from your customers. Here are a few reasons why testimonials are crucial:
- Builds Trust: Testimonials provide social proof, reassuring potential customers that others have had positive experiences with your brand, thus establishing your credibility.
- Influences Buying Decisions: Video testimonials can significantly influence the decision-making process of potential customers, nudging them toward choosing your offering over a competitor.
- Boosts Conversions: Well-crafted testimonials included on landing pages and in other marketing materials can be very persuasive, leading to increased conversions.
8 Tips for Conducting Engaging Interviews for Video Testimonials
Capturing the essence of a satisfied customer can sometimes be a tricky task. You don’t want your testimonial videos to feel forced or fake, which will turn customers off. Instead, these videos should feel authentic and should never be scripted. They also need to highlight the benefits your offering provides.
Here are some tips that will help you conduct engaging interviews every time:
1. Prepare Thoroughly
Although you don’t want your video testimonials to be scripted, you should still come prepared with a list of questions to ask. This will prevent any awkward silences or gaps in the conversation.
Determine what kind of feedback you’d like to collect from your customer and allow those questions to guide the interview process. Be sure to focus on open-ended questions that will elicit detailed and meaningful answers, rather than questions that require yes or no responses. This will give interviewees the space to express themselves freely, providing the most genuine content. Then, you’ll be able to build off their answers and come up with new questions on the fly to ensure everything flows.
2. Create a Comfortable Environment
When conducting in-person interviews, make sure you’ve created a welcoming environment. If your interviewee is uncomfortable, their uneasiness will come off on camera. Provide them with a comfortable place to sit down and explain the process ahead of time. This way, they’ll know exactly what to expect and it should help calm their nerves.
Then, make your interviewee feel at ease by establishing a friendly rapport before diving into the questions. Introduce yourself, express your gratitude for their business, and maybe even have small talk.
3. Focus on Personal Stories
Successful video testimonials are ones that your potential customers will be able to relate to. The best way to create these results is by encouraging your interviewees to share personal anecdotes and specific examples of how your company’s product or service addressed their needs. This can help seal the deal for any potential customers who might be in a similar situation to some of your previous customers. If they see you’ve been able to help others who are where they’re currently at, they might be persuaded to buy.
4. Capture Emotions
Don’t be afraid to explore the emotional journey of your customer’s experience. Watching someone open up and express their emotions can elicit the same response from some potential customers. To do this, ask about any challenges your interviewee faced, as well as the positive emotions they’ve associated with overcoming them. There’s something powerful about the emotional transformation that a product or service can offer to someone.
5. Highlight Tangible Results
Of course, one of the most important aspects of great video testimonials is the tangible results that someone has experienced after using your product or service. Encourage interviewees to share measurable results or improvements they’ve experienced as a direct result of your company’s offerings. This shows potential customers that similar results could also be possible for them.
Did they see an increase in customers? Were they able to generate more revenue? Focusing on these types of results provides social proof for your offering, establishing trust and credibility in return.
6. Use Visuals Strategically
When you think of video testimonials, you probably picture a sit-down interview with the camera focused on the interviewee. This can sometimes feel rather bland, so it’s smart to incorporate other visuals strategically. You can get footage of the interviewee using your product or other behind-the-scenes shots to add authenticity. Don’t be afraid to let your creativity shine through here.
7. Edit Thoughtfully
Sometimes the hardest part of video production is editing all your footage into one captivating video. To make the editing process easier, focus on the most impactful aspects of the testimonial. Which parts do you think will resonate most with potential buyers? What do you think will make someone who is on the fence make a purchase? You must consider what’s going to help you achieve your end goal.
Also, don’t be afraid to repurpose your interview footage in various formats. You can create short-form videos that can be shared on Instagram Stories, Reels, or TikTok. Longer videos will be perfect for YouTube or for uploading to your sales pages. Make the most of the footage you get and use it throughout various marketing materials whenever possible.
8. Seek Permission
If someone has agreed to sit down and conduct an interview with you, they are essentially permitting you to use the footage as part of your marketing materials. However, it’s still wise to obtain written consent beforehand. Let your interviewee know how the content will be used (your website, social media, etc.). You can even allow them to review videos before they’re shared.
Not only is this a smart move legally, but it’s an extra step that can ensure your interviewee is comfortable before sitting down in front of the camera. They want to know you can be trusted with this footage and that it will only be used positively.
Get Amazing Video Testimonials for Your Company
Want some help creating video testimonials that will position your company as a leader in your industry and generate more conversions? We understand the delicate balance of strategy and authenticity when it comes to creating content like this.
Our Orlando Video Production Company, NG Production Films, can communicate effectively and efficiently to produce high-quality video production. We have over a decade of experience in producing the next video production project for your organization. Call NG Production Films today for a free, no-obligation consultation at 407-233-3236 or fill out our contact form for a prompt reply.
