How to make a testimonial video for your business

A testimonial video is made by businesses to showcase the positive experiences of their customers. Testimonial videos are much more effective than written testimonials because they offer higher levels of authenticity. Viewers can watch existing customers share their experience of a business’s products or services first-hand. This in turn can help you to increase conversions because people want to use the products or services of a business they can trust.

In this post we’ll explore what elements make a good testimonial video, what you should include in a testimonial video, and the type of questions you can share with a customer ahead of making a testimonial video.

What makes a good testimonial video?

The aim of a testimonial video is to share the positive experiences of your existing customers to build trust with new customers. A good testimonial video will look and feel authentic. When working with an existing customer, it’s important that they genuinely believe in your product or service. It’s far more engaging for new customers to hear the honest account of an existing customer compared to watching something that’s scripted.

A good testimonial video will also include measurable results. As well as having a personal account from an existing customer, showcase the effectiveness of your products or services through quantifiable data. This will elevate your testimonial video from being based on opinion to being based on facts.

Finally, a good testimonial video should be of high quality. Although a self-recorded video testimonial can appear authentic, having a well-produced testimonial video enables you to have more control over the content. For example, you can ensure your customer is framed well, and has good lighting and sound recording. You can also edit the video so that it only contains the key points you want to covey, and you can include motion graphics such as your customer’s name and your company logo.

What should a testimonial video include?

A testimonial video should tell a story that potential customers can connect with. A testimonial should focus on an existing customer’s positive journey with your business. A common structure used in testimonial videos includes:

  • The set-up: you introduce your customer and their situation
  • The problem: you highlight the problem they faced and their pain points, have they tried and failed to solve this problem?
  • The solution: here you focus on the solution your businesses service or product provided, this can include data such as the measurable results, the customer may also share why they chose you over your competitors
  • The experience: here your customer can share their experience of your businesses service or product, and why they would recommend you to others

To follow this structure, it helps to have a script or plan in place ahead of shooting. In the section below, we’ll share how you can glean the information above from your customers.

Questions to ask a customer during a testimonial video

Sharing a list of questions with your customer ahead of shooting will ensure that they’re prepared on the day of filming. Below are some examples of the types of questions you could share:

  • Why did you need our product or service?
  • In what ways did our product or service help you?
  • What makes our product or service different to others on the market?
  • Would you recommend our product or service to others?
  • Would you use our product or service again?

Before you record, spend some time with your customer to brief them on what you’re hoping to capture. This can be anything from the tone of the video, putting them at ease by assuring them that the recording will be conversational rather than a performance, and advising them on what to wear.

We hope this has helped you to understand what elements make a good testimonial video, and what to include in a testimonial video. If you want to develop testimonial videos for your business, please contact us at