So, you’ve decided that you want to create a testimonial video for your business. Great decision! Now it’s about making it happen. So…what are the steps, and where should you start?

  1. Identify Customers
    • Determine who you would like to have in your video. Sometimes, a happy customer will quickly come to mind. Sometimes, you might need to spend some time looking through online reviews to identify someone who is happy enough to share their experience.
    • You want this person to be representative of your customers. You also want to ensure that this is someone who will be comfortable in front of a camera, and is well spoken.
  2. Ask!
    • Contact the customer and ask. It’s as easy as that. I would usually say something like “Hi! My name is Heather and I’m calling from XX. Thank you again for being a customer! We are working hard to increase our visibility and online presence and, as a part of that, we are creating some testimonial videos from customers. I wanted to touch base to see if you might be interested in participating—it will take 30 minutes or less of your time, and would involve us asking you some questions on camera.”
    • Remember, some people just aren’t comfortable on camera. Be sure to have several people identified, so that if you do get a no you can simply move on.
  3. Determine Location
    • You want to make this as convenient as possible for the customer, but you also want to ensure that the location gives you the most visually. For example, if you are a home improvement company, you absolutely want to go to the customer’s location to show off the work that you have done. If you are a Hair Salon, it might be more impactful to film the customer at your salon.
  4. Prepare a Consent and Release Form
    • This form gives you permission to film the customer, and to use their image, words, etc for promotional purposes. If you are filming at their location, you will want to make sure to include language around filming/photographing their home or location.
    • The customer will need to sign this prior to filming.
  5. Prepare Questions
    • What questions would be the most impactful for potential customers? If you need help with this, we will explore some possible questions, by industry, in an upcoming blog.
    • It is up to you (and the customer) whether or not you will send the questions to the customers in advance to allow them to think through how they will answer. Keep in mind, however, that you do not want the testimonial to sound staged or well-rehearsed.
  6. Prepare your Equipment
    • A filming device
    • A device for still photos
    • A microphone (if possible)
    • Optional: a drone, depending on the industry and visuals that you are trying to achieve.
  7. Film!
    • Let the customer know in advance that neutral colors (without patterns) show up the best on film.
    • Be aware of the background when you are filming. Make sure that it enhances that video, and is not distracting (ex: you would not want to film in front of a walkway where many people are walking through your shot).
    • Review the questions with the customer. Find out if they would prefer you asking the questions, or if they feel comfortable trying to cover them “off the cuff” (without you asking the questions).
    • When asking the questions, ask the customer to use them in their answer, or repeat them. That way you can edit yourself out in the final version, and the answers will still make sense.
      • Ex: if your question is “Why do you like shopping at XX”, the customer would respond “I like shopping at XX because…”).
    • If the customer is okay with it, try asking the questions a second time, or asking them to answer “off the cuff” the second time. This will give you more footage to work with when you edit.
  8. Edit
    • The video can range from 30 seconds to several minutes. Just be sure that it is interesting and compelling.
    • Include photos and videos in the final cut.
    • If there are some great sound bites, edit those into their own very short videos that you can also use.
    • Be sure to keep track of great quotes as well—they can be used as text on your website and across social media.
  9. Post
    •  Start by posting on a site like Youtube. This will allow you to obtain a link that can be embedded on your website, and then shared on social media.

You’ll be amazed to see how impactful a testimonial can be! If you don’t want to do it yourself, we can help. Canary Office offers a testimonial video service. Contact us anytime at 877-222-6279 or info@canaryoffice.com to learn more.