While video production has become a necessity for pretty much any company within any industry, the most effective ways to use it for particular business needs vary greatly.
That’s why concept development and pre-production are so important to the process. You need to figure out what your specific objectives are and who the target audience is, among other things.
Only after you factor in the specifics can you determine, exactly, how a video production will serve your company best and set about planning it. However, there is one type of video production that, if done well, can help any company grow.
That, of course, is the testimonial video. While some companies may get more out of a corporate explainer video than a product commercial and so on, a testimonial fits nearly any bill, as a company’s reputation is always of utmost importance.
Let’s face it. Who wouldn’t want to hear it from the horse’s mouth? So, let’s take a look at how a video testimonial could help your brand and the different ways to approach making one.
Video audiences aren’t what they used to be.
Gone are the days of shamelessly plugging your services or jamming your products down potential customer’s throats with blatantly obvious sales pitches. Nowadays, audiences can sniff that kind of method out almost immediately.
That’s what makes a video testimonial the perfect fit for these new audiences who have wizened up to the old marketing methods. After all, there is no industry in which potential customers wouldn’t find tremendous value in content provided by previous customers. It just makes sense.
It’s also a great way for your brand to earn some immediate credibility and trust. People will feel a unique connection and see your brand as one made up of real people living real lives, rather than just a logo accompanied by phony sales pitches.
Additionally, a well-crafted video testimonial will allow your potential audience to walk in your current audience’s shoes. They’ll be able to get a feel for how your company actually helps people and then decide if it can help them the same way.
When audience’s hear a review or opinion from a person that they have no reason to doubt or distrust, they’re less skeptical and much more likely to convert into customers. To put it simply: They’ll believe them and, therefore, they’ll believe in you.
Video testimonials require real people, who have real lives.
Now, just because testimonials are so effective, that doesn’t mean the video production process will be a breeze. Like with any production, there are a lot of loose parts to consider when planning and executing the production.
For instance, because the subjects are real people, the production will require them to give you time out of their real lives. So, you need to be extra careful not to waste it. When real people are willing to share their experience, you don’t want to get in the way of that in any way, shape, or form.
That’s why, while pre-production is important in any and every shoot, it takes on additional value in a testimonial video production. You must show up fully prepared.
You need to make decisions as quickly as possible when problems arise, and, if you’re doing an interview, make sure you’ve designed targeted questions that lead the interview right where you want it to go without making the subjects have to find their own way.
Different strokes for different folks.
Often, you’ll find you have many different kinds of people within your customer base. No target audience is completely alike, and people will utilize your products or services for different reasons.
You need to make sure you market the right aspects of your product or service to the right people. Different people prioritize things differently, including their concerns and values.
So, it helps to do whatever you can to determine all the differences within your target audience. Then, design specific testimonial video productions intended for the various groups.
Don’t let B-roll take a backseat.
Like with any video production project, you need to ensure you end up with, not just enough, but the right footage. If you take the time to think about what kind of B-roll footage would be useful, you can take your video testimonial to the next level.
The point is, you don’t just want talking heads and B-roll can add some flair, but a little planning is usually in order. It helps to think about what kind of specific B-roll footage will truly support, or better yet enhance your story, rather than going by simply what looks good.
Maybe it means capturing some footage of your workplace just to give an idea of the kinds of people your company is made up of and what a typical day looks like. Or maybe you think a few shots of real people using your products or services would help. It depends on the nature and intention of the project.
B-roll just presents another opportunity to connect people with your brand. You can bring them in closer and let them know a little about your personality. Again, trust and credibility are key, and this is another great way to start earning those things.
Lastly, the basics still matter.
While all the above matters, there are still certain things that are simply mandatory in order for your video testimonial to find true success.
Achieving a quality aesthetic is key. After all, the whole project will be a reflection of you and your brand. The normal concerns such as location scouting, lighting and sound conditions, the equipment required, etc., matter as much in testimonials as in any other project. If you’re not up to it, you should consider hiring professionals.
So, take the time to adequately prepare for the video production, consider all facets of your target audience and design different projects accordingly, get creative with your B-roll, and get all the essentials right.
From there, make sure your video is easy to find on your website, share it on social media, and display anywhere else where it could possibly reach your target audience.
Do all that and you’ll soon see why the show-don’t-tell nature of a video testimonial is fast becoming the perfect tool to reach today’s sophisticated video viewers.
Check out this touching testimonial video KVibe Productions did for MORPH Wheels, makers of the world’s first foldable wheelchair wheel:
KVibe Productions is a full-service video production company. Whether it’s a product video production, a corporate video, or a commercial production, KVibe offers the total package of multimedia services from development through distribution.