Why Video Testimonials Work
Text testimonials are easy to fake. Video testimonials carry authenticity that text can't match—real people, real emotions, real endorsements. They trigger mirror neurons: when we see someone excited, we feel it too.
The data: 92% of buyers read reviews before purchasing. Video testimonials are 2x more trusted than text.
When to Ask for Testimonials
- After a win: Customer just hit a milestone
- After positive support: You solved their problem
- At renewal: They're committing again
- NPS 9-10: Prime testimonial candidates
The 5 Essential Questions
1. The "Before"
"What was your situation before using [Product]?"
2. The Decision
"What made you choose [Product]?"
3. The Results
"What specific results have you seen?"
4. The Feature
"Which feature has been most valuable?"
5. The Recommendation
"What would you tell someone considering [Product]?"
Recording Options
| Method | Best For | Cost |
|---|---|---|
| Self-recorded (Loom) | Scale, authenticity | Free |
| Remote interview (Zoom) | Guided conversation | Low |
| On-site production | Flagship customers | High |
Where to Use Testimonials
| Placement | Format | Impact |
|---|---|---|
| Homepage | 60-90 sec supercut | Immediate trust |
| Pricing page | Results clips | Overcome objections |
| Sales emails | 15-30 sec clips | Break through inbox |
| Social media | Square/vertical | Social proof in feed |
| Ads | 15-30 sec | Highest trust ad format |
Editing for Impact
- Hook first: Best quote upfront
- Keep it short: 60-90 seconds ideal
- Add captions: 80%+ watch muted
- Include stats: Numbers build credibility
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