Customer testimonial videos or customer success videos as they're also known, focus on the stories of your customers, their business challenges and how your product, brand or service has been of value to them in solving their problem. They are an authentic, honest endorsement of your business offering from a third party and they are great for nurturing trust, converting leads and brand building.
Check out the example below of a customer testimonial video we made for Egencia featuring Megan Reynolds the Expedia Corporate Travel Manager.
Featuring Megan Reynolds Corporate Travel Manager discussing her experience of using the Egencia corporate travel platform and the benefits it has brought to her company.
According to Edelman Trust Barometer - Trust Is The New Brand Equity and the best customer testimonial videos help to build trust in the eyes of your prospects by providing social proof that you are credible and trusted in your field and ultimately that you can help them solve their business problems.
In fact, according to qaultrics.com 93% of consumers say that online reviews influenced their purchase decisions.
Investing in customer testimonial video content as part of your B2B marketing strategy enables you to showcase the positive experience of some of your most valued customers.Speak to a member of our team
The beauty of great customer testimonial videos in comparison to a written testimonial is that it allows you to showcase a hero of the story, a person that the viewer can relate or identify with and who likely has similar problems and needs to themselves helping to establish an emotional connection.
Being able to hear and see a real person talk about their business challenges and see how your product or service works in action and how it could work for them is extremely powerful and persuasive. In fact according to Codefuel 72% of people prefer to learn about a product through a video than reading a text. Its all about showing the value you offer from an external voice outside of your company.
All the best customer testimonial videos have a hero that the viewer can relate and identify with. This hero is one of your happy customers.
You need to carefully pick a customer that is reflective of the potential customers you seek to attract. So, say you are seeking to attract businesses that work across manufacturing then you don’t want the hero of your story to work in the fashion industry as it will fail to resonate.
Select heros that mirror your customer personas and then brief them on the objectives of the messaging you want to relay.
The best customer testimonial videos are simple in their story structure but must cover off 3 important points:
Featuring Simon Wadsworth Founder of Wraptious an art company that trades at Spring and Autumn Fair.
The best customer testimonial videos work when they resonate on a human level with the target audience you are seeking to engage. Its therefore best to undertand the audience you want to speak to and whether there are a variety of different customer personas you need to attract.
We made a series of customer testimonial videos for Expedia Group where we filmed 4 unique customers that reflected their unique target audience personas across the small hotel market - B&B Owner, Air B&B style owner, Small independent City hotel Manager, Boutique Hotel owner.
Each story is crafted to connect with the pain points and emotional triggers of the target audience it reflects, creating a much more meaningful and trusted dialogue with the potential prospect.
We have made customer testimonial video for brands such as Expedia, Egencia and Pure London. Our focus as a company is to Make Human Film and we love that we can meet your customers, get to know them and their business, their needs, their motivations, their challenges and how you have helped them to succeed in their role or business. If you would like more information on how we can help you make great customer testimonial videos.