What are customer testimonial videos and why use them?
Customer testimonial videos (a.k.a. customer story videos or case study videos) are a way to let your customers do the talking for you. Putting your most successful, happy, or unique customers on screen is a powerful way to attach a real-life narrative to your product or service. Customer stories typically feature one or more customers talking testimonial-style about how your company has made a positive impact on their life or business.
The most valuable part of a customer story video is getting your customers to vocalize the problem they were faced with and how your company provided a solution. Along with interview footage, this type of video is typically packed with lifestyle shots (known in the biz as b-roll) of your customer using your product or service in their own environment.
When and how should I use customer testimonial videos?
Customer testimonials can pack a visual punch just below the fold on your homepage, or on a dedicated customer page. After your prospective customers have spent some time learning about what you do, serving up this kind of content can help ease any lingering concerns and reassure them with some third-party social proof before they make a buying decision.
“This is our second year working with AMA and they were fantastic from start to finish. They were patient while we solicited participants for our testimonial videos and were on top of the project whenever we found someone.” Amy Boese ASCP
What are some characteristics of a great customer story video?
Authentic, with personal details
Natural responses (No scripts!)
Not overly promotional (It’s about your customer!)
Clear problem/solution narrative
Customers with confidence
How does AMA create a concept for customer testimonial videos?
AMA looks to you to identify customers who are loyal and satisfied, and who would also be good on camera. That might seem like a tall order, but we’ll guide you in figuring out who to look for in your customer pool. Once we’ve selected the right interview candidates, we’ll spend some time getting to know them and their experience in a pre-interview.
If you’re worried about putting your most treasured customers on the spot, don’t be. The pressure is on us, not your customers. It’s our job to research their story, make them feel comfortable, and guide the conversation in the right direction in order to capture meaningful responses.
How do you measure success for customer story videos?
Measuring success for a quality customer testimonial video production is best found by looking at the viewer engagement numbers and whether people stuck around to hear out your customers. You also want to look at conversions. Are people making a purchase after watching your customer story video? Tools like Wistia integrate with Salesforce and Hubspot, and can help you see who’s watching what.
How much do customer testimonial videos cost?
Depending on the style, customer story videos typically cost between $7,500-$15,000. That tends to include a one-day shoot at the subject’s home or office, your office, or a rented studio, interviewing your customer(s), and editing all of the footage together to create a cohesive narrative that tells an authentic story and paints you as the hero.
How long do the customer testimonial video production process take?
Customer stories usually takes 4-6 weeks to produce. The biggest challenge is coordinating the schedules of you, your customer, and our team for the day of the shoot. Once we have pre-production logistics figured out, the rest is cake.
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