The 7 Steps To Follow For a Successful Video Testimonial Campaign

A Guide To Improve Your Video Testimonials

February 16, 2017/0/1
Successful Video Testimonial Campaign

How to build a successful video testimonial campaign?

To build a successful video testimonial campaign takes work on and off the camera. Whether your business is starting its first ever campaign, or has got multiple under its belt, understanding how to get the very best out of each bit of content you make is vital.

The 7 Steps

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A successful video testimonial campaign is immensely valuable. Converting customers is no mean feat. And like most things of value, its expensive.

Creating a successful testimonial campaign takes time and money. When it’s so costly to churn this content out, you want to optimise each bit of content. You risk falling behind your competitors if they’re producing better content.

We wanted to give you the power to know what it takes in order to make a successful video testimonial campaign, so you’re in control. Below are 7 steps that will either confirm you’re doing a good job or give you some ideas for how you can improve going forward.

1. Gather The Best Stories

For a testimonial to feel authentic, its got to be authentic. This means strictly no script. You should have very little influence on what your fans are saying, other than maybe giving them the questions they need to answer.

This doesn’t mean you don’t have control over the quality of your content. Even if you can’t pick what you want people to say…remember you can have a say on the people you want to pick.

You need insurance that those you’re putting in front of camera are going to give you content worth sharing, so it’s important to find the people with the best and most authentic stories.

Recently, we found ourselves filming footage for freelancer platform PeoplePerHour. We spoke with the company’s growth manager, Marios. 

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He told us he sent out over 1000 emails to find the right people for PeoplePerHours testimonial campaign. We’re expecting this to be a highly successful video testimonial campaign, so urge you to take a look at it by clicking here.

Send an email to your client list explaining you’re creating a video testimonial campaign and politely ask that if they would like to take part, could they send an application and reasons why they should be included.

You’ll most likely receive a lot of replies, it’s a bit of free promotion for them after all, but take this as a warning sign. Take the time to filter through and avoid those you think are perhaps more interested in their own marketing efforts than yours. You only want to get to the people that have got real passion for what you do. The process is time consuming but you’ll see the value when it gets to the end result.

2. Optimise Mise-En-Scene

For those who don’t know, ‘mise-en-scene’ is a term frequently used in film production which means ‘Everything In Frame’. If the directors good, everything you see on screen has been thought about and is there for a reason. The theory crosses over and very much applies to corporate video production.

When shooting a testimonial, you need to put your pedantic glasses on. When you look at the frame, you need to be thinking if even minor details like clothes, furniture, the style of room are confirming the messages your fans are trying to deliver about your brand.

For example, soap manufacturers LUSH (animal rights campaigners) would want to avoid asking this gentlemen if they could hire his room to shoot a testimonial.

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Yes…we may be being a little dramatic here but the principle rings true. It’s the little things that matter when it comes to the pursuit of true excellence so the more accurate you can be at expressing your brand visually the better.

It’s unlikely you’ll have everything you’ll need for the perfect frame internally, so you will need to take the time to research which locations/clothes/furniture/etc. are available that match your brand message way before you get near to getting the camera rolling.

3. Use B-Roll

There are some people born with voices that were designed for telling stories, the Morgan Freemans and David Attenboroughs of this world. But as gripping as they are, even they can’t rely just on their voice to hold an audience’s attention.

Even the most gripping story tellers need visual components to aid their story.

Adding some B roll footage to your video testimonials can make a huge difference to the quality. It makes them far more visually engaging and a little less heavy on the brain. Staring at the same talking head, no matter how pretty it is, can get a little draining so throwing in some other shots can make the video flow much better.

When shooting, allocate some time during your schedule to secure your b-roll footage so it doesn’t get de-prioritized and end up as an afterthought. Perhaps you could even enquire with your fans before-hand, it’s possible they may be able to bring some apparatus that you could film them using on the day.

4. Split Up Your Content

You don’t want to keep all your content in one video; it’ll most likely be far too long. The length of a video is crucial because viewer engagement and video length are correlated. As video length goes up, average engagement goes down. Take a look at this graph from video hosting experts Wistia.

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If you’re planned for a successful video testimonial campaign, you’ll have no doubt planned plenty of content. Rich stories from several people which need to be separated into easy to consume chunks. Have enough content from each person to be able to give them a stand alone testimonial. But, it’s also a good idea to make an introduction video. By using clips from all the individual pieces, you can make a video to introduce the campaign and promote the series you plan to distribute.

5. Stagger The Release

Consistency is key for maintaining an engaging relationship with your audience. Put yourself in your markets shoes; if you’re not popping up regularly with great content, that one piece of great content you did do is much easier to forget about. The best creators are the ones we expect to hear from.

It’s not easy producing great content, so when you do have lots of material…make it last. It’s better to stagger the release of content that’s had lots of time and care rather than putting loads of pressure on yourself for fresh material. You don’t want to be in a place where you’re rushing to meet deadlines. There’s no need to risk your quality. You’re producing a successful video testimonial campaign…not a lackluster one.

Schedule the release of your testimonial videos so there’s a sensible amount of time between each videos release. For example, you could design a 6 month campaign from 5 testimonials by releasing an introductory video and then another testimonial at the start of each month.

6. Ask The Right Questions

You can’t have a successful video testimonial campaign without a great interview.

The great interviewers, Parkinson, Piers Morgan, Jonathan Ross, how do they get the best stories out of the people on their shows. Charisma..? Charm..? The old razzle-dazzle? No. it’s none of these things. It’s the questions they ask. Great questions are the cornerstone of a good interview. You won’t generate great content, if you don’t ask great questions.

A testimonial is pretty much an interview, except the interviewer remains absent in the video and you only hear the answers. The quality of the questions you ask is of paramount importance when it comes to interviewing your fans.

Also, using the same questions for each interview makes the editing process much easier. An introduction video is much easier to put together when all the content coming from different people is batting in the same park.

As we mentioned earlier in this post, your content will speak best when it’s genuinely from the mouth of your fans. In order for you to still have control over the quality of your content, you need to make sure your questions are inspiring them and pointing them in a good direction. Take the time to research, draft, and re-draft a list of questions for your interview so when it comes to the day of the shoot you’re bringing a list that will generate no irrelevant answers.

7. Tag Those Starring In The Video

Once you’ve gone to all the trouble of making this campaign happen, it’s important you know what you want to do when it comes to getting people to see it. Distribution is a tricky game but one bonus you get with video testimonials is that you can boost your reach by tagging the people you’ve used to make the video.

You’ll most likely find that the fans you tag will be very engaged and happy to share the content around on their own social media pages because

  1. It’s promotion material for them
  2. It’s pretty cool being in a video production too

Using this trick will help get more traffic onto your videos…however how useful some of that traffic will be is questionable; the traffic is untargeted and this technique is probably something best thought of a bit of extra help rather than a core element of your distribution strategy.

Time For Your Successful Video Testimonial Campaign

We hope that you take these tips on board when it comes to your next project. With this knowledge, you now know some of the basic ways to improve the production of a testimonial.  We hope to see more successful video testimonial campaigns spreading across webpages, search engines and social media in the near future.

If you enjoyed reading this blog or know of anyone who will find it useful, please share it with them.

Good luck with your testimonials

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George M.

George is the marketing executive here at Lumira Studio. He enjoys all aspects of content marketing and won’t consider his job done until everyone is educated on the power of video. Also, he’s a bit of a music geek and likes to get the Led out when he can.

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