What are the best practices for producing video testimonials in different styles?

Video testimonials are powerful marketing tools that can showcase the value of your products or services, build trust with your audience, and increase conversions. But how do you produce video testimonials that stand out and resonate with your target market? In this article, we'll share some best practices for producing video testimonials in different styles, from documentary to animation, and how to choose the right style for your goals and budget.

1 Documentary Style

Documentary style video testimonials are the most common and authentic way to capture the stories and experiences of your customers. They usually feature interviews, b-roll footage, and voice-overs to create a narrative that highlights the problem, solution, and benefits of your offer. To produce documentary style video testimonials, you need to plan ahead, prepare your questions, scout your locations, and use professional equipment and lighting. You also need to edit your footage carefully, and add music, graphics, and captions to enhance your message.

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Cameron Rapata

Communications Coordinator | HOPE Fair Housing Center
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When I'm editing an interview I've shot, I'm always trying to think about how to do their story justice. You as the editor ultimately hold the reins in determining what the story is, but it should be an honest reflection of what was said in the interview. Don't manipulate your talent's words or try to drive a narrative that isn't there. While conducting the interview, don't be afraid to lean into the hard questions - but also don't drill your subject. I always ask my interviewees, "What was hard about that?" and "How do you feel about that?" These tend to evoke emotionally intense responses. But I play off of their energy to see if I need to lay in or ease off.

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2 Animation Style

Animation style video testimonials are a creative and engaging way to illustrate the value of your products or services, especially if they are complex, abstract, or technical. They use motion graphics, characters, and text to explain how your offer works, what problems it solves, and what results it delivers. To produce animation style video testimonials, you need to have a clear script, a storyboard, and a design style that matches your brand identity and tone. You also need to use animation software, such as After Effects, and hire a voice actor or narrator to record the audio.

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3 Testimonial Mashup Style

Testimonial mashup style video testimonials are a dynamic and persuasive way to showcase the diversity and satisfaction of your customers. They combine short clips from multiple customers, who share their positive feedback, ratings, or recommendations about your products or services. They usually have a fast-paced editing, upbeat music, and catchy graphics to create a sense of excitement and social proof. To produce testimonial mashup style video testimonials, you need to collect as many customer reviews as possible, either by recording them yourself or asking them to send you video messages. You also need to edit them together, and add transitions, effects, and logos to create a cohesive and branded video.

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Cameron Rapata

Communications Coordinator | HOPE Fair Housing Center
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Depending on your project, you might want to consider the effect of multiple testimonies on the intended result. For something like client reviews, you'll want to make sure that your subjects don't overlap information too much. Make sure everyone's contribution is worth the limited time you have. But for other projects, you may want to illustrate difference or contrast, like, say, for a documentary where you're trying to gather different perspectives describing an event. Where can you find the perfect place to cut between two stories that really illustrate their differences? This can create intrigue, tension, or even humor if done right.

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4 Storytelling Style

Storytelling style video testimonials are an emotional and memorable way to connect with your audience and inspire them to take action. They use storytelling techniques, such as characters, conflict, and resolution, to craft a compelling story that showcases the transformation of your customers after using your products or services. They usually have a cinematic quality, with dramatic shots, music, and narration, to create a captivating and immersive experience. To produce storytelling style video testimonials, you need to find customers who have a strong and relatable story to tell, and interview them in depth about their journey, challenges, and outcomes. You also need to film them in relevant locations, and use storytelling elements, such as flashbacks, close-ups, and voice-overs, to create a powerful and emotional video.

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5 Comparison Style

Comparison style video testimonials are an effective and informative way to demonstrate the superiority and uniqueness of your products or services, compared to your competitors or alternatives. They use side-by-side comparisons, charts, graphs, and testimonials to highlight the features, benefits, and advantages of your offer, and why it's the best choice for your customers. They usually have a clear and concise structure, with logical arguments, facts, and figures, to persuade your audience and overcome their objections. To produce comparison style video testimonials, you need to research your market and competitors, and identify the key points of differentiation and value proposition of your offer. You also need to use customers who have switched from your competitors or alternatives, and ask them to share their reasons, experiences, and results with your products or services.

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6 Here’s what else to consider

This is a space to share examples, stories, or insights that don’t fit into any of the previous sections. What else would you like to add?

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Alexander Barbarian

Director of Digital Content at Allied Public Adjusters
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I recommend leveraging short-form vertical content, like TikTok and Instagram Reels, for testimonials. This format is highly engaging and aligns well with current content consumption trends. When creating these videos, it's crucial to integrate them organically in a way that adds value to your audience. For instance, if you're promoting a lawn care service, you can craft a narrative showcasing your process in an entertaining manner, culminating with the customer's satisfied reaction. This approach not only highlights the testimonial but also provides an insightful and enjoyable viewing experience. In today's digital landscape short-form content is incredibly powerful for capturing attention and delivering impactful messages.

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What are the best practices for producing video testimonials in different styles?

1

2

3

4

5

6

1 Documentary Style

2 Animation Style

3 Testimonial Mashup Style

4 Storytelling Style

5 Comparison Style

6 Here’s what else to consider

Video Production

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What are the best practices for producing video testimonials in different styles?

1

2

3

4

5

6

1 Documentary Style

2 Animation Style

3 Testimonial Mashup Style

4 Storytelling Style

5 Comparison Style

6 Here’s what else to consider

Video Production

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