Testimonial video production goes wrong in a predictable way. Someone is handed a script written by marketing, reads it at a camera, and the result convinces nobody because it sounds exactly like what it is.
A testimonial only works if the person watching believes the person speaking. Everything below is in service of that.
Choose the person, not the job title
The most senior person in the room is often the worst choice. Pick whoever actually used the thing and can describe what changed, even if they are three levels down.
Never hand them a script
Give them the questions in advance so they can think, then have a conversation on the day. We cut our questions out, so the answers stand on their own.
The good line is rarely the first one
People give you the official answer first. Ask the same thing a second way and wait through the silence, and that is usually where the usable line arrives.
Keep it short
Sixty to ninety seconds. One clear idea per person. Three short testimonials beat one long one every time.
It also makes them far easier to use. A ninety second film drops straight into a landing page, a sales deck or a social post without being recut, and three of them give you three places to put a customer in front of a prospect instead of one.
Where testimonial video production usually goes wrong
A script, a boardroom, and a person who would plainly rather be somewhere else. The result is accurate, fully approved and completely unconvincing. Almost everything we do on these shoots is aimed at avoiding that one outcome.
“The official answer comes first. The true one comes after the pause.”
Stock Stop
Interviews and testimonials are one of the ways Stock Stop supports teams in London and across the United Kingdom, and in Riyadh and across Saudi Arabia. See our video production service. Tell us who you want on camera, and we will come back with a plan.
Tell us what you need and we will come back with a plan.
