Using story to improve testimonial videos

When the time came last year to develop a remote recording service, we took everything we knew about filming and applied it to recording using webcams. We ensure the subject is facing the right way so we get the best light possible, and ensure that the sound is also the best it can be with the available equipment.

Perhaps the most important skill that we apply though is actually nothing to do with the way the video looks or sounds, but has the power to take a testimonial video from being just a nice-to-have, to a powerful sales tool. We are of course talking about story.

Story has the power to influence people using emotion (which will get the audience's attention in the first place) and using the natural human desire to find out what happens next, we can use story to keep that audience engaged and watching the video until the end.

When we are planning a testimonial video we develop a set of questions that will give us what we need from the subject. The actual process of building a powerful story however starts much earlier on. Speaking to our client we find out who their ideal client is and who is the audience that will be watching this video and what story can we tell to make a video they are going to want to watch. We find out the pain points of their audience, what keeps them awake at night and what do they look up to. By doing this vital research you then have all the information you need to start thinking about your interview and how you can extract a story that will create a connection with the audience.

The end results is a video that speaks directly to the ideal client, about their problems and then shows a practical solution to those problems, all the while providing social proof that the product or service being sold really does work.

If you are planning on using testimonial videos to improve your marketing results, have a chat with us and we will be more than happy to suggest the best option for you.