What is the most effective medium to bring your brand awareness to your targeted audience?
Video is a very powerful medium. It is the most effective way to receive and share content across different media channels.
A testimonial video from a thought leader or happy customer is an effective way to share a unique perspective and educate your audience about a particular subject. It builds trust in your brand, attracts prospective clients, and helps to convert them into customers down the funnel.
Testimonial video needs to be authentic and focus on real personal experience by using the product or service.
Paying customers to participate in a testimonial video is not recommended, as it may affect the trust of your audience once they understand that what they are watching is a paid advertisement. The authenticity is not the same, as you need to disclose that your customer got paid to participate in the video.
There are ways to convince a customer to provide testimonials, especially if they are true fans of your product or service that brings growth to their business. Using new or advanced technology in their field of expertise and talking about it in their communities also places them in an angle that is different, innovative, and positive.
Remotely captured testimonial videos, for YouTube and social media, are fast, easy, and can be produced at a low budget with almost the same results as full-blown on-site captured videos. No need for expensive equipment. A good smartphone, a high-quality remote recording app., and a simple Zoom call along with some basic accessories can do the trick.
The customers can choose a convenient time and place for them to record the footage without requiring a film crew and heavy equipment in their facility. Talking in a Zoom call is something everyone has experienced by now. It reduces the feeling of being in front of a camera, and the atmosphere is more relaxed and personal.
In his 50-minute speech, The Curiosity Factor, Andrew Davis, this best-selling author, keynote speaker, and one of the most influential marketers in the world talks about “Delaying the Reveal”.
It is unlikely that we will see a testimonial video whose speaker talks badly about the product or the service. In this sense, when we see a testimonial video posted on a YouTube channel or social media, we have a kind of expectation of what we are about to see, thus lowering the chances of watching the video all the way through to the end, even if it is a short one.
Be Quentin Tarantino! Deconstruct the three-act structure of the storytelling template:
1. The setup
2. The rising action or conflict
3. The resolution.
Your testimonial video should have a three-act structure, just not necessarily in that order. As Andrew Davis says, think like a Reality TV editor. Delay the Reveal. Keep your audience in suspense until the end to maximize their engagement.
Want to create inspiring testimonial videos? Contact us. We can do this for you!
