You can use video testimonials in your sales and marketing to generate more sign ups, to win more customers, and close more sales deals.

But with so many options, how do you get started?

This guide walks you through everything you need to know about video testimonials - from what they are and how to collect them, to when and where to share them to have the most impact.

Let's start with the basics.

ABOUT VIDEO TESTIMONIALS

What are video testimonials?

Video testimonials are short video recordings of your your customers talking about their experience with your product or service. They are used by businesses of all types, sizes and industries to persuade potential customers to act.

Video testimonials are a type of social proof proven to build trust and credibility. You should use them to convince potential customers who are considering whether or not to buy your product or service.

Why collect video testimonials?

Research by HubSpot found that videos can increase sign up conversions on landing pages by up to 80 per cent.

Video testimonials are a great way to showcase how much your product or service has helped others.

Testimonials are also an effective way to build trust between you and your potential customers, increasing conversion.

What are the main types of video testimonial?

There are a few key types of video testimonial, each with their own benefits and best places to be used. Here's a summary and explanation of the key types:

#1 Video testimonials

The traditional video testimonial where the customer explains what they like about the product or service. Sometimes involves answering multiple questions which may be included in the recording as audio or on screen questions.

#2 Video review

This is an objective review of your product or service focusing on the pros, cons, and use cases. This can be from a customer or industry expert influencer.

#3 Product unboxing

This is a video where a customer unboxes your physical product and shares their first impressions. This is a popular video type for ecommerce products.

#4 Short endorsement

This is a short video where the customer simply shares who they are and the fact they use, enjoy and recommend your product or service.

#5 Outcome based

This is a video where the customer focuses on the outcomes they have achieved since implementing your product or service. For example, an increase in sales or productivity.

#6 Life before and after

This a video testimonial where the customer describes life before and after implementing your product or service. This may include emotional language that evokes the frustration before and relief after.

#7 Case study video interview

This is a detailed video that goes beyond the benefits of your product, and talks about outcomes, setup, ongoing support, and challenges.

Technically one testimonial video can contain all of these elements. The type of testimonial you receive is based on the questions you ask.

Video vs text testimonials

Video testimonials are more complex to collect and share - but it's important you do collect them, as they are an extremely effective sales and marketing tool.

This article is focused on collecting and sharing video testimonials, but you may also be considering text testimonials. Here's a summary of the key differences between text and video testimonials.

Difficulty to collect

Video testimonials are more complex and expensive to record, edit and share. Both for you, and your customer. I'll walk you through into easier, cheaper ways to collect video testimonials later in this article.

Collect with

You can collect both video and text testimonials with an email or a form. But if using email a video testimonial requires your customer to upload a large video asset and share it with you.

Time to publish

Text testimonials can be collected and shared in a day using a tool like Senja.io. Videos can also be collected and shared using tools, but for more complex videos the timeline could be weeks not months.

Editing

Text testimonials are easy to edit, you can do so in a few seconds. Simple video edits are easy too, using an online tool. More complex editing will involve extra costs.

Authenticity and emotion

Video testimonials are seen as more authentic by potential customers. They are 'richer' and more difficult to fake. Video testimonials capture emotion more powerfully.

Engagement

Video testimonials tend to contain significantly more information both visual and expressed than written testimonials. This means deeper engagement.

12 video testimonial examples

Here's an example of a video testimonial:

<iframe src="https://widget.senja.io/widget/ff88373a-4ced-4150-99b4-7d43091273b2" width="400" height="300" frameborder="0" scrolling="no" allow="accelerometer; autoplay; encrypted-media; gyroscope; picture-in-picture" allowfullscreen="" style="max-width: 100%;" allowTransparency="true"></iframe>

Examples of video testimonials are coming soon.

COLLECT VIDEO TESTIMONIALS

How do you collect video testimonials?

There are four different ways you can capture video testimonials from your customers. Each one has it's pros and cons, which I'll outline here.

#1 Use a video testimonial collection platform

The benefit of platforms like tools is that your customer can record their video in the browser and it is automatically sent to you. This means no downloading or uploading of the video, confusion over file types, length or size, or expense of an agency.

Read more about your video testimonial software options.

Pros

• Quick - collect video testimonials as easy as text

• Easier for the customer - they don't have to manage uploads or sending files

• Feels authentic as filmed in a more natural way

• Cheap compared to using an agency

• Modern web cams offer good recording quality

• Can automate

Cons

• Unable to control customer's lighting or in-frame position

• Not as glossy

#2 Ask your customer to record (and send) a video testimonial

This process means asking your customer to use their phone or other recording device to record a video and upload and send it to you.

Pros

• Quick - collect video testimonials as easy as text

• Easier for the customer - they don't have to manage uploads or sending files

• Feels authentic as filmed in a more natural way

• Cheap compared to using an agency

• Modern web cams offer good recording quality

Cons

• This requires your customer to upload, host and share the file.

• You can't automate this type of collection

#3 Record a video testimonial over Skype or Zoom

Agree a video call with your customer. Ask them questions and record their answers live. Allows you to have a chat with your customer, but the video quality may not be great.

Pros

• You can direct and coach the customer more

• Able to re-do if you're not happy with the result

Cons

• Video quality can be extremely poor

• Time consuming - requires you to show up and there are potential no-shows

• You can't automate collection

#4 Film video testimonials in person

Co-ordinate a professional videographer to film your video testimonials in person. This will create video testimonials that have high-quality production values. But can be expensive and time-consuming to coordinate.

Pros

• HD footage - video and audio

• Professional finish

• Able to direct to get what you want

Cons

• Expensive - you may pay for videographer, lighting, sound, editing, travel and project management

• Time consuming

• Relies on customer coming to you, or you them

• Can feel too polished and lose authenticity

• Prohibitively expensive if it involves international travel.

Read my full guide on how to collect video testimonials here.

#5 Import testimonials from

Questions for your video testimonials

This bit is important. You need to ask the RIGHT questions when you collect video testimonials. Simply asking "Can you leave me a video testimonial?" or "What do you like about us"? will not deliver usable testimonials.

Instead think about when and where you'll use these testimonials (more on this later) and ask questions that generate the types of testimonial you need.

Collect enough footage to turn one testimonial into many, to use at the right time. Let me show you what I mean.

Ask: What outcomes have you had?
Use: Everywhere! Potential customers are looking for outcomes first.

Ask: What is your favourite feature of the product?
Use: When talking about that feature in emails, upgrade pages, and landing page.

Ask: What do you think about the cost / setup / support?
Use: When new customers have an objection eg it's too expensive or complicated. Share a testimonial from a customer that addresses that objection.

Bonus:

Ask: What's it like working here?
Use: Employee testimonials can be used on your recruitment pages and profiles.

Here's a free directory of over 100 video testimonial questions that will get you better quality and more useable answers.

Get written consent

You need to ask your customers for permission to use their likeness and voice in your marketing and sales materials, and their quotes in written form, too.

This should note that the footage can be clipped and edited.

This step is important because it sets expectations up front, and will help you avoid legal issues down the road.

MANAGE VIDEO TESTIMONIALS

Once you've collected video testimonials, you'll want to save them somewhere so that you can manage them, make them available to others, and search them when you need. Here's some tips for managing video testimonials.

Store your video testimonials

Create one place to store all your video testimonials. Make sure your whole team has access to this, so they can easily find the latest and most relevant testimonial. Somewhere like Dropbox or Google Drive is perfect for this. The most important thing is to ensure everyone who needs to, has access to testimonials. If you're a freelance this may just be you. But in a scaling SaaS, this will likely be your sales, marketing, and people teams.

Transcribe your video testimonials

Because you want to be able to find the right testimonial for the right time and place, you should transcribe the video testimonial. This will allow you to search the testimonials for their content. This is very useful when a certain type of testimonial is required for a certain place, or you want to address a particular objection.

Translate your video testimonials

Translate your video testimonials.

Tag your video testimonials

As well as the content of the testimonial, you'll also want to search them by tag. This might be job title, company name, location, feature mentioned, objection addressed, sentiment, outcome.

This is because when you share testimonials you need to be able to quickly find relevant testimonials - something I discuss more in the next part of this blog.

SHARE VIDEO TESTIMONIALS

When it comes to sharing testimonials, creators and founders make two big mistakes

• collecting testimonials but not using them

• using testimonials but not using the most relevant testimonial

It is critical your video testimonials are available to everyone on your team who needs them, and can be easily shared when and where you need. Read on to find out where you can use video testimonials.

TL;DR

To get you started, here's a visual I made with 27 places to share your testimonials, whether you have one or 1,000. Now you have no excuse.

Where can I use video testimonials?

Video testimonials can be used in so many different parts of your business - especially in sales, marketing and recruitment. Here are some of the best places to share your video testimonials to drive credibility, social proof and sales or sign ups:

In your sales flow

We traditionally think of testimonials as a marketing asset but they are incredibly effective sales tool. So, to kick off ideas for sharing testimonials, I am going to focus on using them for sales.

Remember: don't only share testimonials passively by adding them into your website pages and forgetting about them. Here's three ways you can use them in your sales flows.

Sales emails

Whether it's outbound emails or inbound enquiries, testimonials can help you close more deals. Add recent testimonials or a link to your Wall of Love featuring in video testimonials to your messages.

Sales pitches and proposals

Embed videos or link to your testimonials your sales decks like pitches and proposals to build trust and close more leads.

To handle sales objections

This is one of the smartest and most effective ways to use testimonials. And not enough people are doing it.

Your B2B sales funnel is full of leads objecting over various things like pricing, quality of customer support or setup speed. Whatever the objection, if you've use tags or search, you can find a testimonial to handle the objection and share it with them.

Your existing happy customers can sell for you.

Now let's review some ways to use video testimonials in your marketing:

On your website

Use video testimonials on your website. This includes landing pages, demo pages, product pages and checkout screens. You can add video testimonials to your website by uploading them to YouTube and embedding the videos in you pages.

On your landing pages

Want to turn more visitors into customers? Add testimonials into your landing pages

On your demo pages

Want to increase demo bookings? Add testimonials to your request a demo page.

On your upgrade pages

Want to increase product upgrades. Use testimonials on the upgrade screens and modals.

On your checkout screen

Turn more basket adds to sales by adding testimonials on your checkout screen.

On your product pages

Want to grow desire for your physical or digital products on places like Shopify and Gumroad? Add testimonials.

On your recruitment page

Want to get more high quality recruitment applicants? Drive them with testimonials from your employees.

On your course page

Want to get more students on your course? Add testimonials to your course page.

On your thank you pages

When someone downloads a lead magnet or books a call with you, redirect them to your Wall of Love. This will keep them warm at a critical time.

In your email marketing

Add them to your email marketing campaigns. Video testimonials in emails and email templates that you send out to prospects and customers.

Onboarding emails

Even during onboarding, you want to showcase customers who have reached success. Use testimonials.

On social media channels as posts…

Like Facebook, Twitter and Instagram. Add video testimonials to social media by posting them as native videos on Facebook, Twitter and Instagram.

…. and as bio links

You could also add them as links in your profile bios or Twitter bios so they're always available for people to watch if they want to see more from you!

On your YouTube channel

Marketing assets like an edit of video testimonials from your customers talking about how great they think you are.

In your paid ads

Testimonial ad creatives consistently perform well in paid ad campaigns. These are ads made up of customer testimonials whether video or text. Test testimonials in your next set of ads, and compare your results with other ad formats.

On a dedicated page aka a Wall of Love

Create a website dedicated to customer testimonials that includes a gallery of photos and videos showing how other people and companies have used the product or service you sell. This is called a Wall of Love. Senja's helps you turn your testimonial into a Wall of Love in seconds, and apply different styles that will help it stand out. Here's an example.

You can add your Wall of Love link to many places - your website navigation, your email footer.

Video testimonials: next steps

So, what’s next? Start collecting video testimonials free, and use them as a way to build trust and credibility with potential customers.

If you want to run collection and sharing on autopilot and without hassle, you can sign up and collect 15 video testimonials free with Senja's video testimonial software.

Frequently Asked Questions

When should I ask for video testimonials?

If you want to increase the chance of receiving video testimonials, your timing is crucial.

Ask your customers for video testimonials after a sale, after a free trial has ended, after an event such as a product launch or new feature launch (do this within 48 hours of the event), or any other time after a customer has given you positive feedback.

For example, if you receive positive feedback over email, in your customer community, or on your chatbot, ask for a video testimonial.

You can even automate a request for a video testimonial.

What makes a good video testimonial?

The key to video testimonials is they are authentic.

Make sure your customer is relaxed and able speak authentically. Let them share their problems in their own words and emotions - no scripts or hard direction.

Avoid a setting or tone that is too formal, as it can feel unnatural.

You also want to make sure you ask good questions that can lead to testimonials that are effective.

How long should a video testimonial be?

This depends. If you're featuring the video testimonial on your demo or landing page, short and concise is best. Enough to convince the visitor to act - sign up, or book a demo, but not more. Consider 40 to 120 seconds.

However if using a video testimonial on a case study page, something longer (but structured) is more powerful. This could be up to 5 minutes.

You can use your video analytics to understand how engaging your visitors are finding your video testimonials. Look for the view rates (per cent of people who load the player and click play) and completion rates - the per cent of people who start watching your videos who go on to finish it.

How do you record video testimonials?

There are two four ways to record video testimonials.

1. The first is to have your customer record it themselves, using their computer or mobile device, and then send the file to you. This is the cheaper option, and works better when your team and customers work remotely.

2. The second option is to record it with them in person. This involves hiring a videographer or agency to film the testimonial with the customer in person.

3. Use a video testimonial software like Senja which takes the hassle out of collecting testimonials.

4. Film it during a live call over Skype or Zoom.

How do you host and share video testimonials?

Once you have the video files of the testimonials you need to upload them to a video platform like YouTube, Vimeo or Wistia.

All-in-one video testimonials platforms like Senja allow you to collect, host and share video testimonials.

Alternatively, you can upload your video testimonials directly to your social channels like LinkedIn, Twitter or Instagram and can even embed them elsewhere.

How do I collect video testimonials before launch?

Ask for video testimonials as soon as possible so that you have social proof to share when you launch. This can be done by trading early access to your product in return for a video testimonial.

You can also email people who have signed up for your newsletter or waitlist with a simple request: “Tell us why you joined our list and what you like about our company, product or service."

Do testimonials on websites work?

Testimonials are a great way to build trust and help your customers feel confident about engaging with your brand. They can also help you stand out from the competition, show off your experience and expertise, and even help you convert more customers.

How do you ask clients for testimonials?

The first step to getting great video testimonials is simply asking for them. But what do you write. We've created some ideas for you.

"Would you mind taking a minute or two out of your day and writing down what you think about our service?”

Remember if you use a testimonial incentive you should mention that in your message.

How to automate testimonial collection

Want to collect video testimonials on autopilot? Automate a request. For this you will need a form link, an email to send and an automation that is triggered. You can use Zapier to automate testimonial collection, and trigger it in many different ways. Like when someone checks out, downloads a product, pays an invoice or leaves positive feedback in your chatbot.