Why Are Video Testimonials Important For Your Marketing Strategy?

Posted by Rob Simmons

Jul 18, 2017 3:11:38 PM

According to Jennifer Aaker, a professor of marketing at the Stanford Graduate School of Business, people remember information when it is weaved into narratives up to 22 times more than facts alone.

So it’s no surprise that storytelling is one of the most effective ways that marketing strategists communicate with audiences and spread brand awareness, especially within our modern oversaturated market.

But, how can your small business harness this pneumonic power? How can you transform what your business offers into a compelling story that connects with an audience?  

Video Testimonials

One way to do so is through the power of a testimonial.

By testimonial, I don’t mean a shamefully scripted “{Insert product here} changed my life,” but a genuine and complete story that embraces who the person is and the type of problem they’ve overcome.

As an intern, I’ve had the opportunity to shadow IAM’s talented video team and participate in the process of producing a strong testimonial.

And despite what you may think, you can’t simply ask any customer to sit in front of the camera and expect an informative, tear-jerkingly captivating story.

It requires:

  • Planning
  • Patience
  • Respect
  • Curiosity

Watch this testimonial for Mountainstate Orthopedic Associates (MOA):

Wally’s the man, right?

What makes this a great story that connects with the audience?

  1. It’s relevant.

We all know that people tend to follow others like them.

Wally not only matches the target demographic for the video (West Virginians generally older in age), he also embodies several traditional values that West Virginians share. He’s a hard-working veteran and ex-coal miner. Finding a satisfied customer that the audience can relate with is the first step to a strong testimonial. Notice how the b-roll (additional footage that can be inserted over audio pieces) in his home and shop really paint the picture of who Wally is.

  1. It’s believable.

You could tell that the words were his own.

The point of a testimonial is for a potential client to trust the satisfied customer’s opinion. Wally was simply explaining who he was, what happened and what problem MOA was able to help him solve. Knee replacement wasn’t Wally’s initial thought. He worked in his shop for several years before his wife pushed him to consider surgery. That expression of doubt, the fact that MOA wasn’t his first option but ended up greatly benefiting him really connects to the audience in their own decision making process.

Even though Wally's testimonial was his own words, planning does go into extracting a relevant and believable story like Wally’s. Behind the scenes were three strangers, a couple canon cams on tripods and a jungle of lights, which on top of the interview being unscripted, is often pretty intimidating for the speaker.

video testimonial

Our strategy at IAM is keeping the interview conversational. Often times, I’ve watched Dylan sit at eyelevel between light fixtures and say, "Forget about the cameras and lighting. You’re just having a conversation with me."

And well planned open-ended questions with the intent of generating answers that tell the whole story (before using the services, during and after). For example:

  1. Describe the product/ service you received
  2. Did you have any doubts before hand?
  3. What did you find as a result of buying this product/ service?
  4. What specific aspect did you like most about this product/ service?
  5. Why would you recommend this product/service?
  6. Is there anything you’d like to add?

Getting to enter the homes and lives of strangers and capture their stories has been an amazing process to be a part of and one that has created some really compelling work.

InnerAction Media | Video Production

At InnerAction Media, we utilize multiple filming strategies for our marketing. 

  • Image films
  • Video Testimonials
  • Social Media Teaser Films
  • Funnel Films

If you'd like to talk about how our video production strategy can increase contacts, click below to set up an appointment.


Rob Simmons

Written by Rob Simmons

Rob Simmons is a senior at West Virginia University majoring in Strategic Communications and minoring in Linguistics. He was raised on the eastern shore of Maryland and received an associates degree in Liberal Arts and Sciences from Chesapeake College. Rob's interest in videography came from documenting his travels in South America and Europe. After graduating, he plans to teach English through the Peace Corps and use his passion for video production to tell stories abroad.

Topics: HD Video Production