If credibility and authenticity is what you are after then video interviews and testimonials should be an integral part of your marketing campaign.
Here are a few key statistics that really highlight the power of video testimonials.
of consumers trust online reviews as much as personal recommendations.Brightlocal.com
Customer testimonials have the highest effectiveness rating for content marketing at 89%Social Fresh
So it’s no wonder that testimonial videos are one of the four most common types of video on the internet (the others being Explainers, Product Demos and How To’s). VidYard
The key to a successful video testimonial is authenticity, which is why it takes more than just turning up with a camera to produce convincing testimonials.
What really makes a great testimonial?
There are some great guides on the internet on how to shoot a great testimonial. Here are some of our suggestions:
No script, it should come straight from the heart, in the moment. You can always do a second take or a third, but it must be as natural and fluid as possible.
People will ramble so aim for a sound bite, which is a short extract that encapsulates the whole testimonial.
If you have time try to initiate a short conversation with the interviewee before launching into the testimonial, it’ll make them feel more at ease.
If you are shooting at an event try to find somewhere quiet enough to hear the testimonial but not so quiet that you can’t hear any of the background excitement. It should feel live and authentic.
You have to bring out the best in your subjects, even if it is their first time in front of the camera.
The key to shooting great testimonials is to first pick the right people and then you need to make them feel comfortable enough to stare at that camera and say their piece with authenticity. Some of the suggestions listed will help you do that, but at the end of the day an experienced crew can really make the whole process run a lot smoother. We make sure that you get the best out of your subjects.
The technical challenge of the interview.
It is generally simpler to shoot testimonials then interviews, mainly because interviews are longer and you have to be more conscious of maintaining interest during the edit. It gets even more complicated with panel discussions where you can have up to four people in discussion at the one time. This is why with interviews and panel discussions the standard is to use a multicamera setup, including b-roll and especially some noddies. This provides the editor with enough visual variety to create an engaging edit. Adding some animated lower thirds and titles will add a professional look to the interview.
In all cases the key to great interviews is crisp, clear audio. Depending on the interview setup this could involve receiving an audio feed directly from the mixer or using lapel mics.
We have been shooting testimonial videos for over ten years. We can help you with all aspects of production, from preproduction to post, with specialised equipment such as Teleprompters and lapel mics, with single or multicamera shoots.
Check out some examples below and get in touch.
Video is a particularly powerful medium for capturing interviews