Let your customers tell the world what’s great about your business. Testimonial videos build trust faster than almost anything else.

86% overall increase in conversions on vendor websites that include targeted video content.

90% of B2B marketers consider customer video testimonials to be the most effective form of content marketing.

88% more time is spent on websites with video content than websites with no video content

77% of buyers put testimonials as the number one most influential content when evaluating a shortlist.

It’s no secret that customer testimonial videos are a particularly effective form of sales marketing content, and play an important role in the customer journey, but what makes a great testimonial video and how do you go about testimonial video production? In this article, we break it down and share some examples of testimonial videos that get results.

What makes a great testimonial video?

  1. Tell a story. First and foremost, the story is what engages your audience. It doesn’t need to be long and involved, but consider the start (problem), middle (your solution) and end (results) that the customer experienced working with your business.

  2. Make it relatable. Focus on common problems, challenges or frustrations your customers face and how you help solve them.

  3. Keep it short. 90 seconds is about right, consider 60 & 30 second social media cutdowns too.

  4. Make it authentic. Don’t put words in their mouth. Pre-interview the customer to really understand their experience and tailor your approach to their story.

  5. Include concrete, real world results. Be honest, share the details and data as much as possible.

Problem : Solution

Make it relatable

Real world data

What makes great testimonial video production?

  • Invest in quality. Bad video can be worse than no video at all so it’s worth working with an experienced video production company to achieve the polished results you need.  This doesn’t mean it needs to be expensive, you can keep your video simple from a production standpoint, but investing in areas that will deliver real value is worthwhile.

  • Efficient, well planned production. Pre-interviewing your customer to understand their experience and perspective will not only help prepare them for being on camera, but also help you develop the story arc for your testimonial video. This will also allow you to plan out any appropriate b-roll or overlay footage to film that will help visually bring the customer story to life.

  • Good audio is critical. Poor audio can make viewers think the overall quality of the video (and its content) is much lower as well.

  • Maximise your video production ROI. Film for multiple pieces of content in the one shoot, think about cut downs, ratio variations, general b-roll and branding elements that can be filmed along with the testimonial.

  • Consider different styles. There are different styles of testimonial video, make sure your production style fits your business's brand and tone of voice. For example if you’re going for a more relaxed, conversational tone have the customer looking off camera, for a more formal, structured feel have them look straight down the lens.

Direct to camera

Event testimonials

Hosted interview testimonial

Pro Tip

Start collecting feedback from your customers now so you know who are good candidates for testimonial videos in the future. Shifting from text reviews to video testimonials on your website will dramatically improve conversion rates.

Testimonial Video Production FAQs

  • How many should I have? One per product or service is a good rule of thumb.

  • What should I ask? Have a series of prepared questions, more than you’ll need for the final video as this will give you plenty of options during editing plus potentially give you content for additional video content in the future.

  • How much does a testimonial video cost? Between $1,500 - $5,000 depending on the complexity of the filming and editing.  Plan for multiple pieces of content from each shoot you’ll get a better return on your video production investment and have more conversion driving video content (even if you don’t edit it immediately).


YourFilm have video production packages to suit your budget and requirements, an experienced testimonial video production team plus a wide network of +1,000 film crew across Australia & NZ. If you would like to see some of our work or find out more about testimonial video production solution to fit your business needs contact the team today.