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Why Testimonial Videos Matter – And How to Shoot One

A photo for a blog about why testimonial videos matter for business, taught by Jay Ashcroft of four32 Media, a professional videographer, photographer and marketing specialist who works with businesses in barrie, orillia, muskoka and toronto and the rest of North America


A testimonial video is one of the most powerful pieces of content that you can create – just image how powerful regular testimonials would be.


It’s one thing to have written testimonial quotes on your website, but having them in a video format both on your site as well as on socials is the dream team for providing potential clients with the social proof they’re craving. This is why testimonial videos matter.


You see, humans are funny creatures. We feel the need to look at our neighbour to see what they’re up to. You know it’s the truth, we all do it – even though we might not like to admit it.


And another BIG thing that we need to remember here is that, as entrepreneurs or business owners or “I work for myself-ers”, we are creators.


We’re all caught within this ebb and flow of creation vs. consumption. 95% of the population is committed to straight up consumption. And the average consumer needs social proof.


Meaning that they need to see other humans that they can resonate with making that same purchase – you know, so they’re positive that they’re making a good buying decision.


Now if you’re wanting to shoot one of these for yourself, it’s super easy! Just follow these steps below and you’ll have one beauty of a testimonial before you know it.


Let me paint a conceptual picture for you… You’re going to shoot this on your cellphone, and you’re actually going to record the answers to each question as separate clips – so that you can share them as individual Reels on Instagram and Facebook.


1.    Write out all of your questions ahead of time, print them out and bring them to the interview. They can include but are not limited to:


“How did you first hear about _________ and what made you want to use our product/work with us?”


“What was your favourite part about doing business with us?”


“If someone was on the fence trying to decide whether or not to do business with us, what would you tell them?”


“Name one problem that came up during the purchasing/project implementation and how we dealt with it?”


2.    After you have all your questions written out, it’s time to conduct your interview. To set yourself up for success, make sure that it’s with someone who feels comfortable in their own skin. They’ll be acting as a spokesperson for your business, so you want them to be articulate and respectable!


3.    Start the interview without even recording. Set two chairs up facing each other (preferably with the interviewee facing a nice window – natural light is your best friend). Have a simple conversation, and try to make your interviewee laugh. This will loosen them up and prime their mind to give the best possible answers to your questions.


4.    Hold your phone up close to your face and hit record. Make sure the settings say “4k 24” for the best results. Remind the customer/client that you’re interviewing to not even think about the phone and to just look at you. Frame it as “just a simple conversation” for them.


Ask your first question and let them answer fully! And don’t be shy. If you’re not happy with their response, kindly ask them to answer again. We don’t want to push this too far – because usually the initial answers are the best and most natural. However, we also don’t want the answers to be bad. Use your intuition.


5.    Stop the recording at the end of the first question, and then repeat the process for the rest of the questions. By the end of it, you’ll have 4 or 5 awesome pieces of content to post on social media. Remember, you may not be an editing wiz, so if that’s the case you should be recording videos that can just be thrown up right away! Aim for something that looks good “as is” and needs no editing.


And that’s it! Simple as can be. Remember, the more people who can speak volumes about your product or service, the more traction you’ll gain and the more you’ll be able to foster new relationships and a larger client base.


When you’re using social media as a marketing strategy, content is King. Create it, share it and repeat.


If after all of this, you’re thinking “Well that all sounds good… But I just don’t think I can pull it off”, then you should consider hiring a professional.


If you’re located in Barrie, Orillia, Muskoka or Toronto, then four32 MEDIA may just be the videographer for your business. Feel free to reach out for a chat. Other than that, enjoy the process – and let us know if you have any questions.


To your success,

Jay Ashcroft

four32 MEDIA   


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