How to Make Great Customer Video Testimonials (+ 11 Examples)

Last updated on February 15th, 2021

Want to know how you can make effective video testimonials? You’re on the right track. With 80% of marketers saying that videos directly increased sales, video testimonials can help you grow your business in no time.

But video testimonials can be overwhelming to make. Especially if you’re a beginner.

We’re here to help you. That’s why we created this ultimate guide. Here, you’ll learn the best questions to ask while filming video testimonials, the most effective ways to create them and the easiest method to display videos on your website.

video testimonials example optinmonster

By using these video marketing hacks, you can establish your brand, boost user engagement and successfully convert your website visitors into paying customers.

Since this post is jam-packed with lots of high-value tips, we’ve organized them into sections for you. Want to learn more about a specific section? Just click on it so you can skip ahead:

Ready to skyrocket your sales by using the power of video? Let’s jump right in.

17 Questions to Ask for Great Video Testimonials

There’s a reason customer video testimonials are so effective at increasing sales. 92% of shoppers read online reviews before buying, after all.

Why? It’s because savvy customers trust recommendations from real people more than they trust your other marketing campaigns.

That’s why it’s important that you ask powerful questions during your video testimonial interview. This way, your customers can give equally powerful answers — emotional, convincing stories that will give your prospects the extra nudge they need to do business with you.

questions to ask for video testimonials

Here are 17 impactful questions you can ask to get started:

  1. Who are you and what do you do?
  2. How long have you been working with our company?
  3. What services or solutions do we provide to you?
  4. What was it like before you had our product?
  5. What problem were you looking to solve when you found our product or service?
  6. How has our product or service helped you solve this problem?
  7. Where did you start to search for a solution?
  8. What made our product or service stand out from other options?
  9. What’s your biggest concern about buying our product?
  10. What’s the greatest reason that convinced you to buy our product or service?
  11. After getting our solution, what made you the happiest about working with our company?
  12. What’s your favorite product feature?
  13. What are the top 3 benefits you’ve experienced from using our solution?
  14. What’s an example of how we went the extra mile to serve you?
  15. If you were to recommend our solution to your best friend, what would you say?
  16. How has our solution made your life easier or better?
  17. Is there anything else that you’d want to say about our solution?

5 Tips to Create Winning Video Testimonials

How long should a video testimonial be? Is there a guideline you can follow while filming? How can you get video testimonials from customers?

Find out the answers to your burning questions about video testimonials by checking out the best practices below:

1. Show your customers how beneficial video testimonials are

When getting video testimonials from customers, the most important factor isn’t what you ask. It’s how you ask your customers that’ll make them agree to give you video testimonials in the first place.

You need to let your customers know that when they give a video testimonial about you, it’ll benefit not just your company — it’ll benefit them as well.

How? When your customer shares their story through a video testimonial, they get to promote their business, too.

On video, your customers can freely express how their business has grown for the better. They can even quote their company’s increase in sales or productivity during the interview. The best part? They don’t have to spend a single cent just to indirectly market their business.

At the end of the day, it’s a win-win situation for both of you. You’re both doing each other a favor, after all.

2. Do the hard work for them

Now that you’ve gotten your customer’s “yes”, it’s time for you to get the ball rolling. Make it easy for your customers to give you a video testimonial.

Remember the questions you read earlier? Start preparing for the filming of the video testimonial by coming up with a list of questions you can ask the customer during interview. You can use them as your own guide.

To help your customers prepare for the filming of the video testimonial, send them a list of the questions in advance.

On filming day, you can set up a video call with your customer. Even just a video testimonial using your customer’s phone can be powerful. Or you can also edit this into a video, if you want to.

interview your customers online to get video testimonials

3. Invest in quality

A poorly made video testimonial will reflect poorly on your brand.

To ensure that you’ll end up with a great video testimonial, you can borrow or rent a high-end DSLR camera for filming. Plus, you can always browse online for reasonably-priced tripods and microphones that record high-quality sound and crystal clear voices.

If your budget permits, you can also work with video production companies to turn your video testimonial dreams into reality.

4. Filming

While you’re filming your video testimonial, it’s better to interview your customer instead of asking them to talk in front of a camera. All by themselves. This way, they can feel more comfortable answering questions in their own words — and not just reading a boring script.

Want to make your video testimonial more relatable and natural?

First, talk about your customer’s pain points. Then, ask them how your solution managed to solve their problem. Finally, focus on their emotions. When your product helped improve their lives, how did they feel — happy, thankful, relieved, overjoyed?

5. Editing

How long should your video testimonial be? Let’s face it: your viewers don’t have a long attention span. So, keep it under 3 minutes — 80% of marketers create videos that are 3 minutes or less, after all.

To keep viewers engaged, you may also want to add graphics and text to your video testimonial. Work with simple text styles so they won’t be distracting. These elements are helpful, especially when you want to highlight key points in the video.

11 Powerful Video Testimonials You Can Copy

What’s the best way to get inspiration for creating your own video testimonials? Check out existing videos that are brilliantly made and powerful in converting customers. Good for you, since you don’t have to look very far!

Here are 11 awesome video testimonials you can use for your own brand:

1. Amazon

Amazon is a brand that’s known worldwide, so it’s a given that they work with lots of partners. That’s why in this video testimonial, they chose to feature different business owners who talked about how Amazon was instrumental in their success.

There’s strength in numbers. And this video made use of this concept very well. From featuring lots of businesses and emphasizing their growth by figures, this video testimonial is effective in encouraging others to try out Fulfillment by Amazon, too. After all, who wouldn’t want to achieve a 800% growth in their business?

2. FreshBooks

This video testimonial cleverly focused on their customers’ pain point and introduced FreshBooks as an effective solution to their problem. After all, 61% of people trust recommendations from “people like them”. So in this video, FreshBooks featured a warm and honest testimonial from a relatable customer, Sarah.

Sarah perfectly represents the target customer of FreshBooks: small business owners who want an easy-to-use software to help them manage their accounting better. Since she’s so relatable, viewers can easily see themselves in Sarah’s persona. So, they tend to trust her words more than a generic sales copy.

3. American Express

Sometimes, it’s challenging to make an effective video testimonial, especially when your target customers have different profiles. In this video testimonial by American Express, they managed to make it work by featuring 5 types of businesses they serve.

It doesn’t matter if they’re a B2C company or a B2B brand in different niches. As long as they partnered with American Express, they’re helping their business grow by giving their customers more choices to do business with them. Also, the background music used in the video was exciting and inspirational, so it made you view the brand in a more positive light.

4. Hotsy Cleaning Systems

Staying true to their tagline, “It’s what the pros use”, Hotsy featured a large-scale business in the form of a dairy farm in their video testimonial.

Hotsy used the principle of persuasion, authority, to add conviction to their video testimonial. In the beginning of the video testimonial, Hotsy already established that their customer is an expert in their field — they produce 200,000 pounds of milk every day!

And what does this market leader use as their go-to cleaning system? They trust no other brand that Hotsy to maintain their clean facility and preserve the high-quality status of the milk they produce.

5. Airbnb

Airbnb effectively made a video testimonial by featuring one of their hosts, a couple living in Croatia. Since the brand is all about travelling and living in a local’s home, the viewer is treated to a visual masterpiece of landscape shots and the hosts’ house — making you feel as if you were their customer instead.

Want to know what made their video testimonial more engaging? It’s using the hosts’ voices as the narrators for the whole video. Sure, this added authenticity to the video testimonial. And it’s backed up by data, too: 75% of shoppers prefer an informal and chatty tone in a video voiceover.

6. Epipheo

While other video testimonials focus on how a company improved their customer’s lives, Epipheo chose to stand out from the crowd by asking their customer about their experience working together. 

This way, viewers of the video testimonial will have an idea of what’s it like to work with Epipheo. Will the company be able to help them achieve their business goals? How is their communication process like? Are they the right fit? All these pre-buying questions are answered in the video. In less than 3 minutes!

7. Roku TV

Want to emphasize how user-friendly your company’s solution is? Follow what Roku TV did and connect a range of your customers in your video testimonial, instead of focusing on only one.

Plus, if you want your viewers to remember your product’s main benefits, you can include them in the script. Then, highlight them using an on-screen text that’s easy to understand and even easier to recall.

8. Slack

Not all video testimonials need to be serious and rigid. Just check out what Slack did with this video. They presented their customer’s pain points and solved them using Slack — all in a mock documentary setting that reminds you of comedy shows in the media.

It’s innovative and done in a fun and light way. And even though the company adapted a playful style in narrating the benefits of using Slack, viewers can still understand the video’s message: Slack tremendously helped them improve the way they communicate as a company. And for that, they’re thankful!

9. Zoom

Zoom’s video testimonial featuring Zendesk is another example of a powerful testimonial. Right from the beginning, Zoom already established how trusted their brand is. How? By featuring an internationally known brand like Zendesk as their customer.

This makes Zoom’s video testimonial more convincing to their viewers. After all, if a million-dollar company like Zendesk uses Zoom for all their video conferencing needs, then they must be very good at what they do. Right?

Zoom’s video testimonial also appealed to their prospect’s rational side. Since Zendesk mentioned that Zoom helped them increase their productivity and save time, viewers are also encouraged to try out Zoom for themselves so they can grow their business, too.

10. Oxford

It’s one thing to say you provide great customer service. All companies say this. But it’s another thing when your loyal customers actually go on camera and say that they’re satisfied with the high-level of customer service you give to them. And this is exactly what Oxford did to make their video testimonial more powerful.

The most powerful line in the video testimonial? “When stuff goes bad, actually, Oxford’s really good.” This makes the viewers trust the brand more, since they have a peace of mind that whenever something doesn’t go their way, they can still rely on Oxford to help them sort things out.

11. Dropbox

Since shoppers say that they read up to 10 reviews before feeling like they can trust a business, Dropbox made it easy for viewers to trust them by featuring testimonials from more than 5 of their customers.

In addition to this technique, Dropbox also made their service more customer-friendly by featuring a testimonial about how they helped a company and its customers collaborate. Instead of just helping company employees collaborate with each other. So it can feel more personal and engaging to the viewer of the video testimonial.

How to Show Your Video Testimonials on Your Website

Now, you already know the questions you need to ask to make a great video testimonial.

You’ve also learned the best practices when it comes to creating, filming and editing videos.

Plus, with the awesome examples you’ve seen, there’s no doubt that you can already make powerful video testimonials for your own brand. So, assuming that you’ve already made one, what’s the final step?

You need to make sure that your target audience sees it when they visit your website. This is where showing your video testimonials on your website enters the picture.

Easiest Way to Add Video Testimonials to Your Website

If you’re done uploading your video testimonials on YouTube, what’s next? Using YouTube’s platform, you can only display single YouTube videos on WordPress.

So, if you want to manually embed your YouTube videos to your site, you can. But you’d need to spend lots of time — you’ll add your videos one-by-one.

No worries, though! With the help of Smash Balloon’s Feeds for YouTube Pro, you can automatically embed multiple YouTube videos on your website. That’s right. Even if you’re not tech-savvy.

The best part? Using this ultra fast plugin, you can easily display your video testimonials on your website in under 5 minutes! How? Just follow the step-by-step tutorial below:

Step 1: Install and Activate Feeds for YouTube Pro Plugin

To begin embedding your video testimonial playlist on your website, get your own copy of Feeds for YouTube Pro plugin here.

video testimonials on website plugin

Then, download the plugin and install it on your WordPress website. Not sure about how you can do this? Check out this step-by-step guide on how to install a WordPress plugin for full instructions.

Step 2: Connect Your YouTube Channel

Done installing the plugin? Great! A new menu should appear on your WordPress dashboard. See the Feeds for YouTube menu? Click on it so you’ll be taken to the Configure page.

connect to youtube account

Click the blue Log into YouTube and connect an account button. Next, follow the onscreen instructions to connect your YouTube account to the plugin.

verify your google account

Once you’re done connecting your YouTube account to the plugin, you also need to add your API key to display a YouTube playlist of your video testimonials. For full instructions, see this helpful guide on creating and using an API Key.

Then, when you’re done connecting your account and creating your API key, move on to the next step below.

Step 3: Choose to Display Your Video Testimonial Playlist

As the most versatile YouTube plugin for WordPress, Feeds for YouTube Pro helps you display 6 feed types:

  1. Channel
  2. Playlist
  3. Favorites
  4. Search
  5. Live Streams
  6. Single Videos

Since we want to embed a YouTube video testimonial playlist, click the Playlist feed type.

Choose the youtube playlist feed type

Then, enter your playlist ID. To find your playlist ID, go to the YouTube playlist you want to display. The playlist ID is a string of letters and numbers shown after the “=” symbol in your playlist’s URL.

For example, in this tutorial, we’ll embed Airbnb’s video testimonial playlist so copy the playlist ID below:

get playlist ID for your video testimonials

Next, paste it to the playlist ID field in your settings. Remember to click the Save Changes button after.

Step 4: Select Your Video Testimonial Playlist’s Layout

Done entering your video testimonial’s playlist ID? Great! You can skip to the final section below to learn how to embed your video testimonials on your website.

After all, the plugin already copies your website’s theme’s existing fonts and styles. So it’s consistent with your brand’s visuals.

Or, if you want to choose your video testimonial feed’s layout, learn how under this step.

To start, scroll to the topmost part of the settings page. Then, click on the Customize tab. Under this area, you can change your video testimonial playlist feed’s width, height and background color.

customize video testimonials feed

By default, your video testimonials will be displayed on a simple grid of videos on your website. Want to change its layout? Scroll down until you see the Layout section.

customize layout of your video testimonials feed

For our tutorial, we’ll display 1 large video with video thumbnails underneath so your viewers can watch it. Choose the gallery layout to make this happen. Then, click on Save Changes to preserve your settings.

Step 5: Embed Your Video Testimonial Playlist on WordPress

Finally, it’s time to add your video testimonial playlist to your website! You can display your video testimonials on a WordPress page or on your sidebar. Let’s talk about both options below:

Add YouTube Videos Testimonials to WordPress Page

First, create a new page by navigating to Pages » Add New.

add new page

Next, you’ll be directed to your new page. Here, click the Plus (+) symbol to add a new WordPress block. Search for “youtube”, then click the Feeds for YouTube block to add it to your page editor. Once you’re happy with how your video testimonials look like, click Publish to make them live on your site.

add feeds for youtube wordpress block

Now, when you visit your website, you can see your video testimonials displayed, like this:

video testimonials example airbnb

Add YouTube Videos Testimonials to WordPress Sidebar

Want to display your video testimonials on your sidebar area instead? The plugin allows you to do this, too!

First, navigate to Appearance » Widgets from your WordPress dashboard. Under Available Widgets, look for the YouTube Feed widget and drag it to your chosen sidebar area.

drag the youtube feed sidebar widget to your sidebar

Click on Save to finalize your choices.

Finally, when you check out your sidebar area, you can see your video testimonials embedded automatically, like this:

video testimonials feed on website sidebar

And there you have it! Congratulations. Now, you can increase your conversion rates by creating and displaying effective video testimonials on your website.

Get started with Feeds for YouTube here.

Pro-tip: Want unlimited access to Smash Balloon plugins so you can use them on unlimited websites? Feel free to get the Social Wall Pro bundle here.

The awesome part about Smash Balloon’s pricing method? It comes with a 100% no-risk money-back guarantee so you can try out the plugins first and see if it’s a good fit for you.

Interested in video marketing in different social media platforms? You may want to check out our next post on how to embed a Facebook video in WordPress.

And, if you enjoyed this ultimate guide for video testimonials, please follow us on Twitter and Facebook for more useful YouTube tutorials.

Want to Try our YouTube plugin for Free?

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  1. Alex

    It is a detailed and comprehensive article for people who are about to make a video testimonial in a traditional way. In most cases such a video is gonna cost a lot. It is a good choice for most businesses but I would still recommend a simplified approach to people who want a video testimonial but want it simpler and at a lower cost. See here:
    Basically, the approach is like this: ask the client to answer the below simple questions:
    1) Who they are
    2) When it happened (the business transaction)
    3) What product or service was used
    4) What they liked most in it
    In MOST videos I have seen the No. 2 question is never answered. It is obvious why: the owner of the video does not want to have a time tag because in this case the video gets outdated soon and s/he will have to make a new one or many new ones. And here comes the second point: the video testimonial must be easy and CHEAP TO MAKE.

    1. Lianne Laroya Post author

      Hi Alex,

      Glad you found the article helpful. Don’t forget to follow us on Facebook for more YouTube marketing tips and tutorials. Thanks!


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