Testimonial Production | St Louis

What Makes a Compelling Testimonial Video for St. Louis Consumers?

Testimonial videos have become an increasingly popular marketing tool for businesses looking to establish credibility and build trust with potential customers. Not only do they provide a personal touch, but they also offer an opportunity for businesses to showcase the experiences of others who have used their products or services. However, creating a compelling testimonial video is not as simple as having a satisfied customer on camera. A successful testimonial video tells a story that connects with your target audience, addresses their needs and desires, and ultimately inspires action. In this article, we’ll explore the key elements that make a testimonial video stand out and how you can create an impactful video that speaks directly to the needs and desires of your St. Louis customers.

Why testimonial videos are important for businesses

Effective marketing is all about building trust and establishing credibility with your target audience. One of the most effective ways to do this is through the use of customer testimonials. Testimonials provide social proof, demonstrating that your products or services have been used and appreciated by real people. They also allow potential customers to envision themselves using your products or services and experiencing the same positive results.

Testimonial videos take this concept one step further, providing a more personal and emotional connection to your brand. Video allows you to showcase the experiences and emotions of your customers in a way that is not possible through written testimonials alone. This can be particularly effective for businesses that rely heavily on trust and relationships, such as service-based businesses or those in the healthcare industry.

Elements of a compelling testimonial video

Now that we’ve established the importance of testimonial videos, let’s dive into the key elements that make a testimonial video stand out. A successful testimonial video should:

1. Tell a story

A successful testimonial video tells a story that connects with your target audience. The story should be relatable and address the needs and desires of your potential customers. Start by identifying the key pain points or desires that your product or service addresses and use these as the foundation for your story.

2. Be authentic

Authenticity is key when it comes to testimonial videos. Your customers should come across as genuine and sincere, rather than scripted or rehearsed. This can be achieved through the use of open-ended questions that allow your customers to speak freely and naturally.

3. Showcase results

Ultimately, the goal of your testimonial video is to inspire action. To do this, it’s important to showcase the results that your customers have achieved through using your products or services. This can be done through the use of before-and-after footage or by having your customers share specific metrics or statistics that demonstrate the impact of your offerings.

Planning and preparation for a testimonial video shoot

Creating a successful testimonial video requires careful planning and preparation. Here are some key steps to take before your testimonial video shoot:

1. Identify your target audience

Before you start planning your testimonial video, it’s important to identify your target audience. Who are you trying to reach with your message? What are their pain points and desires? Understanding your target audience will help you craft a story that resonates with them and inspires action.

2. Identify your key messages

What are the key messages that you want to convey in your testimonial video? What are the features and benefits of your products or services that you want to highlight? Identifying your key messages will help you craft questions that elicit the information you need from your customers.

3. Choose the right location

Choosing the right location for your testimonial video is important. You want a location that is visually appealing and relevant to the story you are trying to tell. Consider using your place of business or a location that is associated with your industry.

Tips for conducting an effective interview

The interview is the heart of your testimonial video, and it’s important to get it right. Here are some tips for conducting an effective interview:

1. Start with open-ended questions

Start your interview with open-ended questions that allow your customers to speak freely and naturally. This will help them feel more comfortable and will lead to more authentic responses.

2. Dig deeper

As your interview progresses, don’t be afraid to dig deeper into your customer’s experiences. Ask follow-up questions that allow them to elaborate on their responses and provide more detail.

3. Keep it conversational

Your interview should feel like a conversation, rather than an interrogation. Keep the tone light and conversational, and be sure to actively listen to your customer’s responses.

Examples of successful testimonial videos

To help inspire your own testimonial video, here are some examples of successful testimonial videos:

1. Slack

Slack’s testimonial video features a variety of customers from different industries discussing how the app has transformed the way they work. The video is well-produced and features a mix of live-action footage and animated graphics.

2. Dollar Shave Club

Dollar Shave Club’s testimonial video features the company’s founder discussing the company’s mission and values, as well as a variety of customers talking about their positive experiences with the service. The video is humorous and engaging, with a clear message about the benefits of the service.

3. Airbnb

Airbnb’s testimonial video features a variety of hosts and guests talking about their experiences with the service. The video is visually stunning, with beautiful footage of the company’s properties and destinations around the world.

Editing and post-production techniques

Once you’ve completed your testimonial video shoot, it’s time to edit and produce the final product. Here are some key editing and post-production techniques to keep in mind:

1. Choose the right music

Music can have a big impact on the emotional tone of your video. Choose music that is appropriate for the story you are trying to tell and that will resonate with your target audience.

2. Use B-roll footage

B-roll footage is additional footage that is used to support your main footage. This can include shots of your product or service in action, footage of your business location, or footage of your customers in their daily lives. Definitely add some drone shots of the location to help set the ambiance and background.

3. Add subtitles

Adding subtitles to your testimonial video can make it more accessible to a wider audience. Subtitles also make it easier for viewers to follow along with the story, particularly if there are accents or other language barriers.

Sharing and promoting your testimonial video

Once your testimonial video is complete, it’s important to share it with your target audience. Here are some tips for sharing and promoting your testimonial video:

1. Share on social media

Share your testimonial video on your social media channels, including Facebook, Twitter, and LinkedIn. Be sure to tag your customers in your posts so that they can share with their own networks.

2. Embed on your website

Embed your testimonial video on your website’s homepage or product/service pages. This will allow potential customers to easily access and view the video.

3. Use paid advertising

Consider using paid advertising on social media or Google to promote your testimonial video to a wider audience. This can be particularly effective if you are targeting a specific demographic or location.


Testimonial videos are a powerful marketing tool that can help businesses build trust and establish credibility with their target audience. By following the key elements of a compelling testimonial video, planning and preparing for your video shoot, conducting an effective interview, and using the right editing and post-production techniques, you can create a video that resonates with your St. Louis customers and inspires action. Don’t be afraid to get creative and experiment with different approaches to find what works best for your business. With the right strategy and execution, a compelling testimonial video can be a game-changer for your marketing efforts.