How to Share Great Customer Experiences with Testimonial Videos: 6 Proven Steps

A customer testimonial video is one of the most powerful marketing tools your business can use. Why? Because people trust people—potential customers want to hear from real customers before making a decision.

Video testimonials build trust, increase conversions, and give your brand credibility. But how do you create one that feels authentic, engaging, and persuasive? Follow these six proven steps to produce a compelling testimonial video that turns satisfied customers into your best sales tool.

What Makes an Effective Testimonial Video?

Not all testimonial videos are created equal. A truly persuasive and engaging customer testimonial should:

• Use Interview-Style Storytelling – The best testimonial videos feel natural, not scripted. Instead of forcing a written statement, ask your customers genuine questions and let them speak in their own words. This approach builds authenticity and trust.

• Tell a Story, Not Just Give Praise – Great testimonials don’t just say, “I loved the product.” They follow a before-and-after structure:

  • The Challenge – What problem did the customer face before using your product/service?

  • The Solution – How did your product/service solve that problem?

  • The Results – What was the impact or transformation?

• Feature Real People, Not Actors – Audiences can tell when something feels staged. A genuine customer sharing their real experience will always be more persuasive.

• Keep It Concise – Shorter videos (60-90 seconds) tend to perform better, keeping viewers engaged without losing interest.

• Show, Don’t Just Tell – Instead of just having a customer talk, incorporate visuals of them using your product or service. B-roll footage, behind-the-scenes shots, and real-world use cases make testimonials more dynamic.

6 Steps to Creating a Powerful Testimonial Video

1. Choose the Right Customer to Feature

Not every happy customer makes a great testimonial. Look for customers who:
✔ Have had a strong transformation or result.
✔ Are enthusiastic and comfortable speaking on camera.
✔ Represent your target audience.

The best testimonial videos feature customers who genuinely connect with your brand and can share a compelling success story.

2. Ask the Right Questions (And Keep It Natural!)

Avoid scripted responses—instead, guide the conversation with open-ended questions that let customers speak naturally. Here are a few great questions to ask:

• What challenge were you facing before using our product/service?

• What made you choose us over other options?

• How has our product/service helped you?

• What results have you seen since using it?

• Would you recommend this to others? Why?

Pro Tip: The key to a great interview-style testimonial video is making the conversation feel natural. The more comfortable your customer feels, the more authentic the testimonial will be.

3. Capture High-Quality Audio & Video

A powerful testimonial video isn’t just about what’s said—it’s also about how it looks and sounds. To create a professional, engaging video:
✔ Use good lighting to keep the customer well-lit and clear.
✔ Ensure crisp audio—poor sound quality can ruin an otherwise great testimonial.
✔ Film in a natural setting (like their workplace) to make it feel relatable.

4. Use B-Roll Footage to Enhance the Story

Instead of just showing the customer talking, make the video visually engaging by adding B-roll footage. This could include:
🎬 Shots of the customer using your product or service.
🎬 Clips of your team working with them.
🎬 Behind-the-scenes footage of your process.

B-roll makes your testimonial more dynamic and visually interesting rather than just a static talking head.

5. Work with a Video Production Team to Bring It to Life

A professionally produced testimonial video can have a huge impact on your brand’s credibility. If you want to create a polished, high-quality video, consider working with a video production company that specializes in authentic, interview-driven testimonials (like DMM Productions).

A great production team will:
🎥 Help your customer feel comfortable on camera.
🎥 Capture high-quality visuals and sound.
🎥 Edit the video into a compelling, easy-to-watch final product.

6. Share Your Testimonial Video Where It Matters

Once you’ve created a powerful customer testimonial video, put it in the right places to maximize its impact:

✔ Website Landing Pages – Placing testimonials near your CTA (call-to-action) can boost conversions.
✔ Social Media – Share on LinkedIn, Facebook, and YouTube to reach a wider audience.
✔ Email Marketing – Including a video testimonial in emails can increase engagement rates.
✔ Sales Presentations – Help close deals by showing prospects real customer success stories.

Get Our Free Video Production Info & Planning Guide

📥 Download it here to learn how to plan, film, and use video testimonials to grow your brand.