What Makes a Good Testimonial Video?

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Rishabh Pugalia

June 11, 2024


You can’t always be doing basic marketing videos to drive revenue for your company. You need to explore different types of content to make it easier for your prospects to do business with you.

But how exactly do you achieve this?

The answer is simple: through the use of video testimonials. Video testimonials provide a platform that enables your customers to share their positive stories directly with potential clients.

BigCommerce reports that regularly featuring video testimonials on your website can increase your revenue by 62%. This supports the view of 89% of marketers who believe video testimonials are the most effective content form.

Therefore, effectively integrating these non-sales channels into your overall marketing strategy must become a priority.

Let‚Äôs understand how to strategically use the¬†power of customer testimonials¬†to turn your loyal customers into ‚Äúambassadors‚ÄĚ.

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    What Makes a Good Testimonial Video?

    Testimonial videos should demonstrate how a customer’s life or business has improved because of your product or service. There are various types of video testimonials, but they all have the same goals. In these stories, the customer is the lead, and your business serves as their guide.

    To make a good testimonial video, here below are some steps you can consider.

    1. Intercut your testimonials with results

    Simply hearing someone praise your product isn’t enough. Viewers need to see tangible results that back up the claims. Combine customer interview segments with visuals showing the outcomes they describe.

    For example:

    • If a customer mentions increased sales, show a graph depicting the growth.
    • If they talk about time saved, visually illustrate a streamlined process.

    2. Keep it short

    People have short attention spans. It’s best to keep your videos concise for maximum impact. Aim for a length between 2-3 minutes. Cut out any wandering statements or unnecessary details.

    3. Send questions beforehand

    Preparing your interviewee helps them give well-thought-out answers, reducing the need for extensive editing. Provide a list of relevant questions a few days in advance. Questions should be open-ended and encourage them to tell their story, problems faced, and positive outcomes.

    4. Add graphics and text

    Visual elements make your video more engaging and help reinforce key points. It also makes the video more interesting and easy to watch. Like for example:

    • Overlay text highlighting important statistics or quotes
    • Use simple animations to illustrate concepts

    5. Compelling Story

    A good story¬†hooks viewers¬†and keeps them engaged. It‚Äôs about more than just a product/service ‚Äď it‚Äôs about transformation. Structure your video to follow a narrative like:

    • Introduction: The customer‚Äôs challenge or pain point
    • Body: How your product/service provided the solution
    • Conclusion: The positive results

    6. Focus on the ‚ÄėWhy‚Äô

    Viewers connect with people who have similar problems to them. Testimonials should go¬†beyond the ‚Äėwhat‚Äô and explain the ‚Äėwhy‚Äô. Encourage your interviewee to discuss their motivations, goals, and the underlying reasons they sought a solution like yours.

    7. Lead with emotion

    Testimonials that convey genuine enthusiasm, relief, or excitement are far more persuasive. When interviewing, choose customers who are naturally expressive. Look for the moments where their passion shines through.

    8. Let your customers speak freely

    The most powerful testimonials sound authentic, not scripted. Use your questions as prompts, then let your customers speak naturally. Avoid interrupting or constantly redirecting them.

    9. Ensure great picture and sound quality

    Poor production value undermines your message and makes your brand seem unprofessional. For example:

    • Invest in decent microphones and lighting.
    • Film in a quiet, well-lit location.
    • If your budget allows, it‚Äôs good to hire a videographer for the best results.

    With this, let’s move on to the next section.

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    5 B2B Testimonial Video Examples

    While technical details matter, the emphasis should be on authentic storytelling techniques and showcasing the customer’s journey.

    Let’s understand that better by taking a look at the five best B2B testimonial video examples:

    1. Koncert

    Making a video for B2B & SaaS products needs a different mindset.

    Title: Koncert | Remote Video Testimonials by Content Beta

    Duration: 2:44 minutes

    Summary: The customer tells you how Koncert has helped them achieve significant numbers in their business.

    What we liked: Within the first few seconds, the video provides stats to show the difference between before and after. It presents clear messaging, complemented by flow charts and motion graphics.

    2. AWS

    Title: Trading Point Group: AWS Customer Testimonial | Amazon Web Services

    Duration: 1:13 minutes

    Summary: The video talks about a financial company’s experience with AWS.

    What we liked: It highlights AWS’s excellent support and technology. It’s simple yet precise.

    3. Zoho

    Title: Customer Testimonial | Sharman’s cab company nurture leads faster with Zoho Social

    Duration: 2:26 minutes

    Summary: The customer shares their story of discovering Zoho and how it has been instrumental in efficiently running their business.

    What we liked: This customer testimonial video is simple and humble in production quality but delivers the message well.

    We know how to sell your story using your product UI

    4. Salesforce

    Title: Creating Connected Customer Experiences: Honeywell | Success Anywhere World Tour | Salesforce

    Duration: 1:46 minutes

    Summary: It highlights how Salesforce facilitates various aspects of their company.

    What we liked: The video features real-life footage from Honeywell. It shows the use of Salesforce software through UI screens and gentle music playing in the background.

    5. ServiceNow

    Title: KPMG modernizes process for enhanced risk management

    Duration: 1:54 minutes

    Summary: It presents how ServiceNow became the perfect solution for all their productivity needs.

    What we liked: The video features a lot of real-life footage from KPMG’s office. Motion graphics and certain design elements with upbeat music convey the message in an engaging way.


    In conclusion, the effectiveness of a testimonial video depends upon authenticity and storytelling. It’s essential to showcase genuine emotions and actual results rather than solely relying on scripted praise.

    Utilizing well-designed testimonial video templates can streamline the creation process, ensuring a professional and consistent look across all videos.

    Capturing testimonial videos when the customer’s experience is still fresh is most effective. Such timing ensures vivid descriptions and authentic enthusiasm.

    These testimonials not only improve credibility but also assist in securing more business and generating new referrals.

    Frequently Asked Questions FAQs

    Generally testimonial videos should be between 60-90 minutes long. However, the length can vary depending on the depth of the customer’s story and the complexity of the product or service being shown.

    The key elements of an effective testimonial video are:


    • Introduction of the customer.
    • Their needs and the challenges they faced.
    • Showing how your business assisted them and what they ultimately¬†achieved.

    A testimonial video can cost anywhere between $1500 to $5000. More in-depth videos that extend longer than 5 minutes will be much more expensive.


    The costs can vary widely depending on factors like length, number of people featured, and production value.

    Common mistakes to avoid in testimonial videos include:


    • Scripted feel or lack of authenticity.
    • Poor video and audio quality.
    • It is too lengthy or off-topic.
    • Failing to address the target audience‚Äôs interests or concerns.
    • Overuse of technical jargon or complex language.

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