What Makes A Good Testimonial Video?

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’s understand how to strategically use the power of customer testimonials to turn your loyal customers into “ambassadors”.


We have made videos for 150+ B2B & SaaS companies.

Explainer Video, Product Demo, Remote Video Testimonials, and more.

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. It should be professionally produced, with clear audio and visuals, to ensure the message is communicated effectively and engages viewers.

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, you need to follow these steps:

1. Basic Structure

Begin by introducing the customer in a way that tells your viewers about his background and level in the company. Then, highlight their needs and the challenges they faced. Show how your business assisted them and what they ultimately achieved.

2. Create Curiosity Gaps

Engage your audience by asking questions and creating a curiosity gap between what they know and what they want to find out. This approach maintains viewer interest throughout the video.

3. Show, Don't Tell

Rather than merely talking about the effects of your product or service, use the visual medium to demonstrate its impact. Use stats, graphs, or charts for better demonstration. Along with that, motion graphics and animation can improve the visual appeal of your testimonial videos.

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

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 conveys 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.


Click here to see more testimonial video examples.


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’s interests or concerns.
  • Overuse of technical jargon or complex language.

We have made videos for 150+ B2B & SaaS companies.

Explainer Video, Product Demo, Remote Video Testimonials, and more.

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