When filming a movie, music video, or TV commercial, it is common to have a shooting ratio of 10:1. That means 100 minutes of footage would produce a video 10 minutes in length. You always want to shoot more footage than you need so that you can tell the best story possible.
When shooting a customer video testimonial, you have a sense of what the story might be, but you don’t know until you start editing. So to make sure we have the footage we need, we will ask lots of questions. At Remote Video Testimonials, we will typically ask a customer 8 to 12 questions about their experience with a business. Our video editor will then take the best answers and weave them into a 90-second story to get prospects excited to work with the company.
In the end, we use 10% of the video footage in a customer video testimonial. That means that 90% of the footage hasn’t been used. In this week’s blog, I’ll share how the footage from a customer video testimonial shoot can be used in a variety of ways to create other content to grow your brand and attract more customers.
Additional Video Testimonials
At Remote Video Testimonials, we like to keep our customer video testimonials to 90-seconds. A shorter video doesn’t have enough time to build trust, and if it is much longer, the prospect may lose interest. This means that many of the customer’s answers aren’t used. This doesn’t mean they were terrible; they weren’t the best. Those answers could be edited into additional video testimonials.
You could also turn each of your customer’s answers into FAQ videos by adding a title card with the question at the beginning of each video. Share these videos on the FAQ page of your website or share them as social media content. Remember that YouTube is the #2 search engine, so don’t forget to upload them to your YouTube channel. People go to YouTube because they have a question they want to be answered, so be sure to title your videos correctly and optimize them for search. You could also transcribe the videos and use the text on your FAQ page.
Social Media Posts
Many businesses struggle to create rich content to share through social media. With 10 minutes of video content, you will be able to create dozens of short 15-20 second video clips to fill your social media calendar for the following year. Share the videos on Facebook, Instagram, Twitter, and TikTok. You can also take quotes from the footage and turn them into image-based social media posts.
Video testimonials are not only great for your website, but they make great video ads. Don’t use the entire 90-second video testimonial. That is too long for cold traffic. Instead, re-edit into a 15 or 30-second video ad and promote it on Facebook, Instagram, and YouTube. If you plan to use it as a pre-roll video ad on YouTube, be sure it is at least 30 seconds long. This is because you only get charged when someone watches for 30 seconds or more. If your video testimonial is only 15-seconds and they watch to the end, you will get charged. Don’t forget to include captions and graphics where appropriate. I have included an example below.
Landing Page Sales Videos
If you are doing any digital marketing, it is always good to have a video sales letter on your landing page. I recommend having one at the top of the page to capture the visitor’s attention and build trust right away. Here is an example where we combined three (3) different video testimonials to create a landing page video. You should also include your customer video testimonials on the page.
The video testimonial footage doesn’t have only to be used to create a customer video testimonial. You can also transcribe the footage and use the text as written testimonials on your company website and social media.
There is so much to learn about your customers and your products from listening to what your customer says during their interview. I have transcribed the entire interview and shared it with clients so they can read what their customers said. This information is invaluable for developing the copy on your website and knowing how you speak to a prospect on a sales call.
When businesses think about video, all they think about is the cost. Hopefully, now you can appreciate the value it provides beyond the initial customer video testimonials. Not only are there different ways for you to leverage the video testimonial, but the content can be used in a variety of ways to brand, promote, and market your business. If you would like to learn more about customer video testimonials, schedule a FREE 30-minute strategy call.