What’s the Best Way to Make Testimonial Videos That Win New Customers?

TL;DR

• Video testimonials build trust and drive conversions through authentic stories.

• Use a simple structure: problem → solution → outcome.

• Repurpose across social, landing pages, email, and sales decks.

• Big brands (HubSpot, Dropbox, Slack) use them for social proof.

• Best practices: ask at the right time, use prompts, and enable remote filming.

• Tips: email over calls, avoid incentives, share final cut for approval.

• Software tools make global testimonial video production seamless.

Good video testimonials do more than capture praise; they build an emotional connection with prospective customers and reassure new customers that they’re making the right choice. Whether filmed in front of a camera, through a video call, or repurposed from raw footage, testimonials give business owners complete control over how a specific product is perceived.

With the right tools, from video testimonial software to smart camera angles, you can create your own testimonial videos that highlight a positive experience and become a cornerstone of your video marketing strategy. Distribute them on social media platforms, a dedicated landing page, or even in walls of love alongside online reviews.

The best part? Testimonials are one of the most effective ways to drive conversions, turning authentic customer stories into powerful growth engines.

Why Do You Need Video Testimonials?

In today’s crowded marketplace, prospects want more than promises; they want proof. Video testimonials deliver that proof by combining authenticity, storytelling, and production quality to build trust and influence buying decisions.

Here’s why they’ve become essential for modern marketing.

1. Build Instant Trust

Source

By Mimi Turner, Head of Marketplace Innovation, LinkedIn LMS

Trust is the foundation of every business relationship, and testimonials bring it to life.

• Nielsen data indicates 92% of B2B buyers trust peer recommendations over branded content (Nielsen).

• Video puts real customers in front of a camera, making their stories more believable than text-based reviews.

2. Drive Conversions With Proven Results

The true measure of marketing is conversions, and video testimonials are built for that.

• According to Wyzowl, 88% of marketers say video helps increase user understanding of their product.

• Testimonial videos act like mini case studies, moving buyers from awareness to the decision stage faster.

• They’re one of the most effective ways to drive conversions across both B2B and B2C markets.

3. Show Real Outcomes, Not Just Features

Buyers care less about features and more about results; testimonial videos deliver both.

• The best way to make testimonial videos is to follow a simple structure:
  Problem → Solution → Outcome.

• Instead of listing features, let customers explain how your product solved a real challenge and delivered measurable improvements.

4. Create Emotional Connections

Source

Bill Quiseng, Award-winning Customer CARE Expert, Keynote Speaker, and Blogger

Logic may inform decisions, but emotion drives them, and testimonials capture that emotion.

• Video testimonials capture body language, voice, and authentic emotion, things that text alone can’t replicate.

• This emotional layer makes prospective customers think: “That could be me.”

5. Maximize Reach With Multi-Channel Use

One testimonial can fuel multiple touchpoints in your marketing strategy.

• Wyzowl states that 89% of businesses use video as a marketing tool.

• One video can fuel multiple channels:

  • Social media snippets

  • Dedicated landing pages

  • Sales presentations

  • Email campaigns

• This versatility ensures long-term ROI.

6. Strengthen Social Proof at Scale

Social proof is one of the most persuasive tools in marketing, and videos amplify its effect.

• Featuring logos or well-known brands in videos adds credibility.

• Companies like Dropbox, Slack, and Google Ads have successfully used testimonial campaigns to reinforce authority and attract new customers.

7. Scale Easily With Modern Tools

Advances in technology make testimonial production more accessible than ever.

• Advances in video testimonial software make it simple to record, edit, and share.

• You can now create powerful video testimonials remotely with just a browser link, removing friction for your customers.

New to customer testimonials? Start here- What is and How to Write a Success Story (With Examples & Templates)

What Are the Different Types of Video Testimonials You Can Use?

Video testimonials aren’t one-size-fits-all. Depending on your goals, whether it’s boosting product adoption, attracting talent, or building thought leadership, different formats can deliver different kinds of impact.

Here’s a breakdown of the main types of testimonial videos and why they matter.

1. Product Testimonials

Product testimonials highlight how a specific feature or solution solved a real customer challenge. They often include screen recordings, demos, or side-by-side comparisons, making them a great way to validate product performance for potential buyers.

2. Customer Testimonials

Customer testimonials are the most common format, and for good reason. They put real people front and centre, sharing genuine customer experiences and outcomes. This type of video testimonial builds trust and credibility, providing powerful social proof that influences buying decisions.

3. Employee Testimonials

Yes. Employee testimonials highlight workplace culture, values, and career growth opportunities. They’re often used in recruitment campaigns to attract talent, showing satisfied employees as brand ambassadors. Think of them as internal case studies that reinforce your employer brand.

4. Expert Testimonials

Expert testimonials feature industry specialists, consultants, or recognised voices validating your product or service. This type of testimonial video production leverages credibility to reduce scepticism and aligns your solution with best practices in the field.

5. AI-Driven Testimonials

AI-driven testimonials are an emerging format that uses synthetic voices, avatars, or AI-enhanced editing to speed up production. While not a replacement for real customers, they’re a great way to scale video content, create variations for different audiences, or localise testimonial video content quickly.

Which Brands Are Nailing Customer Testimonial Videos (and Why)?

When it comes to trust-building, seeing is believing. The best testimonial videos don’t just capture kind words; they weave stories that make prospects think, “That could be us.” By blending storytelling, authenticity, and strong production, these brands have turned happy customers into some of their most persuasive marketers.

Below are standout examples worth studying, each showing a unique way to turn client experiences into high-converting social proof.

1. HubSpot – Success Stories With Aspirational Flair

HubSpot may be a giant in the digital marketing world, but even industry leaders understand the power of video testimonials. One standout example is its feature on Endless Entertainment, a story that highlights not just the product but the transformation it enabled.

The video works because it zeroes in on a real customer pain point. Endless Entertainment was investing heavily in blogging but lacked visibility into whether its content strategy was paying off. HubSpot’s integration with a tool the team already used provided the missing piece: clear, measurable insights into campaign performance.

The takeaway is simple yet powerful: focus on benefits, not just features. Instead of listing what your product can do, let satisfied customers explain how it solved their challenges and delivered tangible value. That’s what makes a testimonial resonate and convert.

2. DropBox – Emotional Storytelling That Sticks

Dropbox took a creative approach to testimonials; rather than spotlighting a single customer, it brought together a diverse mix of success stories from multiple companies in one video.

The result is powerful. At least five businesses of different sizes and industries share how Dropbox enables them to collaborate, share, and scale seamlessly. Dictionary.com even goes so far as to say it “cannot imagine operating without Dropbox,” underscoring the platform’s indispensability.

To drive the message home, the video closes with the logos of global brands like National Geographic, Kayak, Spotify, and Foursquare. Seeing such well-known names relying on Dropbox reinforces its credibility and serves as persuasive social proof.

The takeaway? If your brand has high-profile or widely recognised clients, don’t hesitate to feature them prominently in your testimonial videos; it can be the extra nudge that convinces prospective customers to trust you.

3. Slack – Business Value With Relatable Soundbites

This Slack customer testimonial video stands out by highlighting the team’s initial hesitation to move away from email, a scenario many viewers can instantly relate to. Humour adds charm, with the speaker joking about inefficiencies like holding meetings in a utility closet, keeping the tone light and memorable.

The narrative smoothly transitions into Slack’s benefits, showing how it streamlined communication across the organisation. Features such as integrations with Dropbox and Asana are introduced naturally, while smart pacing, on-screen text, and UI overlays enrich the storytelling and keep the audience engaged.

How to Ask Your Customers for a Testimonial?

Requesting testimonials can feel tricky; you don’t want to pressure clients, but you also need authentic stories that highlight real results. With the right process, you can make the experience smooth, professional, and even enjoyable for your customers.

Below is a step-by-step guide to get great customer testimonials from your customers.

Step 1: Ask at the Right Moment

Timing is critical. The best way to make testimonial videos is to ask customers soon after they’ve had a measurable success with your product or service. For SaaS, this might be after a feature rollout improved efficiency; for agencies, it could be post-campaign results.

Asking during this “success window” ensures their enthusiasm comes through naturally.

Step 2: Frame the Request Effectively

Keep your outreach short, respectful, and benefit-oriented. Instead of saying “Can you record a testimonial for us?” try framing it as “Your success story could help others facing similar challenges. Would you be open to sharing your experience?” This positions the testimonial as an opportunity for the client to shine, not a favour.

Step 3: Use Prompts That Spark Authentic Stories

To create customer testimonial videos that feel authentic, guide the conversation with open-ended prompts. Some effective video testimonial questions include:

• What challenge were you facing before using our solution?

• How did our product or service help solve that challenge?

• What measurable results or improvements have you seen?

• Would you recommend this solution to others, and why?

These prompts help you create powerful video testimonials that focus on outcomes, not just praise.

Step 4: Offer Flexible Recording Options

Not every customer can commit to a studio shoot. Offering flexible options, such as the ability to create remote video testimonials, removes barriers. Modern platforms let you capture high-quality footage through a simple browser link, while agencies can handle editing and post-production. This approach ensures you get consistent results without overburdening clients.

Step 5: Repurpose for Multi-Channel Impact

Once captured, don’t let the testimonial sit on your site alone. Slice it into different assets: social media clips, blog embeds, case study integrations, and email snippets. Studying strong testimonial video examples from brands like Slack or Google Ads can show you how versatile these assets can be across marketing campaigns.

Pro Tip: Always thank your customers for their time, and consider offering a small gesture of appreciation (like early access to a new feature). Happy customers are more likely to participate again when you want to create customer testimonial videos in the future.

What Are the Best Bonus Tips for Making Successful Testimonial Videos?

When it comes to capturing authentic client stories, the details matter just as much as the big picture. Beyond equipment and editing, how you approach, prepare, and respect your customers during the process determines whether you’ll end up with flat content or you’ll create powerful video testimonials that inspire action.

1. Use Email Outreach for a Professional First Touch

The best way to make testimonial videos is to start the process with an email rather than a phone call. Emails give your customers time to consider the request, check with internal teams if needed, and respond without pressure. This approach also creates a written trail, making scheduling, sharing video testimonial questions, and setting expectations far smoother.

2. Avoid Incentives to Keep Testimonials Authentic

While it may be tempting to offer discounts or perks, incentives can undermine authenticity. The most effective testimonial video examples come from real people sharing genuine experiences, not scripted praise. Instead of incentives, emphasise the mutual value: their story gets visibility, and your brand earns credibility.

3. Share the Final Cut Before Publishing

Transparency builds trust. Always allow customers to preview the final review video before it goes live. This step ensures factual accuracy, protects your brand reputation, and gives customers confidence in how their story is represented. It’s also a chance to strengthen long-term relationships with satisfied customers who may contribute again in future projects.

4. Structure Interviews Around Smart Questions

If you want to create customer testimonial videos that resonate, plan ahead with a solid set of video testimonial questions. Focus on the journey: the problem, the solution, and the results. Questions like “What measurable improvements have you seen since adopting our solution?” or “Why would you recommend us to others?” naturally lead to narratives that feel both authentic and persuasive.

5. Make Remote Filming Seamless

Not every customer can commit to an in-person shoot. That’s why it’s crucial to know how to create a testimonial video remotely. Today, tools allow you to create remote video testimonials with browser-based recording, HD video capture, and guided lighting/sound checks. This ensures consistency without demanding too much work from your customers.

Ready to Turn Customer Stories Into Your Strongest Sales Asset?

The best way to make testimonial videos isn’t about cameras, scripts, or editing; it’s about capturing authentic customer voices and shaping them into assets that actually drive growth. That’s where SaaSpirin comes in.

We handle the outreach, interviews, production, and distribution so you don’t just get good-looking videos, you get powerful case studies and testimonials that build trust, shorten sales cycles, and win over prospective customers.

Let us show you how effortless it can be to turn happy customers into high-converting proof.

Book Your Discovery Call with SaaSpirin today.

Conclusion

Creating compelling testimonial videos can significantly enhance your brand's credibility and foster trust among potential customers. By understanding the essential elements that make a good testimonial, such as authenticity and clarity, you can effectively capture genuine feedback that resonates with your audience.

From requesting testimonials at the right moment to using the correct tools for production, each step plays a pivotal role in crafting impactful content. Don't forget to apply the bonus tips for success to ensure your videos stand out. If you're ready to take your customer engagement to the next level, get a free trial of our video creation software today!

Frequently Asked Questions

What are the essential steps to creating a compelling testimonial video from scratch?

Start by identifying the right customer and securing consent. Prepare video testimonial questions that highlight problems, solutions, and results. Record authentic responses using good camera angles or even a video call. Edit the raw footage for clarity, add branding, and distribute across social media platforms and landing pages.

How should I structure a testimonial video to maximise its impact and storytelling?

The most effective way is to follow a three-part flow: problem, solution, and outcome. Begin with the customer’s challenge, show how your specific product addressed it, and end with measurable results or a positive experience. This storytelling structure ensures emotional connection and drives conversions with prospective customers.

What equipment and software do I need to record and edit a high-quality testimonial video?

You’ll need a DSLR or HD webcam, an external microphone, and proper lighting for crisp visuals. Stabilisers and tripods improve camera angles. For editing, use professional tools or video testimonial software that streamlines workflows. The right tools ensure the success of your video and complete control over the final product.

How can I use testimonials in my marketing and sales efforts?

Use testimonials on landing pages, social media, email campaigns, and sales decks to build trust, address objections, and create relatable proof that convinces prospects to convert.

How can I make my testimonial videos look professional even on a budget?

Focus on good lighting, clear audio, and simple framing. Use natural light, affordable microphones, and clean backgrounds. Edit with free tools to polish footage and keep the message authentic.