Word-of-mouth marketing has always been one of the most powerful ways to gain new customers. In fact, 92% of consumers trust peer recommendations over branded content.
A happy customer telling a friend about your business can be more convincing than any ad campaign. Testimonial videos take word-of-mouth to the next level by capturing those genuine customer experiences on camera and sharing them with a wider audience.
Seeing and hearing a real person praise a product is far more engaging and credible than just reading a quote on a website. No wonder 72% of customers trust a brand more when they see positive video testimonials .
That said, not all testimonial videos are created equal. Many businesses make the mistake of producing testimonials that are too long, boring, or generic, causing viewers to tune out.
Perhaps you’ve seen those dull, single-location interview videos where someone sits against a plain wall and recites a scripted review – yawn. They often lack emotional depth and fail to show the person behind the story. As a result, these videos don’t make much of an impact.
Memory Mill Media believes there’s a better way. Instead of boring or cookie-cutter testimonials, we create cinematic, engaging videos that use emotional storytelling.
We focus on real people’s journeys and use high-quality production, which turn simple testimonials into powerful marketing tools.
In this post, we’ll explore exactly what testimonial videos are, why they work so well, common pitfalls to avoid, and the top 8 ways a great testimonial video can help you win more clients. Let’s go!
Table of Contents
What is a testimonial video?
A testimonial video is essentially a satisfied customer’s story captured on film. It’s the video equivalent of those rave reviews or case studies you see in text, but with a human face and narrative.
In a testimonial video, a real customer talks about their experience with your product or service, highlighting the problems you solved for them and the results they achieved.
Think of it as word-of-mouth marketing on camera. Instead of just reading a quote like “This service changed my business for the better!”, viewers get to see and hear the customer share their story.
The role of testimonial videos in marketing and sales is to provide social proof and build credibility. They show potential clients that “Hey, someone like me tried this and it worked for them!”. This makes your marketing claims far more believable because it’s not coming from you (the business), it’s coming from an unbiased voice.
Great testimonial videos are more than just customers saying nice things about a company. They’re mini stories. They take the viewer on a journey, showing how your product or service made a real difference in someone’s life or business. It’s not a sales pitch; it’s a success story.
The best testimonial videos feel relatable and authentic, so that potential clients watching can think, “Wow, if it helped them, maybe it can help me too!”
Breathe life into your brand with real stories.
Your customers’ emotional journeys can spark new sales. Talk with us today to film a cinematic testimonial that sets you apart.
Why testimonial videos work (and the psychology behind them).
Testimonial videos are incredibly effective because they tap into basic human psychology. One big reason is the “if-they-can-do-it, I-can-do-it-too” effect.
When people see others solving a problem using your product, it creates a sense of possibility. It’s a form of social proof – a psychological trigger where we tend to follow the actions of others, especially others we identify with.
If a business owner watches a testimonial of another business owner doubling their sales with a certain service, they’re likely to think, “Maybe I can get those results as well.” Seeing a peer succeed lowers the mental barriers and inspires confidence.
Another reason testimonial videos work is the power of emotional storytelling. Humans are wired to respond to stories and emotions, not just facts and figures. Research shows that video is more emotionally appealing than text, and that our emotions play a huge role in decision-making .
A testimonial video isn’t just conveying information; it’s making viewers feel something. Maybe it’s the relief of a pain point being solved, the joy of success, or the empathy of relating to someone’s struggle. Storytelling in a testimonial builds an emotional connection with the audience, which in turn builds trust and credibility. When you hear the genuine emotion in a customer’s voice or see the smile on their face, it creates a sense of authenticity that no written review can match.
From a neurological perspective, when we watch a moving story, our brains can release oxytocin, often called the “trust hormone.” This chemical stimulates empathy and trust between the storyteller and the audience. In reality, a well-crafted testimonial video makes the viewer feel like they know the person on screen, and if that person trusts your company, the viewer is inclined to trust you as well.
Let’s not forget the simple fact that video engages more senses than text. In a video, viewers pick up on body language, tone of voice, and facial expressions, which are critical components of communication.
A warm smile or confident tone can reassure a prospect in ways written words never could. Seeing is believing, and hearing and feeling count too. All these elements combined are exactly why a testimonial video can convert a skeptic into a believer. It’s social proof + storytelling + human connection all wrapped into one.
Oh, and there’s a bonus psychological trigger: people remember video content much better than text. Studies have found that viewers retain 95% of a message when they watch it in a video, compared to only 10% when reading it in text .
That means your customer’s story is far more likely to stick in a prospect’s mind if it’s delivered through video. The more they remember it, the more it influences their decision when it comes time to choose a provider.
The problem with most testimonial videos today.
If testimonial videos are so great, you might wonder why every business isn’t swimming in new clients after making them. The truth is, many testimonial videos miss the mark. Here are some common problems with typical testimonial videos we’ve seen all over the place:
• They’re too long and boring. Attention spans are short. If you don’t hook a viewer quickly, you lose them. Unfortunately, a lot of testimonial videos go on for 5-10 minutes of unstructured talking. A dull, rambling 10-minute interview? Most people will click away after the first minute (or sooner).
• They lack emotional depth and sound too scripted. Many testimonial videos end up feeling like flat, scripted endorsements: “Company X was great. They solved my problem. I recommend them.” Sure, that’s positive, but it’s not moving. There’s no story or emotion there. Viewers can tell when a testimonial is inauthentic. The best testimonials capture real emotions: the relief when a problem was solved, the excitement about results, maybe even happy tears or laughter.
• They’re all in one generic location. Every testimonial video you watch shows the subject sitting in the same office with the company logo on the wall which doesn’t reveal anything about the person or their life. It also looks staged. If I’m a fitness coach and I have a client giving a testimonial, wouldn’t it be more engaging to see shots of them at the gym or running in the park, rather than just sitting in an office chair?
• They don’t tell a compelling story. This is the core of it all. A lot of testimonial videos are just collection of praise soundbites without context. “The service was great, highly recommend!” But they never explain why or how it was great. There’s no narrative, solution, or outcome. It’s the difference between “Product X helped me increase my sales” versus “I was struggling to keep my business afloat, and then Product X changed everything – now I’ve doubled my sales and have peace of mind.” Many existing testimonial videos don’t dig deep enough to uncover those gold nuggets.
The GOOD NEWS is: these problems are all fixable with the right approach, which is exactly what we specialize in.
How Memory Mill Media makes testimonial videos differently.
Memory Mill Media has a unique approach to crafting testimonial videos that address all the common issues we just discussed. Our focus is on making testimonials cinematic, authentic, and emotionally engaging. Here’s how we do it differently:
• Multiple locations and dynamic visuals: We film subjects in multiple locations that matter to our story. For example, if the client is a bakery owner, we film part of the testimonial in the kitchen, part of it at the storefront with happy customers, and maybe a snippet at the client’s home where they talk about what the business means to their family.
Viewers get context about the person’s life. It’s almost like a mini-documentary rather than a stiff interview.
Multiple locations also allow for lots of b-roll footage (supplemental shots) that can be cut in to illustrate what the person is saying, making the story come alive.
• Authenticity in every frame: We never hand the client a script. We encourage clients to talk naturally, in their own words, and guiding the conversation with thoughtful questions.
You’ll see the real smiles, the thoughtful pauses, maybe even tears of joy, whatever the true feelings are. This authenticity shines through to the audience and builds trust.
• Deeper storytelling: Unlike generic testimonials that skim the surface, we dive deeper into each client’s personal story, exploring their struggles and successes in depth.
We take the time to understand the “before and after” of the client’s journey. What problem or pain point were they facing before they found this business? How did it affect their life or work? Then, how did the solution (your business) help them overcome it? What is life like now, after the success?
This structure of challenge > solution > outcome creates an interesting arc that viewers can follow and connect with. It’s not just “Customer X loved the service.” It becomes “Customer X was struggling with [issue], then they found [your business], and now [amazing result] happened.”
We pride ourselves at excelling in interviewing people to bring out these moments that other testimonial videos often miss.
• Cinematic quality production: Another thing that sets our testimonial videos apart is the professional, cinematic look and feel.
Raw shaky iPhone videos with poor lighting and sound have their place in certain social media styles, but here we’re talking about high-end productions.
We use top-notch cameras, lighting, and sound equipment, along with videography techniques. We mix in music, creative editing, and beautiful b-roll footage to support the story.
The end result is a testimonial video that is as engaging to watch as a short film. The polished quality reflects well on your brand too, showing your audience that you invest in quality. People are likely to take your brand seriously if it looks professional.
In a snapshot, we create testimonial videos that people actually want to watch. This means potential clients are more likely to be moved, to trust your business, and ultimately to reach out to you.
Now, let’s get into the core of this post: The top ways these awesome testimonial videos can help you get more clients.
>> Further read: Learn more about the 4 stages of video production.
Top 8 ways testimonial videos help your business get more clients.
Below we break down the top eight benefits of testimonial videos and how they translate into winning new customers. Each point highlights what a great testimonial video (like the kind we produce) can do for your business.
1. Testimonial Videos build trust faster than any other marketing tool.
Trust is the foundation of client acquisition. If a prospect doesn’t trust you, they won’t buy from you, plain and simple.
Testimonial videos are arguably the fastest trust-builders in your marketing toolkit. Why? Because seeing a real person vouch for your product/service creates trust almost instantly.
It’s one thing for you to claim your business is great, but when a customer says it on video, with genuine enthusiasm in their eyes and conviction in their voice, it carries a ton of weight.
There’s a subconscious trust factor at play whenever we see someone’s face and hear their story. We pick up on authenticity through body language and tone. A sincere smile, confident eye contact, a voice cracking slightly when recalling a struggle overcome – these cues make the viewer feel the honesty.
It’s far more persuasive than reading a text review that could have been fabricated for all they know. No surprise, 72% of consumers say they trust a brand more if it has positive video testimonials . We’re simply wired to trust human-to-human communication more than marketing copy.
By the end of watching a good testimonial, a prospect will feel like “I know this company delivers, because I just saw someone like me explaining how they delivered for them.” That level of trust can take weeks or months to nurture with traditional marketing, but a video can create it in minutes.
Think about how you react as a consumer: if you’re on a website and you see an actual customer talking about how wonderful their results were, doesn’t that make you trust the business more? Exactly.
In fact, websites featuring video testimonials have been shown to significantly boost conversion rates: one study found web pages with videos see an 86% higher conversion rate on average than those without .
Why such a jump? Because video testimonials remove skepticism quickly by building trust upfront. When trust is established early, the rest of the sales process goes much smoother.
2. Testimonial Videos connect emotionally with your audience.
Ever hear the saying, “people buy on emotion and justify with logic”?
It’s true across the board: emotions drive a lot of our decision-making. Testimonial videos have a unique way to create an emotional connection with your audience by showing real people and real stories, vs dry facts or written text.
When a client watches a testimonial video, they’re empathizing with the person on screen. If the customer in the video describes the struggle or pain they faced before finding your solution, viewers with similar problems might feel that pain.
Then, as the story progresses, viewers feel the relief and happiness that comes with the solution. It’s almost like a mini emotional rollercoaster, and by the end, they’re feeling hopeful and optimistic, thinking “I want to experience that success too!”
Emotional engagement is powerful because it makes your message stickier. People might forget what was said, but they remember how it made them feel.
A good testimonial video will make your audience excited about the possibility of their own success. This emotion can be the nudge that pushes someone from considering your service to actually reaching out.
Video as a medium conveys emotion better than text. The combination of facial expressions, tone of voice, and even background music can evoke feelings.
As a viewer, you might find yourself smiling along with them, or feeling proud of what they accomplished. This kind of emotional mirroring doesn’t happen with a written testimonial or a case study PDF.
Research backs this up: video triggers emotional responses more effectively, and those emotions influence our decisions. When people like and feel good about your brand, they’re far more likely to become your clients.
At the end of the day, emotions drive action, and testimonial videos are an emotional catalyst.
3. Testimonial Videos overcome objections without feeling like a sales pitch.
Every potential client has objections or doubts that hold them back from buying. It could be cost, fear that your product won’t work, uncertainty if it’s right for their specific situation, etc.
Traditional marketing often tries to counter these objections with FAQs or sales copy, but it can come off as defensive or too “salesy.”
This is where testimonial videos truly shine: they address objections in a natural, subtle way through the voice of the customer.
A client might say, “I wasn’t sure if this software would be worth the investment, to be honest. I had tried other solutions and they didn’t work.” That right there addresses a common objection (worth the money, skepticism).
Then they’ll follow up with how those fears were addressed: “But I decided to give it a shot, and I’m so glad I did. This software paid for itself in the first three months of use.”
In just a few sentences of a story, they’ve overcome the price/value objection in a way that feels organic. See how this works?
Because it’s coming from a peer, these objection-handling moments don’t feel like a sales pitch at all. They feel like advice from a friend. Instead of “Our product is absolutely worth the money!” they hear: “I had the same doubts as you, but here’s what I found after using the service, it really works.”
Testimonial videos can cover a range of objections this way. Maybe a customer talks about how they thought they were too small of a business for the service, but it turned out to be perfect. Or how they worried it would be complicated, but it was actually easy. Or how they assumed they’d see results slowly, but they got results fast.
All of these stories preemptively address the concerns going around in a prospect’s mind, without any direct hard sell.
This does wonders for moving potential clients along in their decision process. Instead of you having to convince them, they essentially watch someone else just like them convince them. You’ve cleared the mental roadblocks, and you didn’t have to break a sweat doing it.
4. Testimonial Videos outperform text-based reviews and case studies.
Text reviews and written case studies have their place, but in terms of sheer impact, video testimonials have a much stronger effect. There are a few reasons for this.
For one, as we discussed earlier, people tend to remember video content far more than text. The statistic is eye-opening: viewers retain about 95% of a message when watching it on video, compared to just 10% when reading it in text.
That means if someone watches a video of your client singing your praises, they’re likely to remember almost all of that story.
If they just read a paragraph of testimonial on your site, there’s a good chance they’ll forget most of it soon after (or not even fully read it to begin with!).
Another factor is engagement. Video is simply more engaging to the senses. A potential customer might skim a written case study (or worse, see a wall of text and skip it entirely), but the same information presented in a well-produced video is much easier to consume.
It’s the difference between reading a transcript and watching a movie. Most people would choose the movie because it’s less effort and more entertaining.
In marketing terms, that means higher engagement and completion rates for your message. For example, if you email me a customer success story in text, I might not read it fully. But if you send me a quick video testimonial, I’m more inclined to click play and watch to the end, especially if it’s just a minute or two long.
Video testimonials also carry more credibility than text-based ones. Let’s face it – consumers these days are skeptical. They know companies often cherry-pick or even fabricate written testimonials.
How many times have you seen a quote on a website and wondered if the company just made it up? With video, that skepticism drops significantly.
It’s hard to fake a real person on camera. The viewer can see this is a genuine customer, not just a quote attributed to “John D.” from who-knows-where.
Also, video allows you to show, not just tell. A case study PDF might tell the reader that a client achieved 50% growth using your service. A testimonial video can actually show that client or that result.
The impact is much greater like before-and-after footage, or a shop busy with customers. This kind of demonstration makes the success more real to the viewer.
It’s no surprise then that testimonial videos outperform written testimonials in influencing buyers. For example, marketing surveys have found that putting a customer testimonial video on a landing page can boost conversions by as much as 80% increase just by adding video. People respond to the medium.
And remember, 79% of consumers say they prefer watching a video over reading text, to learn about a product . Give the people what they want!
5. Testimonial Videos work at every stage of your marketing funnel.
One of the awesome things about testimonial videos is their versatility. You can use them at pretty much every stage of your marketing and sales funnel to great effect. Let’s break it down:
• Top of the Funnel (Awareness): At the awareness stage, your goal is to attract new leads and make them aware of your brand. Testimonial videos can be used here as attention-grabbers.
For example, you might run a social media ad that features a soundbite from a customer like “XYZ Company helped us triple our revenue in one year!” This can stop a scroll and make a cold prospect think, “Whoa, who is this company that did that? I need to know more.” It’s a way of saying hello to the market by showcasing proof of value right off the bat.
• Middle of the Funnel (Consideration): Here, prospects are aware of you and are comparing options, researching, and considering whether you might solve their problem. This is a perfect time to deploy testimonial videos on your website’s key pages, in email follow-ups, or in webinars.
For instance, on a product or service page, embedding a client testimonial video can push a prospect closer to contacting you. If they’re on the fence, hearing someone address exactly the things they’re worrying about (as we discussed in point #3 about overcoming objections) can tip the scales.
In email marketing, you might share a testimonial video as part of a nurture sequence: “See how we helped a client just like you.” It adds credibility to all the other info you’re sharing.
Essentially, in the consideration phase, testimonial videos serve as social proof content to reassure and validate the prospect’s interest.
• Bottom of the Funnel (Decision): At the decision stage, prospects are nearly ready to buy. They just need that final proof or reassurance to seal the deal.
Testimonial videos are clutch here. You can use them as part of your sales proposals, or on pricing pages, or even during sales calls (“Let me show you a quick story of one of our clients”).
A powerful idea at this stage is to address last-mile concerns. For example, if you know that late-stage prospects often worry about implementation, share a testimonial of a client talking about how easy the onboarding was and how supportive you were.
Another killer use: placing a testimonial video on the checkout or sign-up page (for e-commerce or SaaS). Believe it or not, even at that final step, a little nudge can help. One company saw a 20% increase in sales by showcasing a video testimonial on their checkout page . It gave hesitant buyers the confidence to complete the purchase.
• Retention and Referral (Post-purchase): The funnel doesn’t end at the sale – keeping clients happy and encouraging referrals is another stage.
Testimonial videos can also be shown to new customers during onboarding (to reinforce they made a good choice by showing success stories they’re now a part of) or to existing clients to upsell/cross-sell other services (seeing others using additional services successfully might encourage them to explore more of your offerings).
As you can see, from the first touch to the final close (and beyond), there’s a place for testimonial videos. Few marketing assets are this flexible. Many types of content are only suited for one stage (e.g., technical whitepapers for consideration, or generic brand ads for awareness), but a testimonial video can be repurposed along the entire journey.
It’s an investment that keeps bringing results at multiple funnel points, ultimately driving more clients to come on board.
6. Testimonial Videos can be repurposed for multiple marketing channels
When you create a great testimonial video, you’re not just making one piece of content, you’re potentially creating dozens of pieces of content once you slice and dice it. This is another huge advantage: testimonial videos are goldmines for repurposing across all your marketing channels, giving you more bang for your buck.
Consider a single 3-minute customer testimonial video. From that, you could:
• Embed the full video on your website (home page, testimonials page, product page – wherever it fits best).
• Share the full video on YouTube or Vimeo as part of your video library for those researching your company.
• Post shorter clips on social media. Maybe pull a 30-second highlight where the client delivers a powerful quote or result, and share that on LinkedIn, Facebook, X, etc. You could get several different snippets focusing on different angles (e.g., one clip about their “before” situation to spark curiosity, another clip about the results achieved to deliver the punchline).
• Use clips in paid advertisements. Testimonial snippets make for great Facebook/Instagram ads or even as part of a promotional video. It’s social proof that can hook viewers in a noisy feed. For example, an ad could start with “ increased her lead flow by 150%” with a quick soundbite from the testimonial, then a call-to-action to learn more.
• Include it in email campaigns. You can link or embed the video in an email to prospects. Emails with video (or video thumbnails) tend to get higher click-through rates. It adds variety to your email content and gives prospects an easy way to consume a success story without reading a long case study. (Fun fact: even just including the word “Video” in an email subject line can boost open rates, because people are curious to watch!)
• Use it in presentations or webinars. If your sales team gives slide presentations or webinars, dropping in a 30-second testimonial clip can reinforce points in a very credible way.
• Trade shows or events: If you have a booth or do a speaking slot, playing testimonial videos on a screen can draw people in and give social proof even without a live presenter.
• Internal training and investor meetings: Even beyond marketing to customers, testimonial videos can be shown internally (to train employees on customer pain points and successes) or to investors/partners as evidence of the value you deliver.
As you can see, one good testimonial video can be used in many contexts. This repurposing means your content has a long lifespan. And by the way this is not only true of Testimonials. You’re essentially turning your happy customers’ stories into a multi-channel marketing campaign.
There’s also the SEO angle: putting video on your site (with proper titles and tags) can improve your search rankings, especially if people spend time watching the video (dwell time). And sharing videos on platforms like YouTube can help you get found via search too.
Finally, let me mention the social media sharing potential. Video content is highly shareable, viewers are more likely to share a video with their friends than a text testimonial. One stat claims video gets 1200% more shares on social media than text and images combined. That’s crazy high!
If your testimonial video strikes an emotional chord, people might tag colleagues or friends in it, expanding your reach through word-of-mouth. A written customer quote isn’t going to have that kind of viral potential.
7. Client stories set you apart from the competition
In many industries, especially crowded ones, everyone claims to be the best, to have great customer service, to deliver results, etc. As a business owner or marketer, you’re always looking for ways to differentiate your company from competitors. High-quality testimonial videos can give you that distinct competitive edge.
First, while video marketing is growing, many businesses (especially smaller ones) still haven’t fully embraced testimonial videos. They might have a few text reviews on their site or a case study, but few have invested in creating cinematic customer story videos.
This means if you have awesome testimonial videos front and center, you automatically stand out as more innovative and credible. It sends a message: “We have real clients on camera who are so happy with us, they’re willing to be our spokesperson.”
That’s a bold statement, and not everyone can make it. If a prospect is comparing two companies and one has cinematic video testimonials and the other has just text reviews, which do you think will leave a stronger impression? The one with videos, hands down.
Having testimonial videos also implies a certain level of quality and trustworthiness about your business. It shows you invest in marketing and that you value your customers’ voices. It hints that you likely have a lot of success stories (since you made a video of at least one).
Also, consider the content of the videos. Each testimonial video can highlight specific strengths or unique value propositions of your business through the mouth of a customer.
For example, one video might emphasize how amazing your customer service is compared to others. Another might highlight your innovative approach or specific feature that others lack.
In this way, the testimonials collectively paint a picture of what makes you special. It’s not just you selling your differentiators, it’s your customers doing it, which is far more convincing.
There’s also a psychological aspect: if a prospect sees that your customers are raving about you on video, they’ll assume you must truly be a cut above the rest (because why else would these people volunteer their time to sing your praises?).
On a competitive sales call, imagine being able to say, “Don’t just take my word for it. Let me share a 2-minute video of a client in your industry who chose us over others and hear what they have to say.” That’s a powerful mic drop moment. Your competitors likely can’t counter that unless they have the same assets (and most won’t).
Finally, testimonial videos can help combat a noisy marketplace by adding a human touch to your brand (more on that in the next point). In a sea of companies that might come across as faceless or purely transactional, you’ll be the one showcasing real human stories. That sets you apart in the hearts and minds of customers who crave authenticity.
To put it simply, most businesses still don’t use high-quality testimonial videos. Some find it too complicated or haven’t made it a priority (about 31% of small businesses say collecting video testimonials is too difficult so they skip it ).
By making testimonial videos part of your strategy now, you’re differentiating your brand as forward-thinking and customer-centric. It’s a chance to leap ahead while others play catch-up.
8. Client testimonials make your brand feel human.
At the end of the day, business is about people. Whether B2C or B2B, humans prefer to work with and buy from people they feel connected to or at least feel are human, not just a faceless company. Testimonial videos help humanize your brand in a powerful way.
When you showcase real customers telling real stories, you are essentially putting the “human” front and center in your marketing.
Your brand transforms from just a logo and marketing copy into a collection of stories about actual people. It shows that you don’t just sell widgets; you change lives, solve problems, and build relationships.
People start to associate your company with the individuals in the videos. For instance, if Jane Doe in a testimonial talks about how your service helped her spend more time with her kids on the weekends, viewers subconsciously link your brand with family, care, and positive impact.
Your brand becomes the company that helps people like Jane have a better life. That’s a lot more compelling than being “Company X that sells Y product.”
Seeing customers speak about their experiences shows you cared enough to highlight their story. It demonstrates empathy, you’re not just out to make a sale; you’re invested in outcomes.
This makes your brand more trustworthy and likable. It paints you as a partner in the customer’s journey, not just a vendor.
It’s similar to how having an “About Us” page with team photos makes a business seem more approachable, except here, it’s even more potent because it’s customers on camera, not just your team.
Another aspect: testimonial videos often reveal bits of the customer’s personal life or personality (by being unscripted and story-driven). When prospects see those bits, they might identify with them. “Hey, that guy is a veteran like me,” or “She’s a small business owner juggling kids and work, I relate to that.”
These connections, however small, make your brand feel more like a community. It tells viewers that your customers are people like them. That sense of belonging can be a subtle but strong motivator. It feels like, “If I become a client, I’m joining this group of successful people just like me.”
In short, testimonial videos put real human faces and emotions into your marketing, which makes your brand feel more human itself. And when your brand feels human, it’s easier for potential clients to trust you, connect with you, and ultimately choose you over a cold, impersonal competitor.
People love doing business with brands that get them, and nothing says “we get you” more than showcasing a story of someone just like them.
Breathe life into your brand with real stories.
Your customers’ emotional journeys can spark new sales. Talk with us today to film a cinematic testimonial that sets you apart.
>> Further read: What makes a great brand video and how to make one.
How to choose the right client for a testimonial video?
Not every happy customer will make a knock-out testimonial video. To truly captivate your audience, you want to feature the right clients, those with interesting, relatable stories. Here are some tips on choosing the ideal client for a testimonial video:
• Pick a story with a transformation. The best testimonials have a clear before-and-after. Look for clients who had a significant challenge or pain point that your business helped resolve. Maybe their sales were slumping and now they’re booming, or they suffered from a chronic issue that your product fixed.
The bigger the transformation, the more engaging the story. A client who says “Yeah, things were okay and then they got a little better” isn’t as moving as one who says “I was close to giving up, and this saved my business.”
• Make sure they’re part of your target audience. Ideally, the person in the testimonial should be similar to the prospects you’re trying to win. Future clients should see themselves in that person.
If you serve multiple industries, consider creating separate testimonials for each key industry so that each segment has a relatable story. That way, a prospect in healthcare watching will think “oh, they understand my world.”
• Choose someone who is enthusiastic and comfortable talking. Being on camera can be daunting, so you want a client who’s willing and reasonably comfortable sharing their experience.
They don’t need to be a polished public speaker (sometimes a bit of nervousness is endearing and authentic), but they should be genuinely enthusiastic about your service. If they’re a true raving fan, that passion will shine through and be contagious to viewers. Pro tip: sometimes the best storytellers are those who naturally like to talk a lot about their journey.
• Ensure they have credibility to your audience. This one depends on context, but for B2B especially, the title or success of the person might matter. A testimonial from a well-known CEO or an industry expert can carry a lot of weight. However, even if they’re not famous, them being similar in status to your prospect is key.
For instance, a small business owner will find another small biz owner credible; a CMO of a big company will pay attention to another CMO. Basically, match the social/professional profile if you can. That said, authenticity and story are more important than fame.
An unknown customer with a great story will beat a famous name with a lukewarm story any day.
• Look for diversity across your testimonials. Over time, you’ll likely create multiple videos. Try to show a diverse range of customers (in terms of background, industry, use-case, demographics) so that collectively, your testimonials appeal to a wide swath of prospects. Diversity also signals that you can handle many types of clients and situations.
Once you have a client (or a shortlist of clients) in mind, it’s time to reach out and ask if they’d be willing to do a testimonial.
A lot of businesses worry clients will say no, but you’d be surprised. Many happy customers are flattered and excited to share their story.
The key is to make it easy and beneficial for them. Explain why you want to feature them (because their story is inspiring and can help others like them), and assure them it won’t be a heavy lift on their part (Memory Mill Media, for example, handles all the heavy production work; the client just needs to spare some time to be interviewed on camera in a comfortable setting).
Here’s a simple template you could use when reaching out:
Email Template for Testimonial Invite:
Hi [Client Name],
It’s been [however long] since we started working together, and I just want to say how much we’ve loved seeing your progress. Your story – from [brief mention of their initial situation] to [the success/result] – is truly inspiring.
I have a small favor to ask: Would you be interested in sharing your experience in a short testimonial video? We feel your journey could really inspire others who are considering [your product/service].
It would involve a casual on-camera interview with our video team (nothing too fancy or scripted – just a conversation about your experience). We can film it at [location options – your office, their workplace, or wherever they’re comfortable], and we’ll make sure it’s an easy and even fun process for you.
No pressure at all, but if you’re open to it, we’d be thrilled to feature you. As a thank you, we’d of course provide you a copy of the video to use however you’d like, and we’ll happily promote your business in the process.
Let me know if you have any questions or if you’d like to discuss more. Thanks for being a fantastic client!
Sincerely,
[Your Name]
Feel free to adjust the tone and details for your situation. The key points to hit are: compliment them sincerely, explain the purpose, make it seem easy/no big deal, and highlight any benefit to them (like exposure or simply being able to share their story proudly).
You can also do this over a phone call or Zoom, which sometimes is more personal.
Choosing the right client and getting them on board is half the battle. Once they agree, a professional team like Memory Mill Media will handle the rest: making them comfortable on camera and extracting that great story to create a great video.
Where to use testimonial videos for maximum impact?
So you have a fantastic testimonial video. Now, where should it live? To squeeze the most value out of it, you’ll want to place it in key locations throughout your marketing. Here are some prime spots to use testimonial videos for maximum impact:
• Your Website Homepage: Your homepage is often the first stop for prospects checking you out. Placing a powerful testimonial video front-and-center (or at least in a prominent section of the homepage) can immediately grab attention.
For example, a visitor sees “Watch how [Client Name] achieved ___ with [Your Company]”, that’s an intriguing hook. A homepage testimonial video can set a positive tone and encourage people to explore further, already feeling more trust in your brand.
• Product/Service Pages: Whenever you describe a product or service you offer, back it up with a testimonial from someone who benefited from it.
If I’m reading about your Solution X and right there is a video of a customer raving about Solution X, I’m much more convinced. It’s the evidence to your claims.
Think of it like: feature -> proof, feature -> proof. This can dramatically increase the effectiveness of those pages in converting visitors into leads.
• Landing Pages for Ads or Campaigns: If you run specific marketing campaigns (like a Google ad or an email campaign that drives people to a landing page), including a testimonial video on that landing page can boost its conversion.
Visitors coming from an ad might not know your brand well, so a testimonial video can quickly build credibility and keep them on the page longer (which often correlates with higher conversion).
Just make sure the testimonial content is relevant to whatever you promised in the ad. If your ad is about solving Problem A, show a testimonial about solving Problem A, so it feels cohesive.
• Social Media: This one is big. Share your testimonial videos on platforms like LinkedIn, Facebook, Instagram, X, or wherever your audience hangs out. Native video content (uploaded directly to the platform) tends to get good reach.
You could post the full video on platforms like LinkedIn or Facebook, and maybe a shorter teaser on Instagram pointing people to the full version.
Don’t just post once; you can repost or reshare these videos periodically (new followers might not have seen it the first time). Social proof in the social media feed can spark comments and shares, expanding your reach even more.
Also consider using relevant hashtags or tagging the featured client (if they’re comfortable and have a presence), that can draw in their network too.
• Paid Advertisements: We touched on this earlier, but it’s worth emphasizing. Testimonial snippets make for excellent video ads on Meta, YouTube pre-roll ads, etc.
They often perform well because they don’t feel like traditional ads, but more like a story or recommendation. You can target these ads to lookalike audiences similar to your clients, making the message even more spot-on.
Even for Google Ads, consider using video in display ads or using YouTube search ads if applicable. A testimonial video used in retargeting (showing it to people who visited your site but didn’t convert) can also help bring them back with renewed interest.
• Email Marketing and Lead Nurturing: Include testimonial videos in your email sequences. For instance, after someone signs up for a webinar (a new lead), send a follow-up email like “Here’s what our customers are saying” with a testimonial video embedded.
Seeing a peer’s success story can nurture that lead and push them closer to requesting a demo or consultation. Also, in newsletters or promo emails, a featured customer story video can be a refreshing break from text and often gets good click-through.
For existing leads who’ve gone cold, emailing a great new testimonial can reignite them: “Hey, thought you’d be interested to see how one of our clients achieved X result.” It’s a soft nudge that might bring them back into the conversation.
• Sales presentations and meetings: While not a public “marketing channel,” don’t forget to arm your sales team with these videos. If your sales reps visit clients or do virtual demos, have them show relevant testimonial videos during the meeting. It can boost their pitch significantly.
You can also include a link to a testimonial video in your proposal documents or sales follow-up emails: “In case you missed it, here’s a quick story of a client who was in a similar position as you.” This can help in the later stages of deal closing.
• Events and Trade Shows: If you participate in trade shows or conferences, play your testimonial videos at your booth or during any speaking opportunities. A looping video of customer stories can draw passersby to stop and watch.
And if you have a chance to present, incorporating a short customer video adds credibility to your message in front of a live audience.
In essence, use testimonial videos anywhere you need to build trust, engage your audience, or persuade someone to take the next step. There’s no such thing as “too many places” to showcase genuine customer love!
Just be mindful of tailoring it to the medium (e.g., keep social clips short, ensure website videos don’t autoplay with sound which can annoy, etc.).
Be strategic when placing testimonial videos , to make sure that whenever a prospect interacts with your brand, be it on your website, social feed, inbox, or in person, they are frequently encountering proof of your excellence.
Over time, that repetition of social proof creates a sense of inevitability like “Everywhere I turn, I see people praising this company. I’d be silly not to at least talk to them.”
How to get a cinematic testimonial video for your business?
By now, it’s clear that testimonial videos are a game-changer for attracting and converting clients.
So, the real question is: Are you ready to use this powerful tool for your own business? If you’ve been relying solely on text reviews or if you have a couple of bland video testimonials gathering digital dust, now is the time to step up your game.
High-quality, cinematic testimonial videos are an investment that pays for itself in the form of increased trust, higher conversion rates, and ultimately more revenue.
Think about the competitive edge and the emotional impact we discussed. Can you picture your website with a compelling montage of your happiest clients sharing their success?
Can you imagine prospects watching those videos and reaching out, saying, “I saw the story of [Client X], and I want those results too”? This isn’t a pipe dream, it’s exactly what a great testimonial video can spark.
Memory Mill Media is here to make that happen for you. We specialize in creating testimonial videos that don’t put viewers to sleep. Instead, they captivate and inspire action. Our approach, as detailed above, is all about authenticity and storytelling with a cinematic touch.
We handle everything: planning the story, filming on location, making your clients feel comfortable, and editing the footage into a polished gem that you’ll be proud to share everywhere.
The final product isn’t just a video, it’s your customer’s success story as the ultimate marketing asset.
Imagine having a library of these cinematic testimonials, each one a salesperson in its own right, working 24/7 on your behalf to win hearts and minds. That’s the power you can unlock.
So, here’s our call to action for you: Let’s create a testimonial video that will bring your brand to life and drive more clients to your door. Whether you have a specific client in mind whose story needs to be told or you want us to help identify the perfect candidate, Memory Mill Media is here to help.
Don’t wait until your competitors catch on or those potential leads slip away because they didn’t see enough proof. Take the step now to elevate your marketing.
👉 Contact Memory Mill Media today to schedule a free consultation. We’ll discuss your goals, identify the stories in your customer base that could be turned into powerful testimonials, and outline how we can craft a video that delivers results.
It’s time to turn your clients’ memories of success into your most persuasive marketing media. (See what we did there? 😉) Let’s make some marketing magic with your customer stories!
Ready to get started? Book a call with Memory Mill Media or fill out a quick inquiry form. Your next great testimonial video is just a click away. Let’s tell it together!
(P.S. Even if you’re just curious and have questions about the process, feel free to reach out. We’re happy to chat about ideas and possibilities, no strings attached.)
FAQs
Q: How long should a good testimonial video be?
A: The sweet spot for testimonial videos is typically 2 to 3 minutes. That’s long enough to tell a meaningful story and include important details, but short enough to hold viewers’ attention.
In some cases, a highly engaging story might run 4-5 minutes, but generally shorter is better in the age of shrinking attention spans. It’s amazing what you can convey in just a couple of minutes with the right editing.
We’ve found that around the 2-minute mark, you can introduce the person, present their problem, show the solution and results, and even include a little emotional arc, all without losing the viewer.
If needed, we can also create 30-60 second cut-downs of the full video for use in ads or social media, while using the 2-3 minute version on your site or in presentations. The key is quality over quantity: a punchy 2-minute video will always beat a rambling 7-minute one in effectiveness.
Q: Do we (the business) need to provide a script, or does the client talk naturally?
A: No stiff scripts here! We encourage clients to talk naturally. The last thing we want is someone reading lines on camera, that kills authenticity. Our team will handle the structure by asking the right questions during the interview to guide the conversation.
We might have a loose outline (knowing we want them to cover certain topics like their initial challenge, how you helped, the results, etc.), but it’s all done in a conversational way.
Don’t worry, we’re experts at helping people feel comfortable on camera. We often chat with them casually first, and when filming, we might say, “Tell me about the problems you were facing before you met [Company].” Then we let them express it in their own words. If they stumble, we can easily do another take or ask the question differently.
In the editing room, we then pick the best bits and assemble a great narrative. So, you don’t need to write a script for them. In fact, we prefer you don’t. We may coordinate with you on key points or success metrics to highlight, but we’ll capture those points through natural dialogue.
The end result is a testimonial that feels real, because it is real, just beautifully edited and structured for impact.
Q: What industries do testimonial videos work best for?
A: Virtually any industry that benefits from trust and word-of-mouth can benefit from testimonial videos, which is to say, almost every industry!
If you have satisfied customers, and your product or service truly solves a problem or fulfills a need, a testimonial video will work for you. We’ve seen great testimonial videos in sectors like tech/SaaS, healthcare, professional services (lawyers, consultants), finance, education, fitness, non-profits, you name it.
Memory Mill Media has experience working with a variety of industries, including those that are more “boring” or technical. Sometimes the most impactful testimonials come from industries you wouldn’t expect, because a human story can light up any context.
If you’re in a highly specialized or regulated industry (say, medical or legal), we handle those with care to ensure compliance and clarity while still capturing heartwarming stories.
Bottom line: if your customers are willing to speak and you have a story to tell, a testimonial video can work in your industry. And if you’re unsure how it would translate for yours, we’d be happy to brainstorm examples.
Q: What’s the turnaround time for a cinematic testimonial video?
A: The turnaround time can vary depending on scheduling and the complexity of the project, but generally you can expect a few weeks from start to finish.
Here’s a rough breakdown: Once you engage Memory Mill Media, we’ll spend a little time with you to identify the right customer and plan the shoot (this could be a few days to coordinate, or longer if we’re working around your client’s schedule).
The filming itself usually can be done in a single day (sometimes even a half-day) since we often go to multiple locations, we pack it efficiently. After filming, the editing process typically takes 1-2 weeks.
During editing, we’ll assemble the story, cut down the footage, mix in music, add titles or graphics if needed, and do revisions with you. We always allow some buffer for feedback rounds, because we want to get it just right for you.
On average, many of our testimonial video projects are completed in about 2-3 weeks total. If you have a tighter deadline (say, you need it for an event or product launch), let us know. We’ve turned around videos in under 2 weeks in rush scenarios, but our standard is to give each project the time it deserves to ensure quality.
Key takeaways
• Testimonial videos combine the power of social proof and storytelling. They let your happy customers do the talking, showing prospects “people like me had great results” which builds trust fast and inspires the “I can do it too” feeling.
• Video testimonials engage and persuade better than text. People are more likely to watch a short video than read a paragraph, and they remember it far more. Seeing real faces and emotions on screen creates an emotional connection that a written review simply can’t match. (95% message retention with video vs 10% with text is a huge difference!)
• Most testimonial videos fail when they’re low-quality or overly scripted. Boring, one-location interviews with no story won’t move the needle. High-quality testimonial videos, on the other hand, use authentic storytelling, multiple locations, and cinematic production to captivate viewers.
The difference between a low-quality and high-quality testimonial video can be the difference between a prospect shrugging it off or picking up the phone to call you.
• A great testimonial video is a versatile asset. You can deploy it on your website, social media, ads, emails, and more, influencing prospects at every stage from awareness to decision. It’s not a one-and-done piece, it’s a marketing MVP that keeps giving.
• Choosing the right client and story is crucial. Aim for clients with relatable, interesting success stories. Prep them to speak naturally about their journey. The more genuine the story, the more it will resonate with future clients.
• Now is the time to start using testimonial videos. Video content is on the rise, and 72% of consumers trust brands more when they see positive video testimonials . If you’re not using this, you might be leaving money on the table. Plus, if your competitors aren’t doing it yet, you can leap ahead by being an early adopter of cinematic testimonials in your space.
• Memory Mill Media can help you shine. Instead of struggling with DIY video or ending up with a mediocre result, let the experts handle it. We’ll make sure your testimonial videos do justice to your brand and your customer’s story, with a polished finish that stands out.
Getting more clients is about building trust, creating connection, and proving your value. Testimonial videos check all those boxes.
They are word-of-mouth on steroids, the digital equivalent of a friend saying “I tried this and it worked amazingly!” So, whether you decide to create one in-house or partner with a team like Memory Mill Media, take that step.
Start turning your customer successes into compelling videos. Your future clients are out there, looking for reassurance, give it to them in the most impactful way possible.
In short: Let your customers’ stories be your strongest sales pitch. It works.
Now, let’s go make some awesome testimonial videos and watch your business grow! 🎥🚀
References
• Nielsen / Trust in Advertising Study: 92% of consumers trust peer recommendations (word-of-mouth) over company promotions . This underscores the importance of using customer testimonials in marketing.
• Wyzowl / HubSpot (via Breezy Co.): Pages with videos have an 86% higher conversion rate than those with only text . Also, 79% of consumers prefer watching video to reading text about a product – clear evidence that video content can engage prospects more effectively.
• Famewall – Video Testimonial Stats (2025): 72% of customers trust a brand more when it has positive video testimonials . Also, adding video testimonials to sales pages can increase conversions by up to 80% . 64% of viewers are more likely to purchase after watching a testimonial video , showing the direct impact on buying decisions.
• Insivia: Viewers retain 95% of a message when they watch it on video, compared to only 10% when reading it in text . This often-cited stat highlights why video testimonials are memorable and persuasive.
• Trustmary – Video Testimonial Survey: In a survey of marketing teams, 40% reported at least a 10% increase in conversions when using testimonial videos in campaigns, with top performers seeing 50%+ increases . One client case showed a 20% sales jump by placing a testimonial video on the checkout page .
• Social Media Sharing (SmallBizTrends/OneDay): Social video generates 1200% more shares than text and image content combined . This indicates a great testimonial video has high potential to be shared, extending your reach.
• Famewall – SMBs and Video: 31% of small businesses find collecting video testimonials too complicated and thus avoid it . This means those who do invest in video testimonials are ahead of a lot of their peers. Additionally, 74% of large companies produce multiple testimonial videos annually , showing that market leaders prioritize video testimonials.
• Emotional Impact: As noted by Trustmary, video is more emotionally appealing than text, and emotions heavily influence purchase decisions . Story-driven testimonial videos leverage this by creating an emotional connection that can drive clients to act.
Zach Nassif
Zach is the sharp-shooting force behind Memory Mill Media, producing fearless videos that pump out bigger profits for doctors, lawyers, agencies and production houses. He doesn’t sugarcoat anything: his content hits hard and leaves rivals in the dust. Ready for next-level impact? Zach's got the camera, and the guts, to make it happen.