You’ve probably come across a customer testimonial video that felt a little… off. Maybe the person speaking seemed like they were reading from a script rather than sharing their genuine experience. Perhaps the setting looked too staged or sterile, like a corporate office with no personality. or maybe the whole thing just didn’t feel authentic enough to really grab your attention or move you emotionally.
This kind of testimonial often misses the mark because it doesn’t capture what makes customer stories so powerful: their realness. When a testimonial feel rehearsed or forced, it can turn potential customers away instead of drawing them in. on the other hand, when testimonials are authentic and heartfelt, they build trust and credibility in a way that polished marketing messages just can’t. If you’re planning to film customer testimonials for your brand, you might be wondering how to avoid those pitfalls. How can you create videos that feel natural, relatable, and sincere rather than stiff, scripted, or overly polished? The answer lies in focusing on genuine human connection and allowing your customers to speak freely, in their own words, sharing their honest feelings and experiences. The truth is that the best testimonial videos don’t try too hard to impress. Instead, they create a comfortable environment where real people can open, express their thoughts naturally, and reveal the emotional impact your product or service has had on their lives. When done right, these testimonials don’t just build trust they foster a deeper connection between your brand and your audience, making your message memorable and persuasive.
In this guide, we’ll explore proven techniques to help you film customer testimonials that feel authentic and engaging, so you can showcase the true voices of your customers and strengthen your brand’s credibility.
Start With the Right Customer
When planning to film a customer testimonial, the very first and most crucial step is choosing the right person to share their story. Don’t simply select someone because they sent a positive email or left a glowing review online. Instead, look for a customer who has genuinely benefited from your product or service someone whose experience reflects real value and transformation. This is important because authentic enthusiasm and personal impact come through clearly on camera, making the testimonial feel sincere and relatable.
Ideally, choose a customer who is not only happy with the results but is also comfortable and willing to share their story openly. It’s not just about reciting a prepared quote or delivering a polished statement; you want someone who can express their feelings and thoughts naturally, in their own words.
Reach Out Personally
The next step is to make a personal connection with the customer. Reach out directly whether by phone, email, or in person and explain why you’d like to feature their story. Let them know that their experience truly matters and that you believe it could inspire or help others who might be facing similar challenges. Emphasize that you’re not asking them to act as a salesperson or read from a script; instead, you want them to be themselves and speak honestly about their journey. This personal approach helps build trust and reassures the customer that the testimonial will be genuine and not overly produced or forced. It also gives them the chance to ask questions and feel comfortable before filming begins, which can make a big difference in how natural and relaxed they appear on camera.
Additional Tips:
- Look for diversity: Try to include customers with a variety of backgrounds or use cases to show your product’s broad appeal.
- Consider their communication style: Some customers are naturally expressive and articulate, which can help make the testimonial more engaging.
- Gauge enthusiasm: People who are excited about your product are more likely to deliver authentic and compelling stories.
Starting with the right customer sets the foundation for a testimonial video that feels real, heartfelt, and truly impactful.
Make Them Comfortable on Camera
Lights, camera, nerves it’s completely normal for even the most confident people to feel a little uneasy or freeze up once the lens is pointed in their direction. That’s why creating a relaxed, friendly, and supportive environment is absolutely essential before and during the filming of a customer testimonial.
Start by having a casual, informal chat with your customer before the camera starts rolling. This warm-up time gives them a chance to get comfortable with the surroundings, the equipment, and with you as the interviewer. It also helps break the ice and reduces any initial anxiety. Keep your tone light, conversational, and reassuring throughout this time. If you appear calm, patient, and relaxed, it will naturally encourage them to feel the same way. It’s also important to remember not to overwhelm your customer with a long list of questions or a rigid script. Instead, guide the conversation gently like a friendly chat. Let them express their thoughts in their own words without feeling pressured to say the “right” thing. The more natural and spontaneous the conversation feels, the more genuine and honest the footage will be.
Here are some additional tips to help your customer feel at ease on camera:
- Explain the process: Briefly walk them through what will happen during the shoot so they know what to expect and can mentally prepare.
- Encourage pauses: Let them know it’s perfectly fine to pause and gather their thoughts or even start over if they feel unsure.
- Use positive reinforcement: Smile, nod, and offer encouraging comments like “That’s great!” or “You’re doing really well” to boost their confidence.
- Avoid interruptions: Allow them to finish their thoughts without cutting them off, which helps them feel respected and heard.
- Minimise crew presence: If possible, keep the number of people on set small to reduce distractions and pressure.
By fostering a calm and supportive atmosphere, you’ll help your customer relax and speak authentically, resulting in testimonial videos that feel heartfelt, trustworthy, and relatable.
Ask Questions That Go Beyond the Surface
When filming customer testimonials, it’s natural to want your customers to highlight how fantastic your brand is. However, the key to creating truly compelling and memorable testimonials lies in moving beyond surface-level praise that sounds rehearsed or scripted like something pulled straight from your website’s reviews section. The trick is to ask open-ended questions that encourage your customers to share real experiences and genuine emotions. These kinds of questions invite storytelling rather than simple yes-or-no answers, allowing customers to express their unique journeys in their own authentic voices.
Here are some examples of effective open-ended questions you can use:
- “What were you struggling with before you found us?”
This question helps uncover the problem your customer faced, setting the stage for a meaningful story about how your product or service made a difference. - “How did you feel when you saw the results?”
Inviting customers to share their emotional reactions reveals the impact your brand had on them beyond just the facts. Feelings of relief, excitement, or confidence resonate deeply with viewers. - “What would you tell someone who’s thinking about trying this?”
This question encourages your customer to speak directly to potential new clients, offering genuine advice and building trust through peer recommendation.
Other questions to consider include:
- “Can you describe a moment when you realised this product really worked for you?”
- “What surprised you most about your experience?”
- “How has this changed your day-to-day life or routine?”
- “What was your biggest hesitation before trying our product, and how did you overcome it?”
- “Can you share a specific story where our service exceeded your expectations?”
- “What would you say to someone who’s on the fence about choosing us?”
- “How did your perception of the problem change after using our solution?”
- “What’s the one thing you wish you had known before starting with us?”
Why Emotion Matters
Emotion is the heart of every memorable testimonial. When customers share heartfelt stories whether it’s the frustration they faced, the hope they felt, or the joy of success viewers connect on a deeper level. This emotional connection builds trust and can inspire potential customers to take action.
To sum up, avoid yes-or-no questions or ones that lead your customer to simply praise your brand. Instead, focus on open-ended, emotionally engaging questions that invite storytelling. This approach transforms your testimonials from generic endorsements into powerful narratives that truly resonate.
Capture the Little Moments
When filming customer testimonials, it’s easy to focus solely on getting the “right” answers to your questions. But often, the most compelling and authentic footage isn’t found in the words themselves it’s in the little moments that happen before, after, or even between responses. These subtle, unscripted glimpses reveal genuine human emotion and personality. A spontaneous laugh, a thoughtful smile, a pause as the customer reflects these small, unplanned moments add depth and warmth to the video. They show that the speaker is real, not just reciting lines from a script. These natural reactions create a sense of intimacy and trust that scripted answers rarely achieve. To capture these moments, don’t rush the shoot or cut the camera as soon as the question is answered. Instead, keep rolling and stay attentive. Watch closely for expressions, gestures, or body language that tell a story beyond words. Sometimes, a pause or silence can be as powerful as the answer itself, allowing the viewer to sense the weight or sincerity behind what’s being said. It’s also important to embrace imperfections. Small stumbles, slight hesitations, or even a bit of nervousness often make the testimonial feel more relatable and human. Viewers connect with authenticity, and these “flaws” remind them they’re hearing from a real person, not an actor.
Remember:
- Keep the camera rolling even after answers to catch natural reactions.
- Pay attention to body language and facial expressions they speak volumes.
- Don’t be afraid to let pauses linger they can add emotional weight.
- Embrace imperfections as part of the story’s authenticity.
By valuing these little moments, your testimonial videos will feel more heartfelt and genuine, creating a stronger emotional connection with your audience.
Use the Right Setting (Without Overdoing It)
Choosing the right setting for your customer testimonial is key to creating a video that feels authentic and inviting. Avoid defaulting to the sterile, overly clinical office look unless it genuinely reflects your brand identity and the customer’s experience. Such environments can often come across as cold, impersonal, and uninspiring, which may make the testimonial feel less engaging and relatable. Instead, opt for a comfortable, natural space where your customer feels at ease and can be themselves. This could be a cozy corner in their home, a favorite local cafe, their personal workspace, or even a quiet outdoor setting. These kinds of environments help people relax and express themselves more openly, making the testimonial feel warm, genuine, and down-to-earth. At the same time, while you want the setting to feel natural, it’s important not to let it become a distraction. The goal is clarity and comfort. Make sure the space is well-lit natural light is often best, but soft, diffused artificial lighting works well too. Avoid harsh shadows or overly bright spots that can detract from the speaker’s face.
Sound quality is equally important. Choose a location that is quiet and free from distracting background noise like traffic, conversations, or machinery. Clear, crisp audio allows your customer’s words to shine and helps viewers focus on the message without interruption. Above all, let the setting support and complement the story rather than overshadow it. Simple backgrounds with subtle personal touches a plant, a favorite book, or a piece of artwork can add warmth and context without stealing attention. Keeping the background uncluttered ensures that your customer remains the focus and their story remains front and center.
Key Considerations:
- Comfort is crucial: Choose a place where your customer naturally feels relaxed and at ease to encourage authentic storytelling.
- Lighting matters: Prioritise soft, flattering light to highlight facial expressions and maintain a professional look.
- Control background noise: A quiet setting ensures your customer’s voice is clear and free from distractions.
- Keep backgrounds simple: Avoid busy or cluttered spaces that may draw attention away from the speaker.
- Use personal touches thoughtfully: Small, relatable elements can make the scene feel more inviting without overwhelming the frame.
- Reflect your brand: Ensure the environment aligns with your brand’s personality and values for a cohesive message.
Keep It Short, Sweet, and Story-Driven
In today’s fast-paced digital world, attention spans are notoriously short. That’s why it’s important to keep your customer testimonials concise and impactful. Rather than trying to include every detail or cover every aspect of the experience, aim for a testimonial length of around 60 to 90 seconds. This timeframe is usually just enough to deliver a powerful message without risking viewers losing interest or getting distracted. To make the most of this brief window, structure your testimonial like a compelling story. Stories naturally engage people and help them connect emotionally. Use a clear, simple narrative arc that guides the viewer through the customer’s journey:
- Problem: Start by briefly highlighting the challenge or struggle your customer faced before discovering your product or service. This helps viewers identify with the situation.
- Solution: Next, show how your product or service provided the answer or relief, focusing on the specific benefits and features that made a difference.
- Result: Share the tangible outcomes or improvements the customer experienced as a result. This could be anything from saving time or money to feeling more confident or achieving a goal.
- Emotion: Finally, bring in the emotional impact how the customer felt throughout the process and after the results. Emotion is what truly resonates and stays with viewers.
When editing your footage, be ruthless about cutting out any unnecessary information or repetitive points. Remove anything that doesn’t directly support the story or add value. Tight, focused edits keep the testimonial moving smoothly and maintain viewer engagement from start to finish.
Remember, less is often more. A clear, authentic, and story-driven testimonial, even if brief, can have a far greater impact than a longer, unfocused one.
Final Thoughts: Let the Real People Shine
When you let customers speak from the heart, their stories will do the selling for you. That’s the power of authentic testimonials they build trust, credibility, and real connection. And if you’d like help capturing that honesty on camera, you can contact our testimonial videos company to discuss taking your productions to the next level. Let’s make something people can feel.
