We get approached often to record and edit testimonials for a variety of industries. The one common thread is that most end up excruciatingly boring. As with most things, a little planning can maximize value, while delivering a more interesting, well-purposed result. Here are some tips to make your next testimonial video series one that viewers will actually WANT to watch.
Scripted vs. Unscripted
Testimonials are “supposed” to be unscripted but more than likely, the most believable ones you’ve seen on TV or otherwise ARE SCRIPTED, at least to some extent. Having a former customer of your business ramble for 5 minutes while nervous sweat drips down his brow doesn’t make for a believable or interesting video. We suggest a combination of both. Create a series of interview questions and send them to the interviewees well in advance of the shoot. Keep the interviews on camera short but interview many people. If your questions are well-written, you will get close to the right message you want to communicate. Here is where the scripted part comes into play. There are two options here. Have an actor or customer read from a script several specific speaking points that communicate the core message of your brand. Mix these in with unscripted interviews, shot in the same style. The second option, have an employee or executive sum up the video with a direct address to the audience. Reference points made by customers in the interviews and combine this with your core marketing points.
Preproduction
Like any other video, careful planning BEFORE the shoot begins can lead to more satisfying results. Understand who this video is for, where it will be used, how it will be shown, and what message it is supposed to communicate. Create the interview questionnaire well in advance and send it to your interviewees. Plan for the location. A studio space can be ideal as a controlled environment and can have a simple clean look, while an office or outdoor setting can have a more off-the-cuff feel but is harder to shoot. Multiple locations can give the feel that you are going to your customer’s space to record. Plan for on-screen graphics; what information do you want to display on screen. What sort of pace do you want your video to have – slow and detailed or quick, strong points with faster cuts between interviews? How long do you want the final video to be or do you want a series of videos? Do you want the customers standing, sitting, walking, etc.?
Quality Production
Don’t make your viewer’s suffer through grainy video and scratchy, low audio. If viewers have to struggle to hear what is being said or can’t clearly see who is talking, they will tune out. Professionally recorded video can save you money in the long run. It requires less fixing during the editing process and will not leave you wishing you could redo the video as soon as its finished. In general, there are no miracles in post. If it was shot poorly, the end result will most likely be bad as well. Pick a location that is well-lit or professionally lit and has limited background noise which can distract from the interview. Use a professional lapel mic and have a sound professional present to check for sound quality. A two camera setup is ideal for interviews because it allows cutting between different angles, resulting in a more interesting look. Also if the person gets tongue twisted mid-sentence, you can cut away to the second camera and remove the mess-up from the final edit.
Testimonial videos are a powerful tool to communicate specific, industry-centered messages to your customers. Hopefully these tips will help to make your next testimonial production go more smoothly and render a more satisfying result.
The R.E.D. Team
www.rapideyedigital.com
www.rapideyedigital.com/blog
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