The testimonial video grows up.
For a trend that seems like it should have peaked by now, video marketing continues to grow. Consumers of everything from household products to commercial services aren’t just viewing video content, they’re demanding it. According to HubSpot, 85% of companies are using video marketing, and over 50% of consumers want to see more video content from marketers.
But just as video consumption has increased, today’s consumers are less likely to enjoy – or even tolerate – pushy, direct sales techniques. They don’t want to be sold. They want to be engaged, educated and entertained.
What’s the marketer’s solution? Customer story videos.
The power of authenticity.
While we’re light years away from the old idea of an actor smiling into the camera proclaiming, “I use X product,” customer stories are still powerful ways to connect with your audience. Well-executed customer stories draw viewers closer to your brand. You can use them to increase brand awareness, showcase products or services, and generate leads.
Customer story videos work because real customers possess one of the most elusive, yet most important, qualities in marketing today: authenticity. Your customers are inherently more believable than you, your salespeople or a hired spokesperson. Regardless of where your viewers are in their buying journey, seeing the story of a satisfied customer can influence their purchasing decisions.
Marketers who use video in social media say it’s worth it. The majority of marketers (88%) are satisfied with their video’s return on investment.
What makes a good customer story?
There are significant differences between videos that feature talking heads on a screen, and videos that tell compelling stories. Here are a few factors that go into an effective customer story video:
- Filming in a cinematic, documentary style.
- Experienced interviewers who create a conversational – not scripted – feel.
- Strong, upbeat music and clear, direct voiceover.
- Motion graphics text and animated charts to visually showcase and label important information.
- Multiple cameras for alternate angles and dynamic visuals.
- Specialty cameras, like time-lapse, slow motion, drone or quad-copters to enhance both the on-location experience and final product.
- Detailed post-production editing so the best material gets highlighted and presented in a dynamic way.
With a good video partner, a single day of shooting and some quality post-production can net your business not only a strong customer story video, but also the raw materials for more videos to come.
If you’re not maximizing the power of customer story videos, 2020 is the time to start.
Jason Fliehler is Hellman’s Director of Video Production. With over 20 years of video and design experience, he’s the creative eye and expert editor behind much of our client work. Outside of Hellman he can be found…well…outside, usually near the woods and water. Connect with Jason on LinkedIn or email him at firstname.lastname@example.org.