How are the testimonial videos being presented? Are you doing one testimonial video or do you plan on doing a series of them. Like resume references, it’s not terribly difficult to get at least one person to say something nice about you. The more voices that support your message the better. If you are planning more than one testimonial video you should try to structure the videos so there is repetition on key brand elements and there is also new information in each video. If the videos are identical people won’t watch more than two because they will expect that they are all the same.

What is the graphic and titling structure? How do you start your video. I just watch a really well produced testimonial video that had 35 seconds of introductory branding and text. I wonder if anyone other than me made it through that intro. Do you start with shots of your interviewee, b-roll shots of your interviewee or do you begin with corporate branding and titling? Getting to the message as quickly as possible is critical. Do you include on-screen text anywhere in the video to support what is being said in the video?

Do you include other support material in the video? As an example, if you are doing a renovation (house, car, person… etc) testimonial video, do you include a ‘before’ shot. Do you illustrate what the ‘problem’ that was solved by your company? It’s always better to show, rather than tell the viewer what the ‘problem’ was – that’s the whole reason to use video.

What shooting style do you use in your interview? Is the interviewee sitting down or standing up? Are they in and around the thing the product or service that you delivered for them? (I.e. The most typical interview shot you see is someone sitting on a coach against the wall or someone sitting at a desk. Both are visually quite dull. It’s much easier to light and frame a shot if you can get move them and have them looking engaged – people often look ‘trapped’ sitting behind a desk or in the corner of a room on a chair.

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Considering all of these questions should help you begin to frame and deliver an effective testimonial video.