What Should Be in a Great Testimonial Video (And What to Avoid)
A well-made testimonial video can be one of the most powerful tools in your marketing toolkit. When done right, it builds trust, adds social proof, and shows potential clients what it actually feels like to work with you.
But we’ve also seen testimonial videos fall flat—bad audio, stiff delivery, or vague praise that doesn’t actually move the needle. So let’s break down what makes a testimonial video great, and what you should avoid.
What Makes a Great Testimonial Video
1. Structure That Tells a Mini Story
A great testimonial follows a basic narrative arc:
The problem: What was the client struggling with before they hired you?
The solution: What did you actually help them with?
The outcome: What changed or improved as a result?
The human touch: How did they feel during the process?
When you hit all four, you don’t just get a compliment - you get a story.
2. Real People, Relaxed and Natural
No one needs to be a professional speaker. But they do need to feel comfortable. That’s where your video production team should step in to guide the tone and set the interviewee at ease.
We never shove a camera in someone’s face and say, "Go." Instead, we create a calm, conversational environment and coach people through it like they’re just talking to a friend.
3. Guided Interview Questions
Instead of saying, "Just talk about us," ask:
What was going on in your business before you reached out?
Why did you choose to work with [xyz company]?
What was the process like?
What changed afterward?
Would you recommend us, and if so, why?
These prompts lead to more focused, authentic responses that your audience can actually relate to.
4. Tight Edit (60–90 Seconds is Ideal)
Keep it short. One minute is the sweet spot. If you’re producing multiple testimonials, even 30-second highlights can be gold on social media or your homepage.
Use jump cuts intentionally. Don’t be afraid to tighten pauses or stumbles. Your editor’s job is to preserve the emotion while keeping the pacing clean.
5. Professional Sound and Clean Visuals
The content matters—but production value still counts.
Use a lav mic or boom for crisp audio
Frame the shot with good natural light or soft fill
Shoot in a setting that matches your brand vibe
A great testimonial feels warm, polished, and visually aligned with the rest of your marketing.
What to Avoid in a Testimonial Video
1. Generic Praise
“They were great!” is... fine. But not convincing.
Instead, push for specifics:
What made the experience great?
What did we do that was different from others?
What was the result of working with us?
2. Overly Scripted Responses
Avoid feeding people lines or using a teleprompter. Testimonial videos work best when they feel real.
If your client is nervous, offer bullet points, not paragraphs.
3. Missing B-Roll or Visual Interest
A static shot of someone talking for a full minute isn’t always enough.
Mix in:
Footage of the work you did together
Behind-the-scenes clips
Smiling interactions or office shots
This adds energy and reinforces the story visually.
4. Low-Quality Audio or Video
We’ll say it again: bad audio = bad video. Even if the message is strong, tinny or echo-filled sound will make people click away. Prioritize clean, professional recording—even for the simplest shoot.
Final Thoughts
A great testimonial video isn’t about ego or flashy editing. It’s about showing potential clients what real people have experienced by working with you.
At Bunker Hill Media, we specialize in filming authentic, story-driven testimonial videos for small businesses and brands across Boston. We guide your clients through the process, ask the right questions, and make sure the final product feels natural, honest, and totally on-brand.
Want testimonial videos that actually build trust? Let’s make it happen.
