Chicago Video Production

One of the smartest ways a business can use video is to broadcast customer testimonials.

A customer testimonial is probably the best reference a company can have. A happy customer is invaluable. They are more trusted than any advertisement, and are a limitless source of good publicity.

In the age of social media, brands are what customers say they are. Thanks to online reviews, forums, and blogs, customers can say anything about the products they buy and the brands they support. It’s become such an integral part of consumer behavior that lots of companies hire a dedicated web-searchers to find what customers are saying about that company’s products or services. As a result, public relations and customer service are becoming intrinsically linked because brand image and customer experience are no longer exclusive.

Video testimonial offer all the benefits of word of mouth publicity, without people having to meet or actually talk to each other. Plus it provides a certain level of transparency in the publicity process. Instead of the ambiguity of a generic quote on a website, a video testimonial gives viewers a name and a face to associate the word of mouth with. Although it’s still just a one way communication, it can still be as effective as an online customer review.

But not all customer testimonials are created equal. Although a testimonial with poor production values is forgivable, they tend to be harder to watch than a highly produced alternative. See the difference for yourself.

The speaker in the Ford testimonial is far more pleasant than the man in the mercantile testimonial, but the latter is actually easier to watch. Although I’d buy practically anything form the charming old man in the Ford video, the wind noise and hand-held cam video quality create engagement barriers for an otherwise effective video. The mercantile video, on the other hand, is less innocent and endearing, but the higher production values help the viewer remain engaged.

So are you taking full advantage of the PR work your brand has been doing? If you have happy customers, they should be utilized. In most cases, they would be happy to talk, especially in front of a camera.