Produce customer testimonials without missing any steps

The first step in video testimonial production is securing customer participation and finding a time that works for recording. This sets the foundation for the entire project. What to do:Identify the ideal customer based on their success story and willingness Send a personalized outreach explaining the video project and what is involved Propose 3-4 scheduling options with buffer time for preparation Confirm their preferred recording format (in-person, remote, or hybrid) Pro tip: Include estimated time commitment upfront (usually 30-45 minutes of their time) so they can make an informed decision. Busy executives appreciate knowing exactly what they are agreeing to.

Before the camera rolls, you need a plan. Good pre-production prevents reshoots and ensures you capture the story elements that matter most. What to do:Research the customer story: their challenge, your solution, measurable results Draft interview questions that guide them to share specifics, not generalities Create a shot list if doing an on-location shoot Prepare a brief for the customer so they know what to expect The goal is not to script their answers. You want authentic responses. But having a structure helps nervous customers feel prepared and keeps the interview focused.

Whether recording remotely or in-person, getting the technical setup right prevents awkward interruptions and ensures usable footage. For remote recordings:Test the recording platform (Zoom, Riverside, or similar) Send the customer a quick guide for optimal lighting and audio Schedule a 10-minute tech check before the actual recording For in-person recordings:Scout the location and choose a clean, quiet background Test all equipment: camera, microphones, lighting Bring backup batteries and memory cards Audio quality matters more than video quality. Viewers will tolerate slightly grainy video but not muffled or echoey sound.

Recording day is where preparation meets execution. Your job is to make the customer comfortable and guide them through a natural conversation. What to do:Start with casual conversation to ease nerves before hitting record Ask open-ended questions and let them talk - resist interrupting If they stumble, reassure them and let them start again Get at least one take of each key question for editing flexibility Interview flow that works:Who are you and what does your company do? What challenge were you facing before? What made you choose us? What results have you seen? What would you tell someone considering us? Keep the energy conversational. The best testimonials feel like a genuine conversation, not a formal interview.

Raw footage becomes a compelling story through editing. The goal is to create a focused, engaging video that respects your viewers time. What to do:Review all footage and identify the strongest soundbites Cut to 60-90 seconds for social media, 2-3 minutes for the full version Add lower thirds with name, title, and company Include your logo and subtle branding Add background music that does not overpower the speaker Create multiple versions: a full-length version, a 60-second highlight, and 15-second clips for social. One recording session should yield content for multiple channels.

Before publishing, the customer needs to see and approve the final video. This step protects both of you and often improves the result. What to do:Send a private link to the edited video Ask specifically if there is anything they want changed Be prepared to make minor adjustments like trimming sections Get written approval for public use Set a deadline for feedback (48-72 hours is reasonable). If they miss it, follow up once then proceed with implied approval. Most customers are happy with the result but appreciate being asked.

A video testimonial locked in a folder helps no one. Get it in front of prospects across every relevant channel. Distribution checklist:Upload full version to YouTube with SEO-optimized title and description Embed on relevant website pages (case studies, homepage, product pages) Post 60-second version to LinkedIn with native upload Share 15-second clips on Instagram, Twitter, and TikTok if relevant Add to sales enablement library for the sales team Include in email nurture sequences targeting similar prospects Tag the customer in social posts when appropriate. They often share it with their own network, amplifying your reach.