Top Tips For Effective Video Testimonials:
There is no doubt that a person speaking to a camera (piece to camera) in the trade is potentially worth more to a web site visitor than a written testimonial that has a lack of voice, face, look and feel.
Why are video testimonials so powerful?
When video testimonials are done in the correct manner you are able to see and feel the truth behind the person speaking and ideally the passion on the face of the speaker. You can also get a sense of how you actually compare to the person as a human being, how they dress, the way they look, the way they sit etc.
In the world of sales there is a common term pushed around that states that, “people buy from people they like.”
Psychologically, as humans, we are always assessing others and making quick decisions based on many factors that video testimonials allow us to do easily.
These decisions then inform our actions:
“Should I enter that shop, as to me he/she looks odd”
“Do I trust that person’s opinion they look shifty”
“I feel safe with their manner as I like the way they sit, dress and talk, i trust them” etc etc.
These kind of thoughts go on every day in many circumstances that affect our decisions in a multitude of ways.
So let’s start looking at how you can get the most from video testimonials.
Try to get a mix of ages, colour and sexes to speak to the camera:
Research has shown that given options of a number of thumbnail images of the people who are in the video, visitors will usually click on the person they feel is most like them in appearance, age and sex, and with viewers attentions in high demand and short supply, you need to cover seemingly small things like this straight away.
When shooting video it is vital to make sure that the face is lit up in an attractive and natural manner. Deep shadows under the eyes can look terrible, as can huge bright lights behind the subjects head that only goes to force the camera to underexpose the face area if you are not in full control of your cameras iris.
In serious video production you tend to use a number of fill lights and a key light.
The key light is the main light and the fill’s and any background lighting make sure shadows are reduced, they are often bounced off walls to reduce the intensity as they are not supposed to compete, but merely soften the edges.
This is quite an art to do effectively and whole professions are based on the techniques….this diagram shows a fill and a background light being used with a key light on the left.
Tell a story:
While testimonials should ideally be free flowing, there usually needs to be some restraint and general direction. You are wanting to lead the “subject” and of course the viewer when they watch the video.
Now this is not truly scripting in its purest sense but having some salient points that need to be conveyed in a particular order helps to make the process of delivery and then absorption of the information more natural and easier for both performer (subject) and viewer.
In order to do this you need to think creatively about what the message will be and how it will be delivered, story telling is also an art and you may wish to incorporate humour, a certain way of talking (regional accents) or many other techniques that will inform the viewer to the base meanings of the video.
Quality of video:
Arguments rage over what constitutes a quality image in video, but whatever the quality you want to obtain, the truth is that for many companies the end product will probably be hosted on a video sharing site such as Youtube or Vimeo or a number of other providers of this service.
And the thing to bear in mind is this; if this will be your end home for your edited video, you could potentially get away with using Flip style video for fairly decent quality testimonials instead of spending more money on more professional equipment.
There is a rule called “GIGO”, this stands for “garbage in garbage out” and is related mainly to technical specifications of the equipment you use, so for example, you can not expect to provide true HD quality video from a Flip phone even though they claim to capture full HD. Why? This is not true HD by a long shot as the incoming images are compressed to death, mainly due to being captured on a tiny sensor barely large enough to capture VGA (640×480) at full quality, coupled with the fact that data needs to be captured in huge quantities at fast speed by tiny micro processors in order to capture the stream of images onto a Flip cameras memory.
So are cheap Flip type cameras rubbish for video testimonials?
Not at all, so long as you do not expect to blow the images up to full screen on your HDTV or large presentation screen and expect HD clarity at any point and only actually want the edited video to look half decent on a Youtube channel then by all means go ahead.
Areas that Flip style video acquisition will suffer include:
Sound quality (lack of quality mic), image quality (grain and light issues due to small sensor), and depth of field.
With the above points noted the truth is that given the right team and a little know how you can obtain good quality videos that have a more natural feel as the cameras used are not in any way intrusive and the subject is often at ease a little more when talking to a smaller camera.
So there you go, a few professional tips to get you started on video testimonials, done right they are a truly fantastic tool to convey messages and information, but beware, done badly they can prove to be a negative reflection on your company so the decision is as always up to you on how you go about including this powerful tool into your social media arsenal.[x_section class="mailchimpformposts" style=" border: 1px solid rgba(0, 0, 0, 0.075); padding: 45px;" bg_pattern="http://www.aimsocial.com/wp-content/uploads/2014/12/aimsocial-bg.png"][x_row ][x_column type="1/1"] [/x_column][/x_row][/x_section]