The Power of Video Testimonials for Tech Startups

From the work of social psychologist Robert Cialdini, we know that social proof can give you a big leg up in your efforts to push a buying decision. When you’re working in the competitive world of tech, people want to know that others like them have used your products and enjoyed them too. 

The go-to tactics for social proof are reviews, testimonials, references, and case studies. What people say about your business on Google, on their social media, and on tech forums are all largely text-based. We’re here to make the case that company-created video testimonials are better and more persuasive.

Why video testimonials work

Firstly, prospects simply don’t have the time to read. Demand Gen Report’s (DGR) 2019 Content Preferences Survey discovered that 73% of business buyers say they have less time to devote to reading and research. However, many noted that they are willing to spend 10-plus minutes with interactive, visual, and audio content.

Furthermore, video is simply more engaging. A 2021 working paper by the National Bureau of Economic Research observed that in the startup world when it comes to pitching to stakeholders: “beyond content…the delivery in persuasive communications matters for the final outcome—features like facial expression, tone of voice, or diction of speech—can be impactful. These persuasion delivery features go beyond static traits of persuaders like how they look. Instead, these features are dynamic and multi-dimensional.”

People need to see to believe. Whether you’re looking to attract talent, influence buying decisions, or raise funding for your startup, video testimonials are a tool you simply cannot do without.

How do you structure a video testimonial? 

There are 4 key elements that make up the structure for one of the most common testimonials you’ll see in the wild: customer testimonials. Customer testimonials are useful whether you’re looking to generate leads, encourage investment, or just build your brand. A video testimonial tells a story and should also have four basic narrative elements that a story cannot do without: character, conflict, resolution, and an impactful ending. 

1. Character: Introduce the Interviewee 

Choose interviewees your target audience can connect with. Are you aiming at B2B sales managers? Then have a B2B sales manager take the lead in your video. Briefly introduce them, focusing on commonalities they may share with your audience. One way to do this is to present the customer’s name, title, and company in a lower-third graphic in a corner of the screen. If you’re creating multiple video testimonials, ensure that there are diverse interviewees so that diverse audience demographics are sufficiently represented. 

2. Conflict: Describe the problem the interviewee was facing

Go into the specific challenges or pain points the customer was facing before they found your product or service. For instance, suppose your customer, a busy B2B sales manager was finding it troublesome to juggle between different apps to manage their customer relationships and streamline their communications while overseeing a team of reps. Their texts, emails, phone calls, and more, were all over the place and they struggled to keep track of their sales pipeline. Agitate the chaos, the errors, and poor sales performance that resulted and the inability of current solutions to meet their needs. Then, segue into how your product or service tackled their needs.

3. Resolution: Explain how your startup’s product or service solved their problem or added to their life in a positive way

This is your opportunity to showcase the benefits of your product or service.  Dive into how your startup’s offering presented the perfect solution to the customer’s problems. Here are some details you might want to highlight:

  a. Describe the discovery process: Explain how the customer found you and why they chose your product or service over other options in the market.

   b. Highlight the delights: Have the customer mention what they loved most about your offering. This could be how easy it is to use your product or the responsiveness of your customer success team. Were there any unexpected outcomes? Have the customer mention any positive results that were not initially anticipated.

   c. Share the implementation process: Allow the customer to describe the specific way in which they use your product or service and get their stakeholders on board with it so the viewer can get an idea of how it might fit into their lives. 

4. The End: Conclude your video with a recommendation

Most persuasive communications end with a call to action, but a testimonial is a credibility-building tool that comes along when the prospect is researching and weighing options. Here’s where an emphatic endorsement works better. The customer should explicitly recommend your product or service to others facing similar challenges. You can also close with a memorable quote or key takeaway that reinforces the overall message of the testimonial.

Making your testimonials stand out

We’ve covered why video testimonials provide a competitive advantage and the elements needed for their production. But we’re still contending in a saturated market where everyone’s onto the power of video, and people, with dwindling attention spans, tend to drop out of watching a video if it doesn’t engage them. 


Source: Why People Stop Watching Your Videos (And How to Avoid It!) | The TechSmith Blog

According to 2018 research by Techsmith, people stop watching a video either because it’s boring, the quality is poor, or it doesn’t deliver on the viewer’s expectations. Here are a few ways you can overcome these factors.

1. Work with Rock Creek Productions

As you can see from the data above, a key reason why people drop out of watching a video is because the quality was poor. Partnering with our professionals at Rock Creek Productions can strategically address that. Our team comes with top-of-the-line audiovisual equipment and experienced video storytellers who can help you create a video that’s engaging, well-scripted, and able to keep the viewers’ attention. This increases the persuasive value of your customer testimonial and adds to your credibility. 

2. Deliver on the promise of your video title and description

The number one reason why viewers decided to watch a video in 2018 was that the title and description intrigued them. The video and description make a promise that viewers expect your video to deliver. If your video testimonial fails to do that, viewers will stop watching midway. Take great care in making your video title, description, and thumbnail crisp, attention-grabbing (not like clickbait), and most importantly, reflect the content of your video.


Source: Why People Stop Watching Your Videos (And How to Avoid It!) | The TechSmith Blog

3. Get granular with the details

Here’s where the storytelling adage “show, don’t tell” comes in. Encourage your interviewees to share specific metrics, such as time saved, cost reduction, or increased productivity, that demonstrate the positive impact of your product or service. Use graphs, diagrams, and animations liberally, but also focus on the emotional, qualitative value that comes from your offering. 


Go beyond the basics with Rock Creek’s video testimonial services

Rock Creek Productions is one of the foremost video production companies based in the DMV area. Our team of experts has a close understanding of the unique needs of the tech industry and will guide you through every step of the testimonial creation process, from planning and scripting to shooting and post-production. And it’ll be one that follows best practices but also stands out from the crowd. Don’t let your startup miss out on the immense potential of video testimonials. To see an example of what our testimonial videos look like, check out the testimonial video we made for Ekso Bionics.

Reach out to us today and unlock the power of authentic customer stories to elevate your brand and drive growth.

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