How to make testimonial videos that feel real (and work)
Most testimonial videos feel fake. The pacing is slow, the answers are scripted, and the viewer tunes out before the value lands. But real testimonials — the kind that sound like a friend’s recommendation — can outperform polished brand ads.
Here’s how to create testimonial videos that work.
1. Use real customers, not actors
People can tell the difference. A real customer fumbles slightly, laughs mid-sentence, or talks with emotion. That’s what makes the video credible. Avoid overly perfect reads or obvious talking heads.
2. Ask better questions
Don’t ask, “How do you like the product?” Instead, ask:
“What problem were you trying to solve before this?”
“What changed after using it?”
“Was there a moment when you realized it actually worked?”
“What would you say to someone on the fence?”
These questions surface stories, not surface praise.
3. Keep it short and sharp
Edit aggressively. You don’t need the full backstory. You need the moment of impact — the shift, the result, the excitement. A good testimonial can be 15 to 30 seconds long and still feel powerful.
4. Show, don’t just tell
If possible, add B-roll of the product in use. Overlay the result. Use captions to reinforce key phrases. Let the viewer see the outcome, not just hear about it.
5. Format it for feed
Shoot vertical or 4:5. Use clear text overlays. Add subtitles. Make it look native to TikTok or Instagram — not like a company made it.
Final thought
Trust is the most valuable currency in video ads. Real testimonials give you that. So skip the script. Ask real questions. And let your customer do the selling.
Want to avoid the five most common video ad mistakes?