Producing a Client Testimonial Video, the best ways to do it

Client testimonial videos are invaluable tools for showcasing the credibility and effectiveness of a business. With over a hundred interviews and client review videos under our belt, we’ve honed a simple yet effective approach to producing compelling testimonials. We have done them for documentaries, behind-the-scenes films, and corporate video testimonials. Here’s a comprehensive guide on how to produce compelling client testimonial videos that leave a lasting impact:

We meet several personalities before the camera and are often complimented on our approach to building quick rapport with them. This is evident from their calm relaxed nature when sharing feedback and responses. See our in-house testimonials.

An associate of mine preparing for her interviews for a documentary asked me for some direction. The following is an extract from the email I sent to her.

1. The Release form

Before diving into the production process, it’s essential to prioritise legal and ethical considerations. Obtain written consent from the interviewee through a comprehensive release form. This 1 paged document is to be signed by the interviewee prior to filming them. This document should outline the intended use of the video, the rights of both parties, and any necessary disclaimers or disclosures. Ensuring clarity and transparency from the outset sets a solid foundation for the entire production process.

This protects the business in question by having written consent to film the interviewee. The business is spending a lot of money on your expenses, business time and resources etc. All in all, you want all parties to be happy, if the interviewee does not like the end result, you don’t want them to dictate conditions especially when there is nothing wrong with their video.

2. Get them up to speed

Any filmmaker knows time is money on set and patients 9 times out of 10 want to get their interviews out the way and done with. Don’t make them wait long. As soon as they come in, or even prior to the filming day, explain how the day is going to be structured and when, where, and how you’re going to film them. This process lets them feel like they’re part of the team and the process as establishing clear lines of communication builds trust and ensures everyone is on the same page.

3. Make them comfortable

No matter where you’re filming your interviewee, they should be waiting in a designated area out of the way of the filming that’s possible already taking place, free from wires and camera equipment. This process allows them to digest the environment and take in what’s happening as opposed to being put before a camera as soon as they enter the building. Please, please, please offer them a drink. When they take their seat lighting, camera and sound should already be in place and only require minor tweaks.

4. Client Testimonial Video / Pre-Conversation

Before diving into the interview, take the time to establish a rapport with the interviewee. Engage in casual conversation to help them relax and feel comfortable in front of the camera. This pre-conversation not only helps alleviate any nerves but also provides valuable insights into the interviewee’s personality and communication style.

Chances are they’ll be open to conversation to settle any nerves they might have. If they don’t find their work interesting ask them if they have any hobbies or interests that keep them busy? All this will warm the interviewee up and ready for their Q&A.

Additionally, use this opportunity to review the interview questions and address any concerns or clarifications. By building a genuine connection and setting clear expectations, you lay the groundwork for an authentic and compelling testimonial.

  • Have the interviewee settle into their seat
  • Ensure lights and the shot looks great
  • Check sound
  • Remove any unwanted things in the background
  • Ask the interviewee how their week’s been (or weekend)

5. The Questions

Chances are the interviewee will see the questions before the interview. If not, not to worry. Let them know you’ll be queuing camera and sound so they won’t think you’re talking in a foreign language.

When the camera rolls let it. In my early days I’ve been guilty of start/stopping the camera for individual questions and I can tell you it is a flow killer! Let the camera roll, let them make mistakes and keep going. You’ll find that when the interviewee gets their rhythm they’ll be answering questions giving you fuller answers. Depending on your filming and editing approach you may also suggest for them to repeat the question in the answer. All the above makes for a relaxed natural client testimonial video.

Encourage them to speak from the heart and share their honest thoughts and experiences. Avoid scripting or rehearsing responses, as authenticity is key to a compelling testimonial. Instead, guide the conversation with open-ended questions that elicit meaningful insights and anecdotes.

6. Have them look slightly off camera

9 times out of 10 the interviewee will talk slightly off camera, a style and tone adopted from documentary style filming. This gives the viewer a sense of a ‘fly on the wall’ the third person in the room approach as if sitting in on a conversation. However, you may opt for your subject to talk directly to the camera, there’s no right or wrong approach, it’s just a matter of preference.

7. When the client testimonial video is done…

Finish with reassuring the encouraging the interviewee that the interview went well (It went well, trust me), letting them leave on a positive note. Let them know they can check the interview in a couple of weeks when it’s live on the clients’ website, so they can see they came across as good as you said they did, they’ll be eager to share it among friends and family, thus further helping their business in question.

8. And done

The above filming of testimonials is just one of many ways of filming them, each filmmaker will have their own approach, I’ve found the above to be effective over the years and hope you’re able to take something away from it to use in your own work, whether you’re filming on an expensive camera or even from your smartphone.

9. Editing the client testimonial video

Once the filming is complete, it’s time to bring the testimonial to life through the editing process. Share the style and approach of the editing process with the business in question prior to filming the interview/testimonial so you’ll be able to determine the desired tone, style and messaging. Will you be using fast or slow cuts? Punching in and out of the shot? Using a 2nd camera? Consider factors such as pacing, music, graphics, and visual effects to enhance the overall impact and engagement.

By working closely with all stakeholders, you can create a testimonial video that aligns with the client’s vision and objectives while resonating with the target audience. But don’t forget that the editing is the fun part where you get to see well-rounded answers come together from key thought out questioning.


Producing a compelling client testimonial video requires a combination of strategic planning, effective communication, and creative storytelling. By prioritising authenticity, empathy, and collaboration throughout the production process, you can capture genuine testimonials that resonate with your audience and elevate your brand’s credibility and reputation. Whether you’re a seasoned filmmaker or a novice videographer, the key is to approach each testimonial with passion, integrity, and a commitment to excellence. By following these best practices and guidelines, you can create testimonial videos that inspire, inform, and connect with your audience on a deeper level.

We hope you found this guide interesting, and thank you for taking the time to read it,



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If you would like to do a Corporate Video with video production and marketing professionals, or any other type of video, we can help you at Impress Video. We make video productions for businesses, the ones that impress. Don’t hesitate to contact us here!