Client testimonial videos are among the most persuasive pieces of marketing content a business can create. Unlike written reviews, they allow prospects to see and hear a satisfied customer share their experience in their own words, complete with facial expressions and genuine emotion.
That authenticity builds trust and helps potential clients picture themselves achieving similar success. Whether you’re a start-up or a national brand, a well-crafted testimonial can shorten the sales cycle and provide compelling proof that your product or service delivers.
But even the most enthusiastic customer needs guidance to shine on camera.
A testimonial video should feel natural and unscripted while still covering key points that reinforce your brand message. Without a clear plan, interviews can drift off topic or miss crucial details. This is where a thoughtful scripting process comes in – one that balances structure with spontaneity.
Follow these five steps to create a client testimonial video that captures authentic emotion while ensuring the right story gets told.
1. Identify the Core Message
Decide the single most important takeaway you want viewers to remember. Everything else supports this key idea.
2. Map the Story Arc
Think in three parts:
The client’s challenge
Your solution
The positive outcome or change
3. Draft Prompts
Instead of rigid scripts, prepare open-ended questions or prompts. Here's a section of our framework from a recent interview with Framestore about their work on the live action version of How To Train Your Dragon:
How To Train Your Dragon has something of a fan base. What VFX challenges come with creating dragons that feel real, but honour the animated version?
This project took you two and half years. And you travelled. A lot. Where and why?
Where do practical effects and CG align on a project like this?
What impact have the films had on the audiences?
Why do you think events like Rainbow Conference are important?
How would you encourage people to attend or sponsor next year's event?
These encourage natural conversation and open up more questions that you can ask during the interview or testimonial recording.
4. Plan B-Roll Shots
List supporting visuals – team interactions, product demos, office scenes – to enrich the narrative. You don't have to prepare a full shot list for these, but know what sections are going to be must-haves.
5. End with a Call-to-Action
Ask the client to share advice or encouragement for viewers considering your service.
The best testimonial videos feel genuine, not rehearsed. A light script ensures key messages are covered but it's important to leave room for real emotion and honest answers.
