Testimonial videos—stories from real people—are a tried-and-true way to tell an organization’s story. But a poor video can actually hurt your image.
Here are nine things to watch for to ensure that your testimonial videos represent your company well:
- Camera bounce. Yes, in some reality-type videos this can work, but it’s like a sentence fragment. It should only be used intentionally.
- Inadequate lighting. Check for good skin tones and heavy shadows on faces.
- Uneven sound levels. Make sure the sound is at a consistent level, and clear and free of muffled background noises.
- Poor speaker appeal. Careless grooming and sloppy apparel detract from credibility, so be sure to tell your subjects what you expect before they show up for the filming.
- Poor framing. Tight crops help the viewer focus—while busy backgrounds can distract. A simple rule of thumb: Use only as much background as needed to help convey the story.
- Unprofessional editing. Avoid things like sloppy transitions, for example, that scream amateur.
- Lack of variety. Mix up the talking heads with graphics, still images and other techniques that break it up visually.
- Lagging momentum. Often, this is a result of not editing rigorously enough, so ask yourself if the content can be trimmed.
- Needless graphical treatments. Flying titles and flashy effects aren’t always an improvement, so use them with discretion, making sure that they support rather than distract from your testimonial.