The Impact of Video Testimonials on Buyer Behavior
You can say a lot in a 30-second ad—but when your customers say it for you, it hits differently. Video testimonials build instant trust, humanize your brand, and give potential buyers a real reason to believe. When done right, they’re more than kind words—they’re your strongest proof point.
Video testimonials harness the power of authentic storytelling to build trust with prospective customers. According to research, 79% of consumers say video testimonials have convinced them to buy a product or service (1). This underscores the importance of integrating genuine client testimonials into your marketing strategy.
Moreover, video content is more engaging and memorable than text-based reviews. Consumers retain 95% of a message when they watch it in a video, compared to only 10% when reading it in text (2). That kind of retention gives your brand a stronger shot at sticking with viewers—and converting them into buyers.
The Art of Conducting Effective Testimonial Interviews
Creating compelling video testimonials requires more than just putting a camera in front of a happy client. It takes preparation, intuition, and experience to draw out meaningful, persuasive stories. At Carpe Canum, we specialize in testimonial production that goes beyond surface-level praise and gets to the heart of what makes a brand valuable.
Here’s how we approach it:
- Preparation: We tailor questions that invite clients to share specific moments, challenges, and outcomes. This creates more engaging and relatable stories.
- Active Listening: During filming, we listen carefully and follow the client’s story thread, prompting them to go deeper where needed.
- Comfort-First Environment: Many people aren’t used to being on camera. We focus on making them feel comfortable, which helps them speak naturally and from the heart.
These interviews aren’t just a checkbox in the process—they’re the foundation of a successful testimonial commercial.
There’s no one-size-fits-all when it comes to how testimonials are captured. Depending on your goals, timing, and resources, we offer four types of testimonial formats:
- Sit Down Interviews: A polished, professional look with guided questions in a controlled setting. See example
- On the Fly Interviews: Captured on location with a more spontaneous, natural feel. See example
- Remote Capture: Guided by our team but filmed remotely—perfect when travel isn’t an option. See example
- Self Capture: Clients film themselves with our guidance for a raw, authentic touch. See example
Each style offers a different way to connect with audiences, and we help you choose the best fit based on your campaign needs.
Integrating Testimonials into Your Campaign Strategy
When executed well, testimonial commercials become a key component of your content strategy. They build trust, improve conversion rates, and create a human connection that scripted ads can’t replicate.
And because they can be easily adapted for use across multiple platforms—Connected TV, digital, social media, landing pages—they offer serious bang for your buck.
At Carpe Canum, we combine storytelling skills with strategic insight to ensure every testimonial we produce supports your brand goals and resonates with your audience.
Final Thoughts
Video testimonials do more than tell people what you do—they show the impact your work has on real people. They build trust, clarify your value, and move customers one step closer to action.
At Carpe Canum, we have extensive experience turning testimonials into persuasive CTV commercials that connect with audiences and drive real results. We know how to capture authentic stories and shape them into powerful creative that feels personal, relatable, and memorable.
Want to use testimonials to elevate your next campaign? Let’s talk.
Sources:
(1) Wyzowl – Video Testimonial Statistics
(2) Wisernotify – Video Testimonial Stats