A video review on its own is not necessarily useful for your business. But a good review, or even better a great review, now that’s a whole other story.
What makes a video review outstanding? Well, first the reviewer needs to be interesting and engaging. That part is somewhat down to your business's level of effort as you have to ask enough people for feedback to ensure a high percentage of positive video testimonials. But second, the review needs to answer questions of value to the viewer. With a little coaching, you can prompt your customers to answer the most valuable questions relevant to future prospects through carefully selected "seed" questions.
So, here we go. 10 questions you can ask customers to help turn a good video review into a great one.
1. What was the purpose of your visit? What product or service did you buy or use?
It is important to set the scene so that potential customers know what specific service or product is being recommended to them. Consumers are seeking information that is applicable to their particular needs, so getting testimonials from a wide range of customers can extend your reach. By encouraging the reviewer to describe the problem they were looking to solve when working with your business, potential customers can envision a resolution to their problem as well.
Additionally, having the context around which problem the customer was trying to solve, and which product/service they eventually chose, will help you to use that video in a more targeted situation. For example, if the video is about product X, put it on the product page for product X. Or in ads about product X. Or in emails to prospects who have expressed interest in product X.
2. How long have you been using our product or service?
Whether the reviewer is a first-time customer or has been working with your business for years, this question can carry a lot of weight. If they are a loyal patron, this illustrates the consistency and quality of your product or service and demonstrates the trust that has been built between you and your client base. If the reviewer is a new customer with a lot of good things to say, this signifies to potential customers that their experiences will be positive right from the start and that your business values all of its customers rather than just the long-term ones. Both are valuable and can be used in different scenarios.
3. What was the experience like? How did you feel while doing business with us?
Transactions are more than facts and figures - people want to know what kind of experience they can expect from your business. And they want to hear it from consumers like them. This question elicits a more detailed and emotive response that is more likely to reach prospective customers and convince them to try your business out for themselves.
If you’re more interested in a review of the experience, send requests for user-generated videos soon after the customer leaves the business - the same day in most instances. The experience will be top-of-mind, and presumably, the customer will not have specific feedback on the product yet.
4. How did you find us? Did someone recommend us to you?
Whether through digital word-of-mouth such as text and video reviews or via your brand’s marketing content, the answer to this question can demonstrate the integrity of your business. If the reviewer heard about you through your company’s advertising and had a positive experience with your product or service as a result, this illustrates that your customer experience is as good as you say it is. On the other hand, if the reviewer heard about you through other delighted customers, this enhances the peer-built trust that makes video testimonials so effective.
5. How was our product or service better than other ones you’ve tried?
It is important to set yourself apart from the crowd. It is one thing for a customer to say that they had a positive experience, but another thing entirely to say that your product or service is the best in the business. Also, humans are hard-wired to think about everything in relative terms. Prompting a comparison may shift their expectations favorably and generally makes this question easier to answer. It will get them talking naturally.
6. Would you recommend our business to others? If so, why?
As we know, customer testimonials can be used to persuade potential customers. It’s good practice to ask the reviewer to elaborate on why they would recommend your business to others, as opposed to a question that only elicits a “yes” or “no” response. Their reason might really resonate with a viewer and that could be the difference between winning a new customer or not.
7. How would you describe your experience in three words?
According to Forbes’ findings, viewers retain 95% of a message when they watch it on video, compared to 10% when reading it in a text. This is one of many factors that make video testimonials an effective marketing tool and asking reviewers to pull out a few adjectives that best summarize their experience can maximize viewer retention by providing the feedback in a quick, digestible way. The output could also just be more fun or entertaining than some of the other prompts.
8. If a friend or family member wasn’t convinced about trying our product/service, what would you say to bring them on board?
Asking a customer to address the audience as they would a friend can help the content feel more natural, conversational and authentic. A question like this encourages the reviewer to speak more passionately about your product or service and makes potential customers feel that they are listening to a trustworthy peer, as opposed to an advertisement. A casual style may also make the feedback more appropriate for social media, thereby increasing the number of places it makes sense to share customer video reviews.
9. What tips would you pass along to other customers?
Social proof is a powerful decision-making factor, as consumers are much more likely to trust a brand that others already have obvious confidence in. Receiving tips from fellow customers will help viewers feel more prepared to make a decision and comfortable giving you their business.
10. Is there anything else you’d like to add?
This question allows the reviewer the opportunity to add a personal flair and make their testimonial unique. In doing so, this allows the audience to feel as though they are being spoken to directly, which creates a higher level of trust amongst prospective customers.
The questions you ask can add that little something extra needed to go from good to great.. When a video testimonial includes the right content, it can be one of the most effective tools for marketing your business. You should be able to craft your testimonial prompts togather genuine, digestible, unique feedback to build a foundation of trust and credibility between you and your potential customers. To learn more about how to leverage testimonial videos, check out our Complete Guide to Video Testimonials for Businesses.
I grew up in rural Vermont, enjoying the woods, mountains, and wonderfully strange people. In 2019, I graduated from St. Lawrence University, where I studied Sociology, Religious Studies, and Peace Studies, and lived in the Performing Arts house on campus. When not responding to reviews here at Widewail, I love to cook, watch Liverpool FC, and sing and play music with my friends.