Content formats
Testimonial video
What is Testimonial video?
A testimonial video features a real customer or user speaking on camera about their experience with a product or service, capturing tone and personality in a way that written reviews cannot. Brands use the format to build credibility by letting an actual person describe a genuine outcome.
When you'd use it
- 1When a sales cycle is long and prospects need social proof before they will convert.
- 2When a written review exists but lacks the credibility of a real person speaking on camera.
- 3When a new audience segment needs to hear from someone who looks like them and shares their problem.
- 4When a product claim needs third-party validation to be believed.
- 5When retargeting ads need a format that builds trust with viewers who have already seen product content.
Example
A skincare brand collected 15-second UGC testimonials from customers by sending a one-question prompt: 'Describe what your skin looked like before and what it looks like now.' The resulting video ads, each featuring a different customer with a before photo in the first frame, achieved a 4.2% click-through rate against the brand's baseline of 1.1%.
Use cases
- 1Cutting a satisfied customer's recorded call down to the two sentences where they describe the result.
- 2Filming a customer in their own environment to ground the testimonial in a recognizable context.
- 3Pairing an on-screen quote with the speaker's face and name so the endorsement feels attributable.
Make on-brand short-form video from the footage you already have.