When it comes to selling, trust between producer and consumer is crucial. Testimonial videos are great ways to back up product claims that you make as an advertiser. Consumers will believe their neighbor before they will believe a stranger. The key idea is to hit the sweet spot where the person being interviewed is obviously not an actor but they can display their expertise and make a recommendation accordingly.
Recently, Brian Garr and Ted Eckel, Associate Creative Directors of the BCH Creative Team decided to share a little knowledge. Having brains like they do, they often have to relieve the pressure of their enormous expertise by sharing some pointers with the world at-large. Usually, no one is recording their off-the-cuff brilliance, but today they let me in on some tips for shooting testimonial videos.
Brian Garr and Ted Eckel
This is the number 1, paramount, most-important, basic rule. The people are there to talk, so facilitate their talking as much as possible. Don’t just throw them in front of the camera right after meeting them. Take some time to banter with them ahead of time so that conversation will occur instead of regurgitation.
2. Be mindful of the context & medium
When setting up testimonial videos always remember the why and how of the whole process. Keeping these two concepts fresh in your mind will allow you to be more consistent with your shooting and the questions that you are asking.
3. Start with open-ended questions
A wide net catches more fish. But you’re looking for a Pacific Blue Marlin not a Catfish. Start with a wide question (What do you like about…?) and listen to their response. Then ask reactive questions from there (That part about X was interesting, could you talk more about that?).
4. Develop a system to mark footage
Having a great interview shoot is all well and dandy, but having a great interview shoot AND effectively marking your footage will get you on your editor’s Christmas card list. There are different ways to do this: cutting after every question, deleting poor footage during the shoot, coming up with a phrase to say when beginning to tape, etc. Find a way that works for you, your crew and your editor and you will save hours in the studio.
5. Pauses (Let them finish)
Letting the person being interviewed finish has two great benefits: First, you are not stepping on their words at the end of the clip, which can be very difficult to edit out. And second, it allows the interviewee to maintain their flow and train of thought.
6. Staging
Depending on the location of the shoot, there are several things to consider. Background noise can disrupt the audio. Poor lighting can skew the visual. Other people may throw the whole thing off with a cell phone or a crying child. Consider the basic elements of shooting film (audio/visual) in regards to your location and prepare accordingly.
Lighting Diagram
7. Mistakes
This person is not an actor. They will make mistakes. It is your job to help guide them back on topic and to keep them talking. At the beginning of a shoot, this task may be easier than at the end of a shoot when patience is diminishing. Remember that point as well!
8.Take a Break
When mistakes are piling up or you can’t get the talent to use the right verbiage, consider taking a break. This can allow everyone to cool their jets and to resume some of the banter with the person being interviewed that you created at the beginning. Pro tip: leave the camera running just in case you get a golden sound bite.
9. B-Roll
While you are at the shoot, be sure to get some B-Roll for your editor. Keep a log while you are filming of any specific things people talk about in their interviews. Then get footage of said item to use to tie everything together back at the studio.
What is your #10 tip for shooting testimonials?