A testimonial is different from a review. In a review, you assess a product. In a testimonial, you tell your own story: what the product has meant to you. Brands often use testimonials in ads, because a personal recommendation from a real person is very convincing. But only if viewers believe it.
What makes a testimonial credible?
- Real experience. You can only tell a credible story about a product you've actually used.
- Specific details. Specific situations and results are more convincing than general praise.
- Natural delivery. It should sound like you're telling a friend, not like you're reading a text.
- Recognisability. Viewers need to see themselves in you and your situation.
The structure of a strong testimonial
- Who you are. Briefly introduce yourself in a way that's relevant to the product and the target audience.
- Before. Describe your situation or problem before you used the product.
- The discovery. Tell how you came across the product, or why you decided to try it.
- After. Explain what changed. Be as specific as you can.
- Recommendation. End by saying who you would recommend the product to.
Example
For a fictional meal box:
- Who you are. "I work full-time and have two kids under five."
- Before. "At six o'clock I'd always stand in front of the fridge with no idea what to make."
- The discovery. "A friend told me about this meal box, so I decided to give it a try."
- After. "Now dinner is on the table in 25 minutes, and my kids actually eat it."
- Recommendation. "If you're always rushing at dinnertime, I'd definitely try it."
Specific versus general
Compare "This product is amazing, I'd recommend it to everyone" with "I used to spend half an hour every evening thinking about what to cook. Now I don't even think about it." The second sentence is much more credible, because it describes a real situation that viewers recognize.
Tips for filming
- Look into the lens. Not at yourself on the screen. This creates eye contact with the viewer.
- Talk to one person. Imagine you're telling a friend. This makes your tone warmer and more natural.
- Don't learn it by heart. Use a few keywords per part. If you memorize everything, it sounds stiff.
- Film multiple takes. Tell your story a few times. Often the second or third take sounds the most natural.
- Film close up. Film yourself from about chest height upwards, in a calm, real environment such as your living room or kitchen.
- Natural pauses are fine. A short pause or a small laugh makes you human. You don't have to deliver a perfect monologue.
Honesty and claims
Only tell what you've actually experienced, and only make claims that are in the brief. Never promise results that a product can't guarantee. When you post a testimonial on your own channels, always clearly label it as advertising.
What makes a testimonial unconvincing
Watch out for reading a text out loud, exaggerated words such as "amazing" or "life-changing", general statements without specific examples, a setting that's too polished, and claims you haven't experienced yourself.
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