Let Your Customers Speak For You: Four Ways to collect videos from customers

The best spokespeople you have for your products are satisfied customers who are willing to share their experiences. Written product reviews and testimonials don’t carry as much weight as they used to, as consumers mistrust the validity of the statements made. A better way is to collect videos from customers, because tone of voice, posture and enthusiasm speak volumes more than words. As you start to collect videos from customers you will run into one of five ways to do so:

  1. Film Crew: This is most prevalent with large companies, think eHarmony, and for this type of video you send a crew out to talk to customers about their experiences.
    • Pros:
      • Professionally developed video
      • Customers don’t have to take initiative on their own
      • You can cherry pick the customers most likely to say positive things
    • Cons:
      • Can come across as coerced
      • Hard to capture authenticity
      • Sending out a crew will become very expensive over time
  2. Skype Interviews: For this type of customer video you make a Skype call and record the customer’s experience. The customer can do the interview from their home or office, so they don’t have to put in much effort to do it.
    • Pros:
      • You can guide the discussion and ask questions
      • Edit out content that you don’t like or doesn’t fit your message
    • Cons:
      • Video quality is amateurish at best
      • Too much input from you robs the video of its realism
  3. YouTube: Online video sites like YouTube or Vine are a fantastic way for people to post videos about any topic or idea that they want. Encouraging customers to post about their experiences on YouTube creates buzz and an unfiltered look at your company.
    • Pros:
      • Videos posted directly by customers are as real and authentic as you can get
      • Customer creativity is almost always going to be better than anything you can come up with and gives your message a chance to go viral
    • Cons:
      • You have no control over what gets posted
      • Bad experiences can saddle your company with an image that is hard to shake
      • Customers have to take the initiative to not only make the video, but upload it and many will never do so
      • Often the videos are made on mobile phones, which means very poor lighting, shaky videos and lots of background noise
  4. Video Services: Finally, you can hire video services, like VideoGenie, to collect videos from customers. A video service provides moderation and back end support that give you greater flexibility with the videos you collect.
    • Pros:
      • Combines the authenticity of customer created videos with the control over content that you have when you make the videos yourself
      • Protects your brand and message
      • Integrates well with the mobile web for faster uploads and responses
      • Assistance in motivating customers to make videos
    • Cons:
      • These are paid services, so your costs will go up slightly
      • May take a while to get up and running

As you grow your business, letting customers speak for you is the most effective way to spread your brand message and reach out to potential customers. A solid video testimonial strategy gives you an edge over the competition by adding the voice of common people, and representatives of your target customer base, to your other marketing materials, instantly providing credibility and authenticity to the message.