Did you know that in 2021, the average attention span of humans was just 8 seconds? Surprisingly, even a goldfish has a longer attention span of about 9 seconds. With access to countless stories and videos, capturing people's attention has become increasingly challenging. This is where short videos come to the rescue, especially when it comes to marketing.
Creating video testimonials has been recognized by the best strategists as a key to success for any business. But how long should a testimonial be? Making a strong impact in the first 10 seconds is crucial, and the entire testimonial should not exceed 60 to 90 seconds. For optimal engagement, it's best to cap the length of any video at around 15 or 30 seconds. If you're unsure how to achieve this, worry not! We've prepared an in-depth guide to help you plan and create compelling videos.
What is The Right Video Testimonial Length?
The first impression matters a lot. The competition for attention starts right from the beginning of a video. So, it's important to plan your video carefully and keep it short, ideally around 15 to 30 seconds.
Before shooting the video, go over the main points and practice with a friend or the interviewer. Remove any unnecessary parts to ensure the video stays within 30 seconds. Remember, the maximum length for a video should be two minutes, as anything longer might not be as appealing as a shorter one.
To achieve this, keep these three things in mind: Begin with an excellent introduction to showcase your brand, capture their interest, and provide helpful details for them or someone they know. Then, end with a powerful closing statement to influence them and demonstrate how your product or service can positively impact their life.
What is The Best Length for a Testimonial Video in Each Segment?
Give Folks a Brief Rundown
Providing an introduction is an excellent way to start on a positive note and establish an instant connection. Ask the person giving the testimonial to briefly summarize the brand, its offerings, and its goals.
Keep the introduction short and direct. Avoid going beyond 30 seconds, or you risk losing your audience's interest.
Spark their Curiosity
If your video testimonial fails to immediately pique the audience's curiosity, you risk losing their attention. After a brief introduction, the client should share more about their experience with the product or service, allowing you to showcase it fully.
It's alright if the person giving the testimonial seems overly enthusiastic, as long as they remain truthful. Having someone with a bold or captivating personality can be beneficial in this case. The key is to keep the audience engaged for quick action. This part of the video testimonial should be limited to one minute.
Make an Impact on Their Decision
In the last part of a video testimonial, you should share more details about your company, like where people can find you online and how they can reach out if they have any questions or concerns about the product. The conclusion of the video is vital because it can turn a focused audience into potential customers.
This section of the testimonial video should not be longer than 30 seconds. Overall, it's best to keep the testimonial video under two minutes, with a preferred duration of 60to 90 seconds.
Reasons to Use Short Video Testimonials
Shorter Videos Drive a Conversion
The problem is, as marketers, and especially as video producers, we sometimes lose sight of the main objective. The goal of a video testimonial is to effectively convey the entire message to the viewer and prompt them to take the next step.
If your most valuable content is in the last part of your 3:00 video, but your viewer never watches that far, then it becomes useless.
The best course of action varies depending on who is using the video and how they intend to use it.
For instance, if the sales team incorporates a video testimonial in their personalized email outreach, their desired action is to get the prospect to schedule a meeting. On the other hand, if a marketer uses the video testimonial on a landing page, the desired next action is to achieve a conversion on that page.
Simply having views of the video is not enough; you need to achieve tangible results.
Shorter Videos Deliver a More Convincing Message
To make the person watching your video take the action you want, you need to deliver a convincing message.
If the message is incomplete, it won't be persuasive. Some marketers assume that their prospects won't watch the whole video based on data or anecdotal evidence. As a result, the viewers will always receive an incomplete message, which won't bring the desired results. However, it's still essential to create the complete message.
Thinking that way will only harm your efforts.
Why does this happen? There are a couple of reasons.
Marketers can get carried away with messaging. They believe that including more content because customers say positive things about them in the video is better. But in reality, more isn't always better.
Prospects don't want more content; they just want to understand the main points. They want to know why others choose you and if it makes sense to learn more about you. They prefer not to spend unnecessary time on this process, and they won't.
A clear and easily understood message that is watched from start to finish is more effective thana lengthy video that loses viewers' interest and fails to deliver your intended message accurately.
How to Create a Short Testimonial Video?
To make a short video, it's crucial to be prepared with your questions and script. The interviewer should ask thoughtful questions that lead to valuable content.
Here are some important things to keep in mind:
- Ask what made the customer choose your brand.
- Inquire about how your brand helped solve people's problems.
- Find out what sets your solution apart from the competitors.
- Learn what made the customer's experience special.
- Check if your customers would recommend your product or service to their friends.
Create the Best Testimonial Video with Get Camera Crew!
Choose Get Camera Crew for your testimonial videos and experience the best! Our skilled team knows how to create captivating videos that will impress your audience. From start to finish, we'll handle everything with ease, making the process simple for you. Our videos are engaging and effective, leaving a strong impact on viewers. Trust us to tell your success stories and attract more customers to your brand. With Get Camera Crew, you're in good hands for remarkable testimonial videos that boost your business!