How to Make a Testimonial Video That Sells Itself

A testimonial video features the opinions of a person who has used the product being advertised. In the world of content creation, many brands reach out to creators for testimonial-style videos in exchange for a free sample of the product, monetary compensation, or both.

H3: What kinds of brands commission testimonial videos?

In short: all kinds! The companies behind these range from big corporations to boutique businesses. Take a quick scroll through Instagram or TikTok and you’ll see testimonials for health and beauty products, new tech gadgets, food subscription boxes, and just about anything else. If it can be sold, it can be endorsed.

Sometimes the products in question aren’t even tangible things, but experiences—shows, for instance, will sometimes offer free tickets to creators in exchange for a video testimonial about the night out. And while brands usually make the first move, if there’s a product you’re particularly passionate about, it’s not unusual for creators to shout it out pro bono to secure a partnership down the line.

Testimonial video must-haves

If you’re going to film a testimonial, there are a few non-negotiables you’ll need to include.

• The product: First things first, you’re going to need to feature the product, likely all throughout the video. Make sure the audience gets a clear view of it (well-lit and in focus). If you can, show yourself using the item: It will give viewers a sense of how it works, as well as give you something to do onscreen.
• Your thoughts: If you’re being paid to make a testimonial, chances are you already like the product—or seem like the kind of person who would like it if you’ve never tried it before being approached. Regardless, a testimonial is an advertisement, so the audience needs to know a few key things: what the product does, why you like it, and why you’d recommend it. It’s also an endorsement, meaning you’re attaching your name to the brand by saying this is something you’d use. If you find that it isn’t the kind of thing you’d pass along to a friend, it might be wise to sit this one out.
• A perfect runtime: If the brand has requested a specific length, you need to stick within that limit. But if you haven’t been given any rules, testimonials are a place where less is definitely more. While you want to make sure you get all your points across, there is such a thing as a reel that drags: Instagram, for example, won’t recommend videos over three minutes long to new audiences, which would be a big momentum killer for something commissioned primarily to rack up views. There’s no hard-and-fast rule, but most testimonials run between 60 and 90 seconds.

1. Do your prep work. 

Testimonials can be a great opportunity to make a little cash or start a working relationship with a company, but they take effort on your part. Set aside time to actually use the item you’re talking about, and think carefully about what you want to say to endorse it. You shouldn’t feel pressured to write out a script word-for-word, but organizing your thoughts—even as a bulleted list—can help you express yourself clearly and make the most of your allotted runtime.

2. Get specific.

You’ll have to say what you think about the product, but “I like it!” isn’t thorough (or interesting) enough. Infusing your pitch with personal anecdotes about how the item has made your life better strengthens it in two ways: It makes your review feel more in-depth and well-considered, which will make the brand happy, and it makes the video more watchable, which means your viewers won’t clock a brand deal and immediately swipe past.

3. Be creative. 

When you’re hired, you’ll likely be handed a list of things the company expects you to mention, plus some parameters about how it wants the piece filmed. You should absolutely follow those instructions—you are its “employee,” at least for the moment—but that doesn’t mean you have to feel stifled by them. Bringing a unique POV or an interesting framing device to the assignment is a great way to loosen yourself up creatively while still making something audiences actually want to watch.

4. Keep it casual. 

Brands approach influencers (or even regular people in their target audience) because they want the down-to-earth, relatable marketing that can only come from a peer. If they wanted a perfectly polished, meticulously scripted review, they would have written and filmed a commercial. So while it’s important to stay professional, bring the same energy you bring to the rest of the content on your account. Don’t feel pressured to be anything you’re not. 

5. Use the rest of the tools in your kit. 

All the usual hallmarks of a good video still apply. Clean sound, thoughtful lighting, sharp editing, and interesting shots are as important as ever. If you’re new to content creation and need some pointers, check out our helpful guide.

Even after you’ve secured the brand deal, tested the product, and decided exactly what you think about it, it can be hard to translate all of those elements into one compelling video. Here are a few successful examples of creator-made testimonials.

1. The storytime testimonial

If you’re looking for a textbook-worthy reel, look no further than @naomixlee’s spot for a cleaning service. Lee starts with a great hook, implying that everyone needs one. That ensures even viewers who wouldn’t have initially been interested might suddenly wonder if they should be. (Are all the cool kids hiring housekeepers?) She then proposes a solution—one specific service—and walks the audience through the process of getting her apartment cleaned. She explains it in a familiar, storytime manner, complete with before-and-after shots and her own delighted reactions. It’s informative, engaging, and well-paced.

2. The quirky infomercial

Sometimes the best approach isn’t disguising the ad, but embracing it. In a slot for an automatic litter box, @kirby_j made something that honestly (and charmingly) evokes the infomercial craze of the ’90s. You can tell the brand asked Johnson to include quite a bit of practical information, but she still carves out room for what she likes best about the product. More important, she keeps things from getting dull with quirky graphics and sound effects, over-the-top reaction shots, and some perfectly placed cat content.

3. The hyper-specific review

Tech reviewer @mkbhd spent a full week living with Samsung's foldable phone before rendering a verdict. In the video seen here, he raves about the squared-off 5.5-inch cover screen and a hinge that snaps shut like a notebook—but also spends some time critiquing the phone’s flaws, such as subpar audio. While it may be risky, this approach works because it makes his full testimonial ooze authenticity. The takeaway for creators taking brand money: An endorsement only works if it’s honest.

4. The subtle #ad

Still, sometimes the strongest endorsements come from a creator who decides to show, not tell. In a spot for aluminum-free deodorant, Lucie Rauschnabel (@lucierauschnabel) opens with a personal anecdote about the key to her parents’ successful morning routines before casually mentioning that her mom encouraged her to switch products. Folding the deodorant into her aesthetically perfect a.m. lineup is a testimonial in and of itself. Rauschnabel doesn’t have to sell her audience on anything; she just shows how it’s an essential part of her enviable routine, presumably leaving viewers thinking, “Wow, I really want to hang out with that girl…and I guess buy that deodorant.”

Ready to represent your favorite products? Check out our testimonial call board.