How to Use Customer Video Testimonials to Grow Your Small Business
TL;DR – Why Your Small Business Needs Customer Video Testimonials
Video builds trust fast – Seeing real customers speak on camera creates authenticity that text reviews can’t match.
They boost conversions – Video testimonials help new leads feel confident by addressing objections and showing real results.
They’re easy to create – All you need is a happy customer, a phone, and a few guided questions. No fancy equipment required.
They’re versatile – Use them across your website, social media, emails, and sales pitches to build credibility at every touchpoint.
Asking isn’t awkward – With the right timing, questions, and tools, getting customers to say yes to a testimonial is simple and natural.
People trust people. Not ads.
That’s what countless studies keep proving and it’s never been more true than right now. In fact, 88% of consumers say they trust recommendations from real people over any other type of marketing.
As a small business owner, that stat should grab your attention. Because here's the reality: no one cares what you say about your business. They care what your customers say about it.
Enter: customer video testimonials.
Not written reviews. Not polished commercials. Just real people, sharing real stories, on camera. These short, authentic videos are one of the most powerful (and underused) marketing tools in your toolbox.
Why? Because they show your results in action. They speak directly to future customers who are still on the fence. They cut through skepticism, build trust fast, and help you close more deals, without sounding “salesy.” Video testimonials are a powerful form of user-generated content that build trust and credibility fast. Explore the impact of user-generated content on modern marketing strategies.
In this article, I’ll walk you through exactly why these testimonials work, how to get them, and what to do with them once you have them. Whether you're just starting out or looking to grow your brand’s authority, this one strategy can completely change the game.
What Are Customer Video Testimonials?
Customer video testimonials are short videos where your real customers talk about their experience with your product or service. They share what problem they had, how your business helped, and what results they saw.
Unlike written reviews, video testimonials feel more personal. Viewers can see facial expressions, hear tone of voice, and feel the sincerity behind the words. It’s not just a statement, it’s a story.
These videos don’t have to be fancy or overly produced. In fact, many small businesses find that simple, authentic videos recorded on a phone work just fine. What matters is the message.
Why Choose Video Testimonials Over Other Formats?
There are lots of ways to show social proof: online reviews, star ratings, case studies, and more. But video stands out—and here’s why:
1. They Build Trust Faster
According to Forbes, seeing a real person speak on camera builds credibility in a way that written text can’t. It’s much easier to trust a person you can see and hear.
2. They Hold Attention Longer
People are more likely to watch a short video than read a long review. And they tend to remember what they watch.
3. They Show Emotion
A happy customer’s excitement is contagious. The tone of their voice, their body language, and their expressions all work together to make their message more powerful.
4. They’re Shareable
Video content performs better on social media. If someone’s testimonial is especially moving or funny or inspiring, it’s more likely to get shared—bringing your business in front of more eyes.
Why Customer Video Testimonials Are a Necessary Marketing Tool
Video testimonials are no longer a “nice to have.” They’re expected.
Companies using employee or customer-generated video build trust faster, close deals quicker, and stand out from their competition. The more you understand your audience, the more powerful your testimonials will be. Learn how to define your ideal customer through audience avatars.
For small businesses, customer video testimonials can:
Increase conversion rates by giving new leads the reassurance they need.
Shorten the sales process because they address common objections.
Boost SEO when embedded on your website with the right keywords and metadata.
These videos are proof that you deliver on your promises. When people are unsure about making a purchase or hiring a service, seeing someone like them talking about a great experience can be the final push they need.
How to Collect Video Testimonials From Customers
Collecting great video testimonials doesn’t need to be complicated. Here’s how to get started:
Step 1: Identify Happy Customers
Look through your emails, DMs, or past reviews. Who has already told you how much they loved your service? Start with them.
Step 2: Make It Easy
Use tools like StoryPrompt or even just a shared Google Drive folder where they can upload their video. Offer to hop on a Zoom call and record it there (I really like doing this one).
Step 3: Provide a Simple Guide
Give them a list of questions to answer. These can be things like:
What was your challenge before working with us?
What made you choose our business?
What results have you seen?
Would you recommend us to others?
Step 4: Edit Lightly
Trim the video to keep it short and engaging—aim for under 2 minutes. Add subtitles and your logo for branding.
Where to Publish Customer Video Testimonials
Once you have the videos, don’t let them sit in your files. Get them in front of people. Your testimonials should be easy to find and visually integrated into your site’s design. Ensure your website is optimized to highlight customer testimonials. Here’s where they can go:
Your Website
Put testimonials on your homepage, product pages, and service pages. They help people decide faster.
Social Media
Instagram, Facebook, LinkedIn, and TikTok are all great places to share these videos. Tag the customer (with permission) to increase reach.
Case Studies
Use video testimonials as part of a case study that walks through the customer’s problem and your solution.
Video Streaming Sites
Upload them to your YouTube channel and optimize the title and description with keywords.
Third-Party Review Sites
Some platforms allow you to link or upload videos to your business profile.
Prospecting Meetings
If you're pitching a new client, include a testimonial video to show proof that your service works.
Use them in your email campaigns or follow-ups. A short, authentic video can boost click-through rates.
Events
If you’re presenting at an event or trade show, play a quick reel of customer stories to build trust with the audience.
How to Ask Your Customers for a Testimonial Video
Asking can feel awkward—but it doesn’t have to be. Here’s a low-pressure way to approach it:
1. Don’t Ask Too Early
Wait until the customer has seen results and is genuinely happy (obviously). Timing is everything.
2. Wait Until They’ve Given You Positive Feedback
If someone compliments your work via email or in person, that’s your cue. Respond with a friendly ask.
3. Ask Over Email
It gives them time to think and respond. Keep it short and personal.
4. Offer All the Details
Tell them what to talk about, how long it should be, and how they can submit it. Make it feel simple.
5. Don’t Offer an Incentive
Incentives can make the testimonial feel biased. Instead, just be grateful and highlight how much it would help others.
6. Choose the Right Questions
Keep the questions simple and open-ended so their answers sound natural.
Tips for Getting Customers to Shoot Their Own Testimonial Videos
1. Check if They Have the Right Equipment
A phone with a good camera is usually enough. Ask if they can find a quiet, well-lit spot to record.
2. Assure Them That It’s Easy
Many people are nervous about being on camera. Remind them it doesn’t have to be perfect—just honest. Remind them that they can take a look at the final video and decide if they want it published or not.
3. Offer to Help Them Through It Step-By-Step
Hop on a Zoom call, or guide them through setup. Show them examples to give them confidence.
4. Encourage Them to Just Tell Their Story
Tell them to speak from the heart and talk like they’re chatting with a friend. Realness is what makes the video powerful.
Conclusion: Real Stories Drive Real Results
Customer video testimonials aren’t just “nice to have” anymore. They’re essential. In a world overflowing with ads, people are tuning out the noise and tuning in to authenticity. These videos give your small business a voice your audience can trust: not yours, but your customers’.
They show what you do, how well you do it, and—most importantly—how it helps real people. They create social proof. They build trust. And they make future buyers feel confident before they ever speak to you.
Remember: it doesn’t need to be complex or overproduced. A heartfelt two-minute clip from a satisfied customer can do more than any paid ad ever could. Video testimonials are just one piece of your overall marketing strategy. Discover additional digital marketing strategies to grow your small business.
At Schulze Creative, we help small businesses get these stories told the right way. Whether you're starting from scratch or want help polishing and placing your testimonials where they’ll actually convert, we’re here to make it easy.
So if you're ready to turn happy customers into your most powerful marketing asset, now’s the time. Book a free marketing consultation today.
FAQ: Customer Video Testimonials
What makes a good customer video testimonial?
A great testimonial is short (1–2 minutes), specific, and emotionally engaging. It tells a story: what the customer struggled with, what solution they found in your business, and how things improved.
How do I ask for a video testimonial without sounding pushy?
The best time to ask is after they’ve had a good experience. Mention how much it would help other small business owners and let them know it can be as simple as recording on their phone.
Do I need to hire a videographer?
Not necessarily. For many small businesses, a well-lit phone video works just fine. If you want to polish things up, Schulze Creative can provide a list of contractors that can help with editing or filming.
Can Schulze Creative help with testimonial videos?
Kind of. We do not provide video or editing services in house, but we have a list of trusted, vetted contractors that we would love to send your way! We want to make it as easy as possible for you to get customer video testimonials.
Where should I use my customer testimonial videos?
Use them on your website, social media, emails, and even in sales meetings. We help you place them where they’ll have the biggest impact.
What if my customers are camera-shy?
That’s totally normal. Use strategies to make the process easier—like Zoom interviews, guided scripts, or even voice-over testimonials.
