The Power of Video Testimonials (and How to Get Them)

Customer testimonials are one of the most powerful tools in your marketing toolkit. A great testimonial builds trust, provides social proof, and helps prospects picture themselves succeeding with your solution. But while written testimonials are common, video testimonials are the gold standard for authenticity and impact.

In this blog, we’ll break down how to get customer testimonials—from asking at the right time to making it easy for customers to share their stories—with a focus on collecting video testimonials that can be used across sales, marketing, and customer success teams.

And if you work for a dealership, we have a resource just for you! Check out our blog on creating testimonials for dealers.

Why video testimonials work better than written ones

Before we dive into how to get customer testimonials, it’s important to understand why video is so effective:

• Authenticity: Video captures tone, emotion, and personality that text alone can’t deliver.

• Trust-building: Prospects can see and hear real customers, making testimonials feel more genuine.

• Shareability: Video is easy to repurpose across websites, social media, emails, and sales decks.

• Attention-grabbing: Video content is more engaging than text and keeps viewers interested longer.

A Wyzowl study found 79% of consumers watch video testimonials so they can learn more about a company, service, or product, and two out of every three customers are more likely to purchase after watching a video testimonial.

Simply put, if you want testimonials that move the needle, video is the way to go.

How to get customer testimonials: Step by step

1. Ask at the right time

Timing is everything when planning how to get customer testimonials. The best time to ask is:

• Right after a successful onboarding or implementation.

• Following a milestone achievement or measurable win.

• Immediately after a customer expresses satisfaction (via NPS survey, email, or call).

• Following a successful sale or closed deal.

When enthusiasm is fresh, customers are more likely to share positive feedback on camera.

2. Make it easy

The biggest barrier to getting testimonials is making the process too complicated. Simplify it by:

• Sending a “reply with video” request using Covideo. (Customers can record via a link without even downloading Covideo, and you can easily save their response!)

• Giving customers a clear prompt or set of questions.

• Allowing them to record on their own time from their phone or computer.

• Encouraging short, succinct videos.

• Offering incentives or small gifts to thank them for their time.

If you remove friction, customers are far more willing to participate.

3. Provide a script (but encourage authenticity)

When customers agree to record, give them a loose script or question guide so they know what to say. For example:

• What problem were you facing before [your product/service]?

• How has [your product/service] helped you overcome that challenge?

• What results have you seen since using [your product/service]?

• Would you recommend [your product/service] to others, and why?

This structure ensures testimonials are focused and useful, while still leaving room for the customer’s genuine voice. Always ask them, “Do you have anything to add?” to collect addition feedback.

4. Keep it short

A key part of how to get customer testimonials is respecting your customer’s time. Aim for 30–90 seconds. That’s enough time to tell a meaningful story without asking for too much effort or losing viewer attention.

5. Repurpose everywhere

Once you’ve collected a strong video testimonial, use it everywhere:

• On your website: Add testimonials to landing pages, product pages, or your homepage.

• In sales outreach: Sales reps can send testimonial videos in follow-up emails.

• On social media: Post clips on LinkedIn, Facebook, Instagram, and TikTok.

• In presentations: Use video testimonials in pitches and proposals to add credibility.

Remember that repurposing is key—you want to maximize the reach of every great story. You can even combine multiple stories into a compilation.

Pro Tip: Be sure to get approval from your customers in writing to share their message across sales and marketing platforms.

6. Say thank you

Don’t forget this final step! Customers are doing you a favor by sharing their story. Show appreciation by:

• Sending a personalized thank-you video.

• Offering a discount or gift card.

• Highlighting them on your website or social channels.

Acknowledging their effort ensures customers feel valued and keeps the door open for future advocacy.

Pro tips for collecting video testimonials

Here are a few extra best practices for when you’re considering how to get customer testimonials on video:

• Use good lighting and sound: Even a phone camera works if the setup is clear and professional.

• Encourage stats/numbers: Ask your customers if they have seen measurable results.

• Keep it conversational: The more natural, the better—it shouldn’t feel scripted.

• Leverage video software: Tools like Covideo make recording and sharing testimonials simple.

Examples of a great video testimonial

At Covideo, we frequently hear amazing feedback for our customers. When we see a customer is getting great results or they have reached out with us about how they're using the product, we often see if they would be willing to share a testimonial.

The testimonial below is for a large dealer group called DGDG in the Silicon Valley area. DGDG started using Covideo at a few stores. When they saw dealers using Covideo were selling 2.4x more cars, they knew they had to roll the solution out across their group.

Of course, we have a videographer on staff, and we were able to capture a professionally recorded and edited testimonial in person with our friends at DGDG. However, an authentic video straight from a customer can have a huge impact as well. We occasionally run outreach to collect testimonials straight from our users.

In this example, sales manager Greg Jordan simply sets up a camera and records his thoughts in one take. The result is an authentic, strong testimonial that speaks directly to our customers.

When exploring how to get customer testimonials, consider your time and budget. Whether you're bringing a camera crew along or simply asking for someone to record themselves, try to collect customer feedback whenever possible.

Final thoughts

If you’re wondering how to get customer testimonials that actually convert, video should be your go-to format. By asking at the right time, simplifying the process, and giving customers gentle prompts, you can collect authentic video testimonials that inspire trust and drive sales.

Ready to start gathering powerful testimonials of your own? Try using Covideo to make the process effortless—for both you and your customers.