Answers

What makes a good testimonial or case study video?

A good testimonial or case study video lets a real client tell a clear story in their own words: where they started, what was stopping them, what changed and what they would tell someone on the fence. It works because it is specific, includes at least one concrete result, and keeps the honest doubt a client felt before they started. IAVA Productions in Toronto builds these videos around a seven-part story arc and coaches the interviewee so they sound natural.

By Anton Iakovenko, IAVA Productions · Last updated

What is the story arc of a strong testimonial?

  1. Introduction: who the person is and why they do what they do.
  2. Backstory: how they found the company they are praising.
  3. Problem: what was stopping them from getting the result they wanted.
  4. Pain: what it cost them, and what would have happened without a solution.
  5. Solution: what they were skeptical about and what the work looked like.
  6. Results: the concrete change, ideally with a number such as time saved or growth.
  7. Advice: who it is for and what they would say to someone on the fence.

What separates a good one from a forgettable one?

  • A real person with a real name, speaking in full sentences.
  • At least one concrete number or specific outcome.
  • The skepticism stays in. Doubt before the result is what makes the result believable.
  • Open-ended questions with one idea each, so the answers sound like thinking, not reciting.
  • Good light, clean sound and more than one camera angle, so it looks as credible as it sounds.
  • Short cuts for social and a longer version for your website or sales conversations.

How do you help the client sound natural?

We coach the interviewee to answer in full sentences that restate the question, for example "The biggest problem this solved was...", because the questions are cut from the final edit. We keep the conversation relaxed, and the client is the hero of their own story.

Examples from our work

  • JC Landscaping. Three case study campaigns where the homeowners tell the story, with long-form testimonial video plus social-ready short clips.

    See the project

  • Meltwich Food Co.. A franchise case study video that answers the biggest question a future franchise partner has: what is it like to own one?

    See the project

How IAVA Productions does it

Our Proof Base service covers interview coaching, multi-camera filming, B-roll, 30 and 60 second social cuts, subtitles, release forms and a short guide to where to use the video. We film at IAVA Studio in Kensington Market or at your client's location.

Tell us who your happiest clients are and what you want the video to do. We will plan the questions and the shoot.

Talk to IAVA Productions →

Frequently asked questions

How long should a testimonial video be?
We usually make a longer version for your website and sales conversations, plus 30 and 60 second cuts for social.
Does my client need to prepare?
A little. We coach them on the day, so they do not need to memorize anything.
Can you film at my client's location?
Yes. We film on location or invite them to IAVA Studio.
Do you handle release forms and subtitles?
Yes. Release forms and subtitles are part of our Proof Base service.

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