4 Tips for Choosing the Perfect Customer for a Video Marketing Testimonial
Spin Creative • September 8, 2020
Today’s customers rely heavily on word-of-mouth marketing and recommendations from people they trust. For brands looking to increase sales, customer testimonials are some of the most important aspects of your video marketing arsenal. However, these testimonials need to be done correctly.Creators at our social media production company are very customer -frienly and open to giving positive reviews.
Image of customer testimonial TV spot for Wave Broadband, produced by Spin Creative.
One of the most important parts of creating a customer testimonial video to showcase your products is choosing the right customer to showcase. Picking the right customer can help establish trust and push potential buyers
closer to a sale. You want to feature someone who’s been impacted by your products, who truly loves your brand and who can communicate that to an audience.
Here are a few tips on how to pick the perfect customer to feature in your upcoming testimonial.
1. Make sure the customer represents your audience
Potential buyers might not know the customer you feature in a testimonial personally, but they should be able to relate to them and their situation. This should be the number-one goal when selecting a testimonial participant.
Identify the target audience for your testimonial video, then look for a customer who represents that audience segment the most. They don’t have to be perfect. For example, the owner of a local restaurant might represent potential buyers in the food service industry or small business owners in other industries. The key is to ensure their problems and the solutions you have to offer them are similar in nature.
2. Choose a loyal and long-term customer
Featuring a loyal customer who’s worked with you for the long term is generally more effective than showcasing a more recent client. The reason for this is the time your customer has had to give your products or services a real shot and maybe even consider competing products before deciding to stay with yours. The longevity of a business partnership speaks volumes all on its own.
3. Ensure their story is powerful and authentic
Testimonials are most effective when they are told with passion and authenticity through storytelling. You don’t want to feature a customer who thinks your products are just okay but will stretch the truth in the video. Seek out customers who love what your brand has to offer and who has truly been impacted by the choice to work with your company.
To get your customer’s story across, have them tell it in the video personally and unscripted. Allow the viewer to see their excitement and passion for your products for themselves through honest answers.
4. When in doubt, use multiple customers
If your brand serves a range of audience segments and you’re having trouble choosing one to represent them all, you might want to create a customer testimonial series, instead! Multi-customer testimonials (whether in their own videos or in a compilation) can showcase the breadth of applications for your products and might even be more effective than showcasing a single customer.
Customer testimonial videos
are some of the most important components of a video marketing strategy, so it pays to make sure they’re done right. If your brand is interested in creating top-quality testimonial videos, say hello
to the team at Spin Creative.
About Us
Spin Creative is a video production company and creative agency helping marketers create winning video and creative strategies that engage, inspire and activate targeted audiences. Spin is headquartered in Seattle with offices in San Francisco and London, serving brands around the globe.
At Spin Creative, we believe the most effective product stories go beyond features—they tap into a clear, emotionally resonant narrative that connects with real people. That’s the lens we brought to our collaboration with Microsoft Viva, where our challenge was clear: create a high-impact video that visually captures how Copilot AI empowers people at work.
The end result? A fully 3D-animated brand film designed to wow audiences at executive keynotes, tradeshows, and enterprise events. But how we got there is just as important as what we delivered.
At Spin Creative, we’ve always believed that the power of brand storytelling lies in connecting emotionally with real people. But as artificial intelligence transforms industries at lightning speed, many marketing and creative leaders are asking the same question: What’s next for agencies like ours—and how do we continue to drive value in this new era? Here’s our point of view: AI is a powerful new tool—but not a replacement for insight, strategy, and human connection.
In 2025, digital marketing continues to be a dynamic force—shaped by shifting consumer behaviors, ever-changing platform algorithms, and increasing privacy regulations. For brands looking to maintain relevance and performance in a crowded space, staying ahead means being strategic, adaptive, and creative. At Spin Creative, we believe that clarity in brand storytelling, paired with a smart digital approach, can help brands rise above the noise.
A great video marketing campaign doesn’t start with creative—it starts with strategy. To make an impact, your brand needs more than a beautiful video; it needs a plan that aligns with your audience’s needs, your business goals, and the right distribution channels.