Using Customer Testimonials In Product Videos

Gong's 4 top-performing LI video ads are entirely narrated by their customers. The format is genius. The targeting is crisp. Here's how to copy it 👇 𝘊𝘰𝘯𝘵𝘦𝘹𝘵: • 𝘞𝘦'𝘳𝘦 𝘭𝘰𝘰𝘬𝘪𝘯𝘨 𝘢𝘵 𝘢 𝘓𝘪𝘯𝘬𝘦𝘥𝘐𝘯 𝘷𝘪𝘥𝘦𝘰 𝘢𝘥 • 𝘛𝘩𝘦 𝘸𝘩𝘰𝘭𝘦 𝘤𝘢𝘮𝘱𝘢𝘪𝘨𝘯 𝘪𝘴 ~10-12 𝘷𝘪𝘥𝘦𝘰𝘴 𝘰𝘯 𝘠𝘰𝘶𝘛𝘶𝘣𝘦 + 𝘓𝘪𝘯𝘬𝘦𝘥𝘐𝘯 𝗦𝘁𝗲𝗽 𝟭 - 𝗥𝗲𝗰𝗿𝘂𝗶𝘁 𝗰𝘂𝘀𝘁𝗼𝗺𝗲𝗿𝘀 𝘁𝗵𝗮𝘁 𝗺𝗮𝘁𝗰𝗵 𝘆𝗼𝘂𝗿 𝘁𝗼𝗽 𝘃𝗲𝗿𝘁𝗶𝗰𝗮𝗹𝘀 The Number 1 rule of any customer story is to make it industry-relevant. For this campaign, Gong targeted 3 industries. Science (w/ Elsevier in this video) B2B software (w/ Square) Finance (w/ Nasdaq) I don't work at Gong, so I can't know for sure. But I'd guess these are among the top 3 customer verticals for Gong. Obviously, those are juicy logos. But these work with smaller logos too, as long as the audiences match the creative. 𝗦𝘁𝗲𝗽 𝟮 - 𝗖𝗼-𝘄𝗿𝗶𝘁𝗲 𝘁𝗵𝗲 𝘀𝗰𝗿𝗶𝗽𝘁𝘀 𝘁𝗼 𝗳𝗼𝗰𝘂𝘀 𝗼𝗻 𝗢𝗡𝗘 𝗳𝗲𝗮𝘁𝘂𝗿𝗲 The punchiest thing about these ads is their focus. No background on their company. No talk about sales methodology. No introduction, even. It's purely focused on Benefit → (because of) → Feature And then they show you the feature themselves. Concise. Clear. Cool. Work with your customer to genuinely discover what their favorite feature is. When it's authentic, it's always better. 𝗦𝘁𝗲𝗽 𝟯 - 𝗕𝘂𝗹𝗸 𝗿𝗲𝗰𝗼𝗿𝗱 𝘁𝗵𝗲𝘀𝗲 𝗶𝗻 𝗼𝗻𝗲 𝗱𝗮𝘆 Testimonials are expensive if you do 1 per day. So if I were working at a Series A/B B2B SaaS company, I would book multiple rooms in an office space, and get ready for a super day. You can staple this onto a customer event OR host a "dinner" and make this a two-fold initiative. (Ads + your customers exchanging insights) These ads didn't need b-roll of employees. They just needed a VP of Sales at a desk. You can do that anywhere. 𝗦𝘁𝗲𝗽 𝟰 - 𝗛𝗮𝘃𝗲 𝘁𝗵𝗲𝗺 𝗹𝗼𝗼𝗸 𝗿𝗶𝗴𝗵𝘁 𝗮𝘁 𝘁𝗵𝗲 𝗰𝗮𝗺𝗲𝗿𝗮 This is one of the top reasons this ad is so compelling. It's a VP of Sales (on camera) talking directly to a VP of Sales (the viewer). So many testimonial ads look off-camera, which sucks. There's no connection with the viewer. Eye contact grabs your attention much faster & holds it. Obviously, use a teleprompter to help your customers with this :) 𝗦𝘁𝗲𝗽 𝟱 - 𝗩𝗲𝗿𝘀𝗶𝗼𝗻𝘀 𝘁𝗵𝗲 𝘀𝗵*𝘁 𝗼𝘂𝘁𝘁𝗮 𝘁𝗵𝗲𝘀𝗲 𝘀𝗵𝗼𝗼𝘁𝘀 I watched the full videos for each customer. They were ~2-3 min long. In it, they talked about: → Leadership philosophy → Problem they faced → 2-3 features → Outcomes Then each one of those videos became 3-4 different (0:15) ads. That's how this campaign had a lot of legs. ------ If you aren't a VP of Sales, was this ad still interesting to you? Did I miss something that caught your eye? Let me know in the comments!

Most people do customer testimonials wrong. Here's my winning playbook for great testimonials... 👇 1) Start with a video interview If your client agrees, always start by interviewing them on camera (you record over Zoom). People share a lot more when speaking so you'll have more content to work with than if you start with text. Here are some questions to ask on the interview: - What problem(s) did you face before working with us? - How did you first discover our company? - What made our product or service a good fit for you? - What made you choose to hire us over other solutions? - What were your goals when you started working with our company? - What results have you achieved since you started working with us? How has it impacted your business? Can you quantify the results with numbers? - What has your experience been like working with our product or our team? - What advice would you give to anyone thinking about working with us? 📌 Interview tip: Ask them to mention your company name and to rephrase the question in their answer 2) Edit the video Edit the video to highlight the most interesting and positive comments. 3) Pull out highlights Find one or two highlights from the interview and write them as text. Then send a message to the client saying something like, "this was really great what you said, would you mind sharing this quote as a Google review as well?" Send them the text of what they previously said so they can simply copy/paste. This way, you get video and text reviews 😎 You can ask them to post the text on LinkedIn, Google or anyplace else you're trying to get more online reviews. Make it as easy as possible for your client to help you. 4) Share the testimonial Share the video and text highlights far and wide - Organic social - Paid social ads (especially for retargeting) - Embed on your website - Create a mashup video from multiple client interviews Any other suggestions for getting better customer testimonials?

Most product pages with testimonials read like this 👇 • “Here’s what others say!” (scroll to bottom) • Glowing review • Maybe a photo • That’s it But you can flip testimonials into content: Try this format: 1. Use a testimonial as the headline, not a footer. → “I wore this on a 12-hour shift and didn’t sweat once” 2. Tell the story behind it. → Interview the customer. “Why’d you buy it? What were you worried about?” 3. Point to the problem it solved. → “We realized our old copy missed this entire pain point…” Link to the product after the transformation is clear. Don’t make testimonials passive. Make them narrative.