The 10 Questions We Ask to Get Great Testimonial Videos
Visual Marketing Lab Insight #0003
One of the biggest myths about testimonial videos is that you need someone who's confident on camera.
You don't.
In fact, some of the best testimonial videos we've ever filmed have featured people who started by saying...
"I'm terrible on camera."
The secret isn't finding the perfect speaker.
It's asking the right questions.
At Visual Marketing Lab, we don't hand people a script. We have a conversation. Our goal is to help them relive their experience, because that's when genuine emotion and authentic stories come through.
Here are ten of our favourite questions.
1. Can you tell us a little about your business?
This is a simple warm-up question.
It helps people relax, find their rhythm and forget the camera is there before we move into the more meaningful questions.
2. What challenge were you facing before we started working together?
Every good story starts with a problem.
Understanding where someone started helps viewers relate to their situation.
3. Why did you decide to work with us?
This question often reveals the reasons people choose one business over another.
Sometimes it's expertise.
Sometimes it's trust.
Sometimes it's simply because someone made them feel comfortable.
Those are powerful messages for future customers.
4. What was the experience like?
This is where personality starts to shine through.
We're looking for moments, stories and emotions rather than a list of services.
5. Was there a moment when you thought, "We've made the right decision"?
This is one of our favourite questions.
People often pause, smile and remember a specific moment that meant something to them.
Those are the clips that really connect with an audience.
6. What results have you seen?
People love evidence.
Whether it's increased sales, more enquiries, greater confidence or simply saving time, real outcomes help build trust.
7. What surprised you the most?
Unexpected answers often make the best soundbites.
These honest moments can be far more memorable than polished marketing language.
8. How has it changed your business?
Rather than focusing on features, this question explores the bigger picture.
It's about the impact, not just the service.
9. What would you say to someone who's thinking about working with us?
This feels much more natural than asking for a recommendation.
People tend to answer honestly, speaking directly to future customers.
10. Is there anything we haven't asked that you'd like to share?
Some of the best quotes we've ever captured have come from this final question.
Once people realise the interview is nearly over, they often relax completely and share something genuine that wasn't planned.
There Are No Perfect Answers
One thing we always tell clients is this...
There isn't a right answer.
We're not looking for polished marketing copy.
We're looking for real experiences, honest opinions and genuine stories.
If someone laughs...
That's great.
If they pause to think...
That's fine too.
If they say something slightly differently to how they rehearsed it...
Even better.
Because authenticity builds trust.
Our Honest Opinion
The best testimonial videos don't come from asking clever questions.
They come from listening.
Sometimes we'll ask the same question in three different ways.
Sometimes we'll stop talking altogether and let the silence do the work.
Often, that's when people share the story that really matters.
The camera is simply recording the conversation.
Our job is helping people feel comfortable enough to tell it.
Final Thought
If you're planning your own testimonial video, don't worry about writing the perfect script.
Think about the journey.
What was the problem?
What changed?
How did it feel?
Those three things will always create a more powerful story than memorising lines ever could.
Because people don't connect with perfect.
They connect with honest.
Our Affiliate Picks
Throughout this post I have added in the key bits of kit that we use on our testimonial video shoots. Please feel free to check out the links and do some more research if we have not already completed our own review of these:
Some links in this article are affiliate links. If you purchase through them, we may earn a small commission at no extra cost to you. We only recommend equipment we've used ourselves or genuinely believe delivers value for content creators and businesses.
