A compelling testimonial video can be one of the most powerful tools in your marketing toolkit. When done right, it builds trust, provides social proof and moves potential customers further down your sales funnel. But to be effective, a testimonial video must be structured properly and keep viewers engaged. That’s why keeping it to 90 seconds is ideal—it’s long enough to tell a meaningful story but short enough to maintain audience attention. Studies show that videos between 1-2 minutes are the sweet spot for engagement, and 90 seconds effectively balances storytelling with viewer retention.
The 90-Second Testimonial Video Framework
1. First 30 Seconds – Introduce the Customer & Their Goal
- Introduce the customer as the hero of the story (not your business).
- Clearly state what they wanted to achieve before using your product or service.
2. Next 30 Seconds – Highlight the Challenge
- What obstacle did they face?
- What other solutions did they try that didn’t work?
- Why were they struggling to get what they wanted?
3. Final 30 Seconds – Your Business as the Solution
- How did your business step in and help?
- What was the transformation after using your product/service?
- How is their situation better now?
Tips for a High-Quality Testimonial Video
✅ Ask Specific Questions – Guide customers to give structured answers instead of rambling.
✅ Send Questions in Advance – Helps them prepare and provide clear, concise responses.
✅ Coach for Better Answers – Encourage them to rephrase the question in their response (e.g., instead of just saying "John," they should say, "My name is John").
✅ Edit for Clarity – Remove unnecessary parts to keep the video engaging.
Enhance Your Story with B-Roll Footage
B-roll is supplementary footage that adds visual interest and context to your testimonial. While your customer is speaking, cutting away to relevant scenes helps maintain viewer engagement and reinforces their story. Think of B-roll as the visual evidence that supports your customer's words.
An example for a real estate agent could be Sarah, who successfully sold her home through this agent. Here's how to pair her story with effective B-roll:
*During the First 30 Seconds (Introduction):*
- Shots of Sarah and her family in their former home
- External shots of the house before listing
- Sarah meeting with the real estate agent
*During the Challenge Section:*
- Sarah looking stressed while reviewing who to engage as overwhelmed with choice
- Sarah looking worried when trying to decide how to stage the house on her own
*During the Solution Section:*
- Professional staging and photography sessions
- Open house footage
- "SOLD" sign being placed
- Sarah happily moving into her new home
- The agent shaking hands with Sarah
B-Roll Best Practices
- Film multiple angles of each scene
- Include both wide shots and close-ups
- Capture genuine moments rather than overly staged scenes
- Film more B-roll than you think you'll need – it gives you more options in editing
Remember: Quality B-roll can transform a basic "talking head" video into a dynamic story that keeps viewers engaged throughout the full 90 seconds. When relevant visuals support your customers' words, their testimony becomes even more powerful and convincing.
With this framework, you can create engaging, persuasive, and effective testimonial videos that drive results. Keep it short, sharp, and engaging—90 seconds is the perfect length to tell a compelling story while holding attention. Give it a try and let your happy customers tell your story.