The 15 best testimonial videos we didn’t make (and one that we did)

Testimonials are powerful.

They’re even more powerful in video – most people (77%) who watch a testimonial are more likely to buy your product or service. You see and hear real people sharing their authentic experiences. It’s trust-building stuff.

Which is why we’re always on the lookout for the best.

We make testimonial videos. And we’ve watched hundreds too. And while we’re pretty proud of our own work, we are always looking to improve. So we spend literally* all our down time scouring the web for testimonial videos, glued to our screens watching them, and arranging meetings in which we debate and critique them for hours until we all agree.

*not literally. Not even figuratively.

Here are the best testimonial videos we didn’t make (and one that we did):

1. New Balance x Unmade

Honesty is the best policy, right? The brand is really open about who they are and what they need to achieve. That’s helped along with a user interface* which explains the product. And it’s clever to include a few sales highlights too – how has the product helped achieve success?

Tone of voice 7/10

Authenticity 8/10

Production value 7/10

*Not sure what that means? We’ve written a video jargon buster.

2. Herschel and Hootsuite

This one tells a story. You get to know the client first. Then you hear about their struggle to grow social media. They introduce Hootsuite as the solution – the problem solver or additional member of the team who helped the client to handle the extra work.

Tone of voice 8/10

Authenticity 8/10

Production value 7/10

3. Real customer testimonial | The magicJack

An oldie but a goodie. We like how genuine this feels – there’s something about Barry’s eccentricity that makes you trust him. And there’s a product reveal at the end – it keeps you watching. But you never feel worried, or like you’re missing out, because the customer explains it so well. He’s basically convinced you to buy it by the end.

Tone of voice 8/10

Authenticity 9/10

Production value 6/10

4. Starbucks careers

This is a playful animation that suits the Starbucks brand and the story they’re telling. There’s a real person talking about their experience of working at Starbucks. It feels relatable. That human touch and insight into what it’d be like to work for Starbucks, together, makes for a great recruitment film.

Tone of voice 8/10

Authenticity 9/10

Production value 8/10

5. Electric Mail customer stories | Tesla

We’ve used this example before. At the time we said ‘We’ve been sharing this video by Tesla for 6 years. It looks great, has a wonderful interviewee and an interesting story. I think we’ll still be sharing it in another 6 years.’

Sit rep. We still love it. It’s great content that stands the test of time.

Tone of voice 8/10

Authenticity 9/10

Production value 10/10

6. MLB | Zoom

This shows off Zoom as more than just a video conferencing platform – highlighting how it works in the real world on lots of different channels. And in lots of different ways. The interview feels off the cuff and spontaneous, which makes it a good watch.

Tone of voice 8/10

Authenticity 6/10

Production value 8/10

7. HackerOne | Grammarly

This one is part of a series, where the videos have the same look and feel (which is a nice touch*). It’s high quality and slick, but still feels genuine. We like how it’s short and punchy. With concrete examples of how Grammarly has made communication better.

*making video content with a consistent look and feel is a great way to establish your brand’s tone of voice. Not clear on what that means? We have a specialist tone of voice team here at Definition who can help you with that.

Tone of voice 8/10

Authenticity 8/10

Production value 8/10

8. Palo Alto Networks | Asana

Stylishly shot. Pacey music. Concrete visuals.

This is a compelling mix of live action with user interface animation*.  We like the scene-setting and explanation of Asana’s challenges. Then the solve. It all makes for a good story (and who doesn’t enjoy one of those?)

Tone of voice 8/10

Authenticity 7/10

Production value 8/10

*Remember the jargon-buster.

9. Design stories – Joe Moruzzi | Canva

Who’s telling the stories in this series of videos?
The customers.

And they’re inspiring little snapshots of how Canva helps people to set up their business. This one is about the team at Joe Moruzzi and how they could design their own brand, with Canva.

The video is beautifully designed and edited.
(As you’d expect.)

Tone of voice 8/10

Authenticity 9/10

Production value 9/10

10. Underclub | Intuit Mailchimp

This is shot beautifully.

It hits the sweet spot between clarity and sincerity. The story is concise and fluff-free, but still feels relatable. Creds to the relaxed interviewee.

Tone of voice 8/10

Authenticity 8/10

Production value 8/10

11. Ask M&S anything | Microsoft Teams

So, the people in this video are very likeable.
And that goes a long way.

This highlights all the good bits of Teams, but still feels genuine. And they get away with branded animation and text on the screen because it still feels fun.

Tone of voice 9/10

Authenticity 9/10

Production value 7/10

12. Lumen Technologies | Copilot

This one is all about results.

There’s a clear narrative, they set the scene and then show how they’ve solved the problem.

But it’s not robotic or dry. There’s an upbeat energy here with lots of speakers, who are passionate about the product.

Tone of voice 8/10

Authenticity 8/10

Production value 8/10

13. Becoming Cape Town’s favourite market | Xero

Storyline with a clear, problem-solving arc?

Tick.

This is engaging. And that’s no mean feat because it’s for quite a niche audience (entrepreneurs and the social enterprise crowd).

Tone of voice 8/10

Authenticity 9/10

Production value 8/10

14.Parachute Media | Uber

We feel like we want to work here. The outtakes are good fun. And the behind-the-scenes footage gives you a good idea of the brand’s personality. You can see the business need for the product, and it feels celebratory too.

Tone of voice 9/10

Authenticity 9/10

Production value 8/10

15. Crate & Barrel case study | FSC

Of course we couldn’t write a blog about the best testimonial videos without including one of our own! Here’s one we’re particularly proud of and why we’re celebrating it…

This candid interview style does a really good job of feeling natural. We love the gorgeous blend of animation and imagery, which goes perfectly with the un-staged vibe of the interview. It shows off how FSC is making the business more sustainable.

Tone of voice 9/10

Authenticity 9/10

Production value 9/10

Want to make a powerful testimonial? Take a look at our work and drop us a line.

Written and updated by Producer, Rebecca Rappaport and writer, Sarah Webster at Definition on 10/10/2024