Video format approach

[naxtech]

The video at

was made as a testimonial video, and is very natural in its feel which is great because it is a true representation of customer feedback.

Now that we have this initial raw video piece, the question is:

1. Do we keep it as is but simply perhaps split it into parts (eg. question screen before each section)?
2. Do we keep it as is because that way it keeps its natural feel, which is best, on the basis that viewers can forward it they want?
3. Do we make it a lot shorter (eg. 60sec), with the risk that this may result in losing a lot of the nice comments, etc and therefore it won't be as good/effective?
4. Do we make it into a more structure sales-y video with pointers and summaries with the risk of losing its natural and non-sales-y feel?
5. Something else? eg. a short trailer-type video with a link pointing to the full video

There seem to be a lot of different opinions, and all seem reasonable and valid to a certain extent.

What is the best approach in your opinion and why?

 

[presentationgenius]

At risk of sounding like prat, why not do them all, and use them differently? For example, the longer video could be embedded in your website on a testimonials page but a 30 second version would be better for use on social media (pointing to the former?).

 

[Ozzy]

My thoughts;

1. Keep it as it is in format, don't break up with question screen but script the interviewee to say the question before answering it...as he did a few time. Whenever I've been asked to record videos for stuff that is how I've always been briefed.
2. Yes, except at the end around 5 minutes when the interviewee changes position that suddenly looks odd. You should have kept them in the same pose IMHO.
3. Yes, lot shorter. The video was way too long in my opinion, fine for a website testimonial you provide someone but not good for any promotional material. You need them to be no more than 2 minutes I feel.
4. No
5. As @presentationgenius says, record the whole lot and then break into 2 or 3 different videos for different purposes.

 

[Paul FilmMaker]

Video Production here. Good luck with your customer!

Most companies break this up into a short and long testimonial and then a load of stuff for social. Closed captions (subtitles) need to be added depending where you're showing it as in your market, approx 80% of people will watch it on mobiles without the sound.

1. Short, sharp Testimonial. Something quick when a restaurant is considering using your platform. 2 minutes is fine because all the data shows most 'serious' prospects will watch 2 minutes but at 2 minutes 15 seconds, they've turned off.

2. A long, indepth testimonial showing almost all of this. This is to be used when a prospect is seriously considering buying your platform and want to know all about it. But a redacted version.

3. A load of stuff for social or email marketing. E.g. 'Does your delivery service do this?' and show just one element of the piece from each question.

We would suggest top and tailing it. i.e. Putting something at the beginning and end with your logo, a slight animation and a touch of music. Also, would suggest the B-Roll needs to be changed. The rainy street stuff could be better to represent restaurants, takeaways etc... I'm half-Chinese so grew up in a takeaway and there was a huge amount of pride in the businesses. No-one that I know of in the food business thinks of their business on a wet, miserable day. Rather, they think of them differently.

Good luck with you customer!

 

[Matt - Videographer]

I believe the other replies you've had cover most your questions and I certainly agree with making it much shorter, but another point would be to possibly include the most interesting/surprising "sound bite" from some point within the interview, right at the beginning of the edit, as a hook. Followed by a 2 second animated logo... then, boom.. in to the rest of the video. This will encourage more people to continue watching, whereas currently, we just start with finding out that this guy (who we don't know) owns a couple of businesses, which is not interesting enough. An alternative video title might also be a good idea - something more "click baity". Nobody likes clickbait, but the YouTube algorithm loves it, and you must bow down to it if you want the views. I haven't watched the whole video so I couldn't really suggest another title but it would likely be related to the aforementioned most interesting/surprising "sound bite".