How to ask for a video testimonial

If you’re wondering how to ask for a video testimonial, you may find yourself coming up with reasons why it’s a bad idea. I know. It’s vulnerable.

I once applied for a film directing program and had to get three letters of reference. It was intimating. I ran through all the fears. Because what if they say no or they’re too busy or what if they think you’re an ego-maniac for asking? Or worse, what if they say yes and submit the equivalent of a complaint form! And a bunch more unnecessary (but so relatable) worries.

But I promise it’s worth it. If your customers keep paying you and have told you before that they’re happy with your service, you can trust that: they like you.

Even if you don’t have any of these negative thoughts running through your head, you might just not be sure how to ask your customers for a video testimonial. Totally understandable. You have your customers to thank for keeping you in business and you want to be mindful of how you interact with them. You don’t want to ask too much of them. I’m right here with you.

So, what’s the best way to ask for a video testimonial from your customers? In this post, I’ll share some ideas, including an email template you can cut and paste. But first, let’s talk about what’s at stake.

The value of video testimonials for you and your customer

You may already have written testimonials. Great start! Taking the next step with video is key because you’re going to have more success with getting your message across with video. According to Forbes Insights, “59% of senior executives agree that if both text and video are available on the same topic on the same page, they prefer to watch the video.”

Benefit #1: Video testimonials are like someone else giving you a personal introduction to your prospect.

Which leads are the easiest to close? Referrals, obviously!

Whatever you do to generate leads, whether it’s inbound or outbound, there’s nothing quite like being introduced to a prospect by someone they already trust.

Personal introductions are a shortcut to winning business, and video testimonials are like personal introductions that scale.

Benefit #2: Video testimonials make you feel great about your business.

Do you like crying tears of joy?

Good, because: get ready, your eye might leak a little. As uncomfortable as it may be to receive praise directly, it’s a pretty darn good time to watch a video of your favorite customers talking about specific things they love about you and the way you do things. It’s the ultimate validation and inspiration for you as an entrepreneur.

And there’s no shame in watching your testimonial videos yourself to help pump you up on a bummer day or before you have a big presentation or sales call. We can all use a real boost!

Benefit #3: Video testimonials give you insight into what your customers really appreciate.

A great video testimonial will also help you tune into what’s working really well about your business. Knowing what your customers appreciate most reminds you where to focus your attention.

Benefit #4: Your customers feel honored being asked to participate in video testimonials.

This may surprise you, but it’s true.

I’ve enjoyed interviewing dozens of people for testimonials and there is a consistent tone to these conversations: gratitude for the work that was done and a feeling of genuine honor to be asked to talk about it. If your customers have truly benefited from your work with them, they’ll be glad to give back.

It’s a little like being asked to be the maid/matron of honor or best man in someone’s wedding–there’s an honor in being trusted to provide support for something important.

Benefit #5: Video testimonials give your customers brand exposure.

Some of your customers may take the opportunity to wear a branded shirt and recognize the value of brand exposure for their own company. They’re savvy! All of our customer testimonials include an onscreen title for your customer, to lend credibility for you and brand exposure for them.

OK, good! now you’re fully convinced! So, now: how to ask for a video testimonial? The next section includes three email templates that you can literally cut and paste, depending on how you record your testimonials.

How to ask for a video testimonial: email templates

Self-recorded testimonials

This template works best for companies that don’t necessarily have a personal relationship with their customers. This is a great template for businesses that sell consumer products. It’s a no cost, very low risk way to solicit feedback and video recorded testimonials. You can also post some version of this to social media.

Hi [FirstName]!


I really appreciate your business; without customers like you, my company wouldn’t exist. I would love to get your feedback in a video recording. What do you like most about our product? How are you using it?

If you have something to share, we’d love to hear from you!


Submit your self-recorded video and we’ll feature the best ones on our website [or social media or in our next email…you get the idea].


We’re looking forward to hearing (and seeing) your thoughts!

By making the experience like a fun contest, you engage your customer community in something that allows them to be part of something. If they’re eager to say great things about you, they’ll be eager to see themselves “win a contest” to be featured. Everybody loves to win; everybody loves to be chosen.

Testimonials where you interview your own customers

Use this template if you’re planning to record the interview yourself. This approach is more personal and works best when you have a more targeted intention to use every video that you record. You might not have a strong personal relationship with your customer but you’ve had some interaction with them and they’ve left a positive review for you online.

Hi [FirstName]!


I want to personally thank you for the positive review you left for us online; that kind of feedback makes our day. Thank you!

Would you be willing to take it one step further with a video interview review? It takes about 15 minutes and you don’t need to prepare anything at all. I’ll call you with some questions and it will just be a normal, natural conversation.


If so, may I send you a few time slot options in the coming week?


Either way, please accept my gratitude for your thoughtful review.

You can even record this interview remotely on your phone or computer through an online platform like Zoom. For remotely recorded interviews, we use a paid platform, Riverside.fm. We also recommend amping up your production value a bit with some optional gear. It won’t look like a feature film but a ring light, mini tripod, webcam, and microphone will make a huge difference in production value.

Not sure what gear to buy? We’ve done all the research for you; the kits we buy for our own customers are about $200 + shipping. Click this link to get our DIY Gear Guide.

And if you get stuck on what questions to ask, here are 8 great video testimonial questions and why they work.

Testimonials created by Concurrent Productions

When our clients ask for help requesting video testimonials from their customers, I start with one of the templates below. These will also give you an idea of what to expect when you hire Concurrent Productions.

This kind of approach works best if you have a lengthy, high touch sales process for specialized products or services.

High Touch Introduction Email Template 1 – Remote Testimonial

Hi [FirstName]!


I’m so glad to know our [product or service] has been helping [CompanyName].


I have a favor to ask: we’re creating a small number of video testimonials to highlight how we’ve helped some of our favorite clients, and I’d be thrilled if you were willing to participate.


If you’re interested in participating, our video team will contact you directly, send you a premium webcam, selfie light, and microphone (which are yours to keep), and interview you about your experience with our company.


No preparation is necessary – we just want to hear your candid responses. The call will take about 45-60 minutes (15 to set up your recording space, 30-45 for the interview). The final testimonial video will be around 2 minutes long.


May I sign you up, [FirstName]?


Either way, thank you for being our customer, and we look forward to continuing to serve you.

High Touch Introduction Email Template 2 – Remote or In-Person Filming

Hi [FirstName],

I’m so grateful for the support you’ve shown me and my business and I would be so honored if you’re willing to appear in a video customer testimonial for me. I value your feedback and believe it will help my business so much that I’ve invested in hiring a professional production company to support this process.


Concurrent Productions is a video production agency specializing in customer testimonial videos. You can learn a bit more about them and their work at their website: https://www.concurrentproductions.com. They also have a video explaining their interview process, which is unique and designed to make people feel comfortable being themselves (even if you don’t love being on camera): https://www.concurrentproductions.com/camera-shy/


The interview lasts about 45 minutes, and the final testimonial will be about 2 minutes long. No preparation is necessary.


If you’d like to participate, please let me know and I’ll have Kerri at Concurrent Productions reach out to review the logistics and answer any questions you may have.


I know your time is valuable and I’m confident this process will be as smooth and convenient as possible for you.


Thank you, [FirstName]!

Make it easy to say yes

Making it as easy as possible for your customers to say yes is key to asking. They also want to know what to expect and that they’re in good hands with the experience.

As much as your customers will want to praise you, appearing on camera is a vulnerable thing to do. Approach your customers with a spirit of confident gratitude will help alleviate any self-consciousness they might feel about the process. And of course, if they say no to you, just choose to believe it’s not personal. There are many legitimate reasons (or personal hangups) that might get in the way of saying yes. That’s fine. You only need a few really great customer testimonials.

How to ask for a video testimonial: Follow FTC and SEC rules

With all this in mind, you may be tempted to offer gifts or something else in exchange for your clients’ participation. That’s natural. For our remotely recorded customer testimonials, we give our clients the option to let their participants keep the remote recording gear as a gesture of thanks for their engagement. You definitely do want to know and be mindful of Federal Trade Commission (FTC) rules about what you can and cannot offer and who can appear in a customer testimonial. Keeping this in mind is another key component of how to ask for a video testimonial, as well as who to ask.

For example, the Federal Trade Commission (FTC) has some very particular rules outlined in this document. I’ve reviewed it and it’s not scary but it is super important to give your attention to these rules, especially in certain industries. For example, medically-related video endorsements have especially intricate rules about customer testimonials. Financial advisors must also adhere to recently-loosened SEC rules (and you may also be required to follow the lead of your broker dealer).

Get permission in writing

You also want to be sure you have proper permissions from your customer to use the recording how you want to use it. Make sure you get all that in a contract. We have a simple, clear document that covers all this and we make it easy for all participants to sign it digitally.

Key Takeaways

  • Video testimonials have benefits not just for your business, but also for your customers
  • Make it easy for your customer to say yes by telling them what to expect and equipping them with gear
  • Make sure you and your production company are familiar with and adhere to rules related to customer testimonial videos

And finally, remember to enjoy this process! It really feels amazing to get those positive praises. Well done, you earned it.