Picture this: you’re a business owner, and you’re trying to nurture more leads into customers. You’ve already attracted an audience, engaged them on your website, and convinced them to join your mailing list or follow your social channels, but they still aren’t ready to buy. How do you turn them into customers without being too pushy?

The answer, in general, is video. Whether you have an existing video marketing strategy or you’re starting from scratch, video is the way to go when you need to convince your audience to take action. While most styles of video would be useful in this context, the one we recommend for driving purchase intent and converting leads is the customer testimonial.

What is a customer testimonial?

A customer testimonial is simply an existing user of your product or service sharing their experience with your brand. Customer testimonials take many forms, but the two most common are written testimonials and video testimonials. Video testimonials add an extra element of persuasiveness and personality, making them the way to go when you need to convince your audience to take action.

The key to a video testimonial is authenticity. You want to prioritize sharing a customer’s story in his or her own words to maximize the impact (and believability) of the story.

There are many great reasons to create a customer testimonial video for your company, but there is definitely a right way and a wrong way to go about it. Don’t believe us? Take a look at these 10 examples from great companies we’ve helped get the testimonial video right, and reap the benefits of the 10 tips and tricks that made these videos great.

1. Show Specific, Tangible Results

In this testimonial, Frank Albano, co-owner of Albano Farms in Stanford, New York, shares how the AVANT Tecno loader has transformed day-to-day operations across multiple aspects of his business. From handling hay with precision to reducing equipment-related damage in tight barn spaces, AVANT’s smart design delivers where traditional skid steers fall short.

What makes this testimonial so effective is its real-world practicality. Frank’s story isn’t hypothetical—it’s grounded in daily use across three separate operations on his farm. He speaks directly to the loader’s light weight, maneuverability, telescopic boom, and versatility, showing just how much value one machine can deliver across a working farm.

2. Use a Single Customer Case Study

In this example, Lisa Bob, owner of the boutique Squash Blossom, shares how Lightspeed transformed the way she runs her retail business—from streamlining purchase orders to enabling real-time inventory management from anywhere in the world.

Lisa’s first-hand account doesn’t just praise the product—she walks us through the tangible ways Lightspeed helps her save time, stay organized, and make smarter decisions.

3. Intercut your Testimonials with Results

Here we see real parents sharing how Osmo has transformed screen time into a hands-on, joyful learning experience for their kids. From early reading and math to the basics of coding, Osmo’s interactive games turn tablets into powerful educational tools.

What really hits this testimonial out the park is its genuine range of voices—each parent highlighting a different way Osmo has helped their child grow. Whether it’s gaining confidence in math, learning ABCs before kindergarten, or simply staying engaged in a healthy way, their stories speak to Osmo’s impact on real families and the value of educational play.

4. Focus on the Customer’s Journey

A nod to our own impact as a video production company, GrandManors shares why they trusted Lemonlight with their brand’s first major video initiative—and why they’ll keep coming back. Featuring insights from both the Founder and Vice President, this testimonial highlights the true value of working with a production partner that brings clarity, creativity, and execution to the table by tracing their journey from not being sure exactly what they needed to being amazed at the results.

What makes this testimonial effective is the presence of multiple decision-makers speaking to the experience. From strategy to execution, both leaders express how Lemonlight brought their homeowners association’s story to life—quickly, professionally, and with just the right creative direction, even when the scope wasn’t fully defined at the start.

5. Lead with Emotion

This moving video for Walmart highlights the real voices of veterans who’ve found purpose, belonging, and pride in their post-military careers through Walmart’s Heroes to Home Program. From supply chain roles to store culture, the video captures the emotional impact of feeling truly valued for one’s service.

This testimonial communicates a genuine sense of identity and inclusion. Veterans speak not only to the practical support they’ve received but also to the deep emotional connection Walmart fosters—through symbols like the veteran wall and red shirts worn in solidarity. It’s a story of community, respect, and shared purpose that resonates far beyond the workplace.

6. Feature Different Target Customers

We worked with Curative to produce a raw and relatable testimonial-style video that puts the frustrations of the American healthcare system front and center. Through a series of unscripted soundbites from real people, the video captures the confusion, stress, and financial strain many experience when trying to navigate traditional insurance.

From surprise medical bills to sky-high deductibles, each voice in the video reflects a common concern—making it clear that a simpler, more transparent healthcare solution is not just a want, but a need. By the time Curative’s offering is hinted at, the viewer is already on board, having seen themselves in the stories told.

7. Focus on Savings

One of the best ways to differentiate your product or service is to offer quality that is also cost-effective. We partnered with MuteSix and Excess Telecom to share a real story from a single mother whose life was changed by access to free mobile broadband. Through her words, we hear the impact of staying connected while staying within budget—something many families across the country can relate to.

Instead of stats or sales language, the video focuses on lived experience. The viewer is drawn in by the sincerity of a woman trying to provide for her family while navigating financial limitations—something that resonates deeply with real people in similar situations.

The Bottom Line

If you would like to learn more about how you can utilize a testimonial video for your own company and turn customers into brand advocates, Lemonlight can help! Reach out to see more examples and find out how a testimonial would serve your business.