The right customer for a testimonial video is someone who can clearly explain the problem they had, why they chose your company, what the experience was like, and what changed afterward. Your biggest or most enthusiastic client isn’t automatically the best choice. The strongest testimonial usually comes from a customer with a relevant, specific, believable story.
Key Takeaways
- Choose customers with a clear problem, decision, and result, not just customers who say they’re happy.
- Look for customers who resemble the audience you want to attract.
- Specific outcomes are more persuasive than generic praise.
- Natural, conversational speakers usually feel more credible than heavily scripted ones.
- Ask after the customer has experienced enough value to discuss a meaningful result.
- Confirm the customer is willing to participate and can get any necessary company approval before filming.
1. Start With the Customer’s Story
The first question isn’t “Who likes us the most?” It’s “Who has a story worth hearing?” A strong testimonial needs a clear before-and-after arc. The customer should be able to explain what was happening before they found you, what made them look for a solution, why they chose your company, and what improved afterward.
A customer who can only say “They were great to work with” may be genuinely happy, but that kind of comment doesn’t give a prospective buyer much to evaluate.
2. Choose Someone Your Ideal Customer Can Relate To
Testimonials are stronger when viewers can see themselves in the person on screen. Look for customers who are similar to the audience you want to reach in the ways that matter most: industry or type of business, company size, role or job title, the problem they needed solved, the product or service they purchased, and the outcome they wanted.
The goal is simple: the person watching should be able to think, “That sounds like my situation.”
Don’t automatically choose your biggest client, though. A well-known client can add credibility, but prestige doesn’t replace a useful story. A smaller customer who can openly discuss the problem, the decision, and the result may create a stronger testimonial than a recognizable brand that can only provide vague, carefully approved statements.
3. Look for Specific Results, Not Just Compliments
The best testimonial customers can point to something that changed. The result doesn’t need to be dramatic, but it should be concrete enough to feel real and useful.
For example, “They saved us a lot of time” is weaker than “we cut a process that used to take two days down to a few hours.” Specifics help viewers understand the value instead of asking them to take a vague compliment on faith. Not every result has to be financial either. A strong customer may be able to explain that the process became easier, a recurring problem disappeared, their team felt less stressed, or they became more confident in the decision, including time saved, costs reduced, revenue or leads increased, a recurring problem solved, a smoother process, a better customer experience, less stress or frustration, or greater confidence in the decision.
4. Make Sure Enough Time Has Passed
It’s usually better to ask for a testimonial after the customer has had enough time to experience real value. Asking too early can produce enthusiasm without substance.
Instead of following a rigid timeline, look for a meaningful milestone. That could be project completion, a measurable improvement, a repeat purchase, a successful implementation, or positive feedback after the customer has used the product or service for a while.
5. Choose Someone Who Can Speak Naturally
A customer doesn’t need to be polished or experienced on camera. They do need to be able to talk naturally about what happened.
Minor nervousness is normal. The bigger concern is whether the person can explain the experience in their own words. Overly scripted answers often sound like advertising and can make the testimonial feel less credible. A strong participant should be able to explain what happened clearly, recall useful details, answer conversationally, and sound like themselves. We go deeper into what actually makes an on-camera testimonial feel authentic once filming begins in our related guide on what makes a testimonial video feel real.
6. Confirm They’re Comfortable Participating
Before you plan a shoot, make sure the customer actually wants to participate and is comfortable discussing the experience publicly.
For business customers, also confirm whether anyone else needs to approve the video, the company name or logo, or any performance results you plan to mention. Getting this clear early can prevent a good testimonial from being blocked after production. Confirm that the customer wants to participate voluntarily, is comfortable being filmed, is willing to discuss the experience publicly, can share the results you want to mention, can obtain company approval if necessary, and can give permission for their name, image, company, or logo to be used.
7. Customers You May Want to Avoid
An excellent customer isn’t always an excellent testimonial subject. You may want to choose someone else if the customer can only offer generic praise, hasn’t experienced meaningful results yet, is very different from your target audience, can’t clearly explain what changed, seems reluctant to participate, needs every answer heavily scripted, or is unlikely to get company approval.
That doesn’t mean they’re a bad customer. It simply means their story may not be the right fit for this particular marketing asset.
8. Ask These Questions Before Choosing a Customer
A short screening conversation can tell you quickly whether someone has enough of a story for a testimonial video. What problem were you trying to solve? Why did you decide to work with us? What changed afterward? Can you share a specific result or improvement? What would you tell someone facing the same problem? Would you feel comfortable discussing this on camera? Does anyone else need to approve your participation?
If the customer can answer these questions comfortably and specifically, they’re probably a strong candidate.
9. A Simple Testimonial Customer Checklist
Before you move forward, make sure the customer checks most of these boxes: matches the audience you want to reach, experienced a clear problem before choosing you, can explain why they chose your company, has a meaningful result to discuss, can speak naturally about the experience, is comfortable participating, and has permission to appear publicly.
Frequently Asked Questions
Should I always choose my most well-known client for a testimonial video?
Not necessarily. A well-known client can add credibility, but a smaller customer who can speak specifically and openly about the problem, decision, and result often creates a more persuasive testimonial than a prestigious client limited to vague, carefully approved statements.
How soon after a project should I ask for a testimonial?
Wait until the customer has reached a meaningful milestone, project completion, a measurable improvement, a repeat purchase, or enough time using the product or service, rather than asking too early when there’s enthusiasm but not yet a real result to discuss.
What if a great customer isn’t comfortable on camera?
Comfort and willingness matter as much as the strength of the story. If a customer is hesitant, needs heavy scripting, or seems reluctant, it’s usually better to find a different customer than to push someone into an uncomfortable interview.
Does a testimonial customer need a dramatic result to be effective?
No. The result should be specific and concrete, but it doesn’t need to be dramatic. A clearer process, less stress, or a solved recurring problem can be just as persuasive as a big financial number.
What approvals should I confirm before filming a business customer?
Confirm whether the customer needs internal approval to appear on camera, to use their company name or logo, or to share any specific results or numbers you plan to include, ideally before the shoot is scheduled.
Finding the Right Testimonial Customer With Big Boy Productions
The goal isn’t to find the most impressive customer on your client list. It’s to find the customer with the most relevant, specific, and credible story. A relatable customer who can clearly explain their problem, decision, and result will usually create a more useful testimonial than a prestigious client who can only offer generic praise.
Once you’ve identified the right person, the production side becomes much easier to plan around. Talk to our team about screening the right customer and turning their story into a testimonial video that actually moves prospective buyers.
