A Practical Guide to Customer Testimonial Videos
Videos of customers describing their experiences with a product or service, used on websites and in ads.
Tomas Lindqvist
Where most projects go wrong
The usual mistakes:
- Cutting quotes to change meaning
- Using actors as customers without disclosure
- Undisclosed incentives
- Presenting exceptional results as typical
What good looks like instead
- Get written releases from customers
- Keep edits faithful to what was said
- Disclose connections such as payments or free products
- Avoid implying unusual results are typical
- Keep raw footage and consent records
Why it matters
Testimonials build trust, but the FTC regulates endorsements, and editing must not misrepresent what customers said or typically experience.
The specs that matter
| Measure | Figure |
|---|---|
| Endorsement Guides | the FTC revised its Endorsement Guides in 2023 |
| Honest opinions | endorsements must reflect the endorser's honest views |
| Typical results | claims about results need to reflect what people generally achieve |
| Consumer reviews rule | the FTC's 2024 rule bans fake reviews and testimonials |
Knowing when to hand it over
Tip: Bring in help before using testimonials in paid advertising.
Where this comes from
- Federal Trade Commission — FTC's Endorsement Guides: What People Are Asking
- Federal Trade Commission — Trade Regulation Rule on the Use of Consumer Reviews and Testimonials
The figures and practices above come from the sources listed.
Working on something like this?
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Where to go next
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