Not all types of testimonials are created equal. When you share a review video, you should consider the goal of your marketing efforts and who your target audience is.
This comprehensive guide will review the differences between your traditional testimonial video and the lightweight options you can create in-house. Understanding what makes each type of testimonial unique – and when you should use them – will help you maximize your success!

• Full-Production Testimonials
  
  A full-production testimonial is the first thing that might come to mind when you think of customers sharing their reviews in a video. These testimonials are highly produced, scripted, and expensive – think of something you might see in a commercial on television.
  Since these require extensive production and major equipment to create, these types of testimonials are rather expensive and time-consuming to manage. You will likely need a film crew, a team to edit the content, and more.
  
  So, what are the benefits of full-production testimonials? These high-quality videos can be very engaging and eye-catching. They can pull in your audience and get them excited about your brand. Ideally, consider using them when you have a major customer you would like to showcase or a specific case study that you wish to highlight.
  
  However, smaller companies should not worry about developing these types of testimonials just yet. Sure, these productions are impressive – but your marketing dollars will be more effective elsewhere.
  
  There is really no need to dump a ton of money into a testimonial video when you can instead use those funds to build up your business and product offerings.
  In other words, this is probably not the best way for your brand to start building up testimonials and gathering reviews. Generally, full-production videos only make sense for billion-dollar companies that have more than enough budget to spare!
  
• Lightweight Testimonials
  Okay, a full-production video review isn’t the best option for my small business – so what is? When
  you’re working with a limited budget and don’t have easy access to expensive video and recording
  equipment, lightweight testimonials are usually the best solution.
  Don’t let the name fool you, though. The term lightweight testimonial does not mean that your video
  will lack content, value, or ability to engage with your target audience. It just means you are not using professional equipment or video editing teams.
  
  Instead, you can gather video testimonials from your clients and allow them to record their own
  reviews. They can do it on their own time and film it directly from smartphones or computers, so you don’t have to worry about bringing them into a studio or going to see them in person.
  There are free video editing tools, like the software at Milk Video, that will allow you to customize the footage in-house too. As such, you can still make a production-level testimonial video without breaking the bank!
  
  Consider using this type of testimonial to share day-to-day content, such as general testimonials or
  success stories from the average client. Since these videos are unscripted, they are more likely to
  resonate with your target audience and add a layer of credibility and authenticity.
  Similarly, these testimonials are ideal for sharing on social media platforms like Facebook, LinkedIn, and Instagram. The content doesn’t need to be developed by a professional film crew to be successful on these sites.

• Employee Testimonials
  The third type of testimonial you should consider is not made by your customers, but rather your
  employees. Sharing videos made by your staff is a great way to humanize your brand, give customers a chance to meet your team, and help boost your recruiting efforts.
  
  Since these can be done in-house, they are a low-cost way to share employee testimonials on social media and improve engagement among your staff. Ask your team what they love about working for your company, and how they personally use your products and services. This unique perspective can shed additional light on your brand and encourage even more people to use your products.