5 Winning Video Testimonial Script Examples (+Template)

Testimonials are among the most powerful video marketing assets in your toolkit. After all, what could be more potent than a real customer sharing their own success story with your brand?

But these days, written testimonials are table stakes. To build trust and earn mindshare, you need video testimonials. According to Wyzowl, 77% of people who have watched a brand’s testimonial video say it played a part in their decision to buy the product/service.

In this guide, we'll break down exactly what makes a great video testimonial script, share a template you can use today, and take a look at five testimonial video examples to pull inspiration from.

Before we get to the examples, let’s run through a quick refresher on what makes an effective customer testimonial video script. The best video testimonials are easy to follow while still feeling authentic and conversational.

👋🏽 Introduction (10 seconds)

⚠️ Problem statement (20 seconds)

💡 Solution (30 seconds)

📊 Outcomes (40 seconds)

➡️ CTA (10 seconds)

The introduction is a brief line (5-10 seconds) at the beginning of the video in which the customer introduces themselves, their role, and their company. The goal is to capture the viewer’s attention, establish credibility, and create immediate relatability to the person speaking.

Example: "I'm Abi Moser, Marketing Director at TechGrowth, a SaaS company helping small businesses scale their operations."

Next, the subject gives a concise explanation (15-30 seconds) of the challenge or pain point that led them to seek a solution. This deepens relatability, helping viewers see themselves in the story and the client’s challenges.

Example: "Before finding YourBrand, we struggled to track campaign performance across channels. Our team was spending hours compiling reports, and we still couldn't get to the insights we needed to optimize our marketing efforts."

Next, the client gives a brief overview (15-30 seconds) of how your product addressed the problem. This is an excellent way to not just highlight your value prop, but convey it from the customer’s perspective.

Example: "With YourBrand, we designed a central dashboard that automatically pulls data from all our marketing channels. Setup was surprisingly quick, and it’s intuitive enough that everyone on our team can use it."

Finally, move onto a specific discussion (20-40 seconds) of the results the client has achieved. This is a great time to cut to graphs and shots of the customer using your product—concrete evidence of its effectiveness.

Example: "Since implementing YourBrand six months ago, we've reduced reporting time by 75%, which lets our team focus on strategy instead of data entry. Our campaign performance has improved by 32%, and we can now see performance updates in real time."

Some client testimonial videos wrap up with a short call-to-action (5-15 seconds) for prospects to take that next step. Of course, it might not make sense for the client to specify the precise CTA. Instead, they typically give a final endorsement and encourage viewers to explore your solution. Your description and copy can provide the specific CTA, whether it’s scheduling a demo or creating a free account.

Example: "If you're cobbling together reports from multiple platforms like we were, I'd definitely recommend giving YourBrand a try. It's totally changed the way our marketing team works."

Now let's look at real customer video testimonial examples that effectively incorporate these key elements. We'll discuss what makes each one work and how you can apply those lessons to your own testimonial video scripts.

Intercom, an AI-first customer service platform, uses Goldcast to scale their webinar program while delivering exceptional customer experiences. This testimonial showcases how Goldcast's webinar platform and Content Lab tool transformed Intercom’s webinar marketing strategy.

Introduction: The testimonial opens with a bold vision statement: "My goal is for Intercom to have the absolute best webinar program in B2B SaaS, full stop." This immediately establishes both credibility and aspiration, making viewers want to know how they plan to achieve this goal.

Problem: The challenge is implied in this testimonial through contrast with Intercom’s current capabilities with Goldcast: "We're able to deliver our content, that we invest a lot in, in a way that's much more efficient for our team, and in a way that we can scale the program as we continue to grow."

Solution: The solution section highlights Content Lab specifically: "Goldcast Content Lab has been a game changer for us in a lot of ways." The speaker goes on to discuss concrete examples of how they have incorporated the marketing tool into their workflows.

Outcomes: The client presents these clearly through an ROI lens and talks about three different dimensions:

• Scalability: "We've gone from doing a few webinars per quarter to now doing 50 plus per quarter on average, sometimes even more."
• Campaign metrics: "Our registration numbers consistently increase. That can be from the hundreds to the multiple thousands of people registering. Our attendance rates have continued to climb. We average between 32-35% attendance rates."
• Business impact: "It's made webinars one of the top-performing channels we have on our demand generation team."

CTA: The testimonial closes with clear guidance for the audience: "If you're looking for the best in class to be able to deliver really stellar experiences, and also have all of those managerial tools at your disposal... Goldcast is a great tool for you."

This testimonial showcases how Ubiweb, a website-as-a-service business, scaled from startup to potential unicorn valuation with HubSpot as their CRM platform.

Introduction: The business owners establish Ubiweb's business model and vision: "Ubiweb is a website-as-a-service business model. We offer subscription-based services to all end business packages all across Canada." This immediately positions them as a growing SaaS company with a clear vision.

Problem: Ubiweb implemented HubSpot from the very beginning: “We started from day one with HubSpot. We were using 1% of the actual CRM. HubSpot has really grown with us.” This implies the founders understood the potential pitfalls of starting with a small-scale or budget CRM—namely, having to switch solutions at some point during the company’s growth.

Solution: The testimonial highlights HubSpot's scalability, comprehensiveness, and the HubSpot for Startups program: "The HubSpot for Startups program has enabled our growth by allowing us to invest that money that we saved… into other growth efforts that were important for the business.”

Outcomes: The client shares specific growth metrics tied to their use of HubSpot:

• "We have over 1500 customers."
• "The business is hopefully going towards that unicorn valuation status."
• "120%+ growth every year is directly related to our ability to create processes that make sense and that work very well within the CRM."

The speaker also discusses how HubSpot helped streamline their operations: "It gave us the ability to have everything in one place so that we were able to have only one place to look at... It really enabled us to streamline processes, streamline workflows, and automate a lot of things."

CTA: Rather than a direct CTA, the testimonial concludes with a confirmation that HubSpot was the right choice for the client: "Partnering with HubSpot was absolutely the best decision for our team. It was a good decision when we made it five years ago, it's an even better decision today, and I have no doubt that as we continue scaling and growing, it's a key player for us."

Deloitte needed to modernize their operations to match their rapid growth and market demands. This testimonial highlights how Workday's financial planning tools helped them do just that.

Introduction: Rather than starting with a personal introduction, this video begins by establishing the business challenge, immediately connecting with enterprise viewers facing similar issues. The speaker’s name and title appear in an overlay.

Problem: The client articulates the limitations of their previous approach: "With our legacy systems, we were not able to scale operationally. We were not able to scale transactionally. And most importantly, we were not able to mature experientially."

Solution: The solution section starts with a succinct but powerful endorsement: "Workday has been transformational." Then, the client goes into specific functionality: "Workday Adaptive Planning is ensuring we have the optimal technology framework in place for all aspects, end to end."

Outcomes: The client talks about both quantitative and qualitative results:

• "From a 93% data intake, we have reduced that effort to about 40%."
• "Another thing is the agility that our users have to recognize submissions and what-if scenario planning, and submit them for approvals within the system itself."

CTA: Again, this video skips the explicit CTA in favor of a memorable endorsement: "Our relationship with Workday is allowing unsurpassed agility into how we transform our operations, how we embed new ways to transactionally and fluidly deliver to our clients, and most importantly, without compromising the end user experience."

BlendJet relies on Shopify to power their e-commerce operations, including their subscription model for consumables. Their testimonial describes how Shopify enabled their rapid growth.

Introduction: The intro establishes the company's innovative position: "At BlendJet, we've revolutionized on-the-go nutrition—and we invented the portable blender." Speaker names are shown on overlays.

Problem: The testimonial uses vivid metrics to illustrate BlendJet’s scaling challenge: "At the peak of last holiday season we were selling one item every 1.5 seconds." It then highlights a frustration that other e-commerce brands will relate to: "So many other software systems that retailers rely on are such bloated software systems, and they don't talk to each other."

Solution: The solution section focuses on peace of mind and reliability: "Shopify gives me confidence to be able to sleep at night and know that no matter what, that infrastructure is rock solid." This emotional angle resonates with e-commerce operators who worry about site up-time.

Outcomes: The testimonial highlights specifics performance improvement and growth outcomes:

• "One of the new features that we've really benefited from is the new checkout which increased our conversion rate 3 to 5%, and we didn't really have to do anything."
• "It's literally helped us grow from a seven-figure business to a nine-figure business."

CTA: The testimonial closes with an endorsement and an implied CTA: "Shopify is perfect for if you're a tiny little startup and you have no budget, and it's perfect for if you're a multibillion-dollar company and you want the best software in the world." Who could ask for a stronger, more inclusive recommendation?

Complete Care, a healthcare provider with 14 locations across Texas and Colorado, uses Birdeye to manage their online reputation. Their testimonial emphasizes how Birdeye helps them efficiently collect patient reviews.

Introduction: The testimonial opens with a strong statement about the importance of online reputation: "Using something like bird eye and having a good online reputation is key to success these days. Everyone knows that you go online, no matter if it's for a restaurant or a health care provider, and you look at reviews." This establishes relevance for viewers regardless of industry. The speaker introduces herself later in the video.

Problem: The client is honest about previous unsuccessful attempts to collect reviews: "Before we started using Birdeye, we tried just about anything and it just didn't work. So after exhausting a lot of resources, money, and energy we finally found Birdeye."

Solution: The testimonial highlights both the simplicity and effectiveness of the solution: "Their system was talking to our system and we started getting reviews within the first week of using Birdeye." This addresses a key concern for viewers: Will this actually work?

Outcomes: The speaker gives examples of Complete Care’s success: "You can look at any one of our facilities and there are well over 500 reviews—and they're all at a 4.5 to a 5 point rating." She also mentions SEO benefits: "Also, it helps us stand out from an SEO standpoint… the better reviews, the better reputation, the better you're going to be rewarded by Google."

CTA: The testimonial ends with a strong, direct recommendation that calls back to the client’s own pre-solution struggles: "Make sure you have an online reputation. Don't do what we did for years, and waste money and waste time, and try to figure it out on your own. Just commit to Birdeye. Give it a shot, and you'll be shocked at how fast you receive those reviews."

While the key elements remain similar, there are a few different formats of video testimonials. Here’s a quick overview to help you choose the right approach for your brand and customer.

Interview-style testimonials feature a conversation between your happy customer and an interviewer (usually off-camera). This format feels natural and helps interviewees who might be less comfortable on camera.

When to use it: When your customer has a complex story to tell or isn't comfortable with a scripted approach. Interviews work well when you want to capture authentic reactions and can edit later.

Scripting tips:

• Prepare testimonial questions that guide the conversation through the key takeaways
• Ask follow-up questions that dig deeper into results
• Edit the interviewer's questions out of the final cut

In this format, the customer speaks directly to the camera without an interviewer. Influencer testimonials and user-generated content endorsements fall into this category.

When to use it: When your customer is comfortable on camera and can deliver their message confidently. This format feels more direct and personal.

Scripting tips:

• Provide bullet points rather than a word-for-word script
• Request multiple takes to get the most natural delivery

Case study videos are more comprehensive, often including multiple speakers, b-roll footage, graphics, and data visualization to tell a complete story.

When to use it: When you have a complex implementation story with measurable results, or when you want to showcase how your solution solved multiple challenges. Case studies work well for enterprise clients.

Scripting tips:

• Frame the story with company and industry context
• Include specific metrics that can be visualized with graphics
• Feature multiple stakeholders for a rounded perspective
• Balance emotional impact with business outcomes

For customers who prefer not to appear on camera, an animated testimonial pairs a speaker’s audio with visual animations that illustrate the client’s journey, almost like an explainer video.

When to use it: With camera-shy clients, when visual privacy is a concern, or for illustrating abstract benefits or processes.

Scripting tips:

• Keep sentences shorter to match with animated scenes
• Include specific metrics that can be visualized with graphics
• Create a narrative arc that works well with visual storytelling

The benefits of video testimonials are clear: They deliver powerful results. Here's why they work so well:

• Authentic social proof: I.e., Non-fakable reviews from verified users your potential customers can relate to.
• Higher conversions: 2 out of 3 people say they’d be more likely to become a new customer after watching a testimonial video.
• Strong brand trust: Seeing real people achieve success reduces perceived risk and makes prospects feel safer about taking the next step.
• Greater mindshare: Viewers retain 95% of video messages compared to just 10% of text, making video content essential for mindshare marketing during long B2B buying cycles.

When prospective customers see and hear authentic success stories, they're more likely to envision similar results for themselves. It’s that simple.

Creating a script that sounds authentic while covering all the key points is about balance. Here’s what to do (and what not to).

✅ Focus on specificity. Encourage customers to share specific challenges, solutions, and results rather than general praise.

✅ Address common objections. Don’t shy away from FAQs and sticking points like pricing and implementation timeline.

✅ Create emotional connection. Guide customers to share how they felt before and after implementing your solution.

✅ Keep it conversational. The script should sound natural, not corporate. Encourage the speaker to use their own words.

✅ Create multiple lengths. Plan for both a full-length testimonial (1-2 minutes) and shorter snippets (15-30 seconds) that can be repurposed for different channels.

🚫 Don't use jargon. Try to avoid industry buzzwords and technical language—unless that’s what your target audience will be looking for.

🚫 Don't script every word. Provide a structure with bullet points rather than a word-for-word script. This will provide a more natural and authentic delivery.

🚫 Don't rush the process. Give customers time to prepare and get comfortable. Expect multiple takes, not perfection the first time.

A great script is just the beginning. To create good testimonials that truly deliver results, you need a solid process for every stage of production.

Focus on quality and flexibility to capture the most compelling content.

• Use good lighting, high-quality microphones, and a professional background
• Test all equipment before recording to avoid technical issues
• Allow time for multiple takes of key points
• Record with video repurposing in mind
• Add captions to ensure accessibility and engagement with sound off

Remember that how you capture and edit the content can be just as important as what your customer says—poor video production quality can undermine even the most powerful testimonial.

Maximize the impact of your testimonial with strategic distribution.

• Provide customers with ready-to-share clips for their own channels
• Share teaser clips that link to the full testimonial
• Add testimonial clips to relevant product pages
• Send targeted testimonials to prospects in similar industries

With thoughtful distribution, a single well-produced testimonial can create dozens of touchpoints in your customer journey.

Creating effective testimonial videos doesn't have to be complicated or resource-intensive. Goldcast's suite of tools makes the entire process simple and efficient, no production company required. ✅

Goldcast Recording Studio gives you everything you need to capture satisfied customer stories: remote recording, text-based editing, auto transcription, and branding.

Once your testimonials are recorded, head over to Content Lab to get more mileage from them: identifying top moments, creating shareable clips, and generating social media and blog content.

With thoughtful planning and scripting, video testimonials can help you build trust and earn a spot on your prospect’s partner shortlist long before they’re ready for a demo.

Try Goldcast Content Lab free or schedule a demo to see how our complete suite of tools can take you from script to publish—and beyond.