Bad testimonials are not filmed badly; they are asked badly.
The short version
Bad testimonials are not filmed badly; they are asked badly. This guide skips the theory and keeps what has worked across hundreds of shipped campaigns.
Points worth stealing
- Ask about the before-state first; pain is the plot
- Never ask “why us?” — ask “what changed?”
- Collect specifics: numbers, moments, names of things
- Pair every claim with B-roll proof from the customer’s world
- Get approval rights in writing before the camera rolls
What we measured
3× — longer watch time on testimonial cuts that open mid-story instead of with praise.
One last thing
Your job is documentary, not advertising — let the customer be the ad.
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