Tag Archives: testimonial

Ditch the actors in web videos. Real people are just a better way to go.

I was watching an American Airlines video yesterday when this thought jumped to mind. The airline actually does a great job of posting online videos, some good, some not so good.

This one focuses on a contest the airline is running, and the video features actors posing as real people who talk about needing a vacation. This would have been so much better with real people, in their real environments.

Real people work well in videos because it immediately allows the viewer to connect with who they’re watching. Once you see an actor in a video, that sensation is gone. You know the company is selling you on something.

Real people on the other hand, their message is more authentic. Viewers are simply more interested in what they have to say, and they’re even trusted.

Real people, real messages, real impact.

–Tony Gnau

One of the things we pride ourselves in at T60 is the effort we put into every video we produce, so why do some win awards and others don’t? The reason this year is simple, and it’s a great lesson for business leaders.

It’s the people. Take one look at the videos we produced for DuPage Habitat for Humanity and Glenwood School for Boys and Girls and the common denominator is each features compelling people.

Shari and Arletta in the Habitat video… Vashawn in the Glenwood video… they’re comfortable on camera, they’re engaging, and most importantly they’re speaking from the heart. They’re not delivering a scripted corporate message. You can tell they believe in what they’re talking about.

It’s a great lesson for businesses leaders who want to produce their own video. Think about all your employees. Think about your customers? Who are the most engaging people who surround your company?

It might not be the CEO, executive, or manager you planned on featuring, but sometimes they aren’t your best representatives.

–Tony Gnau

T60’s 32nd Annual Telly Award Winners

VIDEO– DuPage Habitat for Humanity

VIDEO– Glenwood School for Boys and Girls

Give ’em all the facts and figures you want, but in the end many consumers will take a good story over logic any day.

Yesterday, Seth Godin blogged about the limits of evidence-based marketing. He also offered up an alternative… persistent storytelling.

I like the sound of that. As a matter of fact, regular readers here know it’s one of my favorite subjects.

Simply put, storytelling sells. Give viewers interesting stories, deliver them on a regular basis, and good things will happen.

That’s because they trigger and emotional response. The better the stories, the more favorably people view the subject matter.

So… are you ready to tell people the stories surrounding your business?

–Tony Gnau

Seems like more and more companies are getting into the video testimonial game. Now, I wonder why that could be? Maybe it’s because they work. A good testimonial from a real person using a product or service can have a big impact on fellow consumers.

Latest example… American Airlines. The company rolled out this video to promote it’s frequent flyer business program. Not real impressed with how it was shot. I love hip, handheld shooting styles, but this looks like it was done by someone who isn’t quite comfortable shooting that way. Having said that, the video’s message is still pretty good.

Actually, good enough to get me to click the link for more information. T60 frequently travels for shoots.

–Tony Gnau

VIDEO: American Airlines Business Suite