How to Find the Perfect Subjects for your Testimonial Video Profiles
Big Pictures crew filming testimonial interview for Zillow
You can shout from the rooftops about how great your business, product, or service is.
But the real power comes when you let your clients and customers do the talking for you. And the best way to capture these conversations is on video.
Testimonial Videos are a highly effective way to build credibility and trust in the eyes of your customers.
But not all testimonial videos are created equal.
The most impactful are Testimonial Video Profiles (aka Video Case Studies)- mini-documentary style videos that show your happiest customers in their own environment, using your product or service to solve real problems.
These story-driven videos build trust by pulling viewers in and helping them identify with the person or company featured.
But how do you find the right person or company to feature, and how do you ask them to participate? This can seem like a big step, and many businesses hesitate.
Have no fear! We’ll show you how to find your best video testimonial subjects, ask them to participate, and make it a win-win experience for all.
➞ By the way, the terms Clients and Customers are interchangeable here, depending on your business. Other terms might be Patients for Patient Stories (testimonials for healthcare organization), or even Employees for Recruiting Videos.
Table of Contents
🎥 What exactly is a Testimonial Video Profile?
A Testimonial Video Profile (or video case study) is a short documentary-style film, usually 2-3 minutes long, that introduces your client and what they do, shows the challenges they faced, shows how your product or service helps them, and shows what their life is like as a result.
Notice all the “shows?” That’s by design. Video is a visual medium, so the more opportunities to show the better.
It’s part customer story, part brand film. You’re not just hearing from the client—you’re seeing them in their element, living the result of your work.
You customer is the hero of the film - like Luke Skywalker - and you’re the Yoda, guiding them with the solution that sparks their transformation.
This means:
Capturing one or two nicely-lit interviews with the key stakeholders.
Capturing b-roll footage on location
Showing the product or service in use
Featuring people, not just logos
Structuring the piece with a narrative arc: challenge → solution → outcome
These videos are more involved than standard testimonials, but they’re also far more persuasive—because they feel honest, immersive, and human.
Here’s an example of a testimonial video profile that we produced for Adyen, and their client Athlinks. It tells the story of how Adyen has simplified global credit card processing for Athlinks - a growing social networking website and app aimed at competitive endurance athletes.
Adyen + Athlinks | Client Testimonial Video Profile
We asked our client - marketing expert Jess McCuan - her thoughts on the power of Video Testimonial Profiles and Case Studies:
“We’re living in an era of AI-generated, generic content. In such a time, powerful, authentic human stories will always stand out.
The documentary-style video project we created with you and your team cuts through that AI noise by showing real people in their actual environments.
We captured the Athlinks team not in a polished studio setting but in their own office. They were sketching ideas out on whiteboards, testing new gear on a racetrack, and brainstorming with each other just as they would on any other day. To me, that makes the story we told about them much more genuine, complete, and compelling.
In just a few minutes of video, the Athlinks case study humanizes the Adyen brand much more than traditional advertising ever could, and in a way that AI can’t generate. (Yet!). Documentary-style case studies represent the long view of content strategy: you create fewer, deeper pieces that build trust long after they’re published.”
Okay, now that you’re convinced Video Testimonial Profiles are a powerful marketing tool with a very high ROI, how do you find the right subjects to profile?
Look for Advocates with Strong Stories and Willing Spirits
Not every client will be a good fit for testimonial video profiles—and that’s okay. You only need to start with one.
You want to feature someone who:
Had a clear before-and-after experience
Can point to specific results or improvements
Has a workplace, setting, or context that’s visually engaging
Feels comfortable on camera, or at least open to trying
Is excited about the collaboration, not just tolerant of it
Think of it like choosing a documentary subject. You're looking for someone with authenticity, insight, and a little bit of charisma.
And if they’re open to trying it, a good video producer/director will bring out their best by making them feel comfortable.
Signals They Might Be a Great Fit
Watch and listen for clients who:
Share unsolicited praise after a project wraps, or they’ve used your product
Reference specific challenges that were overcome
Say things like, “We’d love to show what this has done for our team”
Talk about impact in human terms, not just technical ones
Offer to help promote you to others—or already have
They’re not just satisfied—they’re advocates, ready to be seen and heard. These are the clients who will shine in a story-driven piece.
Framing the Ask: Make it a Win-Win
When you approach a client for this kind of video, be clear that it’s more than a testimonial—it’s a profile. A little documentary feature. A chance to tell their story and highlight the work they are doing.
Try something like:
“We’re creating a series of short video profiles that spotlight how real clients are solving challenges in their industries. Your story is such a strong example of what’s possible—and we’d love to come to your space and capture it in action.”
Or:
“This isn’t a typical testimonial—it’s more like a client success film. We want to highlight you, your team, and the great work you're doing, with some visuals to show the impact.”
Make sure they know:
It will involve filming at their location, usually for part of a day
The final product can benefit them, too (they can share it with their audience, use it in recruiting or PR, etc.)
You’ll make it easy and comfortable—no acting, just authenticity
📧 An Email Template You Can Start With:
Subject: We'd Love to Share Your Story
Hi [Client Name],
I hope you're doing well! I wanted to reach out with something a little different—we’re putting together a series of short video profiles that highlight how some of our customers are using [product/service name] to solve real-world challenges.
You immediately came to mind.
This wouldn’t be a typical testimonial. It’s more like a short story-driven feature—a chance to spotlight your team, your success, and the work you’re doing, all while showing how [product/service] fits into that journey. Think of it as a mini case study, filmed on-site, that brings your story to life on screen.
It’s a win-win: you get added visibility and a professional video you can share, and we get to showcase the real-world impact of what we do—through the voice of someone who’s lived it.
We’ll make the process easy, low-pressure, and even (dare we say) a little fun. If you're open to chatting more about it, we’d love to share how it works and answer any questions.
Thanks again for being such a great partner—and I hope we can feature your story soon.
Best,
[Your Name]
[Your Title / Company Name]
[Contact Info]
🎬 The Role of Your Video Production Partner
Asking a client to be in a testimonial video can feel vulnerable. You want them to have a good experience, you want the story to land, and you want everyone to walk away proud.
That’s where the right production company makes all the difference.
A great team doesn’t just point cameras—they help you choose the right advocate, shape the story, and make your client feel like a star.
A good video production partner will help:
Big Pictures team Capturing testimonial interview with Athlinks engineer
Narrow the list of possible subjects to the strongest candidates—based on story potential, logistics, and personality
Reach out professionally, framing the project as a win-win opportunity
Make everything, especially your interview subjects, look and sound great. The lighting, audio, and all the other technical details really do matter!
Conduct interviews with warmth and curiosity, drawing out honest, on-brand moments.
Bring a little Hollywood fun to the experience—without making it feel fake or forced
Represent your brand well, every step of the way
In other words, a good video team doesn’t just film. They’ll handle your advocate with care, help them shine, and leave them saying, “That was actually kind of fun!”
Final Thoughts
A testimonial profile video isn’t just a pat on the back—it’s a strategic, story-driven collaboration that builds credibility and emotional connection. But to make it work, you need the right subject: someone with a story worth sharing, a setting worth filming, and a spark of enthusiasm that will shine on screen.
Choose wisely, and your video won't just impress—it will inspire.