Tag Archives: Commercials

Proof Over Hype: The Practical Playbook for Testimonials & B-Roll That Convert

Define Success Before You Roll

Business outcome first: Map each testimonial to a specific funnel stage (awareness, consideration, proof, renewal) and KPI (demo requests, sales enablement usage, time-on-page, ad ROAS).
One promise per video: “From 6-month onboarding to 6-week deployment,” “Cut downtime by 32%,” etc. Make the claim measurable and visually provable in B-roll.
Audience and channel: Decide final aspect ratios and durations up front (16:9 web, 1:1 LinkedIn, 9:16 reels/stories) so we shoot what we need once.

Casting & Story Architecture

Pick customers who mirror your next buyer. Same industry, role, revenue band, or pain profile.
Write a proof arc, not a script:
1. Pain (stakes, risk), 2) Decision (why you vs. alternatives), 3) Outcome (numbers, speed, delight), 4) Future (what they can’t imagine going back to).
Pre-interview call (15–20 min): Surface specifics, secure sensitive data approvals, and compile visual opportunities for B-roll.
Clear the runway: Get location permission, brand approvals, and signed releases early. Reserve quiet rooms; kill HVAC/ice machines during takes.

Interview Craft That Sounds Natural (But Lands on Message)

Prompts, not lines: “Walk me through the last straw that made you change.” “What nearly derailed deployment?” “If your past-self asked ‘Is this worth it?’ what would you say now?”
Coach for specifics: Replace “helped a lot” with numbers, time saved, or a changed behavior.
Keep eyes off the lens (unless the creative calls for direct-to-camera). Seat the interviewer just off-axis for connection.
Bite-sized answers: Encourage complete thoughts in 10–20 seconds for easy editing and cut-downs.
Redundancy on the record: Ask for the headline claim twice in slightly different words.

Image & Sound: The Quiet Differentiators

Audio first: Dual-system sound when possible; always lav + boom. Monitor with closed-backs. Capture 30 seconds of room tone.
Light with intent: Key at ~45°, feathered; add negative fill for shape; hair/back light for separation. Match ambient color; kill mixed color temps.
Backgrounds with story: Subtle brand artifacts (prototypes, dashboards, shop floor), depth, and practical motivation (lamps/screens) read as real and reduce “talking head” fatigue.
Framing for deliverables: Compose to protect safe zones for 9:16 and 1:1 crops without losing eye-line.

B-Roll That Works Hard (Not Just Pretty)

Think of B-roll as visual evidence of the claims made in the testimonial.

Shot families for coverage:
- Wides for context, mediums for process, tights for details/data.
- Hands-in-action: typing, calibrating, scanning, lifting, reviewing dashboards.
- Transitioners: doors, signage, skyline, time-lapse, rack-focuses.
Match each claim with a visual: If they say “cut rework by 30%,” show the old vs. new workflow, QC stations, dashboards, or shipping volume.
Smart motion: Controlled dolly/slider moves; gimbal sparingly to avoid drift. Lock-offs for analytical overlays.
People + process: Capture micro-moments—eye contact, head nods, handoffs, whiteboard circles—buyers connect with human proof.
Aerial interiors when warranted: Indoor micro-drone passes for plant layouts, warehouse flow, production lines—planned with safety/prop-guard protocols.
Roll for sound: Gather machine hums, keystrokes, door closes—great for editorial rhythm and transitional sound design.

A One-Day Field Plan (Sample)

08:00–09:00 Load-in, scout, audio test, lighting build, dress background
09:00–10:30 Primary interview (Subject A), room tone
10:30–12:00 B-roll set 1 (process + environment), stills for thumbnails
12:30–13:15 Secondary interview (Subject B or SME)
13:15–15:00 B-roll set 2 (people + product), aerial/establishers
15:00–16:00 Pick-ups: hero lines, plate shots, UI captures, product details
16:00–16:30 Backup media, sign paperwork, strike

Post-Production That Multiplies Assets

Foundations: Dialogue edit, noise reduction, EQ/compression, color match + grade to brand LUTs, graphics lower-thirds, tasteful branded open/close.
Proof overlays: On-screen metrics, process diagrams, callouts that mirror the spoken claim.
Cut-down strategy: From the master (60–120s), derive 15–30s paid variants, 6–10s hooks, 9:16 verticals with burned-in captions. Build a content pyramid once, publish many.
Accessibility & reach: Accurate captions, clean transcripts, and subtitles for priority regions.
AI assists (responsibly): Transcription, rough string-outs from selects, noise print learning, automated captioning, and versioning—always human-reviewed for tone and accuracy.
Handoff discipline: Logical file naming, proxy + full-res, audio stems, color LUTs, caption files (.srt/.vtt), thumbnail PSDs, and an asset map for your DAM.

Distribution & Measurement (Where ROI Lives)

Own the first frame: Headlines that promise a result; start with the strongest line or a visual proof beat.
Placement: Website solution pages, outbound ABM emails, SDR decks, paid social, trade-show loops, customer success onboarding.
Tagging & UTMs: Track which testimonial themes and visuals correlate with conversions.
Refresh cadence: Re-cut quarterly with new CTAs, fresh intros, and updated stats to extend shelf life.

Common Pitfalls (And How We Avoid Them)

Vague claims: We pre-interview to gather numbers and secure approvals.
Noisy locations: We scout alternates and bring isolation tools (sound blankets, carpets, dynamic mics).
B-roll mismatch: We build a claim-to-visual matrix before we shoot.
Single format delivery: We design for multi-ratio outputs day one.

Quick Checklist You Can Use Tomorrow

One claim per video, with a metric
Pre-interview done, releases signed
Shot list mapped to claims (wide/medium/tight)
Audio plan: lav + boom + room tone
Background tells a story; mixed color temps solved
Deliverable ratios defined (16:9 / 1:1 / 9:16)
Captions + cut-downs in the scope
Asset map and file naming agreed

Why Teams Choose Us for This Work

Since 1982, St Louis Commercial Video Production has partnered with businesses, marketing firms, and creative agencies across the St. Louis region to produce marketing photography and video that deliver results. We’re a full-service commercial photography and video production company with the right equipment and seasoned crew to ensure successful image acquisition. We provide studio and on-location video and photography, editing and post-production, and licensed drone pilots—including specialized indoor drone capabilities for dynamic facility coverage. We customize every production for your media requirements and excel at repurposing your photography and video assets to gain more traction across channels. Our team is fluent in all common file types, media styles, and software, and we incorporate the latest AI tools (with human oversight) for transcription, captioning, noise reduction, and efficient versioning. Our private studio features flexible lighting and a configurable set—perfect for interview scenes and product demos—with space for props to fully realize your brand environment. From building a private, custom interview studio to supplying professional sound and camera operators—and providing the right gear end to end—we support every aspect of your production so your next testimonial and B-roll project is seamless, on-brand, and built to convert.

Shari Haller 314-913-5626 stlouisvideos@gmail.com

From Sit-Down to Scroll-Stopping: Easy Ways to Repurpose Interview Clips for Social Media

1. Pull Powerful Soundbites

Look for concise statements that deliver strong takeaways—thought leadership, company values, unique selling points, or compelling testimonials. These become perfect standalone clips (15–60 seconds) for LinkedIn, Instagram Reels, TikTok, and Facebook.

Pro Tip: Use captions on all platforms. Most viewers scroll without sound, and captioned videos see significantly higher engagement.

2. Create Thematic Mini-Series

Instead of dumping content all at once, group related answers or themes into a short series. For instance:

“3 Lessons from Our CEO”
“Customer Success Stories: Episode 1”
“Behind the Scenes: How We Work”

This tactic keeps your audience returning and gives you a content calendar built from just one recording.

3. Overlay with B-Roll

Cut between the speaker and relevant b-roll (e.g., your team at work, your facility, your product in action). This keeps attention high and helps illustrate your message. Even a simple overlay of photos, logos, or subtle animation elevates production value.

4. Add Text Graphics for Social Hooks

Use bold text animations or simple title cards to lead with a hook. Examples:

“Here’s what most companies get wrong…”
“How we helped a local brand scale nationwide…”

This sets expectations, increases retention, and aligns with short-form social trends.

5. Convert Quotes to Visual Posts

Pull strong quotes and turn them into branded graphic cards. Pair them with a headshot or still from the video. These quote cards are ideal for platforms like LinkedIn, X (Twitter), or Instagram carousels.

6. Create Vertical Edits for Mobile Platforms

Crop interview clips into 9:16 format to match the native dimensions of Reels, TikTok, and YouTube Shorts. Add branded elements like your logo, colors, and consistent fonts for brand recognition across all platforms.

7. Use AI-Powered Tools for Efficiency

Modern AI editing tools can help identify key soundbites, auto-caption, and even suggest social headlines based on the content of your video. These tools help speed up your content pipeline without sacrificing quality or brand control.

8. Don’t Forget Your Stories & Email Campaigns

In addition to public posts, repurposed interview clips work well for Instagram Stories, LinkedIn Stories, and short animated GIFs in email newsletters. It adds a human element to your message, especially when paired with a relevant CTA.

Maximize ROI on Every Production

Repurposing is about strategic visibility. One well-produced video can become dozens of assets tailored for different audiences, platforms, and moments in your marketing funnel. It’s a smart, budget-conscious way to extend your reach and reinforce your brand message consistently.

Why Work with St Louis Commercial Video Production?

At St Louis Commercial Video Production, we specialize in capturing high-impact interviews and then expertly transforming them into powerful media content that drives engagement across platforms. As a full-service professional commercial photography and video production company, we’ve been serving businesses, marketing firms, and creative agencies in the St. Louis area since 1982.

We offer full-service studio and location video and photography, as well as editing, post-production, and licensed drone pilots. Our team is skilled in repurposing your photography and video branding to gain more traction and visibility. We are well-versed in all file types, styles of media, and accompanying software, and we utilize the latest in Artificial Intelligence for efficient, high-quality media processing.

Our private studio lighting and visual setup is ideal for interviews and small productions. Plus, our facility is large enough to accommodate props and set design that enhance your storytelling. From custom-built interview sets to providing professional sound and camera operators, we support every aspect of your production—including flying our specialized drones indoors when needed.

Let us help you create once and repurpose endlessly.
St Louis Commercial Video Production: Where content is crafted to perform.

314-913-5626 stlouisvideos@gmail.com

What Questions Should You Ask in Marketing Video Sit-Down Interviews?

1. What’s Your Role and How Do You Contribute to the Company’s Success?

Start with questions that allow the interviewee to introduce themselves. This question serves as a warm-up and enables them to define their contributions to the organization. By letting the interviewee explain their role, you build context for the viewer and lay a foundation for the more detailed, meaningful questions to follow. A brief introduction also humanizes the brand, providing a face and a story behind the business.

2. What Problem Does Our Product/Service Solve?

Getting into the heart of the interview, it’s important to touch on the actual value the company brings to its customers. This question shifts the focus toward the customer’s pain points and allows the interviewee to position the company’s product or service as a solution. Not only does this create compelling content, but it also directly addresses potential customer concerns, boosting your chances of conversion.

3. What Sets Our Company Apart from the Competition?

Differentiation is key in any marketing strategy, and this question helps your audience understand why they should choose your company over competitors. Answers to this question can also provide content for future marketing materials, showing why the business stands out in a crowded market. Whether it’s your customer service, innovation, or product quality, the answer should reflect your unique value proposition.

4. How Have You Seen Customers Benefit from Our Solutions?

Testimonials and stories of real-life impact resonate with audiences. By asking your interviewee for specific examples of customer success stories, you can highlight the tangible benefits of your product or service. Concrete examples help potential clients visualize how your offerings can improve their business or life, making the content more relatable and actionable.

5. Where Do You See the Future of Our Industry Heading?

To position your brand as a thought leader, ask about industry trends or the future of your field. This question showcases the interviewee’s expertise and forward-thinking approach, aligning your company with innovation and strategic foresight. A great answer will offer a glimpse into how your company plans to stay ahead of the curve, assuring viewers that they are investing in a future-proof solution.

6. What’s One Misconception About Our Industry or Product That You’d Like to Clarify?

This question allows you to tackle common misunderstandings head-on. It provides a chance to correct any misconceptions potential clients may have, whether it’s about the difficulty of implementation, pricing, or even how the product works. By addressing these issues directly, you can ease any hesitations your audience might have.

7. What Inspires You About Working at This Company?

End with a question that brings out passion. Asking an interviewee what they love about their job or company can evoke an emotional response that resonates with the audience. Passion is contagious, and when viewers see how much an employee or leader believes in their company’s mission, they are more likely to feel a connection to the brand.

Making the Most of Your Marketing Video Interviews

Now that you know what to ask, it’s important to deliver these questions in a conversational, relaxed manner. A successful marketing video interview doesn’t feel forced or scripted. Encourage your interviewee to speak authentically and tell stories that will connect with your target audience.

How St Louis Commercial Video Production Can Help You Create Exceptional Interview Videos

At St Louis Commercial Video Production, we’ve mastered the art of creating compelling video content, including sit-down interviews that resonate with audiences. As a full-service professional commercial photography and video production company, we have the right equipment, crew, and creative experience to ensure your video production exceeds expectations.

Whether you need studio or on-location video and photography, we offer comprehensive services, including editing, post-production, and licensed drone pilots. Our expertise allows us to customize productions for various media requirements, and we’re adept at repurposing your photography and video branding to maximize engagement. From private studio lighting setups for small productions and interviews to flying specialized drones indoors, our facility is equipped to handle every aspect of your production.

Having operated since 1982, we’ve collaborated with many businesses, marketing firms, and agencies in the St. Louis area. Trust us to guide you through every stage of your project, from custom interview studio setups to providing expert sound and camera operators. When it comes to creating the perfect marketing video, St Louis Commercial Video Production has everything you need to make your next production seamless and successful.

314-913-5626 stlouisvideos@gmail.com