# Testimonial — Format

> Customer/user testimonial. Real-feel authenticity. Trust transfer.

## Format basics

- Length: 30s - 90s
- Aspect: 16:9 or 9:16
- Documentary feel
- Direct-to-camera or interview style
- Real customers (or actor playing real customer)

## Structure

```
0-5s    PROBLEM HOOK
        Customer's "before" state
        Pain point relatable

5-25s   STORY / JOURNEY
        Found product
        Trying it
        Initial skepticism resolved

25-50s  RESULTS / SPECIFIC PROOF
        Concrete outcomes
        Numbers, before/after
        Feeling/transformation

50-58s  RECOMMENDATION
        "Would you recommend?"
        Why brand specifically
        Authentic enthusiasm

58-60s  BRAND + CTA
        Logo
        How to start
```

## Sample 60s testimonial

```
TITLE: "Karavan — Sarah's Story"

INT. SARAH'S APARTMENT KITCHEN - MORNING (0-5s)

SARAH (34, casual home setting), at her kitchen table with a Karavan
mug. Direct to camera. Documentary style.

SARAH
For two years I drank instant coffee every morning. Just to function.

CUT TO B-ROLL: Empty instant coffee jars, generic mug.

CUT BACK TO SARAH (5-15s)

SARAH
A friend gave me a bag of Karavan as a birthday gift. I figured I'd
finish it and go back to the cheap stuff.

CUT TO B-ROLL: First bag of Karavan, brewing.

SARAH (V.O.)
But I never went back.

CUT BACK TO SARAH (15-30s)

SARAH
The first sip was — I actually stopped. I sat down. I noticed it.
That doesn't happen with instant coffee.

She laughs.

SARAH
I started subscribing six months ago. Three bags a month. Different
blends.

CUT TO B-ROLL: Karavan delivery box arriving at door, multiple bags
on shelf.

SARAH (V.O.) (30-45s)
The 'Atlas' blend is my morning. The 'Summit' is for when I need
to focus. The decaf 'Orient' is for evenings on the balcony.

CUT BACK TO SARAH (45-55s)

SARAH
It sounds dramatic but coffee became something I look forward to.
Not just something I survive on.

She lifts her mug. Sips. Smiles.

SARAH
I don't sponsor things. But yeah, this changed my mornings.

CUT TO BRAND CARD (55-60s)

Karavan logo + tagline + URL.

V.O.
Try Karavan. Start at karavan.az.
```

## Key principles

### Authenticity over polish
- Real-feel cinematography
- Natural lighting
- Customer's actual environment
- Imperfect framing ok
- Conversational delivery

### Specific, not generic
Avoid:
- "It's the best!"
- "I love it!"
- "Amazing product!"

Prefer:
- "I noticed I wasn't reaching for sugar anymore"
- "The first sip made me sit down"
- "I subscribed six months ago"

### Story arc
Even short testimonials need arc:
- Before state (problem)
- Discovery (trial)
- Experience (use)
- Result (transformation)

### Believable enthusiasm
Don't oversell:
- Mild surprise > over-the-top excitement
- Specific moments > generic praise
- Honest hesitation builds trust

### B-roll
Cover testimonial with:
- Customer using product
- Product detail shots
- Result visualization
- Lifestyle context

## Sub-types

### Customer success
- Long-term user
- Demonstrable results
- Referral-worthy

### Expert endorsement
- Authority figure
- Domain credibility
- Why they recommend

### Influencer testimonial
- Native voice
- Authentic discovery
- Their audience trust

### Employee testimonial (B2B / brand)
- "Why I work here"
- Internal credibility
- Brand pride

### Comparative testimonial
- "I tried X, Y, then Z. Z won."
- Risk: legal, etiquette

## Common mistakes

- Scripted-feeling delivery
- Over-the-top praise
- No specific details
- Generic person (could be anyone)
- Missing the "before" state
- No clear "why this brand"

## Casting / Performance

For acted testimonials:
- Cast actors who feel REAL not "actor-y"
- Direct to feel improvised
- Allow imperfections
- Local/regional accents authentic

For real customers:
- Coach, don't script
- Multiple takes for naturalism
- Use questions to elicit responses
- Edit best moments together

## Production value

- Documentary-feel beats over-polished
- Natural lighting preferred
- Real environments, not studios
- Honest cinematography
