There are obvious benefits to customer testimonial videos for marketing purposes, as they establish trust in ways written testimonials can't and convey a sense of sincerity through facial expressions, tone of voice, and genuine enthusiasm. Customer testimonial videos can also have a positive impact on company culture by showcasing the work of happy customers, which can motivate employees and help with recruiting new staff. To create effective customer testimonial videos, it's essential to ask for permission in writing and follow FTC rules. The ideal approach depends on the type of relationship with the customer, ranging from self-recorded testimonials to interviews where you ask questions like "What were your first thoughts when you heard I could help you?" or "How is your life/company better because of the work I do for you?" Ultimately, the goal is to create a story of change that showcases the impact of the company's services on customers. By using customer testimonial videos effectively, businesses can build trust and credibility with their audience.