How Documentary-Style Testimonials Increased Revenue By 21% In Just 3 Months.
The Challenge
More often than not, testimonial videos can feel staged, and audiences can tell. Our client, The Natural Edge needed a fresh approach that would genuinely connect with potential customers and showcase their real-world impact of their coaching.
We pitched the idea to drop the obvious approach of zoom call style testimonials and speak directly to potential clients with a Channel 4 style interview angle that is seen on 24 hours in A&E for example, or BBC’s real CSI.
It’s direct, without being confrontational and allows the viewer to almost make eye contact with the contributor. You feel as though the contributor is speaking directly to you, allowing for a deeper connection. This isn’t for everyone, but in this instance it made powerful visual style that has connected with our clients target audience.
Our Approach & why it works.
At Palpa Films, we applied a documentary-style approach:
Unscripted, real storytelling – No forced lines. Just genuine conversations from built rapport in pre production.
Capturing emotion & impact – We focused on how the product/service changed lives but also wanted to showcase contributors in an environment where they felt comfortable and themselves.
High-quality, cinematic production – Every frame served the story while maintaining a natural, immersive feel. We made a real effort to separate each contributor into an avatar that fit our clients target audience. We were able to clearly define them visually through planned sequences of them enjoying an activity that they felt was key to their happiness.
Why Documentary-Style Testimonials Work
Authenticity Builds Trust
Traditional corporate testimonials often feel like sales pitches. When people see that a video is scripted or staged, it triggers skepticism. Documentary-style testimonials, on the other hand, focus on real, unscripted conversations, allowing the speaker’s personality and sincerity to shine through. This authenticity makes the content feel genuine and trustworthy.Relatable Stories Create Emotional Connections
Documentary-style videos allow viewers to see real struggles, real successes, and real transformations. This approach taps into the power of human emotion, making the stories relatable. When customers hear someone speak about a product or service in a way that mirrors their own experiences, it creates a stronger emotional connection and increases the likelihood of them taking action. We were initially inspired by a series of real stories commissioned by apple and how their watches had saved the lives of apple watch owners.Engagement Through Raw, Immersive Storytelling
These testimonials aren’t about selling a product—they’re about sharing a personal journey. The unpolished, raw nature of a documentary-style video draws viewers in and keeps them engaged longer than traditional commercials or scripted testimonials. Viewers don’t feel like they’re being sold to; they feel like they’re listening to someone’s real experience.Trust in Real People, Not Perfect Actors
Audiences have grown increasingly savvy, and they can tell when they’re watching a paid actor or someone reading off a script. Documentary-style testimonials feature real customers who speak from experience, creating a far more authentic message. People trust people, not polished actors or exaggerated claims.Better Conversion Rates
These authentic, emotionally charged testimonials don’t just resonate with viewers, they drive them to action. Whether it’s purchasing a product or signing up for a service, documentary-style testimonials increase conversion rates because they create an emotional buy-in that feels far more convincing than traditional advertising. Remember, no one feels good about be strong armed into a sale.
“We’ve only just scratched the surface to be honest in terms of the value, and these videos embedded into email sequences have been immensely powerful.”
The Budget
Pre-Production (Planning & Logistics)
Story development, interview prep & pre interviews.
Location scouting, camera test & scheduling
Contributor pre production interviews and Shot list creation, story boarding and feedback.
Cost: £1,200 (fixed pre-production fee)
Production (Filming)
Crew: 1 Director, 1 Director of Photography (DP), 1 Production Assistant (PA)
Equipment: Sony FX6 cameras, professional audio, lighting kit
Filming: 5 days of interviews & B-roll, not including travel and accommodation.
Cost per day:
Director: £650/day
DP: £650/day
PA: £300/day
Total per day: £1,600
Total for 5 days: £8000
Post-Production (Editing & Delivery)
Editing rate: £400 per day
Editing time: 4 days per filming day (5 filming days x 4 editing days = 20 days)
Revisions: 2 rounds included
Total for editing: £8,000 (20 days x £400)
Total Investment: £16,000 Approx.
(Expenses for travel and accom not included in this price, a production fee of 10% is added as contingency)
The Results
In three months, the client generated £180,000 in revenue. 21% of that revenue came directly from the documentary-style testimonials we created. Customers who watched the videos converted faster and spent more, proving that authenticity can help with sales.
