Three published references to study
A useful testimonial answers a specific buyer question. Wistia’s published collection links examples from Atlassian with the Daily Telegraph, HubSpot with Varnish Software, and InsightSquared with TrackMaven. These are external examples, not Airtape customers or recordings. Follow the source link below to watch the references in their original context.
| Reference | What to study | Question for your own interview |
|---|---|---|
| Atlassian / Daily Telegraph | A concrete implementation challenge | What deadline made the old process untenable? |
| HubSpot / Varnish Software | Evidence supporting a result | Which measure changed, over which period? |
| InsightSquared / TrackMaven | A person explaining a practical benefit | What does your workday look like now? |
Turn a reference into your own story
Borrow the structure, not the customer’s language or results. Start by identifying the decision your viewer is making. A buyer worried about implementation needs a different story from a buyer comparing daily usability. Choose a customer who actually did the work and can explain the before-and-after in their own words.
- Ask what happened before the product was introduced.
- Capture one specific example of using it.
- Ask what improved and what remained difficult.
- Confirm which claims and supporting visuals the customer is comfortable publishing.
A practical sixty-second edit outline
| Time | Material | Editing decision |
|---|---|---|
| 0–10 seconds | Customer, role, and problem | Give the viewer enough context to recognise the situation. |
| 10–30 seconds | The change in workflow | Use one concrete action instead of a feature list. |
| 30–50 seconds | A result and its context | Keep the timeframe and limitations attached to the claim. |
| 50–60 seconds | Who the product suits | End with a relevant next step, not a scripted endorsement. |
The timings are editorial suggestions. Do not force a customer’s answer into an invented success story or supply a metric they did not verify.
Capture the material your editor will need
Prepare one evidence request
Ask for an approved dashboard image, a public deliverable, or a specific before-and-after example. Avoid recording confidential screens.
Record the conversation
Use headphones, a quiet room, and a stable camera position. Ask one question at a time and leave pauses around answers.
Capture supporting shots separately
Get the customer’s name and role, an approved product demonstration, and a few seconds of neutral footage for edit points.
Review the draft with the customer
Check names, subtitles, context, and the intended publication channels before distributing the finished version.
Choose the right recording workflow
A hosted interview lets you ask follow-up questions immediately. An asynchronous collection form may suit customers who prefer to record alone. Airtape supports the hosted conversation: the customer joins by link and the editor receives separate locally captured tracks. It does not replace a testimonial approval system or a video hosting platform.
Keep an untouched source recording and a clear record of the approved cut. Create subtitles from the actual speech, check them manually, and avoid cutting away a qualification that changes the meaning. A shorter honest answer is more useful than a polished claim you cannot support.