seedance-testimonial-story

お客様の声ストーリー — 顧客の支持を伝える動画プロンプト

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Higgsfield 上の Seedance 2.0 — 入力仕様

• 画像： 最大 9 枚（顧客の写真、製品のスクリーンショット、成果グラフ、ブランドアセット、星評価）
• 動画： 最大 3 本（顧客が撮影したクリップ、画面録画、既存のブランド動画）
• 音声： 最大 3 件（顧客のナレーションクリップ、BGM、環境音）
• 出力： 4～15 秒、音声同期対応の 720p
• 参照構文： アップロードしたアセットには @material[name] を使用

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従来のお客様の声がうまくいかない理由

従来のお客様の声がうまくいかないのは、平坦な照明の中で人物が話すだけの静的な映像だからです。映画のような顧客の支持を伝える映像は、視聴者に変化を実感させます。まず成果を見せ、次に感情を伝え、最後に人物を見せましょう。

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お客様の声動画の 2 秒フック

最初の 2 秒で、視聴者が見続けるかどうかが決まります。お客様の声動画には、即座に伝わる証拠となるサインが必要です。

フックのパターン

フック	仕組み	使用する場面
成果を最初に見せる	指標、数値、成果から始め、その後に背景にいる人物を紹介します	具体的な数値で示せる優れた成果がある場合
感情を捉える	文脈を説明する前に、笑顔、驚きの声、笑いなど、自然な反応の瞬間から始めます	顧客の映像を使った、感情に訴えるストーリーの場合
数字のインパクト	大きく太字の統計数値で画面を埋め、カウントアップや勢いよく表示するアニメーションを加えます	明確な ROI を示せる定量的な事例の場合
対比のストーリー	「導入前」の状態を一瞬見せ、すぐに「導入後」へ切り替えます	導入前と導入後の違いが明確な変化のストーリーの場合

フックのテンプレート

THE RESULT FIRST:
"Single bold statistic center-frame. Large white typography on dark
background. Number counts up rapidly — 0 to 347% — in 1.2 seconds.
Each digit change accompanied by soft click sound. Camera slight push-in
during count. At 1.5s: number resolves. Holds for 0.3s. Then: cut to
or dissolve into customer's face — warmly lit, looking slightly off-camera,
beginning to speak. Viewer is already primed: this person got that result."

THE EMOTION CAPTURE:
"Open on tight close-up of customer's face at moment of genuine positive
reaction — mid-laugh, eyes lit, natural expression. Warm key light from
slight left angle. Shallow depth of field, background is soft-bokeh
environment related to their work or home. No speech yet — just the face.
Hold 0.8s. Then pull back slightly to include context. Sound: ambient
environment fills in, then music enters soft underneath. The emotion
happened before the words. The words explain what we already felt."

THE NUMBER IMPACT:
"Black frame. Single word appears — the relevant metric category
(REVENUE / HOURS SAVED / CLIENTS ADDED) — in thin caps, gray.
0.5s pause. Then: the number SLAMS in from below, large, white, kinetic.
Overshoot bounce physics on landing. Camera shakes 2px on impact.
Sound: deep bass thud synced to number landing. Reverb tail.
Number holds 0.8s. Then secondary text fades in below:
customer name, company, timeframe. Credibility layered after impact."

THE CONTRAST STORY:
"Split-screen. Left side: grainy, slightly desaturated footage or image
representing the 'before' state — the problem, the struggle, the mess.
Right side: clean, warm, vibrant footage representing 'after.' Both sides
hold for 1.5s. Then: left side collapses toward center, right side expands
to fill full frame. Sound: before side has flat, muted audio. Transition
whoosh. After side has rich, warm audio treatment. The visual argument
is already made before a word is spoken."

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お客様の声動画のビジュアル形式

ドキュメンタリーインタビュー

信頼性の高いお客様の声を伝えるための定番です。演出されたものではなく、自然に生まれた印象を与えます。

DOCUMENTARY INTERVIEW TEMPLATE:

"Customer seated slightly off-center — rule-of-thirds composition, looking
toward empty space in frame (not directly at camera). Interview framing:
head and shoulders visible, some environment in background.

Background: deliberately chosen to reinforce context — workspace for
B2B testimonial, home environment for consumer product, outdoors for
lifestyle brand. Background should be in soft bokeh, identifiable but
not distracting.

Camera: slightly below eye level (more authority) or eye level
(more intimacy). Static or very slow drift — no handheld jitter.

Lighting: warm interview setup. Key light 45 degrees from subject's face,
soft modifier. Fill light on shadow side, 1.5 stops under. Optional:
practical lamp or window in background for depth.

On-screen text: customer name and result appear as lower-third
approximately 2 seconds into clip. Clean sans-serif typography.
Small logo mark if applicable.

Sound: customer voice is primary. Light room tone/ambient underneath.
Optional subtle music bed — below the voice, supporting emotional register.
Voice should be crystal clear. No reverb. No noise."

データビジュアライゼーション

B2B や SaaS の支持を伝えるのに適しています。数字を実感できる表現にします。

DATA VISUALIZATION TEMPLATE:

"Dark background, premium data environment. Chart or graph central to frame.
Data is not static — it builds, grows, animates to tell the story.

Opening: flat baseline (before state). Chart slowly builds the historical
context — flat growth, struggle plateau. Muted colors, minor key ambient.

At transition point: color shift. Chart line diverges upward sharply.
Color warms, saturates. Growth curve accelerates. Sound: ascending tone,
subtle but audible.

At destination: the current result. Number appears adjacent to endpoint
of the line or bar. Large, clear, warm-colored.

Camera slowly pushes in toward the data throughout. Customer photo or
logo appears in lower-third as attribution for the result.

Optional: voice-over of customer describing the moment of change —
synced to the transition inflection point in the chart.

Typography: minimal, clear. Result numbers are 2x the size of labels.
Timeframes labeled on axis. One visual message only — do not clutter."

変化の道のりを並べて見せる

導入前と導入後を並行するストーリーとして見せます。感情面でも視覚面でも対比が生まれます。

SPLIT JOURNEY TEMPLATE:

"Frame divided horizontally. Top half: 'before' world. Bottom half:
'after' world. Both sides run simultaneously, showing parallel actions
or states.

Top (before): slightly desaturated. Environment is cluttered or stressful.
Person's movement is hurried, tense. Color grade: cool, 6000K+.
Actions: multiple steps, visible friction. Camera: slight handheld to
convey instability.

Bottom (after): full color saturation. Environment is clean, ordered.
Person's movement is relaxed, deliberate. Color grade: warm, 3200K.
Actions: single step, effortless. Camera: locked off, stable.

Dividing line: can be a hard edge, a gradient, or a thin branded line
element. Option: the line moves through the frame like a reveal, with
the 'after' state expanding.

At resolution (3/4 through video): bottom half expands to fill full frame.
Top half disappears. The 'after' world takes over. Sound: background noise
of 'before' fades out. Warm audio environment of 'after' fills in.
Customer quote appears as text overlay."

証拠のモンタージュ

複数の顧客や成果を連続してすばやく見せます。圧倒的な証拠を生み出します。

MONTAGE PROOF TEMPLATE:

"Rapid sequence of social proof elements. 3-7 shots, 1-2 seconds each.
Each shot: different customer, same transformation narrative.

Shot structure per customer: face OR result metric. Alternate — face,
metric, face, metric. Creates visual rhythm.

Face shots: consistent lighting treatment across all — signals production
intentionality, makes diverse customers feel curated. Quick zoom-in or
push-in during each shot for energy.

Metric shots: bold typography, one number per frame, consistent type style.
Numbers are large — primary focal point.

Transitions: match-cut on similar compositions. Avoid random cuts.
Face-to-face: cut on eye-line. Metric-to-metric: cut on number position.

Sound: music track with clear BPM structure. Each cut lands on a beat.
Optional: brief audio snippet from each customer (0.5s) that blends into
overall mix — creates texture without full sentences.

End frame: compilation stat — 'Join 2,400+ customers.' or summary metric.
Warm, wide shot. Music resolves."

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タイポグラフィとテキストオーバーレイの手法

引用の表示

QUOTE OVERLAY — MINIMAL:
"Quote text appears as large white serif or sans-serif. Weight: bold or black.
Centered or left-aligned. Max 15 words per screen — cut longer quotes.
Text enters: fade-in over 0.3s, or slides up from below. Holds for
reading time (calculated: word count ÷ 3 = seconds needed). Exits: fade
or dissolve on transition. Attribution line (name, title, company) appears
below in smaller, lighter weight, 1 second after main quote settles."

QUOTE OVERLAY — DRAMATIC:
"One word or phrase at a time. Each key word appears large, centered.
Camera or background reacts to each word — subtle push or pull.
Word duration: 0.5-0.8s each. Final phrase: holds longer, larger size.
Sound: soft click or tone on each word appearance. Creates reading rhythm.
Color: white on dark, or brand color on neutral. Never reverse — dark on
light reads poorly on video."

星評価

STAR RATING ANIMATION:
"Five stars arranged horizontally. Stars appear left to right, 0.15s stagger.
Each star: small scale-from-zero animation with slight overshoot. Color:
gold/amber (#F5A623 or similar). Optional: particle burst on fifth star landing.
Sound: ascending five-note arpeggio, one note per star. Final note is higher,
brighter. Stars hold for 1s then either remain as overlay or transition out.
Platform attribution (G2, Trustpilot, App Store) appears below in small text."

指標と数値

COUNT-UP NUMBER:
"Number begins at zero, counts up to target value. Speed: slow start,
accelerates, then decelerates into final number (ease-in-out curve).
Duration: 1.5-2.5s for numbers under 1,000. For large numbers: start
at ~80% of final value and count last 20% only — captures the drama
without waiting.
Typography: large, bold, sans-serif. White or brand color.
Unit (%, x, $) in slightly smaller size positioned to upper-right of number.
Context label in smaller size below: 'increase in MRR' or 'hours saved per week.'
Sound: rapid soft ticks accelerating and decelerating with the count."

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お客様の声動画の照明

温かみのあるインタビュー照明

信頼できる、人間味のある顧客の支持を伝えるための定番です。誠実さを感じさせます。

"Classic interview three-point lighting for testimonial video.

Key light: large soft source (simulated softbox or window) at 45-degree
angle to subject's face, slightly above eye level. Warm color temperature:
3200-4000K. This is the main illuminating source.

Fill light: on the shadow side of face. 1.5 to 2 stops dimmer than key.
Slightly cooler than key (4500K) — creates subtle color contrast between
lit and shadow sides that gives dimension.

Rim/hair light: from behind and above subject. Separates head from
background. Thin edge of warm light on shoulder and hair. Not a halo —
subtle.

Background: 1 stop darker than subject. Optional: practical light in
background (desk lamp, window glow) to give depth and environment context.

Result: subject appears warmly lit, three-dimensional, trustworthy.
Skin tones are flattering. Eyes catch the key light — the 'catchlight'
that makes a face feel alive."

自然なドキュメンタリー照明

計画されていない自然な印象を与えます。懐疑的な視聴者に最も強い信頼のサインとなります。

"Simulated available-light documentary treatment.

Primary source: window light from one side. Hard-ish quality — not
perfectly diffused. Creates a natural falloff across subject's face.
No fill, or very minimal fill on shadow side (1/4 reflected light only).
The asymmetry reads as real, not studio.

Color temperature: matches simulated time of day — morning (5500K, slightly
blue-white), midday (6500K, neutral), golden hour (3200K, warm orange).
Commit to one — no mixed sources.

Background: environment visible, in focus enough to be readable but not
sharp. Real spaces: kitchen table, coffee shop, workshop, outdoor setting.
Nothing generic.

Camera: very slight handheld quality — not shaky, but not locked-off.
0.5-1px micro-movement that communicates 'someone was there filming this.'

Grade: minimal processing. Slight desaturation (10%). Natural contrast.
No heavy LUT. Feels like the phone captured it, but better."

成功を照らす輝き

勝利の瞬間、成果の発表、感情が高まるクライマックスに適しています。

"Warm, elevated lighting treatment that signals victory and transformation.

Key light: golden-warm (2700-3000K), positioned slightly lower than
standard interview — 30 degrees above eye level rather than 45.
This angle catches the face differently — more like sunrise/sunset,
less like office overhead.

Background light: significantly warmer than subject light (2000-2500K),
or a practical warm glow element (candle, fireplace, warm lamp).
Background appears luminous, almost glowing.

Exposure: slightly overexposed compared to interview norm — 1/3 stop hot.
Highlights clip gently. Creates the visual language of 'bright' and
'successful.'

Optional element: subtle lens flare or light streak from key light
direction. Small — not a J.J. Abrams production. Just a hint that the
light is real and present.

Grade in post: lift the shadows slightly (not crush them). Add warmth
in midtones. Final image should feel like the best day of that person's life."

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お客様の声動画のサウンドデザイン

音声を最優先するデザイン

お客様の声動画では、人の声を常に最優先します。それ以外のすべての要素は、声を引き立てるために使います。

VOICE-FIRST MIX:
"Customer voice sits at -6dB in the mix. Clear, present, centered stereo.
No reverb — voice should feel intimate and close, not roomy.
Eq: gentle high-pass at 80Hz (remove rumble), slight presence boost
at 3-5kHz (intelligibility). De-ess if needed — sibilance is fatiguing.

Music bed: -18 to -20dB under voice. Listener should barely be aware
of music consciously. It should only register when the voice pauses.
Music should never fight for the same frequency space as the voice —
avoid music with heavy midrange when voice is present.

Sound effects (if any): brief, purposeful. A notification sound for
a result metric. A soft chime on a star rating. These punctuate,
they do not dominate.

The test: can you understand every word without concentration? If yes,
the mix is right."

環境音によるストーリーテリング

言葉を使わずに「導入後」のストーリーを伝える音響環境です。

AMBIENT TESTIMONIAL SOUNDSCAPE:
"For B2B/work context: light keyboard sounds, distant office ambience,
occasional notification sound that resolves positively. Signals
productivity, accomplishment, flow state.

For consumer/lifestyle: warm room tone, distant city or nature ambience,
coffee sounds, comfortable environment signals. Signals ease, comfort,
elevated life.

For high-energy results: subtle energy in the room tone — a crowd reference,
outdoor air, movement and vitality. Signals a life in motion.

Build: ambient starts low (barely audible). As testimonial emotional
peak approaches, ambient subtly rises +3dB. Creates unconscious sense
of building energy. At resolution: ambient settles back, music may
swell slightly. Clean, satisfying completion."

感情を高める音楽のタイミング

MUSIC TIMING FOR TESTIMONIALS:
"Music enters under opening visual hook — soft, establishing tone.
If opening is 'before' state: music should be slightly tense or neutral.
If opening is 'after' state: music should be warm and aspirational from start.

At testimonial credibility moment (result reveal, key quote): music adds
an element. A second instrument enters, or the arrangement becomes slightly
fuller. The harmonic environment enriches — unconscious signal of elevation.

At final frame/CTA: music reaches resolution. Satisfying harmonic landing.
Not a full swell — social proof videos are not trailers — but a complete,
settled ending. The viewer should feel something has been concluded.

Genre guidance:
- B2B/SaaS: minimal piano or guitar, light percussion, professional and warm
- Consumer product: acoustic guitar, light pop production, relatable and optimistic
- Health/wellness: organic instruments (piano, strings), calm and reassuring
- E-commerce/fashion: upbeat but sophisticated, 105-120 BPM, modern production"

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プロンプトの完全な例

例 1：B2B 事例 — 成果を最初に見せる形式（15s）

SEEDANCE 2.0 PROMPT:

Black frame. Single number fades in center: "312%". Large, white, bold
sans-serif. Below it in smaller text, also fading in 0.5s later: "increase
in qualified leads. 90 days."

0-2s: Number holds. Camera slowly pushes in toward the number — subtle,
barely perceptible movement. Sound: deep, resonant single note. Ambient
silence otherwise. The number is given space to land.

2-3s: Dissolve transition. Number dissolves into a face — the customer.
@material[image1] used as reference for customer portrait or as direct image source.
Subject seated slightly right of center in warm interview framing, looking
left-of-camera. Background: soft-bokeh office environment. Lighting: warm
three-point interview setup, key light from left, slight rim light separating
from background.

3-7s: Customer begins speaking. Camera is static. Every word is clear.
Warm room tone underneath voice. Below subject, lower-third text appears
at 4s: "[Customer Name] — [Title], [Company]". Clean sans-serif, white,
small. Above the lower-third, no other graphics yet — let the face tell
the story.

Sound: minimal music bed enters at 3s — -20dB under voice. Piano and
light percussion. Warm, confident. Does not compete with voice.

7-10s: Key quote moment. The most powerful phrase the customer says. At
this exact point, text appears over or beside the customer — the quote
itself in large typography. White, bold, appears word by word with 0.1s
stagger. Camera micro push-in: 1% zoom over 3 seconds — imperceptible
but felt. Music bed adds second element (pad or second instrument) at 7s.

10-13s: Camera pulls back slightly. Product screenshot or UI appears in
background on desk or screen, associating the result with the product.
@material[image2] used as product UI reference. Soft focus on product UI — it is
present but the customer remains the focal point.

Sound: music becomes slightly fuller. Voice continues or concludes.
Ambient environment enriches — background becomes more alive.

13-15s: Final frame. Customer finishes speaking. Five-star rating appears
below lower-third — animated left to right, 0.15s per star stagger, gold.
Platform attribution beneath stars. Product logo in upper-right corner,
small, fades in at 14s. Music resolves on final second. Warm, complete.

Material references: @material[image1] for customer photo, @material[image2] for product
screenshot, @material[audio1] for customer voice recording if available.

例 2：消費者レビュー — 感情を捉える形式（10s）

SEEDANCE 2.0 PROMPT:

Open on close-up of a face mid-expression — a genuine, warm smile.
Eyes slightly crinkled. The expression is specific, not posed. Tight
framing: face fills 70% of frame. Background: soft bokeh, warm residential
environment (living room, kitchen — identifiable but indistinct).

0-1.5s: Face holds in close-up. No words yet. Sound: warm room tone,
faint background ambience of a comfortable home. Light music begins —
acoustic guitar, quiet, barely audible. The face communicates everything
before language.

1.5s: Camera pulls back slowly. Person becomes visible in context —
seated comfortably, the product visible in their hands or on the surface
near them. @material[image1] used as product reference. Natural, candid framing.
Documentary natural lighting treatment: window light from one side,
slight asymmetry, real and earned.

2-5s: Person speaks. Voice is clear, slightly warm in audio treatment.
Room tone underneath. They are sharing a specific moment — not a general
endorsement. The specificity is the credibility.

At 3s: first text overlay appears — a short fragment of what they're saying,
pulled into large typography. 3-4 words max. Bold, white, positioned lower-
third but large — almost subtitle-sized but treated as a design element.

5-7s: Product comes into focus. Camera drifts slightly to include product
more centrally. Person's hands interact with it naturally. Light catches
the product. @material[image1] product reference at this framing moment. The product
is shown in use, in life — not in a studio.

Sound: music bed grows subtly +3dB from 5-7s. Not louder, richer — a second
guitar line enters. Signals the story is reaching its point.

7-9s: Quote completes. Final sentence lands. At the moment the key word
lands — the result, the feeling, the reason — a second graphic element
appears: star rating (5 stars, gold, staggered entrance) and product name
below. Camera finishes its drift, composition settles.

9-10s: Hold on the settled frame. Music resolves. Room tone continues.
Warm, complete, real.

Material references: @material[image1] for product (for visual reference/integration).
@material[audio1] for customer audio if available. @material[image2] for product logo.

例 3：SaaS 事例 — データビジュアライゼーション（12s）

SEEDANCE 2.0 PROMPT:

Dark background, near-black with slight warm undertone — #0D0B09.
Premium data environment. Single line chart, minimal axes, centered frame.

0-1s: Empty chart axes appear — clean white lines, thin, on dark background.
A single label: "Monthly Recurring Revenue". Sound: soft ambient electronic,
deep and slow. A single ambient tone — held, expectant.

1-4s: Chart line begins building from left. It moves slowly, nearly flat —
the plateau before the change. Color: muted blue-gray, #8B9DC3. This is
the "before" period. The flatness is visible and intentional. Camera: static.
Sound: no change. Flat and honest about what was happening.

At exactly 4s: vertical dotted line appears on the chart — "Started using
[Product]". Text label appears at the top of this marker line in small caps.
Sound: a subtle, quiet tone — not dramatic, just a marker. A chime, brief.

4-7s: From the marker line, the chart diverges upward. New color: warm gold
#F5A623. The line climbs. Not gradually — it accelerates. Camera begins
a slow push-in toward the chart as it climbs. Sound: ascending ambient tone,
very subtle. The musical harmonic rises with the line. Not heavy-handed —
felt more than heard.

At the endpoint of the line (7s): the final value appears — a bold number
floating adjacent to the chart endpoint. Large, white, clear. Below it in
smaller text: the timeframe. @material[image1] if a real chart/data visualization
is provided as reference.

7-9s: Hold on the chart with the result visible. Camera rests. Sound:
music bed settles at this moment — a two-bar loop, warm, clean. Below
the chart, customer attribution fades in: "[Company Name]", small logo
mark if available via @material[image2]. Customer photo in small circle avatar
to left of attribution.

9-11s: Customer voice enters (if available via @material[audio1]). One or two
sentences — the human confirmation of the chart's story. A single
quote line appears in large typography, one phrase, above the chart.
Bold, white. The data told the story; the voice confirms it.

11-12s: Product logo appears center-right. Chart and quote remain visible.
Music resolves. Final composition: data, attribution, product logo — three
elements of proof in one clean frame.

Material references: @material[image1] for actual data chart or graph as visual
reference. @material[image2] for company/customer logo. @material[audio1] for customer voice.

例 4：レビューのモンタージュ — 証拠の洪水（8s）

SEEDANCE 2.0 PROMPT:

Clean white or very light gray background. Premium, minimal.

0-1s: Single large number appears center-frame, counting up rapidly.
The aggregate: "4,847 reviews". Counter accelerates and decelerates into
final number. Bold, dark typography on light background. Below it,
five gold stars in a horizontal row — fade-in together, no stagger here,
they arrive as a unit. Sound: rapid counting ticks, resolving into
a satisfying two-note landing as counter stops.

1s: Hard cut. First customer face — tight portrait. Warm, documentary
lighting. Off-camera look. 0.8s hold. Below face: name, city or role.
Camera: slight push-in. Sound: ambient warmth. Brief audio slice of
their voice — one word or half a second of speech.

1.8s: Hard cut. First result metric. Bold number, large, center-frame.
Dark background (complement to light-background face shots — alternating
treatment). "47 hours saved per month." Number animates in with impact.
Camera: static. Sound: single bass note thud on impact.

2.6s: Cut. Second face. Different demographic — different gender, age,
context than first. Same lighting treatment, same shot structure —
consistency signals intentionality. Off-camera look, warm light. 0.8s.
Audio slice: one-word or brief exclamation.

3.4s: Cut. Second result metric. Different color treatment, same bold
typography. "3x conversion rate." Same impact animation. Sound: same
bass note — creates rhythmic expectation, viewer anticipates each cut.

4.2s: Cut. Third face. Wide shot this time — a bit more environment visible.
Person at their workspace. The context is meaningful.

4.8s: Cut. Third metric — this time a star rating visual with the score.
"4.9 / 5.0" with star cluster. More complex graphic, slightly longer hold.

5.8s: Cut. Montage accelerates — two more rapid face/metric pairs.
0.4s each. Music track (entering at 4s at -18dB) becomes audible here,
riding the rhythm of the cuts. Faces and numbers intercut like heartbeats.

7s: Hard cut to black. Single frame. Sound: everything stops.

7-8s: Slow fade in: product logo, centered, white on dark. Tagline appears
below. "Join 4,847 customers." Music final note sustains and releases.
Clean, complete.

Material references: @material[image1]-@material[image6] for customer photos (different people).
@material[image7] for product logo. All faces should represent diversity in age,
gender, and context.

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お客様の声コンテンツのプロンプトルール

1. 人物ではなく、成果から始めましょう。 視聴者は、続く内容を信頼するかどうかを最初の2秒で判断します。まず、数字、指標、成果といった根拠を示し、その後で情報の提供元となる人物を紹介しましょう。

2. すべての引用に、画面に表示する価値を持たせましょう。 3秒を超える引用は、言葉だけでなく、映像としても力を発揮する必要があります。動きのある映像、データ、または内容を補完する画像を組み合わせましょう。静止した背景に静止したテキストを2秒以上表示してはいけません。

3. 具体性こそ、信頼性を支えるものです。 「収益が2倍になりました」より、「11週間でMRRが12,000ドルから31,000ドルになりました」のほうが説得力があります。可能な限り、具体的な数字、期間、明確な成果を引き出しましょう。

4. お客様の声を音声の主役にしましょう。 音声が録音されている場合は、ミックスの中で最初に聞こえるようにします。音楽や効果音は声を引き立てるものであり、同等に扱うものではありません。お客様の声がはっきり聞こえなければ、視聴者はお客様の声を信頼しません。

5. 対象者に合わせて映像の雰囲気を調整しましょう。 B2Bのお客様の声では、整った環境、プロフェッショナルな照明、データの可視化など、信頼性を示す要素が必要です。消費者向けのお客様の声では、実際の生活空間、自然光、自然な瞬間など、親しみやすさを示す要素が必要です。消費者向けブランドにスタジオ風の演出を使ったり、エンタープライズ向けの訴求にカジュアルな演出を使ったりしてはいけません。

6. 星評価には出典が必要です。 プラットフォーム名がない5つ星評価は、捏造のように見えます。表示が小さくても、控えめでも、必ずプラットフォーム名を記載しましょう。その出典が、評価の信頼性を裏付けます。

7. 最後のフレームは、行動を促す決め手です。 視聴者が行動を決める直前に目にする最後の画像には、文脈の中にある製品、お客様の顔と成果の説明、または集約されたソーシャルプルーフのいずれかを使いましょう。ありきたりな行動喚起のグラフィックで終わらせてはいけません。

8. 推薦コメントらしい構図は避けましょう。 お客様がカメラを正面から見て満面の笑みを浮かべ、台本どおりに称賛を語る姿は、誰もが不信感を抱くようになった広告そのものの表現です。カメラから少し目をそらし、自然な表情で、具体的な言葉を使いましょう。いかにもお客様の声らしく見えるなら、そういうものとして受け取られてしまいます。