Best Practices Guide for Customer Story Videos

The following guidelines outline best practices for producing compelling customer videos that showcase meaningful stories while reflecting your organization’s brand.

1. Be Selective

   
   

It is essential to identify customers who have a strong story to tell. Ideally, the interviewee should be enthusiastic, comfortable on camera and knowledgeable about how your product or service has impacted their organization.

Recognize that interviewees may not be familiar with every solution their company uses, and that is perfectly fine. Focus on what they know well and feel genuinely excited about. Additional products or services can always be referenced in the video description if appropriate and approved. Also be mindful of potential language barriers.

Consider your target audience and select interviewees who reflect that audience in terms of role, industry, segment, use case and value proposition. This alignment makes the video easier to leverage across marketing and sales efforts.

2. Prepare Extensively

   
   

Learn More About the Customer

This is one of the most important steps in the process. Work to understand the internal account team, key stakeholders and anyone who can provide important perspective on the relationship, its history, successes and strategic significance. Conduct internal preparation calls in addition to a separate prep call with the customer.

Develop Potential Storylines

Discuss the key elements of the story and look for compelling angles that demonstrate meaningful outcomes. These might include operational improvements, innovation, business growth, industry impact or broader societal influence.

Ensure alignment on the main themes and core storyline before the interview. Take detailed notes that can easily be referenced during filming.

Collect Supplemental Materials

Request the customer’s company logo as a high-resolution file, preferably a vector file or a high resolution transparent PNG. Ask for b roll images or video footage that supports the projects, themes and ideas discussed.

Confirm usage rights for all imagery and ensure no unauthorized third party logos are included.

Recommended standards for b roll

• Photographs should be a minimum of 1600 pixels high or wide at 300 dpi resolution in JPEG or TIFF format.

• Video should be high definition at 1920x1080 or 1280x720 resolution in MOV format, or MP4 if necessary.

Secure Consent

Have the appropriate Content and Media Release forms signed before production begins. Ensure the customer reviews the opportunity internally with marketing, legal or communications teams as needed. This prevents delays or rework later.

Set the Scene

Provide wardrobe guidance to help interviewees avoid on camera issues. Suggest avoiding stripes, bold patterns, pure black, white or bright red and orange tones, noisy jewelry and reflective glasses if possible.

If feasible, send a test shot to your design or brand team in advance to confirm that lighting, backdrop and framing align with brand standards.

Ensure all music used is properly licensed for long term, unrestricted use.

3. Design the Interview Strategically

   
   

Too much scripting can make a video feel rehearsed and inauthentic. At the same time, interviewees should be given enough structure to feel confident and prepared.

Customize interview questions to reflect the integrity of the story while allowing space for organic conversation. Authentic moments often emerge when interviewees speak naturally.

Do not hesitate to explore personal impact. Stories that highlight how your solution affects real people often create a stronger emotional connection.

There is no one size fits all format, but having sample question frameworks available can be helpful.

Keep your preparation notes on hand during filming in case clarification or follow up questions are needed.

4. Listen with Editing in Mind

   
   

As the interview unfolds, think ahead to how the final edit will sound. A comment that works conversationally may not work well when isolated in a short video clip.

Listen for complete, clear statements that stand on their own. If necessary, ask the interviewee to restate a thought in a more complete way. You may gently suggest how to begin a response, but avoid putting words in their mouth or increasing anxiety.

5. Tune Into Comfort Level

   
   

Being on camera is unfamiliar territory for many customers. Pay close attention to their comfort level and body language. Look for signs of nervousness such as fidgeting or visible tension.

Offer reassurance from the beginning. Build confidence. If possible, invite a familiar internal contact to attend the session to help the interviewee feel at ease.

Your goal is to create a relaxed environment that allows the customer’s expertise and enthusiasm to shine naturally.

6. Establish a Clear Review Process

   
   

The review stage can be one of the most challenging parts of video production. Many stakeholders will have opinions on what should stay or go.

Define the review process in advance. Identify review stakeholders early, clarify roles and responsibilities, establish deadlines and hold reviewers accountable.

Complete all internal reviews before sharing a draft with the customer.

If the customer requests significant changes, conduct an additional internal review as needed.

Do not publish the video until you receive formal customer approval via email. Save documentation of approval along with signed release forms for your records.