The usual shape
Most customer story videos follow the same arc because buyers ask the same questions. What was going wrong? Why did you pick this product? How did the rollout go? What is different now? The customer's own answers carry that arc. Our job is finding the clearest version of each one in a long, wandering conversation and putting them in an order that holds attention.
Honest lines help. A customer who says the setup took longer than expected and was worth it anyway is more believable than one who only praises. We keep lines like that when the customer and your team are comfortable with them, and we mark them in the paper edit so nobody is surprised.
Approvals from two companies
A customer story has two sets of reviewers: yours and the customer's. Their communications or legal team may want to check product names, figures and anything that touches their own clients. Sending them the paper edit first, as plain text, is the easiest way to get a fast yes. Picture changes after their sign-off then stay small.
| Stage | Who reviews | What they check |
|---|---|---|
| Paper edit | Your team, then the customer | Which lines are used, in what order |
| First cut | Your team | Pace, b-roll, graphics and length |
| Final cut | The customer, if their contract asks for it | Names, titles, logos and anything on screen |
Figures and claims
If the customer mentions a number on camera, we show it on screen only when you confirm it is correct and approved for publishing. When a figure can't be confirmed, we cut around it or leave it spoken and unlabeled, whichever you prefer.
Lengths and versions
A common set is a two-minute version for the website, a sixty-second version for sales emails and decks, and a few short quote clips with captions for LinkedIn. Product footage, screen recordings of the software or shots of the customer's site can run over the interview to show what they are describing.
Questions
The interview was recorded over a video call. Can that work?
Yes. Remote recordings are common for customer stories. We clean the audio, frame the speaker consistently and cover jumps with screen recordings or graphics.
Can you hide the customer's logo or screens?
Yes. Anything the customer doesn't want shown can be blurred or cropped out. List it in the brief.
Hours of interview footage and a one-minute slot to fill? Tell us who was interviewed, what the video is for, and where it will be shown.
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