This article comes from Dan Gable’s insightful talk at our 2023 Customer Marketing Summit in London, check out his full presentation.

Creating impactful customer story videos is more than just hitting record—it's about connecting with your audience on a deeper level. 

I'm Dan Gable, founder of ShoutOut, an automated video creation platform, and Sprat, a traditional video production company. With nearly 40 years in the content creation industry, I’ve seen firsthand how the right approach to video can drive meaningful engagement. 

In this article, I'll share my personal framework for video success, focusing on authenticity, relevance, video length, and the power of episodic content. I'll guide you through strategies that turn ordinary videos into compelling narratives that truly connect with your audience. 

The power of video in customer stories

The first question I often get is, "Why video?" It's a big question, and a good one. 

Sometimes, in customer story conversations, it feels like we start with the answer and then look for the question. But the reality is that video isn't always the solution. However, I believe video holds a unique importance when it comes to customer stories.

Video allows you to form relationships with people easily, even with those you’ve never met in person. Think about all the people you feel like you know because you've seen them on video—you’ve likely developed opinions about them based solely on what you’ve seen and heard. 

That's the beauty of video. It combines both visual and auditory information simultaneously, allowing you to connect with others quickly.

With video, you can really get a sense of who someone is. You can see their expressions, hear their tone of voice, and even gauge their authenticity—things that are much harder to discern through written communication alone. This makes video an incredibly powerful tool for building trust and understanding in a way that other mediums simply can't match.

From influencers to experts

There are many types of video content—live, traditional (what I call "constructed" videos), edited videos, and user-generated content. I want to focus on the shift we're seeing in constructed videos and user-generated content.

A massive shift is happening in social media that everyone should be aware of. Social media algorithms are changing; it used to be that you could go viral based on the number of followers you had, which is where the idea of the "influencer" was born. 

But now, that’s changing. The concept of the influencer is actually fading away, replaced by the "content creator." Social platforms have realized that a large follower count doesn’t necessarily mean good content. If the content is poor, people won’t stay on the platform. 

These platforms are now favoring quality content over follower numbers. This is a hugely important shift that not enough people are talking about.

Another interesting trend is the change in who holds influence. It used to be celebrities and famous influencers who drove trends. But now, the real power is shifting to subject matter experts and nano-influencers—people like you and me.

These changes aren’t just about creating traditional customer stories anymore. It’s also about the rise of bite-sized content, which is exploding thanks to platforms like TikTok, Instagram Reels, and YouTube Shorts. These platforms are no longer just for kids; they’re for adults, too. 

The algorithms are designed to feed you content that’s relevant to you, which makes it an incredibly powerful tool for reaching specific audiences.

The really exciting thing is that this shift opens up new possibilities for how you can use video. Instead of just focusing on telling your customers' stories, you can facilitate their stories. You can invite your customers to show up on social media and provide value to others. 

They’re all experts in their own right, and they have their own captive audiences. Whether this content is branded by you or simply facilitated by you, it’s an interesting opportunity to expand your reach and influence.

One of the challenges with customer advocacy is that you can exhaust your advocates by constantly asking for customer stories. But now, with the changes in social algorithms, there’s a new way to build their brand by enabling them to create their own content. It’s probably the best ever time to do this. 

Your social team should be your best friends because they’re always looking for great content, and you’re in a perfect position to provide it.

My framework for video success: Authenticity, relevance, short, and episodic

I want to share my framework for video success. My framework is centered around four key principles: authenticity, relevance, short form, and episodic content. This applies to all video content, not just user-generated material.

Authenticity

I’ve never been a huge fan of the traditional one-and-a-half to two-minute customer story video. I’ve made tons of them, but they are incredibly difficult to produce well. The challenge lies in making them both compelling and authentic, which is why I lean more towards user-generated content and spontaneous advocacy. That’s what we focus on at ShoutOut. 

Just to give you an idea, in one week alone, I personally made about 250 videos of spontaneous advocacy. We were out there, capturing videos, and I absolutely loved it. There's something deeply human and authentic about spontaneous content.

People often talk about creating "authentic" videos, but the irony is that videos are probably the least authentic medium I can think of—apart from maybe magic tricks, which are all about misdirection. 

Videos are constructed, edited, and often quite far from reality. You can't truly make a constructed video authentic; you can only make it appear authentic. And let’s be honest, not every customer story video is going to have Martin Scorsese directing it, and your customers probably aren’t going to be as talented as Leonardo DiCaprio.

But there’s hope! You can still create that authentic magic. I like to compare it to shows like "The X Factor". You can have two people singing the same song, both in tune, but only one of them will truly move you. That’s the X factor—something intangible that makes one performance resonate while the other falls flat.

When creating customer story videos, it’s easy to get too focused on the words being said, on making sure all the marketing messages are perfect. But what we often forget is that these videos are performances. 

They need to move people, to make them feel something. The power behind the words is just as important as the words themselves, and it’s easy to overlook that in the pursuit of the “perfect messaging”.

My framework is about finding that balance—creating videos that are authentic, relevant, and capable of evoking genuine emotions. It’s not easy, but when done right, it can make all the difference.

Tips for creating authentic customer story videos

Here are some of my key tips for creating truly authentic and engaging customer story videos:

  • Focus on the customer's world, not just marketing messages

Don't fixate on getting the marketing messages perfect. Instead, really immerse yourself in the world of your customer. It's crucial to understanding their perspective. When I first started making customer story videos, my experience in TV led me to realize that it’s not about asking a bunch of questions—it’s about finding the answers that matter.

When you're conducting interviews for customer stories, it’s easy to get caught up in crafting the perfect questions. But what really matters is the answers you get. I don't just ask straightforward questions; instead, I frame the conversation in a way that guides the interviewee to the answers I’m looking for. 

Sometimes, I even take a more casual approach by playing the role of a "bumbling idiot," which often prompts the interviewee to help me out and leads to more genuine responses.

  • Build rapport and lead the conversation

A few years ago, I studied hypnotherapy and counseling, which turned out to be the best training I ever had for conducting interviews. In counseling, you learn to build rapport, pace into the person's world, and then gently lead them. This approach is incredibly valuable when interviewing customers. 

You need to step into their world, understand their perspective, and then guide them to share their story in a way that resonates.

  • Show unconditional positive regard

You need to show unconditional love or positive regard when someone is on camera. You have to be fully present with them, truly connected, to bring out their best. When they feel your genuine connection, they come alive on camera. 

Whether you're conducting the interview yourself or overseeing an agency doing it, your focus should be 100% on the screen. Nothing else matters but the connection you’re building with the person on camera.

  • The screen is all that matters

When you're crafting these stories, remember that the screen is your world. Nothing else outside of that frame matters. Be meticulous in getting the best performance out of the people you're interviewing. This means paying close attention to every detail and being present to capture those authentic moments.

  • Take risks and use humor

Don’t be afraid to take risks. Use humor and let the magic happen. Humor is a powerful tool, though it’s often underused in customer stories. Think about your closest relationships—they’re often defined by how you tease each other or share a laugh. This kind of humor can also work in customer stories because it shows a level of comfort and closeness. 

Don’t be afraid to inject a little humor into your videos; it can make them feel more relatable and authentic.

Discovering the customer's passion

One of the most important aspects of creating a compelling customer story video is finding the customer’s passion. Let me share an example that illustrates this perfectly.

We were working on a customer story video that initially seemed like it was going to be a disaster. The office setting was uninspiring. It was one of those situations where you could already see the dull, run-of-the-mill video coming together, and it wasn’t looking good.

But then, right at the end of our conversation, the client mentioned almost in passing that he cycled every day. He was really passionate about cycling. That was our breakthrough moment. We decided to build the entire video around his passion for cycling, linking it to the key value proposition of the tech solution we were showcasing. 

What could have been a boring, forgettable office-based customer story turned into something truly engaging and unique.

The lesson here is to always dig for that passion. When you tap into what really excites your customer, they show up better on camera, and the story becomes much more interesting. This passion brings out a side of them that’s authentic and relatable, which is exactly what you want in a customer story video.

That said, it’s important to remember that no amount of drone shots, fancy graphics, or blurry backgrounds can save a bad performance from the customer. You can’t "fix it in post" if the core of the video—the customer’s story and performance—isn’t compelling. The key is to get it right during the shoot. 

Make sure the customer is engaged, passionate, and telling a story that resonates. Don’t rely on a great agency to fix things in the edit, because by then, it might be too late.

Relevance

One of the most important things to remember when creating a customer story video is this: Nobody cares about you or your video. 

I know that might sound harsh, but it's a crucial mindset to adopt. If you approach every video with this understanding, you’re already on the right track. 

People don’t inherently care about your product, your company, or even your customer—what they care about is what’s relevant to them.

To illustrate this, think about a school play. If you’ve ever attended one, you know the feeling—parents are a captive audience, giving standing ovations, filled with pride. But take that same play and put it on Broadway or in the West End, and it wouldn't receive the same reaction. Why? Because the audience at the school play is emotionally invested in their kids on stage; they’re part of the journey. 

The same goes for your customer story videos—just because you’re invested in your company, product, and customer, doesn’t mean others will be.

So how do you make sure people care? It’s simple: Educate and entertain. These are the two pillars that should support every video you create. Entertaining is hard, but it’s what captures attention. Educating is easier, and it’s what keeps people engaged. Ideally, your video should do both.

Before you even start, ask yourself: What does this video offer that a simple logo or quote on your website can't? If the answer is "not much," then save your money. There’s no point in producing a video that doesn’t add value beyond what a static image or text could provide. Your video should offer something unique—whether it's a story that resonates, insights that educate, or moments that entertain.

A good practice is to write down the benefits of the video for both the audience and the customer. Consider what value the video will bring to them. This is especially important if you’re working with a big company, where the video might have a wider reach and offer significant benefits to the customer by leveraging the company’s brand. But you need to be clear about this value upfront.

Remember, your goal isn’t to create a showreel for your agency or to showcase your ability to make a beautiful video. The video must provide real value, or it risks becoming little more than a name-drop exercise. You should never name-drop just for the sake of it. Always focus on delivering something meaningful and relevant to your audience.

Short

Let’s talk about video length. Contrary to popular belief, I don’t think attention spans are getting shorter. The real challenge isn’t that people can’t focus—it’s that it’s harder to grab their attention in the first place. 

This is why shorter videos can be more effective, not because people are unwilling to watch longer content. The issue often lies in the ability to tell a compelling story, not in the viewer’s attention span.

So, when it comes to creating customer story videos, don’t be afraid of making a longer video if the story warrants it. The key is to make the video as short as it can be to effectively convey the message, and no shorter. This means honing down the content, eliminating repetition, and avoiding unnecessary filler. 

For instance, those 5-6-7 second drone shots at the beginning of a video to establish the scene, like Netflix does, aren’t always ideal for a one-and-a-half-minute customer story video. Every second counts, so make sure every element of the video serves a purpose.

That said, there are exceptions to the rule, and here’s one I think is a great example—though I might be in the minority here. 

The Barbie movie is, in my opinion, the best customer story video ever made. Now, I know it’s not technically a customer story video, but think about it: The customer is the audience, and the movie itself is the actualization of the product. The audience becomes the customer through their engagement with the story.

The huge lesson from the Barbie movie is this: Always make room for the audience in the story. A lot of videos fail because the story is too complete, too closed off, leaving no space for the audience to insert themselves into it. If the audience can’t see themselves in the story, they won’t be truly engaged. 

This principle applies to customer story videos as well—leave some room for the audience to connect and engage with the content on a personal level.

So, when you’re thinking about video length, remember: Keep it as short as necessary, but don’t shy away from a longer format if it serves the story. Just make sure there’s room for your audience to be a part of that story.

Episodic

The final piece of my video success framework is embracing episodic content. 

Formats are your friend, and my background in TV has shown me just how powerful this approach can be. In the world of television—and now with platforms like Netflix—episodic content is king because it's easier to manage and more engaging for audiences. 

Some TV production companies won’t even consider making one-off shows anymore because they’re too challenging to produce effectively. The same principle applies to your videos, whether they’re user-generated content, long-form pieces, or something else entirely.

Spend time getting your format right. Nail it down so it works well, and then you can rinse and repeat. There are two main reasons why this is so valuable. 

First, it gives your audience something consistent and familiar to latch onto. If your customer story videos share a similar DNA—consistent branding, a similar feel—they become more versatile. You can repurpose them in various ways, whether that’s for hyper-short-form content or something more substantial. Think of it like creating your own TikTok feed; each video is part of a larger narrative.

In many ways, episodic content mirrors how stories are structured in other formats. A feature film, for example, is just a series of scenes strung together to tell a cohesive story. Episodic content works similarly by breaking down a larger narrative into digestible, connected segments.

So, keep your content episodic. Develop a format that resonates with your audience, and stick to it. This approach not only simplifies production but also enhances the viewer’s experience by providing a familiar and engaging structure that they can easily follow and enjoy.