Remember when customer videos felt like case studies in disguise? Glossy, scripted, and full of buzzwords? That era is fading. Fast.

Today, audiences respond to honesty — not polish. And the best customer stories don’t come from perfect soundbites. They come from unscripted emotion, imperfect delivery, and real people telling it their way.

What’s Changing in Customer Video

• Less polish, more personality: People trust what feels real — even if the lighting isn’t flawless.
• Fewer scripts, more stories: Let the customer shape the narrative. It’s their story, not yours.
• Shorter attention spans, deeper impact: A 60-second vertical video shot on a phone can outperform a £10K testimonial if it hits a nerve.

What to Look For When Filming

• Don’t just ask for outcomes. Ask about turning points, challenges, surprises.
• Keep rolling after the “main answer.” The gold often comes in the follow-up.
• Embrace the emotion — it’s what viewers remember.

It’s Not Just a Trend — It’s a Trust Signal

In a sea of scripted noise, real stories cut through. If you’re still relying on slick testimonials and staged case studies, it might be time to get messier — and more human.

Want help capturing something that resonates? Book a call with The Marketing Café and Contact Us