There is no bigger treasure than a happy customer! Except a few together in the same video, highly recommending services or product, but also initiative or event. This type of videos are executed as interviews, where authentic customers are asked questions. Of course they have total freedom in answering them, and final statements are chosen in postproduction. Customers invited to participate become a part of your brand and their opinions are empowered in brand’s favour. In addition this is also very powerful tool from perspective of current and future customers, showing  how different people value different aspects of the brand and why. Use it as a hint to grow or a clue to adjust.