Quick answer
The most compelling customer testimonial videos let real people tell a specific story in their own words, show the product doing something that matters, and stay honest. Strong examples include Apple's "Dear Apple" and "911" Apple Watch films, Microsoft's Xbox Adaptive Controller ads featuring young gamer Owen, and Google's "Javier in Frame." Below are 10 real examples and what each one teaches.
Why customer testimonial videos still work
Testimonials are one of the most common types of marketing video. In Wyzowl's State of Video Marketing 2026 survey, 57% of video marketers said they had created testimonial videos, behind only social media videos (69%) and explainer videos (68%).
The reason is simple. A customer has no reason to oversell. When a real person explains a problem, what they tried and what changed, viewers find it easier to picture themselves in the same situation.
10 customer testimonial and customer story video examples
1. Apple, "Dear Apple" (2022)
Created with TBWA\Media Arts Lab, "Dear Apple" features real people describing how Apple Watch affected their lives. They include a New Hampshire man rescued after falling through ice into a frozen river and a doctor who helped save a friend. Apple released a new three-minute "Dear Apple" film in September 2025 built on the same letter format.
Lesson: a simple framing device, a letter to the brand, can tie many short testimonials into one story.
2. Apple Watch, "911" (2022)
This Apple Watch Series 7 ad uses audio from three real emergency calls made from the watch: a driver whose car flipped into water, a paddleboarder swept out to sea and a farmer who fell from a ladder. Campaign reported that reactions were divided, with some viewers finding the real calls disturbing.
Lesson: real audio is powerful, but high-stakes stories need careful handling.
3. Microsoft, "Reindeer Games" (2018)
Microsoft's 2018 holiday ad follows neighborhood kids racing to watch Owen, a nine-year-old with Escobar syndrome, reach a milestone in a game using the Xbox Adaptive Controller. GeekWire noted that a behind-the-scenes video explained why the controller works for him.
Lesson: pair a polished ad with a documentary-style companion video that gives the real context.
4. Microsoft, "We All Win" (2019)
Microsoft brought the story to the 2019 Super Bowl with "We All Win," produced by m:united//McCann New York. According to The Drum, the extended version shows kids with limited mobility describing their struggles with a standard controller, then unboxing the Adaptive Controller and playing with friends.
Lesson: a before-and-after structure, told by the people who lived it, keeps an emotional ad grounded and credible.
5. Google Pixel, "Javier in Frame" (2024)
Google's 2024 Super Bowl ad follows Javier, a blind man, as he photographs life with his partner using Guided Frame, the Pixel 8 accessibility feature that tells users how to position the camera. The spot was developed by GUT and Google Creative Lab with Adam Morse, a blind director.
Lesson: show the product feature at the exact moment it changes the customer's experience.
6. Google, "Loretta" (2020)
In Google's 2020 Super Bowl ad, a man uses Google Assistant and Google Photos to remember details about his late wife. The voice belongs to the 85-year-old grandfather of a Google employee, according to 9to5Google.
Lesson: a real voice can carry a story even when the visuals are mostly product screens.
7. Airbnb, "Made Possible by Hosts" (2021)
Airbnb launched this series in February 2021 with videos built from real photographs taken by guests staying in hosts' homes around the world.
Lesson: your customers' own photos and footage can become the campaign itself.
8. Apple, "Shot on iPhone" (2014 onward)
"Shot on iPhone" started as outdoor advertising showing photos by everyday iPhone users, then expanded to TV and social media. It is less a spoken testimonial than proof through customer work.
Lesson: when the output is the benefit, let customers' results speak.
9. Dove, "Real Beauty Sketches" (2013)
Created by Ogilvy & Mather, the film shows women describing themselves to FBI-trained forensic artist Gil Zamora, who then draws them again from strangers' descriptions. It won the Titanium Grand Prix at Cannes Lions and passed 163 million global views by June 2013.
Lesson: a customer story does not have to be about the product to build the brand.
10. Liquid Death, "Greatest Hates" (2020)
Canned water brand Liquid Death released a heavy metal album whose lyrics were "based on real internet hate comments," made with the agency Party Land, Muse by Clios reported.
Lesson: even negative reviews can become memorable content if the brand has a confident voice.
How to make a customer testimonial video that converts
- Pick a specific story. One customer, one problem and one result beats a montage of general praise.
- Interview, don't script. Ask open questions such as "What were you doing before?" and "When did you notice a difference?" Then edit for clarity.
- Lead with the hook. For TikTok ads, TikTok recommends placing the hook within the first six seconds, shooting vertical 9:16 video at 720p or higher and using sound.
- Show, then tell. Cut to the product in use whenever the customer mentions it.
- Make versions. Cut a 60-second story, a 15-second ad and a few hook variations for testing.
- Run it from the right account. Ads posted from a creator's or customer's handle can feel more native. See our guide to Meta partnership ads.
Keep testimonials honest and compliant
In August 2024 the US Federal Trade Commission finalized a rule banning fake reviews and testimonials. It prohibits testimonials from people who do not exist, including AI-generated ones. It also bans testimonials that misrepresent the person's experience with the product, and incentives tied to a positive or negative sentiment. The FTC can seek civil penalties against knowing violators. Use real customers, disclose any compensation and keep claims to what they actually experienced.
Testimonial-style content with creators
Not every brand has a library of customers ready to film. A common alternative is creator-led UGC, where creators use the product and share honest first-person reactions. MediaNug's NugVerse marketplace connects brands with vetted creators and AI-generated campaign briefs for this kind of content.
Frequently asked questions
What is a customer testimonial video?
It is a short video in which a real customer describes their experience with a product or service, usually covering the problem, the solution and the result.
How long should a client testimonial video be?
Many brands make a 60- to 120-second story for websites and sales pages, plus 15- to 30-second cuts for social ads. Test lengths on each platform.
What is the difference between a testimonial and a customer story video?
A testimonial focuses on the customer's endorsement. A customer story is closer to a mini documentary, with more context about the person and their situation.
Can I pay customers for testimonial videos?
You can compensate people, but in the US you must disclose the material connection, and you cannot tie payment to a positive review. Follow the FTC's rules on reviews and endorsements.
Sources
- Wyzowl, "Video Marketing Statistics 2026" (State of Video Marketing survey, 2026)
- Ads of the World, "Dear Apple" campaign page (September 2022)
- afaqs!, "Apple Watch saves lives in the new 'Dear Apple' ad" (September 10, 2025)
- Campaign, "Shock and applause for Apple Watch's chilling real-life emergency call ad" (2022)
- GeekWire, Microsoft "Reindeer Games" holiday ad coverage (November 26, 2018)
- GeekWire, Microsoft Super Bowl ad starring 9-year-old gamer (January 31, 2019)
- The Drum, "We All Win" creative works entry (2019)
- Muse by Clios, "How a Blind Director Helped Make Google's Big Game Commercial" (2024)
- 9to5Google, Google's 2020 Super Bowl commercial "Loretta" (January 28, 2020)
- Airbnb Newsroom, "See What's Possible When It's Made Possible by Hosts" (February 22, 2021)
- PhoneArena, "How 'Shot on iPhone' became an iconic ad campaign for Apple"
- Wikipedia, "Dove Real Beauty Sketches" (accessed October 2026)
- Muse by Clios, "Liquid Death, the Canned Water, Made a Heavy-Metal Album With Lyrics From Its Hate Mail" (May 2020)
- TikTok Ads Help Center, "Creative best practices for performance ads" (accessed October 2026)
- Federal Trade Commission, "Federal Trade Commission Announces Final Rule Banning Fake Reviews and Testimonials" (August 14, 2024)
