Short answer: ask customers first, in writing, for permission to film and post, and say where the clip will run and for how long. Record a short remote call or let them film on their phone, cut it to one clear before-and-after story, and keep their words accurate. If you gave them anything in return, disclose it. Never script fake testimonials or use actors as real customers.
Getting permission
| Item | Why |
|---|---|
| Written consent to record and publish | Clear agreement |
| Where it will run (platforms, ads or organic) | No surprises |
| How long you may use it | Customers change jobs and companies |
| What they may review before posting | Accuracy and trust |
| How to ask for removal | Easy exit |
| Company approval if they speak for their employer | Many companies require it |
A short release form covers all of these. Have your own counsel review it.
Disclosure and the FTC
The FTC says a connection between an endorser and a marketer that consumers would not expect, and that would affect how they evaluate the endorsement, should be disclosed clearly and conspicuously. It also says you cannot make an incentive such as a discount conditional on a positive review (FTC, checked 17 September 2026). In practice: if the customer got a discount, a gift or payment for the video, say so in the video or caption. Ask for honest feedback, not praise.
Recording
- Remote call: record a 15-minute video call and cut from it. Ask them to sit near a window and use headphones.
- Self-filmed: send three questions and ask them to film vertically on a phone.
- Screen share: have them show the workflow they use.
Good questions: "What were you doing before?", "What changed?", "What would you tell someone considering it?" Avoid leading questions that put words in their mouth.
Editing honestly
| Do | Don't |
|---|---|
| Cut for length | Splice words to change meaning |
| Add captions | Add claims they did not make |
| Show their real product screens with permission | Show their customers' data |
| Keep numbers they stated and can stand behind | Round up or invent results |
Aim for one story per clip: the problem, the change, the result in their words. Twenty to fifty seconds is a common working length.
Finding customers who want to take part
Ask customer success for users who already mention results in calls or reviews, and invite them with a short, low-pressure note. Explain what filming involves, how long it takes, and that they can review the clip. Offer something useful in return, such as a feature in your newsletter, and disclose any incentive. Some will say no; that is normal and fine.
Where customer clips fit
Customer clips are the "proof" pillar in the content calendar and a strong launch-day asset in the launch plan. Longer interviews can feed several clips through the repurposing pipeline, provided the consent covers it.
Posting customer clips with Farmero
If the clip goes to several accounts, Farmero posts each copy from your iPhones and checks it went live. Per-post settings such as who can view and whether comments are on are applied on the phone and read back, which helps when a customer asks for comments to be off. It refuses settings it cannot apply rather than posting anyway. See posting.
FAQ
Do we need written permission for a short clip?
Yes. Get it in writing and say where the clip will be used.
Can we pay customers for testimonials?
You can offer something, but disclose it clearly and do not make it conditional on a positive review.
Can we use an actor to read a real review?
Only if it is clearly presented as a dramatization, not as the customer.
What if a customer asks us to remove a video?
Remove it promptly. Put a removal path in the release form.