What You Need to Know to Create an Effective Video Case Study
A video case study is an excellent way to showcase your company's work and highlight a successful customer story. But creating an effective video case study isn't as easy as stitching together some clips and making sure your logo is prominently featured.
In order to create a video case study that is both engaging and informative, there are a few key elements to include. First, you'll need to identify a customer who is willing to be featured in the video. Ideally this is a client that knows your brand through and through ‘from the other side’. After all, nothing is as convincing as a first-hand-view to get new customers interested.
Then you’ll need to make sure your video edit is slick and upbeat, and that your intended message clearly comes through. And don’t forget the CTA–after all, you’ve inspired your customers to take action, so give them an action to take!
Let's roll!
How is a Video Case Study Different From a Written Case Study?
The Benefits of Creating Case Study Videos
How to Create a Video Case Study
How and Where to Use Your Video Case Study
Tips to Make Your Video Case Study Effective
How to Measure the Effectiveness of Your Video Case Study
What is a Video Case Study?
A video case study (or case study video, the two are interchangeable) is a customer-centric video–usually a few minutes long–used to highlight a business’s product, service, or feature. Telling the customer success story from the perspective of that customer adds an authentic and relatable piece of video content to your marketing arsenal.
Afterall, who's opinion is more trustworthy to prospects than someone who's actually done business with you?
How is a Video Case Study Different From a Written Case Study?
Both serve the same purpose of customer conversion. However, a video case study has a number of advantages over a written case study, namely:
- It is more convincing. A written case study relies on the reader to interpret the message, whereas a video case study allows the message to be received verbatim from the customer in question
- It is more engaging. Videos offer moving imagery, bright colors, sound and an upfront run-time. When compared to an unbroken block of plain text, would you really choose the latter?
- Videos have a higher conversion rate. Video marketing is powerful. Which is not surprising, especially when considering how easily video can be optimized for mobile (text-heavy content is nowhere near as simple!)
The Benefits of Creating Case Study Videos
In addition to attracting new customers, case study videos also boost your general brand awareness. Other benefits include:
- Versatility. Video case studies can be used across a number of different marketing channels (such as blog content or social media material). They make for excellent evergreen content, as the messaging is not time-sensitive.
- The power of persuasion. Having a customer authentically and enthusiastically endorse your brand or product is impactful, delivered in a very consumable and shareable format.
- The emotional connection. People have a natural affinity for people, so hearing a personal testimony delivered directly to the camera draws an emotional response and creates a much stronger bond than any ‘buy now’ message.
Types of Case Study Videos
Most case study videos fall into one of three categories:
- Customer testimonials. Customer testimonials are simple, talking-directly-to-the-camera videos where a customer shares their experience with your company’s product or service (most testimonials follow a Q and A style of storytelling).
- Customer reviews. Review videos focus less on a storytelling narrative and more on specific features of your product or service.
- Narrative case studies. These are the most in-depth case study videos involving on-camera interviews, B-roll (background and transitional) footage and, when necessary, multiple shoot locations. Narrative case studies require more scripting, shoot and edit time than testimonials or reviews.
How to Create a Video Case Study
There are four core steps to creating a compelling video case study. We’ve expanded on each in more detail below.
Script and plan out your story. What is the overall message you want to convey? Have you found your on-screen customer? Are there any key scenes?
- Prepare for your shoot. Have all the necessary equipment, locations, cast and crew prepped and ready.
- Shoot your footage. Make sure to capture both B-roll, close-ups and any other important shots.
- Edit your video. Select the best takes from your footage and put it together in a way that tells a cohesive story.
1. Scripting Your Case Study Video
Before you start filming, it's important to have a script in place. This will ensure that your video shoot is well-organized and the final edit retains a strong message. To script your case study video:
- Start with an overview of the problem that your customer was facing.
- Make it clear how your company helped to solve that problem.
- Share specific details and results from the project.
- End with a call to action, such as inviting viewers to visit your website or sign up for your newsletter.
2. Preparing Your Shoot
After the acting talent, the set and gear are some of the most important aspects of any shoot.
Not only does your set provide the backdrop for the action, but it can also play a role in shaping the overall tone of the piece. For this reason, it is vital that the set is well-lit and clear of clutter. In addition to making the on-screen action more visible, good lighting brings a warm and inviting atmosphere. It is also important to consider the placement of furniture, props, or any other objects you may have on set.
Whether you're shooting a corporate video or capturing customer testimonials, having a camera that produces clear, sharp images is essential. If you're not sure which camera and equipment is right for your case study video, get in touch with Superside to make use of our video production services. With the right equipment on hand, you'll be halfway to creating high-quality videos that showcase your business in the best light.
3. Shooting Your Video
Once you have your set, gear and cast locked in, it's time to start filming! When shooting your video case study, don’t forget to include B-roll footage. This is supplemental footage that can be used to add visual interest and highlight key points. For example, if you're featuring a customer who runs a bakery, you might include shots of them baking bread or decorating cupcakes. B-roll is a great way to add production value to your video and keep viewers engaged.
4. Editing Your Video
Refer to your script to keep to the flow of the story you want to tell your audience. Start by putting together a rough cut of the video. As your video starts to take shape, keep in mind the overall message you want to communicate and the tone you want to set. Remember, you're trying to showcase your company in the best light possible and convince viewers that you're the right solution for their needs.
Once you have a basic structure in place, begin fine-tuning the details. Trim excess footage, add transitions between scenes, and make sure the audio is clear and consistent. Use your B-roll footage to add vibrancy to your video or to cover up any rough cuts. If needed, add subtitles to your final edit to accommodate any viewers who might watch with mute audio.
How and Where to Use Your Video Case Study
The beauty of video case studies is how versatile they are. You can use your video case study on almost every owned channel, including:
- YouTube - the world’s largest video site has tremendous advertising potential
- Your website (either directly on your homepage or on a blog or case study page)
- Your social media channels - even purely social channels like TikTok provide business opportunities
- Marketing emails
- Sales pitches or company presentations
Note: make sure you don’t use your video case study as a blatant hard-sell tactic. This will undermine the authenticity of the content and can come across as disingenuous to the viewer.
Tips to Make Your Video Case Study Effective
Use these 3 tips and video best practices to take your case study from great to next level:
- When it comes to problem solving, opt for the simpler solution whenever possible. Your video need not have all the bells and whistles to be successful; authenticity and clarity are the most important aspects. When faced with a choice, keep the focus on those over anything flashy.
- Look at your video through the eyes of a customer. You know your brand inside out. Your customer doesn’t. Make sure you don’t lean too much on the information you’ve accumulated, as your potential customers won’t have it. Scrutinize your script: does the message make sense to someone who doesn’t know your brand? Is the tone of the content in line with your company’s CI?
- Keep your content bite-size. Most people have extremely short attention spans. Get to the salient content of your video quickly (but without rushing) and don’t labor or repeat a point. Aim for short, sharp and snappy - depending on the complexity of the content, anything under 5 minutes is good.
How to Measure the Effectiveness of Your Video Case Study
Ultimately your video case study exists to get results: either in the form of new customers or an increase in sales. However, measuring success by only looking at the bottom line does have its flaws: some customers may only convert over time, or pass the message on via word-of-mouth despite not getting involved themselves.
Two other ways to measure your case study effectiveness include:
- Usability. Has your video been scripted and edited in such a way that you can use it across all channels and over a long period of time?
- Tracking pixels and click-through rates (or foot traffic for retail stores). Implementing a tracking pixel in your video allows you to see how many people are actively engaging with and clicking through to your website. From here you can track bounce rates, conversions and time spent on the site.
Ready to Reap the Value of Video?
By following these case study video guidelines, you should have the confidence and knowledge to create high-quality videos that help sell your product or service. Of course, we at Superside can always help if you need a hand getting started.
Our team of skilled professionals will work with you every step of the way to ensure that your video is just the way you want it - and within budget. From scripting to shooting to editing, we'll take care of everything so that you can focus on what's really important: your message. Contact us today and let us show you how video case studies can take your business to the next level.
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