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!
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?
Both serve the same purpose of customer conversion. However, a video case study has a number of advantages over a written case study, namely:
In addition to attracting new customers, case study videos also boost your general brand awareness. Other benefits include:
Most case study videos fall into one of three categories:
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?
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:
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.
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.
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.
The beauty of video case studies is how versatile they are. You can use your video case study on almost every owned channel, including:
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.
Use these 3 tips and video best practices to take your case study from great to next level:
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:
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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