Have you ever looked at a product and thought to yourself - ‘that looks like a great deal, but it won’t really help me’. Or thought about using a service, only you can’t decide whether or not to go for it? And then you watched a video about how the brand changed someone’s life and instantly you were putting your credit details in at the checkout.
This is why businesses need case study videos. They engage people better and faster than traditional media. They tell a story… and who doesn’t love hearing stories?! They give real life examples customers can relate to.
What is a Case Study?
A case study is an in-depth study of one person, a group, or event. There are a few ways to write them, from looking at psychology and methodology to simply comparing before and after. Case studies in the marketing world examine the journey something has undertaken, from the problem they were having, to the solution implemented and how things have changed.
What are Case Study Videos?
A case study video is a short, informative video that tells the story of a company and how it solved a problem for one of its clients.
Case study videos turn traditional case studies into fun storytelling videos people actually watch. They’re effectively a way to demonstrate that your product or service provides exactly what it claims to.
Check out this super creative case study for McDonald’s “Make Your Own Burger”, for example:
What Makes a Video Case Study “Good”?
Video case studies are seen when customers are at the sweet spot in their buyer’s journey. It’s that moment when they know their options, they’re contemplating and trying to figure out which one applies to their situation best.
It’s the relatability and mirroring effect that makes case studies so effective. They help people assess a particular product or service in the context of themselves (face it, humans are visual and a little self-absorbed) by allowing them to see someone like them.
Good case studies contain real examples with data and statistics to validate. They have a great script that’s well-written and easy to follow. And they have a call to action at the end so there’s no question what the next step is.
Notice how in the following video from Nurture Digital, they provide data and insights into their success working with Nike:
5 Benefits of Using Case Study Videos
- They tell a story that’s relatable and engaging to customers, as they can see themselves in the person or company’s shoes
- They allow you to compare your service with other competitors’ and get into the nitty gritty details of exactly how you can help people
- They help you build trust with prospects and customers
- Case studies provide a great opportunity to show your differentiator, the difference between what you offer and what others offer
- They’re an excellent way to showcase how you work with customers
How to Create a Compelling Video Case Study
Obviously, there isn’t a one-size-fits-all option for every single industry and every type of business. However, there are a few basic steps you can take to create effective case study videos:
1. Select the right customer to feature
Firstly, you need to think about who your target audience is.
If you’re a B2C brand targeting 40-50 year old males, or a B2B targeting small businesses, then it's best to find someone to feature in your video that matches those demographics.
2. Define your goals
It’s critical that you establish what you want to achieve with your video before you start making it. In most cases, case studies sit lower in the marketing funnel and are used for converting leads into customers, but it can also help build brand awareness.
Clearly establish one product or service to feature and determine your target audience and what you want people to do after watching your video, letting your product/service shine!
3. Create a storyline
Creating a case study video requires thinking about the story you want to tell. You need to structure it in a way that drives a specific point home and is easy to follow. For example, Hubspot shared how they establish a narrative for their video case studies. It follows the traditional problem, solution, result and call to action structure.
- Before: Introduce the customer/problem.
- During: Describe what it was like to use the product/service.
- After: Share results/data and how much the customer values the product/service.
4. Prepare the scope and define the style
This includes coming up with a plan for the content, selecting the right location, and preparing any props or equipment you'll need for filming. Have a think about what you would like in each shot, what tone you’d like to convey and the aesthetics of your video.
To compete with the large number of videos out there, you need to make sure you plan your video thoroughly, from the planning stage through to the moment you hit “Upload.”
5. Shoot the video
The shoot is probably the most exciting part of the process because it's when all of your hard work comes together on camera!
But you need to decide: Do you want to shoot it yourself or send in the pros?
Shooting your own videos for social media is fine. With a demand for constant content and the power of smartphones, brands can do amazing work themselves. But for a polished case study video, unless you have an in-house production team, you should go with the pros.
Video production companies (like us!) have made this type of video time and time again. From planning to execution, we’ll ensure you have a successful video by the end.
Video case studies are amazingly beneficial for brands.
They present social proof that gives customers that extra nudge to make a purchase and hit the checkout button, leaving them confident that their problems are about to be solved.
Case study videos capture attention quickly, help viewers envision themselves and form an emotional connection with your brand.
When it comes to creating a video case study, there are a few things you need to remember:
- Feature a relatable customer.
- Think about the end goal before planning anything.
- Tell a story that your prospective customers can identify with.
If you’d like some help with producing your video, leave us a message!