what is a case study video

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The Creative Toolkit for Marketers

What is a case study video and why is it useful.

Bryan Johnston

Success leads to more success.

That may sound like fortune cookie wisdom but it’s absolutely true. It’s also at the root of one of your most effective sales and marketing tools—the case study video.

A case study encapsulates a positive customer experience. It describes how your product or service helped a client achieve their business goals. And frankly, you can’t have enough of them.

The Holy Grail of business success is word of mouth. When somebody likes what you did for them, they’ll tell somebody else, who tells somebody else, who tells somebody else. It’s like a big, profitable game of Telephone. The trick is to get that initial word of mouth going. That’s where case studies come in.

Types of Case Study Videos

1. testimonials.

When you make a customer happy, the first thing you should do as a business owner is to ask the customer if they would be willing to give you a testimonial. Even if it’s one sentence of praise, you can use that.

Collect enough of them and suddenly you have a very compelling series of “Atta Boys” that can go a long way in the world of brand awareness.

Another reason why testimonials are so effective is that you’re not blowing your own horn, someone else is. Better yet, it’s a customer. According to research from Nielsen, 92% of people will trust a recommendation from a peer and 70% trust recommendations even if they’re from somebody they don’t know.

This case study lets customers of Kevin Green’s wealth seminars do all the bragging for him.

2. Story-Driven Case Studies

You already know the power of storytelling in the world of marketing. It’s unequivocal: People love stories. Any time you can frame a win or success in a story format is good news for you.

You’re taking a positive customer experience and packing it nice and neatly in a consumable way for other potential customers to discover.

In this case study, Canon USA shows very clearly how storytelling raised their company awareness.

READ: 9 DIFFERENT TYPES OF MARKETING VIDEO

Why Use Case Study Videos?

1. case studies help build trust.

As indicated in the Nielsen research numbers stated earlier, case studies help build trust between you and your customers. You’re showcasing how your product or service benefited someone else from that person’s point of view.

When others see that, it gives your business credibility, and credibility ultimately leads to trust .

Case studies can also show how your company is going above and beyond the call of duty to satisfy your customers. It shows you’re innovating, and this approach engenders respect and trust.

What do I mean by this? This case study from Wonderbra showed the world just how far they’ll go outside the box and push the edge of the envelope to provide exceptional service for their customers.

2. People Love Winners

Even more so, people like to associate with winners. Bandwagon jumping is a real thing. The more successful a company becomes, the higher the recognition factor. The higher the recognition factor, the more successful they become. It’s wonderfully self-propelling.

Case studies point out the positives and show your company is good at what you do. And that’s very attractive.

Your business can also benefit from drawing attention to your more high-profile clients. People like to do business with companies that do business with recognizable brands . The thinking is, “Well, if they’re doing work for Nike, they must be good!”

HUSH digital agency rides on the coattails of Nike’s name recognition in this case study. You may not have heard of HUSH, but you certainly have heard of Nike.

3. Case Study Videos Help Build Image and Brand Recognition

Case studies don’t always have to be about a particular win for your company. A case study can be used to simply make viewers more aware of your company’s culture or background. It can be very effective as a “Get to know us” video, because people like to do business with companies they can relate to or are more familiar with.

In this case study, Liddle Surfboard s lets the viewer get up close and personal with the history of the company.

READ: HOW TO BUILD TO REVAMP A BRAND FOR YOUR BUSINESS

Case Study Video Best Practices 

If you want to show proof that your product or service helped a customer, see if that customer has any metrics that support that.

Did they get more visits to their website? If so, how many? Did their sales figures go up? How much? Numbers speak volumes and make it easy to see the tangible results.

If a customer got a 200% ROI (return on investment) courtesy of your service, that’s a big selling point in your favor and you need to let everyone know about it. Numbers don’t lie.

Here are two case study videos that have the metrics to reflect the success of their respective campaigns.

Moving Forward With Case Study Videos

82% of marketers use case studies in their marketing because it’s proven to be effective. Case studies allow people to learn more about your business, products, or services through the eyes of a customer, which can help build credibility and brand recognition. They can also help bring new clients in the door.

So, if you already have a great customer who’s tooting your horn, ask them if they’ll go on-camera and tell the world! You may be surprised at how many people are willing to do so for companies they trust and value.

At VMG Studios , we’re masters at the art of creating video case studies. We’re storytellers at heart.  If you’ve got a success story you want to spread to the masses we can help. Remember, success leads to more success. We’re big fans of this particular fortune cookie wisdom.  

Learn more about how much a case study video can cost below

Tags: Video production , Case study video , customer case study , testimonial , Case study

Written by Bryan Johnston

Bryan Johnston is the Creative Director at VMG. He loves movies, sports, reading, and writing. In no particular order. His one wish is to see the Seattle Mariners win the World Series in his lifetime. He is not holding his breath.

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How to Create Highly Effective Case Study Videos

Phoebe Powell

Case study videos and customer testimonials are a powerful way to highlight your customers' successes—along with how your company helps.

Case study videos are powerful tools for businesses looking to attract new clients and drive revenue. By using video, you add a personal element that’s difficult to achieve with a traditional, text-based case study.

Interviewing clients in case study videos humanizes your work and allows potential customers to better understand how your products and services solve real-world problems. When properly executed, a case study video showcases the value of your work and helps grow your business.

What is a Case Study Video?

What are the benefits of case study videos, the 3 types of case study videos, how to make a case study video in 10 simple steps, where to use case study videos, 3 of the best case study videos to inspire you.

A case study video is a piece of persuasive content that businesses use to illustrate the value of their products or services, through the telling of real customer success stories. It’s a customer testimonial video that adds authenticity to your marketing efforts.

Successful case study videos:

• Include on-camera interviews with customers
• Show how your business solves a specific customer problem
• Use stats and figures to back up the customer’s story
• Focus on the benefits, not the features

They’re an incredibly important type of video to have in your arsenal.

Blake Smith, Vidyard’s Creative Director, deep dives into the world of case study videos, explaining what they are and how to make an effective one. Along with Mat King, Vidyard’s Video Production Manager, he breaks down an example customer testimonial video to highlight what goes into creating a good one.

Case study videos can benefit your business by raising awareness about what you do and attracting new customers. Here are some of the reasons you should consider creating a case study video:

They’re persuasive: Having your customers deliver compelling reasons why your product works is powerful. Video is a direct and persuasive medium; viewers retain 95% of your messag e when they watch it in a video, and only 10% when reading it in text.

They’re engaging: Your target audience is more likely to watch a short video case study than to read a text version of it. That’s because video marketing is more engaging. Most buyers prefer to learn about a product through video compared with any other medium.

They’re emotional: Video case studies deliver personal testimonials directly from your customers, which helps establish an emotional connection with the viewer. Connecting a human face to a story is powerful, and 95% of our decisions are subconsciously driven by our emotions.

They’re versatile: You can use a video case study across a variety of marketing channels, and you can even edit specific scenes and lines to use for other purposes, like for social media. Unless your products change drastically, case study videos offer evergreen content that stays relevant for years.

There are three main types of case study video that your business can produce, with different levels of complexity:

• Customer Testimonial: A customer testimonial is a straightforward, to-the-point video interview where you ask questions to the customer about their experience with your products. You’ll only need one shoot location and minimal editing to deliver a finished video.
• Customer Review: A customer review video is another simple but effective execution. Instead of focusing on a clear narrative, your customer can speak to specific features of your products, and how they benefited from using those features.
• Case Study Narrative: A case study narrative is the most complex type of case study video. It involves a mix of on-camera interviews with customers, B-roll visuals and can even include graphics and font treatments. It requires more shoot time and editing than the other video types.

With the correct approach and proper planning, your case study video can boost your sales and bring in new business. Follow these 10 steps to make a compelling case study video for your company.

1. Think Like a Potential Customer

The first step in creating a case study video is to develop a detailed plan with your target audience in mind. The more specific you can be in identifying the intended audience, the better prepared you’ll be to address their specific goals and pain points. Even if your product appeals to a wide audience, your case study should speak to one specific segment of that market.

2. Ask the Important Questions

Ask yourself what problem your target audience is experiencing, and how your business solves that problem. This will help you develop the key message of your video, and build a story around it. To help identify these problems and solutions, ask yourself questions such as:

• What do my customers care about?
• What do I offer customers that competitors don’t?
• Why do customers use my products and services?
• What do I help customers achieve?

3. Choose the Right Customer

Now that you have key messaging for your video, you can start identifying customers who suit the narrative you developed. The following criteria can help you narrow down your cast of possible characters:

• They should fit with the video’s target audience
• They should have a compelling, personal story to share
• They should be comfortable and engaging on camera
• They should have statistics to back up their story

Once you’ve identified a perfect fit, you’ll need to approach them with your request. When you approach a customer, be clear about what you’re asking them to do, ease their concerns and let them be involved in the process. You can also sweeten the deal by offering something in return: Maybe the B-roll you gather would be valuable for their own marketing efforts, for example.

Another option is to ask customers to record video testimonials on their own time, with easy-to-use software like Vidyard Chrome extension . That way they can shoot the video when it’s convenient, and quickly share the link with you.

Global human capital management (HCM) software company Ceridian, put the human impact of their products front and center in this case study video featuring the Blue Man Group.

Ceridian’s video does a particularly good job of using B-roll to highlight the creative nature of their customer’s business and explain the challenges they experience—along with how their product helps.

4. Plan Out the Story Arc

Case study videos need to tell a story. Developing a story arc helps translate your key messaging into a compelling narrative for viewers. A recent study on the power of brand storytelling found that nearly 80% of adults think brands should tell stories as part of their marketing efforts. In developing your story arc, you should map out your video’s four main stages:

• Introduce the character: Identify the hero of your video. For a video case study, the protagonist will be your customer. Though the video may include more than one person from the featured company, choose one person to focus your narrative on. Your main character should be relatable and engaging.
• Identify the problem: Next, establish the story’s conflict. With a brand story video, the conflict is the pain point your main character experiences. It’ll make your case study more relevant to your target audience.
• Explain the solution: The solution shows viewers how your product helped the customer overcome challenges. While the narrative is crucial, you may also want to use statistics to back up your customer’s success to make the point even more persuasive.
• Provide a resolution: The resolution of your story should include next steps for the viewer. What do you want them to do next? Include a clear call to action at the end of the video.

5. Conduct Background Interviews

Before you start shooting, conduct background interviews with your customer. This will give you a better sense of the responses you’ll get on camera and how they fit into your narrative.

Conducting pre-interviews will familiarize your customer with the questions you’ll ask them, so they can hone their storytelling before appearing on camera. It’ll also help you perfect your list of interview questions.

Here are some questions to consider:

• What does your business do? Who are your customers?
• Where are you located? How long have you been in business?
• What challenges did you face before coming to us?
• Why did you decide to use our products?
• What differentiates us from our competitors?
• What’s it like to use our products?
• What’s it like to work with us?
• How have you benefited from using our product?

If possible, conduct your background interview(s) over video conferencing software or in-person. This will give you a good sense of how comfortable your potential subjects might be on camera and help you to choose people to feature in your case study video.

6. Write Your Script

You don’t have to be a professional writer to develop a script for your video. Using your story arc as a guide, build out a script that tells the story of your case study.

Introduce the character, give background information, outline the details of the problems they faced and how your product helped address those problems.

Stick to the point and use a concise, conversational style. After all, 68% of people prefer to learn about products and services through short-form videos.

Pro Tip:  Use Vidyard’s free video script timer tool to find out how long your script will be when you read it out loud (and edit accordingly).

7. Back it Up With Stats

While developing your script, identify areas where you can back up the story with hard facts. If your customer has statistics about how your product increased sales, drove conversions, or resulted in other measurable outcomes, include those numbers in your script.

Consider using graphs or other visual elements to highlight the figures on screen. Whether you get the customer to physically stand in front of a chart or you add it in post-production, this can be a great way to highlight the value of your offering.

8. Choose a Shoot Location

Where you shoot is a big part of the overall look and feel of your final case study video. Determine what location is best suited for the particular story your video will tell.

The shoot location may depend on your customer’s industry: If they work in tech, it probably makes sense to shoot in their office. But, if your customer works in a hands-on field like construction or community development, you might want to film outdoors to capture the action.

9. Develop a Shot List

Plan ahead by putting together a list of all the shots you’d like to record. For every scene in your script, identify how it should be shot. Your script can help guide your shot list.

For interview videos , you may want to try a variety of angles and shot sizes, from close ups to medium shots. Plan out B-roll shots as well, so you don’t miss any important content.

10. Sweat the Details on the Day of the Shoot

There are also a few key considerations you’ll want to remember on the day of the shoot, to make sure everything runs smoothly. Don’t forget to:

• Choose a quiet, well-lit location for your on-camera interviews
• Instruct interview subjects to answer your questions using full sentences, since the questions will be edited out of the final cut
• Gather a variety of B-roll footage that shows the shoot location, the character working, shots of your products in use, and more—it will come in handy when you’re looking to add interesting visuals to the final cut.
• Overestimate the amount of time you’ll need to shoot so you aren’t rushing to capture everything

Don’t have room in your budget for a full-out case study video? You don’t have to have professional camera equipment or the funds to visit a customer in another location to get the value out of this type of video.

Try asking happy customers to record a short testimonial video using their webcam. You can provide them with a list of basic questions to direct what topics they focus on.

Vidyard’s Chrome extension is a free, easy-to-use tool that makes creating customer testimonial videos a breeze.

Once you have a compelling final product, you’ll need to consider how to get it in front of your target audience. Luckily, case study videos are versatile pieces of content that you can use across a variety of marketing channels. Here are some options to consider:

• Embed the case study video on your website, either on the homepage or a dedicated case study page
• Include the video in a marketing email to send out to your leads
• Share the case study on your social media accounts
• Incorporate the video into sales pitches and presentations
• Expand your reach by promoting the video in a digital ad campaign

These three compelling case study video examples can help motivate you to create captivating testimonials of your own.

1. Zoom Testimonial from Zendesk

This is a great example of a well-produced, well-told case study narrative. It provides a good mix of interviews with customers and B-roll showing how they use the product. The interviews focus on problems the company faced and how Zoom solved those issues, rather than listing its features. The video is short enough that viewers won’t lose interest, but that it still tells a full story.

2. Google AdWords Case Study

This video is a great example of how getting out of an office setting can make for a visually engaging case study video. The main character is relatable and comfortable on camera. She’s great at telling the story of how Google AdWords helped grow her business and seamlessly includes stats in her narrative. The supporting cast of dog extras doesn’t hurt, either.

3. Slack’s Unique Take on the Case Study

If you still aren’t convinced that case study videos can be fun and engaging, this humorous example from Slack should do the trick. This is a different kind of case study video, because it’s fully scripted, but it shows how important it is to tell a strong, relatable story. The video does a great job of integrating Slack’s features and benefits into on-camera interviews. And it illustrates how a bit of humor can go a long way toward convincing customers to invest in your product.

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What You Need to Know to Create an Effective Video Case Study

Need Quality Design at Scale?

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!

What is a video case study, how is a video case study different from a written case study, the benefits of creating case study videos, types of 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.

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:

• 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!)

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.

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.

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.

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.

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.

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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How to Create Case Study Videos That Convert New Customers

Video is a powerful sales tool, and using the words of your satisfied customers in a video makes your videos even more successful.

Showing potential customers the experiences of others just like themselves on tape lends a humanizing quality to your business. Your potential customers see that your product or service does what you promise on your website, making them more likely to do business with you.

In this article, we’ll cover the basics of what case study videos are, why they’re important for your business, and how to create your own creative testimonial videos: 

Table of Contents

What is a case study video, why case study videos are important, types of case study videos to use, case study video template: creative case study videos in 10 steps, where to use your case study videos.

A case study video is a persuasive video businesses use to showcase the value of their products and services by utilizing real customer stories. These customer stories, known as testimonials, give your case study videos — and your claims about your business’s offerings — authenticity.

To be considered a great testimonial video, it must:

• Include on-camera interviews with customers, telling stories of their experience with your product or service
• Show how your business solves a specific customer issue
• Use statistics, figures, and information that back up the story the customer tells
• Focus on the benefits of your product or service, not its features

Case study videos can be created for virtually any industry or type of business, and they offer a variety of benefits that other types of marketing videos and materials cannot.

When you create and share a case study video, it raises awareness about the impact of your product or service, not just the features that you tout in your other marketing materials.

Here are some reasons you should make creating customer testimonial videos part of your video marketing strategy :

They’re Persuasive

It’s all well and good for you to tell your potential customers how they’ll benefit from using your product or service, but the stories your satisfied customers can tell are far more persuasive.

In addition to the words spoken in your case study video, choosing video over text testimonials is powerful.

Studies show that people retain only about 10% of what they read. So no matter how compelling the story you tell via the written word is, your visitors won’t retain much of the information.

Contrast that to a retention rate of about 95% for video and it’s easy to see why video case studies are influential for helping you meet your business goals.

They’re Engaging

For many consumers, reading an article is a time commitment they just don’t want to make. Instead, the vast majority – 72% by some accounts – would much rather watch a video containing the same information as a written article.

By putting your customer testimonials in a video, you get higher engagement from visitors , thereby making your efforts more effective in the long run.

They’re Emotional

Customer testimonial videos feature your customers’ experiences, helping them establish an emotional connection to the viewer.

Putting a human face to a story, especially one that focuses on how your products or services have helped the person in the video, is a powerful tool for marketing your business. 

Your video doesn’t have to immediately impact a viewer to be a worthy part of your marketing. An estimated 95% of purchasing decisions are subconsciously tied to emotions, so if your video can affect any emotional response in your viewers, it could lead to increased sales for you .

They’re Versatile

Video testimonials are endlessly useful across a variety of marketing channels.

You can post them on your website , share them on social media, and embed them in emails. But you don’t always have to use the entire video. You can edit specific scenes to utilize in social media campaigns or to add to other marketing videos.

There are three major types of case study videos you should consider adding to your video marketing strategy:

Customer Testimonial Video

This type of video is a fairly straightforward production and is among the easiest type of case study videos to produce.

In a customer testimonial video, you ask your customers questions about their experience with your business and how it impacted their life. Because the testimonial only requires you to sit down with your customer, you only need one shoot location and minimal editing to produce a video.

Customer Review Video

Similar to a customer testimonial video , a customer review video simply features one of your satisfied customers talking about your product or service.

However, a review video differs from a testimonial video in that, in a review video, your customer should focus more on the features of the product or service they’re reviewing instead of the value that product or service provided them.

Depending on your plans, this video may or may not include footage of the customer utilizing your product on camera.

The interview portion of the customer testimonial video requires just one shoot location and some minor editing. If you add footage of your product in use, the complexity of the shoot and editing increases.

Case Study Narrative Video

This is the most complex type of case study video.

A case study narrative video should include on-camera interviews with customers and some B-roll visuals, such as the customer using your product, or your team interacting with the customer. This type of video also may include graphics and font treatments.

Because it’s more complex, it requires more shoot time and strategy and a higher amount of editing.

Once you have determined the type of case study video you want to create, it’s time to move into the planning stage.

Even if you think you’re just shooting a simple customer testimonial video and you can “wing it,” taking some time upfront to plan and prepare for the video creation process will pay off in the long run.

Here’s how to make a great testimonial video in 10 easy steps:

Think Like Your Ideal Custome r

Like any other marketing materials, you need to plan your case study video with your ideal customer in mind.

Be as specific as you can when thinking of your intended audience, as this will help you better plan, shoot, and edit the video so it has maximum impact. This includes identifying as many specific goals and pain point your ideal customer has, allowing you to ensure that you cover those items when shooting the video.

Even if your product appeals to a very wide audience, the more focused and narrow you can make the targeting on an individual video, the better your results will be.

Ask the Right Questions

To help you develop the key message of your video, you need to really understand the problem your target audience experiences and how your offering solves that problem.

Crafting this message means you need to ask yourself several questions, including:

• What do my customers care about?
• What does my business offer customers that our competition doesn’t?
• Why do customers use my products or services?
• What does my business help customers achieve?

As you answer these questions, you should see a pattern begin to emerge that points to a specific subset of your audience your video needs to target.

Choose the Right Featured Customer

With the key messaging for your video decided, identifying what customer to present your message to is the next important step.

To help you narrow down your list of options, use the following criteria:

• They should fit with the video’s target audience. This could be because of a match in demographics, a shared problem, or other key characteristics both your customer and the audience share.
• They should have a compelling personal story to share.
• They should be comfortable talking and appearing on camera.
• There should be data and information to back up their story, either provided by the customer or kept by your company.

After you’ve identified the best person for your customer testimonial video, approach them with your request. These requests are better done in person or over the phone, lending a personal touch to the request, but email will suffice in a pinch.

When you ask if they’d be willing to participate, be clear about what you’re asking them to do, including the amount of time they’ll need to dedicate to the process. Answer questions to alleviate their concerns, and let them be involved in the planning process as much as possible.

If necessary, you can offer something to help entice them to participate, such as a discount or even the B-roll video shot for your video which they can use in their own marketing.

For those who want to participate but may not be able to shoot in person due to distance or scheduling, you can ask them to record their own video testimonial and send it to you.

Plan Out Your Video

Part of what makes case study videos so compelling is the stories they tell.

To ensure that your video is telling the right story, you need to take time to plan out the story arc so everything makes sense.

As you plan out your video, keep the following four stages in mind:

• Character introduction: The central “character” of your video should be the customer whose testimonial you are featuring. Make sure they are engaging and can tell a story that will resonate with your audience. While you may also include other people in your video, there should still be one central character who is the focus.
• Establish conflict: Your video needs to present a conflict that your business helped your customer overcome. This conflict will be the main pain point that brought your customer to your business, the problem they were looking to solve.
• Explain the solution: The solution shows your viewers how your product or service helped solve your customer’s problem. Even though the narrative of your customer’s story should be central to your video, backing up the things they’re saying with data and statistics makes the video more compelling.
• Provide a resolution: Once you’ve shown how you solved your customer’s problem, you need to provide a way for the viewer to take action of their own. Whether you want them to book a consultation call, fill out a form, or purchase a product, make sure your video ends with a clear call-to-action and set of next steps.

Gather Background Interviews

Now that you have the video’s arc planned out, you want to shoot a series of test background interviews with your customer.

These videos will give you a better idea of the responses you’ll get on camera when you’re actually shooting the video and can help you better define your video’s script. Additionally, these videos are a way to help familiarize your customer with the questions you’ll be asking and how they can answer those questions in a way that’s camera-friendly.

Whenever possible, conduct these background interviews in-person or over video conferencing software to get your subject used to answering questions for a camera.

Some questions to consider asking during this stage include:

• What does your business do?
• Who are your customers?
• Where are you located, and how long have you been in business?
• What challenges did you face before coming to us?
• Why did you decide to use our products or services?
• What makes us different from our competitors?
• What’s it like to use our products or to work with us?
• How have you benefited from using our products or services?

Write the Script

You may be tempted to hire a professional writer to handle this portion of your video planning process, but you don’t need to be a pro to write a great customer testimonial video script! In fact, you may be better suited than an outsider to write your video’s script because of your intimate knowledge of your business and what brought your customer in your door.

Using the story arc you planned out and the background interviews you conducted as a guide, put pen to paper and write down the script for your video. Make sure you follow your arc and leave space for the interview portions of your script.

As you’re writing, remember that you don’t have to be long-winded to be effective; in fact, a majority of consumers prefer short-form videos to longer ones .

If you’re concerned with how long your video will be in the end, time yourself slowly reading the script and cut as needed to get it within the time limit you’re shooting for.

Add in Stats and Facts

Your customer’s story is a powerful marketing tool, but the ability to add in facts and data about how your product or service helped them only amplifies its impact.

As you’re writing and revising your script, look for places where you can add facts and figures that either you or the client provides. This information should relate to things such as how your product or service helped them increase sales, increase customer conversions, or some other measurable action.

While you could just read these numbers out during your video, they will stick more in the minds of your viewers if you put them on the screen somehow. Consider either putting a chart physically next to your customer as they talk about the stats, or adding a graphic during post-production.

Choose Your Shoot Location

Where you opt to shoot your video has a big impact on the overall look and feel of your case study video.

You want to choose a location that’s not too visually boring, but also not so busy that it distracts from the subject of your video. You also need to find a place that’s not going to be so noisy it will cause issues with the sound as you’re shooting.

The industry your customer works in may help determine your shooting location, too.

If they’re an attorney, shooting in their office may be ideal. For someone who works a more active job, such as construction, shooting outdoors might make sense.

Draw up a Shot List

Sit down with your video script and plan out a list of the shots you want to get, including angles, so you can walk into the shoot ready to go.

For your interview segments, try to plan out a variety of angles and shot sizes to create some visual interest since they’ll all include your customer. Also, plan out your B-roll video so that you don’t risk missing something that could really make your video pop.

Don’t Forget Day-of Details

As you wrap up the planning of your customer testimonial video and move into the filming stage, here are a few things to keep in mind:

• Check the noise level and lighting of your location before you begin shooting. There’s nothing worse than having to re-shoot everything once you realize there’s too much background noise or that your subject is in shadow the whole time.
• Tell your interview subject to answer questions in full sentences, restating the question if necessary, rather than short words or phrases. Anything extra they say can be edited out of the video in post-production.
• Plan to spend a significant amount of time collecting B-roll footage, including your customer at work, your products or services in action, and the shoot location. This video will come in handy as you’re editing your video to provide some visual interest.
• Overestimate the amount of time you build into your schedule to shoot. It’s much better to wrap up early because you were able to capture everything than it is to rush to stay on schedule and worry about getting all the shots you need.

Once your video is shot and edited, you need to think about how to get it in front of your potential customers.

The good news is that case study videos are incredibly versatile, allowing you to use them in a variety of your marketing efforts.

Some ways to utilize your new corporate testimonial video include:

• Embed it on your website, either on your homepage, on a specific product page, or on a page dedicated to customer testimonials
• Include the video in marketing emails you send out to potential customers
• Share it on your social media accounts
• Add the video to your sales pitches and presentations
• Promote the video in a digital advertising campaign

Creating a captivating, engaging customer focus video can help you sell your products and services more easily to new customers. Your customers already patronize your business, and they can tell great stories that will resonate with others who face similar problems.

While it may seem daunting at first to plan and shoot your own case study video, with a little bit of time and planning, you can create a video that will be useful for a variety of marketing purposes and help you increase your leads and sales.

If you’re looking for a video training platform that helps you store, organize, and share your customer testimonial videos, give Dacast a try. Try it free for 14 days with access to everything Dacast has to offer. You won’t have to pay hefty start-up fees, sign a contract, or give us your credit card number.

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Harmonie is a Senior digital marketer with over 6 years in the Tech Industry. She has a strong marketing and sales background and loves to work in multilingual environments.

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How to Make Killer Video Case Studies

Everyone loves a good story. Maybe that’s why video case studies are popular. Case studies are stories that give us insight, provide a behind-the-scenes look, and introduce us to real people at a real company. Many businesses use case studies to show how their products and services are making an impact on their customers. They can document new product development, or show how a company has made improvements, changed corporate culture, or leveraged resources for the benefit of a community.

We’ll explore every facet of video case studies, breaking down what they are, how to make them, and what makes a successful one. We’ll also provide you with case study video examples as well as tips for making effective videos that will drive results.

Key Takeaways

What is a video case study?

A video case study is a compelling audiovisual presentation that tells the story of how a particular product, service, or solution positively impacted a real-world customer or client. It typically features interviews with the customer, highlights their challenges and goals, and showcases how the featured product or service provided a solution and delivered measurable benefits.

Video case studies are powerful marketing tools, as they build trust, demonstrate credibility, and provide potential customers with real-life examples of successful outcomes, ultimately influencing their purchasing decisions.

What are the benefits of video case studies?

The truth is, consumers want more video content. In a 2023 study from Wyzowl , 91% of respondents claimed that they wanted more video content from brands. So why not give the people what they want? On top of that, using case study videos can offer several significant benefits for a business:

• Credibility and trust: Case study videos showcase real-life success stories, demonstrating that your products or services have delivered tangible benefits to satisfied customers. This builds trust and credibility with potential clients or customers.
• Engagement: Videos are inherently engaging and can captivate your audience better than text or static images. Case study videos allow you to tell a compelling narrative, keeping viewers interested in your content.
• Demonstration of expertise: Through case studies, you can showcase your expertise and industry knowledge. They establish you as an authority in your field and position your business as a go-to solution provider.
• Problem-solution narrative: Case study videos often follow a problem-solution structure, helping potential customers identify with the challenges presented and visualize how your product or service can solve their own problems.
• Personal connection: Including customer interviews or testimonials in your videos adds a personal touch. Prospective clients can relate to real people who have benefited from your offerings, making your brand more relatable.
• Versatility: Case study videos can be shared across various platforms, such as your website, social media, email marketing, and presentations. This versatility ensures that your success stories reach a wide audience.
• Measurable impact: Case study videos can include data and metrics that demonstrate the concrete results achieved by your clients. This evidence of ROI can be particularly persuasive.
• Lead generation: Well-optimized case study videos can serve as valuable lead magnets, attracting potential customers who are actively seeking solutions to problems similar to those addressed in your videos.
• Storytelling: Effective storytelling in case study videos helps create an emotional connection with your audience, making your brand more memorable and relatable.

Incorporating case study videos into your marketing strategy can have a profound impact on your business by fostering trust, engagement, and conversions while showcasing your expertise and the real-world benefits of your products or services.

Are there different types of video case studies?

As with any genre of film or video production, there are some commonalities in style and tone you’ll see as you delve into that genre. The same holds true with video case studies, where there are several common types you will encounter.

Product/Service Reviews

Purpose: Product or service review case study videos aim to provide an in-depth analysis of your offering’s features, functionality, and benefits. These videos offer an objective evaluation and often serve as informative resources for potential customers.

• Introduction: Begin with an introduction to the product or service being reviewed.
• Features and Benefits: Highlight key features and benefits, explaining how they address specific needs or pain points.
• Demonstration: Showcase the product or service in action through practical demonstrations.
• User Experience: Share real user experiences, feedback, and opinions.
• Comparison (optional): Sometimes, a review may compare your offering with competitors to illustrate its advantages.
• Conclusion: Summarize the review, emphasizing the overall value and why viewers should consider your product or service.

Audience: These videos are geared toward potential customers who are actively researching your product or service. They seek detailed information to make an informed purchase decision.

Benefits: Product/service review case study videos build trust and transparency with your audience. They offer an unbiased evaluation and help potential customers understand how your offering can meet their needs.

• Testimonials

Purpose: Testimonial case study videos feature satisfied customers or clients sharing their personal experiences and success stories with your product or service. These videos serve as powerful social proof, demonstrating real-world benefits.

• Introduction: Introduce the customer or client who will provide the testimonial.
• Problem: Describe the challenges or issues the customer faced before using your product or service.
• Solution: Explain how your offering addressed those challenges.
• Benefits: Highlight the specific results, improvements, or positive outcomes achieved.
• Recommendation: Conclude with the customer’s recommendation or endorsement of your product or service.

Audience: Testimonial case study videos are effective for a broad audience, particularly those in the consideration stage of the buyer’s journey. They provide credibility and build trust.

Benefits: Testimonial videos offer authenticity and credibility, showcasing real customers who have benefited from your offering. They help potential customers relate to others with similar needs and challenges.

Narrative Case Studies

Purpose: Narrative case study videos are storytelling-focused. They aim to engage viewers emotionally by presenting a compelling narrative that highlights a customer’s journey from problem to solution, often emphasizing the transformational aspects.

• Introduction: Set the stage by introducing the customer or client and their unique situation.
• Challenge: Describe the significant challenges or pain points the customer faced.
• Journey: Take viewers on the customer’s journey, emphasizing their struggles and emotional experiences.
• Solution: Reveal how your product or service came into play, providing a solution and sparking change.
• Transformation: Showcase the transformation or positive outcomes that occurred as a result.
• Conclusion: Conclude with a powerful message that resonates emotionally and reinforces your product or service’s role.

Audience: Narrative case study videos are particularly effective for creating an emotional connection with viewers. They engage a wide range of audiences, including those in the awareness and consideration stages.

Benefits: These videos go beyond showcasing features and benefits; they create an emotional connection. Narrative case study videos are memorable and can inspire action by demonstrating the profound impact of your offering on a customer’s life or business.

Each type of case study video serves a unique purpose and engages different aspects of your audience’s decision-making process. Depending on your goals and the subject matter, one of these case study styles should help you convey the message you’re trying to get across.

How to make a video case study

Case studies as a rule won’t necessarily follow an exact timeline or template, but in general, the following steps are typically part of the video case study production process.

1. Planning and Pre-production

Before diving into the video production process , it’s crucial to lay a solid foundation. Start by clearly defining your objectives for the case study video. Identify the specific goals you want to achieve, such as increasing brand awareness, showcasing product effectiveness, or driving conversions.

Selecting the right client or customer is a pivotal step. Choose someone who has a compelling story to tell and has experienced significant benefits from your product or service. Gather initial information about their experience and challenges to ensure they align with your goals.

Set clear goals and key messages you want to convey through the case study. These messages will guide the direction of your video. Assemble your team, which may include videographers, editors, and interviewers, and develop a production timeline to keep the project on track. Don’t forget to secure any necessary permissions and releases from your client and any individuals featured in the video.

2. Research and Interviews

With your pre-production work complete, it’s time to dive into the research phase. Conduct in-depth interviews with your chosen client or customer. These interviews should yield insightful testimonials that highlight the impact of your product or service.

During the interviews, aim to identify the pain points and challenges your client faced before using your solution. Document their journey in detail, from their initial struggles to the moment they found your product or service. Equally important is to capture how your solution addressed these challenges and the benefits it provided.

Supporting data and metrics are key to substantiating your case study. Collect relevant statistics, customer feedback, or any measurable results that reinforce the success story. Build a storyboard or outline for your video, which will serve as the roadmap for the narrative you want to convey.

3. Filming and Production

The production phase involves bringing your case study to life through video. Start by meticulously planning the video shoot. This includes location scouting to find suitable settings, setting up equipment, and assembling your production team if necessary.

Conduct interviews with your client to capture their story authentically. Additionally, capture B-roll footage that complements the narrative. Ensure that you maintain high-quality audio and visuals throughout the shoot to create a professional and engaging video.

Consistency in branding and style is essential. Your case study video should align with your brand’s identity and values. If needed, shoot additional footage to fill any gaps and enhance the overall storytelling.

4. Post-production

After filming, the post-production phase is where the pieces come together to create a cohesive and compelling video. Begin by reviewing all the footage and selecting the best clips that tell the story effectively.

The editing process is crucial. Arrange the footage in a way that builds a compelling narrative, starting with the problem and progressing to the solution. Add supporting graphics, text, and data to provide context and enhance viewer understanding. Pay close attention to enhancing visual and audio quality to maintain professionalism.

Incorporate music or voiceover, if appropriate and necessary for the narrative. Test the video for clarity and impact, and obtain feedback from stakeholders to ensure the final product aligns with your goals and objectives.

5. Finalization and Distribution

With the video edited and polished, it’s time for finalization and distribution. Add branding elements and a clear call to action that guides viewers on what to do next.

Consider creating different versions of the video, such as shorter snippets for social media and a longer, more detailed version for your website or email marketing.

Optimize the video for search engines if you plan to host it online. Set up a dedicated landing page or platform for hosting the video.

Develop a distribution plan that outlines how and where you’ll share the video, ensuring it reaches your target audience effectively.

6. Monitoring and Analysis

Once the video is live, your work isn’t over. Track key video metrics such as views, engagement (likes, shares, comments), and conversions. Collect feedback from your audience to gauge their response and make improvements for future videos.

Evaluate the video’s impact on your defined objectives. Did it drive the desired results, whether that’s increased brand awareness or conversions? Use this analysis to refine your future video case studies.

7. Post-Release Engagement

Stay engaged with your audience after releasing the video. Respond promptly to comments and questions on social media and other platforms where the video is shared. Encourage viewers to share their own experiences or thoughts related to the case study.

8. Case Study Promotion

Highlight the case study video prominently on your website. Incorporate it into sales presentations and pitches to showcase real success stories. Leverage the video in email marketing campaigns to engage with your subscribers. Share it across all relevant social media channels and communities, harnessing the power of social proof to influence potential customers.

By following these outlined steps, you’ll be well-prepared to create a captivating and effective video case study that not only tells a compelling story but also drives results for your business.

10 top tips for video case studies that succeed

Now that you have a solid background on the fundamentals of case studies and how to bring them to life in video, let’s dig a little deeper and discuss some of the keys to creating winning case studies.

Find an engaging story

Find a story with depth to carry the video. We have all been to movies or read a book where the plot is thin or non-existent. A video case study needs to have a plot. It can’t be business as usual; something needs to happen, or no one will care. Is there a problem that was solved? Did you find a better way to accomplish a task? Break into new markets? It helps if the story is about a company or individual whose name people know. Of course, that might not be possible. An interesting, smaller company or unique person can also be engaging.

Camera-friendly interviewees

Video case studies often include real people. The engineer or scientist who made an amazing discovery. The shop floor worker who found a better way to make a product. The customer service representative who solved a problem. People do great work, but can they be engaging on camera? Look for those who are excited to tell their story. Watch to see if they have good eye contact and answer questions concisely. Most people need some coaching, so be sure you have a professional interviewer. They will put people at ease and know when they hear that perfect soundbite.

Choose the right format

There are several formats that can work to make great case studies. Interesting interviews can carry a story by weaving them together. This requires a well-thought-out storyline and a producer who knows how to get interviews that tell the complete story.

A second option is to combine narrative and soundbites. We pick the most interesting soundbites and then write narrative transitions as needed. Narrative can be helpful because it shortens up and crystallizes what might be lengthy explanations by interviewees.

The final option is all narrative. This gives you complete control of the story and the video production supports it.

Great visuals

You know the old saying, “a picture is worth a thousand words?” It’s true. Sometimes it’s easy to capture visuals. People working on cool machines. A bustling office or factory. A time-lapse of something being built or installed. Think about the visual opportunities you have to support the content of the interviews. At CK and CO, we can help decide what to shoot… and how to “make video” when the settings are limited.

Use motion graphics

Some video case studies are about concepts or elements that cannot be seen. Take, for example, the transfer of data to the cloud. You can’t see it, but you know it happens. Motion graphics can illustrate things we can’t see or visualize complex processes and procedures. They can also spice up videos to make them even more appealing.

Impressive results

Viewers love “wow” statistics. As you tell your story, it’s important to share tangible results. For example:

Did you reduce costs by 30% or increase productivity?

Did you get a return on your investment in half the projected time?

Have you improved employee retention by 20%?

You get the idea. Brag about what you have achieved. Sometimes, it is too soon to know the results of your story. In that case, you might include a vision statement about what you hope to achieve.

High content. Short timeframe.

We live in a world where Twitter and Instagram have influenced how we consume information. Whether or not you use these tools the mindset today is, “give it to me now, give it to me fast and don’t make me think about it.” As a result, your viewers expect a video case study that provides high content in a short timeframe. Every word is important, and when coupled with great visuals, you can get your message across in far less time than you might think.

Create alternate versions of the same story.

Meaty stories beg for more time. The truth is that audiences vary in how much time they are willing to devote to a video. At CK and CO, we often create several versions of a case study using the same raw video. We might create a longer piece (5:00-6:00) for use in a face-to-face opportunity. That same video content can be cut down to a shorter video (2:30-3:00) for use on a website. One length does not fit all. If you have spent the time and money to capture the story, consider your options.

Tease your video case study

Just as filmmakers cut movie trailers to generate interest in a film, you can “tease” your video case study. We often pull short compelling soundbites and package them into media shorts. These :15-:30 videos end with a call to action to view the entire video.

Add a whitepaper

While it’s true that many people prefer video to print, don’t miss an opportunity. Create a short whitepaper to accompany your video case study. The whitepaper should not be a transcript of the video, but instead should complement it. This is the place for highly technical elements and background information that does not translate well to video.

Video case studies are an effective tool for engaging potential customers and telling your company’s story. So, consider how you might use them to tell your story.

Where to use video case studies

We discussed this briefly above in the “how to” section, but it’s worth revisiting in more detail. Once you’ve put the finishing touches on your case study video you need to get it out to the world. But where exactly should you be promoting it?

1. Your Website

Embed the video case study prominently on your website’s homepage or a dedicated landing page to make it easily accessible to visitors. Having a dedicated section or page for all your case studies can provide a convenient reference point for interested prospects.

2. Social Media

Share the video on your compa ny’s social media profiles, such as Facebook, Twitter, LinkedIn, Instagram, and YouTube. Optimize the video for each platform’s specifications, and actively engage with your audience through comments, likes, and shares to increase its visibility and reach.

3. Email Marketing

Include the video case study in your email marketing campaigns, especially when targeting segments of your email list interested in the topic. Additionally, use the video in email signatures to add a dynamic touchpoint to your email correspondence.

4. Sales and Marketing Presentations

Integrate the video into your sales pitches and marketing presentations. By doing so, you can provide real-world examples of your product or service’s success, which can be highly persuasive during client interactions.

5. Content Marketing

Incorporate the video into your content marketing strategy by using it in blog posts, articles, or other written content related to the case study’s topic. You can also create teaser content from snippets or excerpts of the video to pique the interest of your audience and direct them to the full video for more in-depth information.

These strategic placements will help you maximize the visibility and impact of your video case study across different channels and engage your target audience effectively.

Case study video examples worth watching

Want to see some effective case study video examples? We’ve put together a short list here with some key takeaways and tips for video case studies that might prove helpful as you look to create your next video masterpiece.

Video case study example 1

• Quick summary: Queen City Candy has a sweet history that spans more than three decades as a buyer, packager and reseller of candy and confections to customers throughout the world. But in 2015 the company began manufacturing candy – all thanks to Siemens automation.
• Why it works: The visuals help guide this video as the interviewees describe their challenge and how Siemens helped them discover a solution. It’s impossible to look away while colorful candy floats across the screen. Not to mention the impressive results, like a 40% increase in sales thanks to Siemens technology.
• Key takeaway(s): Outcomes and visuals are a critical component of any video case study.

Video case study example 2

• What do you do when your company name and identity no longer reflect what you do? You change your name and update your brand with a new look. But there is still work to be done. You need to communicate the changes to your existing customers and attract new ones once rebranding efforts are completed.
• Why it works: This piece uses compelling motion graphics and narrative to create a short, simplified message. It helps the viewer see that Marana group knows their struggles when it comes to breaking through the noise and getting their message to prospective customers. It then shares how Marana group can help.
• Key takeaway(s): Simple graphics and messaging are key to the success of this case study. A topic than can be complex to share is made simple thanks to motion graphics.

Video case study example 3

• Quick summary: Vibrant cities require reliable, convenient and comfortable transportation systems. Get a look at the Charlotte Streetcar and see how the 4-mile-long streetcar line connects the Historic West End through Center City Charlotte to the Elizabeth neighborhood. This Siemens Mobility project shows how transportation is the lifeblood of a community. 
• Why it works: With this case study, viewers understand how the Charlotte Streetcar is helping bring a city together – connecting diverse neighborhoods and making them more accessible for all. It also highlights the key features and benefits the city has come to appreciate from the Siemens Mobility Streetcar.
• Key takeaway(s): Customers are often your biggest promoter – if you have a project that has gone well, further build the relationship by sharing the story together with your customers.

Cynthia Kay

Cynthia Kay founded Cynthia Kay and Company media production 35 years ago. The company produces communications for organizations from Fortune Global 100 to small businesses. A graduate of Michigan State University, Kay holds a master’s in communications from Western Michigan University. She is the Past Board Chair of the Small Business Association of Michigan (SBAM) and the National Small Business Association (NSBA). Cynthia has been honored with many awards including numerous Tellys and Woman Owned Small Business Supplier of the Year from Siemens in 2018. She has been named One of West Michigan’s 50 Most Influential Women 5 times. She is also the recipient of over 30 broadcast awards from UPI, AP and other news organizations.

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How to Create Impactful Case Study Videos [Free Guide]

Promoting your business in 2023 demands more than traditional marketing methods like TV ads, billboards, and print media. These methods are less effective now. The promotional shift requires an unprecedented emphasis on authentic and trust-building content.

It's no wonder 46% of marketers turned to testimonial videos in 2022 to fuel their lead generation. These videos often outperform other marketing strategies in converting skeptics into believers. 

Testimonial videos are also part of case study videos and serve as powerful trust builders. These videos present a detailed narrative of how your product or service solves a specific problem.

In this free guide, you'll discover how to create impactful case study videos. You’ll also learn how to use them as catalysts for your business growth while enhancing customer trust.

What is a Case Study Video?

A case study video is a visual representation that portrays how a company’s product or service impacts a customer. Unlike basic testimonials that praise the company, case study videos dig deeper. They take a real-life to talk about: 

• The problem
• The solution 
• The results

The power of a case study video lies in its relatability. Potential customers see themselves in the stories you tell, which creates a genuine connection. When viewers see real people solving real problems, it makes the business more trustworthy and its solutions more desirable.

Case study videos are not dramatizations or fictional accounts. They are authentic portrayals of customer experiences, rich in facts, outcomes, and testimonials. In a market saturated with claims and promises, case study videos stand out as credible evidence of a business delivering on its promise.

Case Study Video Benefits

Case study videos can elevate marketing efforts, especially for B2B companies. They offer a multi-dimensional approach to showcasing a product or service and offer benefits far beyond monetary ones. 

1. Builds Trust and Credibility

Firsthand accounts from satisfied clients are effective for building trust. When these accounts are in video format, the impact is even greater. This is because 95% of a message from a video sticks with the viewer, whereas they retain 10% when they read the same message in text.

2. Showcases Success and Wins

Video testimonials outperform written ones as they display tangible results. Watching a real person discuss a business solution makes the success story more compelling and believable.

3. Enhances Brand Recognition

Consistency in visuals, logos, and themes in case study videos amplifies brand recognition. When these elements are memorable, they stick with viewers long after the video ends.

4. Establishes Customer Relationship

Case study videos add a personal touch. They put faces to names and display the human side of a business, which fosters a more genuine relationship with prospective clients.

5. Boosts Sales and Conversions

Videos have proven to boost conversion rates by 86% . The emotional impact of a well-crafted video is a potent sales tool that encourages potential customers to take action.

6. Fosters Emotional Engagement

Storytelling in case study videos connects emotionally with the audience. This emotional connection can lead to stronger brand loyalty and set the stage for long-term engagement.

4 Types of Case Study Videos

In this section, we’ll discuss the various types of case study videos with real-world examples to help you understand how it works.

1. Client Testimonials

Client testimonials focus on the client's experience and their level of satisfaction. For example, Vodafone used Slack to revamp its developer tools and improve collaboration. They didn't just switch platforms; they transformed how their teams innovate. 

As Vodafone’s director of technology strategy, Matt Beal, said, "Slack has opened new avenues of communication and collaboration." This testimonial serves as a ringing endorsement of Slack's capabilities.

Slack's narrative focused on a real-world challenge—scaling innovation across global teams. They chose a relatable issue to make the Vodafone success story more impactful. 

As you develop your videos, consider your audience's challenges and how your product or service can solve them.

2. Customer Reviews

Customer reviews are authentic insights that spotlight a product's real-world performance.

For example, Theta Lake partnered with Zoom and used their APIs. They shared their experience, and it was eye-opening. The company faced challenges in regulated industries like healthcare and finance. They used Zoom to meet those challenges and grow their business by 250% in just 1.5 years.

This feedback is essential for both prospective customers and the company itself. The review serves as a guide to what prospects might experience. It gives credibility to Theta Lake's claim that its solutions can make businesses more compliant and secure. For Zoom, it's an affirmation that their platform can serve even the most complex, regulated industries.

Customer reviews are more than a pat on the back. They offer proof of tangible benefits that convince potential customers to act. 

3. Case Study Narrative

Storytelling in case studies adds depth to the customer experience, creating a relatable journey. This approach usually starts with a problem, guides through the solution, and ends with measurable results.

The Hubspot CRM video for Avison Young employs several storytelling techniques. 

• It begins by setting the stage: Avison Young's growth, disparate systems, and low adoption rates. This builds tension, which is the problem to solve. 
• It then transitions to the solution: choosing Hubspot for its simplicity and customization options. 
• Finally, the climax reveals significant results: adoption rates jumped from 23% to 90%. 

Throughout the video, personal quotes and specific examples (like the ability to embed your auto signature) bring the narrative to life.

4. Question-and-Answer Interview Style

The Question-and-Answer (Q&A) interview style delivers clear, direct insights. This approach is powerful because it answers potential questions the audience may have, reducing guesswork. The format lends itself to expert commentary and firsthand testimonials, which can boost credibility. In the Mailchimp-Zendesk example, the Q&A method covers several key points:

• Videos 1 and 2 focus on how Zendesk helps Mailchimp listen to its customers better. It explains the importance of customer-centricity and how Zendesk fits into that narrative.
• Video 3 dives into operational aspects and offers insights from an operations manager about why Zendesk's features make it a go-to choice. 
• Video 4 speaks from a leadership viewpoint. It discusses how Zendesk helps uphold the Mailchimp brand's personality during customer interactions.

The Q&A style keeps the conversation grounded, clear, and precise while tackling specific queries or concerns viewers might have. 

How to Create an Impactful Case Study Video

Follow these steps to create an engaging case study video that resonates with your audience.

1. dentify the Right Story

The first step in creating a case study video that captures attention is choosing the right story. You want a narrative that appeals to your target audience and demonstrates concrete results. 

Imagine you own a software company. Don't just pick a business that used your software; choose one that saw a 30% increase in efficiency using your platform. Numbers speak volumes, providing tangible proof that your service or product delivers what it promises.

Your audience seeks solutions to their problems, and your story should offer that solution in a compelling way. A well-chosen story paves the way for a captivating case study video.

2. Ask Important Questions

The second crucial step involves framing the right questions. These questions will form the backbone of your case study video. 

• Set the stage and give context to viewers: Start with questions about the customer's initial problem. For instance, "What challenges were you facing before using our service?"
• Offer viewers insights into unique features or benefits: Follow up  with questions about the journey and decision-making. Try asking, "What made you choose our product over others?"
• Focus on results and reflections : Questions like, "How has our product improved your operations?" or "Would you recommend our service?" showcase the impact of your product or service.

Such a structured approach to questioning can help paint a fuller picture as it highlights the problem, the solution, and the results.

3. Choose the Right Audience

You could have a compelling story and well-framed questions, but they won't impact if they don't align with your target audience's needs or interests. 

Let's say you're a fitness app company. Your target audience could range from fitness enthusiasts to beginners. A case study featuring a professional athlete might not strike a chord with newcomers looking for easy workout routines.

Before you start, conduct audience research. What are the pain points? What solutions are they seeking? Your video should offer clear answers to these questions. Tailor your case study to speak to them using the language and examples they relate to.

4. Plan Out the Storyline

An engaging narrative will guide the viewer from beginning to end. Start with a compelling introduction that outlines the problem and makes it relatable so the audience immediately feels a connection. 

For example, if your product is an eco-friendly cleaning solution, introduce a common problem like harmful chemicals in traditional cleaners.

After the introduction, talk about the solution you offer. This is where your product or service comes into play. 

• Demonstrate your product/service's unique features and how it stands apart from competitors. 
• Include testimonials or expert opinions to add credibility.
• Conclude by showcasing measurable results. 

Use statistics or before-and-after comparisons to make your point. Then, end with a strong call-to-action to guide the viewer on what to do next.

5. Conduct Background Interviews

Background interviews are a must before hitting the record button. These pre-shoot conversations give you a wealth of material to work with. They allow you to grasp the full scope of the customer's experience, which can enrich your narrative. 

Let's say you're documenting a small business that uses your financial software. A background interview could reveal hidden challenges, like complex tax issues, that your product helped solve. This adds layers of depth to your case study video.

Background interviews are a chance to identify key talking points and participants. Will the CEO provide the most insight, or would a front-line employee better portray the product’s impact? This helps you capture relevant content, thus saving time and resources.

6. Develop Your Script

The script serves as the blueprint for your case study video, coordinating visuals, dialogue and pacing. Here’s everything you need to know about developing an impactful script: 

• Start by outlining the key points drawn from background interviews and the storyline. 
• Be concise but impactful. For example, instead of saying, "Our product is very good," specify how it excels, like "Our software boosts productivity by 40%."
• Maintain a conversational tone, but keep it professional. 
• The script should flow well to make complex ideas easy to grasp. 
• Use bullet points or numbered lists for easier readability, especially when highlighting features or benefits.
• End with a strong CTA to guide the viewer on what to do next, whether that's visiting your website or contacting your sales team.

If you need help with scriptwriting, Maekersuite has an excellent video scriptwriting tool . The AI-powered tool streamlines the scriptwriting process and helps you cover all essential elements while maintaining clarity and focus.

7. Back it up with Data

Data and statistics add a layer of credibility to your case study video. A compelling narrative can draw in your audience, but solid data validates your claims and seals the deal. 

For instance, if your case study focuses on how your product improved sales for a retail store, support it with actual percentages or revenue figures. "Sales increased by 20% within three months" is more convincing than saying "Sales went up."

Use charts, graphs, or other visual elements to present this data. Visuals make complex data easier to digest and remember. However, ensure you use data relevant to the storyline and speak to the viewers' needs or concerns.

8. Choose a Location

The location you pick for your case study video can add a significant layer of context to your story. Choose a setting that aligns with the narrative and amplifies its impact. If your case study is about educational software, shooting in a classroom or at a school can enhance the story's authenticity.

The location should also cater to your audience's expectations. A high-tech company might opt for a sleek, modern office space to reflect innovation and efficiency. Conversely, a sustainable brand may want to shoot outdoors to emphasize its eco-friendly ethos.

Always consider practicalities like lighting, sound, and permissions. The last thing you want is a location that looks good but needs better acoustics or requires complicated permits.

9. Create a Shot List

A well-thought-out shot list is crucial for a seamless filming process. This detailed plan outlines every shot you intend to capture. It serves as a roadmap for your production team. 

Suppose you're focusing on a customer testimonial. In that case, your shot list might include: 

• Close-ups of the customer speaking;
• Cutaways of the product in use;
• Wide-angle shots to establish context.

The list should specify the type of shots — wide, medium, or close-up — and any specific camera movements, like pans or zooms. This ensures you don't miss capturing essential elements, such as key product features or emotional reactions.

A shot list helps you estimate time and resources, which lets you plan your shoot. You'll know which shots require special equipment or lighting setups in advance. It avoids last-minute rushes or complications.

10. Shoot and Edit

Shooting and editing are where your planning pays off. Adhere to your shot list and script for the shoot, but stay flexible for spontaneous moments that add value. Use high-quality equipment for good lighting and clear audio. These technical aspects make a huge difference in the final output.

Editing is vital; you must piece together the best shots to form a cohesive and engaging story. You can use cutaways, transitions, and background music to maintain pace and viewer interest. 

Color grading, sound mixing, and special effects should align with the video's mood and message. Avoid overdoing effects, as they can distract from the content.

Create Your Case Study Videos with Maekersuite

You've learned the essentials of crafting an impactful case study video. Now, it's time to elevate your video marketing game. Maekersuite offers various tools designed to streamline every stage of the process, especially if you plan to host your videos on YouTube.

From initial planning to shooting and editing, Maekersuite's expertise ensures that each video is tailor-made to captivate your audience. You can utilize Maekersuite's " Professional Video Editing Services " to make your video more compelling, polished, and professional, and explore Maekersuite's comprehensive suite of services for end-to-end video creation and optimization.

Don't settle for average when you can aim for extraordinary. 

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5 impactful case study video examples you can make in 5 minutes

Mattison Hofstedt

November 15, 2023

Think creating impactful case study videos requires hours of filming and editing? Think again! We're about to show you that it's possible to craft compelling case study videos in as little as five minutes, using resources you already have.

In this article, we're excited to showcase five outstanding examples of case study videos that were crafted in mere minutes. Each example demonstrates how you can turn existing written content into a visually engaging and persuasive narrative, proving that effective marketing doesn't always require a lot of time or resources. Let's dive in!

Why case study videos matter

But first, let's address a crucial question: Why are case study videos so important? These videos are not just another marketing tool; they are a powerhouse of storytelling that can significantly boost your brand's credibility and customer engagement.

89% say that watching a video convinced them to buy something.

Videos can simplify complex information, making it easier for potential clients to understand the value proposition. A well-executed case study video can act as a persuasive testimonial, driving more leads to convert. 

91% of folks want to see more videos from brands in 2023.

Sharing success stories humanizes a brand. When existing clients see their stories being showcased, it fosters a sense of pride and loyalty. For potential clients, seeing real-life success stories in video builds trust and credibility.

Viewers retain 95% of a message when they watch it in a video compared to 10% when reading it in text

Videos are more engaging than text. With the right storytelling techniques, a case study video can keep viewers hooked till the end, increasing the chances of them taking the desired action.

Myth busting: You don't need client footage

Now, let's debunk a common myth: You don't need extensive footage of your clients speaking to create an impactful case study video. The secret lies in leveraging the written case studies you already possess. 

By combining this existing text with relevant images, be it supporting visuals or simple headshots of your clients, you can narrate a compelling story. This approach not only eases the process for you but also respects the privacy and time constraints of your clients, who may be hesitant or unable to participate in video recordings.

5 fast and effective case study video examples

Now we’re going to show you 5 outstanding case study video examples crafted in mere minutes. Each demonstrates turning written content into engaging, persuasive narratives, proving effective marketing doesn't always need extensive resources.

Example 1: Challenge, Solution, Impact

The structured approach.

The Challenge-Solution-Impact format is a classic yet powerful structure for case study videos. It's simple: just fill in key details under each heading. We combine industry-relevant footage with images of the individuals behind each case study, creating a compelling narrative that resonates with viewers.

Example 2: Authentic Testimonials

Customer voices amplify your brand.

There's nothing quite like a customer's perspective to make your offerings relatable. Quick testimonial videos lend credibility and build trust in your brand. Easily produced, these videos gather customer insights through emails or forms, showcasing genuine experiences in a straightforward format.

Example 3: Powerful Single Quotes

A quote that speaks volumes.

Sometimes, a single, strong quote is all it takes to captivate and encourage further exploration. This format focuses on a standout quote that represents the essence of the customer's experience, making a lasting impression with just a few impactful words.

Example 4: Results-driven stories

Highlighting success stories.

Start with the end in mind - showcase the tangible results achieved by your clients. Whether it's a significant increase in LinkedIn followers or other measurable successes, using results as a narrative driver, complemented by supporting visuals, creates a compelling and aspirational story.

Example 5: Narrative storytelling

Engage with a story.

Narrate the customer journey as a story. This approach tends to capture attention more effectively than plain text, inviting viewers to follow a relatable and engaging narrative from start to finish.

Effortless case study video creation with Storykit AI

As we've explored these diverse and engaging case study video examples, a key theme emerges: simplicity and efficiency in video production. 

This is where Storykit AI becomes your invaluable tool. Imagine the convenience of creating these compelling videos by simply copying and pasting text from your existing case studies into Storykit AI. It's a game-changer.

Quick and user-friendly process

Storykit AI streamlines the video creation process, making it accessible even for those with no prior video editing experience. The process is as simple as it sounds: take your written case study, copy the text, and paste it into the Storykit platform. Within minutes, you have a foundational video ready.

Personalization and flexibility

But it doesn't stop at just generating a video; Storykit AI offers the flexibility to tailor and edit. If there's something in the automatically generated video that doesn't quite fit your vision, you can easily make adjustments. This customization aspect ensures that the end product is not just quick to create but also aligns perfectly with your brand's message and aesthetic.

A five-minute transformation

The most striking aspect of using Storykit AI is the speed. In about the time it takes to enjoy a coffee break, you can transform a written case study into a visually engaging video narrative. This efficiency doesn't come at the cost of quality either. The platform is designed to produce professional-level videos that are ready to captivate your audience.

Case study videos will be a game changer when it comes to your marketing game, and if you have Storykit AI by your side, there is no reason not to be creating them. Whether you're looking to create a structured case study, a powerful testimonial, or a story-driven video, Storykit AI equips you to do so in a matter of minutes, not hours. Embrace this tool and watch as your case studies come to life in a whole new way, engaging and inspiring your audience like never before.

Ready to create high quality videos? Try Storykit today . First time here?

Hello. We’re Storykit, the complete video creation tool that transforms any text into compelling video content. Our thing is video for everything, video for everyone. And by everyone, we mean everyone who wants to do high volume, even higher quality video. Everyone who doesn’t have the budget or time for traditional production. Everyone who has absolutely no editing skills. Everyone with a content plan. Everyone without a content plan. Everyone who’s never made video in their life. That everyone. Let’s do it. Let’s Storykit it.

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How to Make Case Study Videos in 10 Steps [Examples Included]

Confidence in your brand is important, but it’s only the beginning. To make a real impact, you need to back up your claims with solid proof. That’s where case study videos come in. Let your satisfied customers do the talking giving new leads an authentic view into your products and services. Let’s look at how to create case study videos easily.

Article Last Updated: September 19, 2024

What is a Case Study Video?

Types of case study videos, why are case study videos important, how and where to use your case study video, how to create an impactful case study video.

Who doesn’t enjoy a captivating story? That’s likely why case study videos have become so popular. They’re more than just stories as they offer a deep dive into real-world scenarios, featuring genuine people and authentic businesses. Through these videos, companies showcase the real impact of their products and services, whether it’s through documenting product development , cultural shifts, or community impact.

To bring these stories to life, tools like Zight can be incredibly useful. With Zight’s features like screen recording , GIF creation , and easy file sharing , you can capture every moment and detail seamlessly. Imagine using Zight to record a customer’s success journey or create engaging visuals to complement your narrative. It’s all about making your case study videos as compelling and impactful as possible.

The question is, what does a good case study video look like? Our guide below will cover every aspect of case study videos, from their purpose, creating compelling videos, exploring what makes them successful, and sharing practical case study video examples and tips to help you craft impactful case study videos that resonate and drive results. Let’s get into it.

A case study video is a type of video content that demonstrates how other people are successfully using and benefiting from a product. It focuses on real customer success stories to show the value of a company’s products or services. In a crowded market of claims and promises, these videos serve as credible proof that your business delivers on its promises.

The strength of a case study video comes from its relatability. When potential customers see themselves in your stories, it fosters a true connection. Seeing real people handle challenges makes your business appear more trustworthy and your solutions more appealing. After all, who could offer a more credible opinion to potential customers than someone who’s experienced your services firsthand?

How is a Video Case Study Different From a Written Case Study?

Both written and video case studies aim to convert customers, but video case studies have several specific advantages:

• More Persuasive : While written case studies require readers to interpret the message, video case studies present it directly from the customer, making the impact more immediate and convincing.
• More Engaging : Videos captivate with dynamic visuals, vibrant colors, and sound, making them far more engaging than dense blocks of text. Who wouldn’t prefer a lively video over a long read?
• Higher Conversion Rates : Video marketing campaigns are very effective. It’s not surprising, given how seamlessly videos can be optimized for mobile devices—something text-heavy content struggles with.

Like in any film or video genre, you’ll notice certain styles and tones that recur frequently. This is also true for case study videos, where you’ll come across several common types as you explore case study videos.

That said, there are different types of case study videos that your business can produce, with different levels of complexity. Each type of case study video has a specific customer problem and appeals to different aspects of your audience’s decision-making process. Depending on your objectives and the topic, choosing the right style of case study video can effectively communicate the message you want to share.

1. Customer Testimonials

This type of video is quite simple to make and is one of the easiest case study videos to make. In customer testimonial videos, you interview your happy customers about their experience with your business and its impact on their lives. Since it involves just a straightforward interview with the customer, you only need one filming location and minimal editing to create the video.

Product or service review case study videos provide a thorough look at your offering’s features, functionality, and benefits. They offer an objective assessment and serve as valuable resources for new customers.

Target Audience : These videos target potential customers who are researching your product or service and need detailed information to make an informed decision.

Testimonial Video Example:

This video is a standout example of customer testimonials. Instead of simply listing features, the interviews highlight the challenges the company faced and how Zoom provided effective solutions . The video’s concise length keeps viewers engaged while still delivering a complete and compelling story in one location.

2. Customer Reviews

Customer reviews are authentic insights that highlight a product’s real-world performance. Much like a customer testimonial video, a customer review video features a happy customer discussing your product or service. However, there’s a key difference: in a customer review video, the customer focuses more on the specific features of the product or service, rather than just the value it provided them.

Depending on your approach, such videos may include footage of the customer using your product on camera. Generally, most case study video testimonials follow a Q&A style of storytelling .

Creating a customer review video is straightforward. The interview portion requires just one shoot location and minimal editing. If you decide to add footage of the product in action, the shoot and editing process will be more complex.

Target Audience : These videos are aimed at potential customers who are actively researching your product or service. They provide detailed information to help them make an informed purchase decision.

Customer Reviews Case Study Video Example:

This customer review case study video features Lana Blakely who explains how Notion has transformed her personal and professional life. She breaks down specific features like databases, templates, and task management tools, showing real-life examples of how she uses the app to stay organized. The video includes screen recordings of how she navigates the Notion workspace, providing viewers with a visual understanding of how the platform functions. Any potential customer actively looking for Notion will find information about the tool and can be able to make an informed decision.

3. Case Study Narrative

This is the most complex type of case study video. A case study narrative video involves on-camera interviews with customers and B-roll visuals, such as footage of the customer using your product or your team engaging with the customer. Additionally, these videos often incorporate graphics and text overlays. Due to its complexity, creating this type of video content demands more shoot time, strategic planning, and extensive editing .

Narrative case study videos focus on storytelling , aiming to engage viewers emotionally by presenting a compelling narrative highlighting a customer’s journey from problem to solution, often emphasizing the transformative aspects.

Target Audience : Narrative case study videos are particularly effective for creating an emotional connection with viewers, engaging a wide range of audiences, including those in the awareness and consideration stages.

Case Study Narrative Video Example:

This video by LLLLITL is a case study of Dove’s “Turn Your Back” campaign, which was designed to raise awareness about the issue of body image. The video uses powerful storytelling to connect with viewers on an emotional level.

Case study videos can significantly enhance your video marketing strategy , particularly for B2B companies . They provide a rich, multi-faceted way to showcase a product or service and offer benefits beyond financial gains. Here is why they are important:

• Credibility and Trust : Case study videos provide authentic success stories that show how your products or services have made a real difference for customers. This helps build trust and credibility with potential clients.
• Engagement : Videos naturally draw people in more effectively than text or static images. With a case study video, you can tell a compelling story that keeps your audience engaged and interested.
• Demonstration of Expertise : These videos allow you to highlight your industry knowledge and position yourself as an expert. By showcasing real-world results, you establish your business as a reliable solution provider.
• Problem-Solution Narrative : Case study videos often follow a clear problem-solving structure, helping potential customers relate to the challenges and see how your product or service can address their needs.
• Personal Connection : Featuring customer interviews or testimonials adds a personal touch. Prospective clients can connect with real people who have benefited from your offerings, making your brand more relatable.
• Versatility : Case study videos are highly versatile and can be used across various platforms , including your website, social media channels, email marketing , and presentations . This ensures your success stories reach a broad audience.
• Measurable Impact : Including data and metrics in your videos demonstrates the tangible results achieved by your clients. This evidence of ROI can be very persuasive for potential customers.
• Lead Generation : Well-crafted case study videos can generate leads by addressing problems similar to those your potential customers face, making them valuable assets in your video marketing strategy.
• Storytelling : Effective visual storytelling in case study videos helps forge an emotional connection with your audience, making your brand memorable and engaging.

After perfecting your case study video, it’s time to share it with your target audience. But where should you promote it?

• Your Website – Embed the video prominently on your website’s homepag e or a dedicated landing page to make it easily accessible. Consider having a section just for case studies, giving prospects a convenient reference point.
• Social Media – Share the video on your company’s social media platforms like Facebook , Twitter, LinkedIn, Instagram, and YouTube . Optimize it for each platform and actively engage with your audience through comments, likes, and shares to boost its visibility.
• Email Marketing – Include the video in your email marketing campaigns , especially targeting those interested in the topic. Adding the video to your email signature can also create a dynamic touchpoint.
• Sales and Marketing Presentations – Integrate the video into your sales pitches and marketing presentations . Real-world examples of success can be highly persuasive during client interactions.
• Content Marketing – Use the video in blog posts, articles, or other written content related to the case study’s topic. Create videos as teaser content from snippets to pique interest and direct viewers to the full video for more details.

Now that you have seen some examples of case study videos, you can now create your case study video. Case studies don’t always stick to a strict timeline or template, but some key steps are usually involved in creating a case study video. Follow these steps to create an engaging case study video that will resonate with your audience.

1. Identify the Right Story

The first step in crafting an attention-grabbing case study video is selecting the right story. You need a story that resonates with your target audience and showcases clear results.

For instance, if you run a software company like Zight, don’t just feature any client who used your software. Highlight businesses that experienced a boost in efficiency with your platform . Numbers like these provide concrete proof of your product’s effectiveness.

Your audience is looking for solutions, so your story should present a compelling example of how you’ve delivered just that. A thoughtfully chosen story sets the stage for a truly engaging case study video.

2. Ask Important Questions

The next key step is to craft the right questions. These will be the basis of your case study video.

• Start by setting the scene for your viewers : Ask about the customer’s initial problem. For example, “What issues were you dealing with before using our product?”
• Then, dive into the specifics : Analyze the customer’s decision-making process with questions like, “What pulled you to our product instead of others?”
• Finally, highlight the results : Ask questions such as, “How has our product made a difference in your operations?” or “Would you recommend our service to others?”

This thoughtful questioning will help create a well-rounded story, listing the problem, the solution, and the impact of your product or service.

3. Choose the Right Audience

You might have a great customer success story and perfectly crafted questions, but they won’t make an impact if they don’t resonate with your target audience’s needs and interests.

Imagine you’re showcasing Zight. Your audience could range from tech-savvy professionals to small business owners who aren’t as familiar with advanced tools. If your case study highlights a large corporation using Zight’s advanced features , it might not connect with a small business owner looking for simple and effective screen recording solutions .

Before diving in, do some audience research. What challenges are they facing? What solutions are they after? Tailor your case study video to address these, using language and examples that speak directly to their needs.

4. Plan Out the Storyline

To craft an engaging storyline for your case study video, you need to guide the viewer through a story that resonates. Start with a compelling introduction that highlights a common problem your audience faces, making it instantly relatable.

For instance, if you’re showcasing Zight, an issue could be the struggle businesses face with lengthy communication chains that slow down decision-making. Many teams feel this pain, making it an effective hook. Then, introduce Zight as the solution. This is where you spotlight its unique features—like screen recording and sharing capabilities—that streamline communication and boost productivity .

Support your claims with testimonials or expert opinions to add credibility. Hearing from satisfied users can make a significant impact.

Finally, wrap up by showcasing measurable results . Use statistics or before-and-after comparisons to emphasize how Zight made a difference. Conclude with a clear call-to-action, guiding the viewer on what steps to take next.

5. Conduct Background Interviews

Conducting background interviews is essential before you start filming. These pre-shoot conversations offer valuable insights that can enhance your storyline. They help you understand the full scope of the customer’s experience , adding richness and depth to your case study video.

These interviews also help you identify key talking points and decide who should be featured in the video. Whether it’s the CEO providing strategic insights or a front-line employee sharing day-to-day benefits, understanding this in advance ensures you capture the most relevant content, saving you time and effort during production.

6. Develop Your Script

The video script is the backbone to create engaging video content, pulling together visuals, dialogue, and pacing to create a cohesive story. Here’s how to craft one that leaves an impact:

• Start by outlining the key points you’ve gathered from background interviews and your storyline.
• Be clear and specific—rather than saying, “Our product is great,” highlight its strengths with something like, “Our software boosts productivity by 40%.”
• Keep the tone conversational yet professional to ensure your message resonates.
• Make sure the script flows smoothly, making complex ideas easy to understand.
• Consider using bullet points or numbered lists to emphasize key features or benefits.

Wrap up with a compelling call-to-action , guiding viewers on what to do next, whether that’s visiting your website or reaching out to your sales team.

7. Back it up with Data

Including data and statistics adds credibility to your case study video. While a compelling story captures attention, solid data reinforces your claims and makes your video campaigns more convincing.

Incorporate charts, graphs, or other visuals to present the data. Visual elements help make complex information more digestible and memorable. Ensure the data aligns with your storyline and addresses the needs or concerns of your audience.

8. Select the Right Location

The location you choose for your case study video adds depth and context to your story. Opt for a setting that complements the narrative and enhances its authenticity. For instance, if your case study involves educational software, filming in a classroom or school can make the story feel more genuine.

Your location should also resonate with your audience. Remember to consider practical aspects like lighting , sound, and permissions. The perfect location can fall flat if it has poor acoustics or requires difficult-to-obtain permits.

9. Create a Shot List

A carefully planned shot list is essential for a smooth filming experience. It details every shot you need, acting as a guide for your production team.

For example, if you’re capturing a customer testimonial, your shot list might include:

• Close-ups of the customer speaking
• Cutaways of the product in action
• Wide-angle shots to set the scene

Your shot list should specify the type of shots—wide, medium, or close-up—and any particular camera movements like pans or zooms. This ensures you capture all the crucial elements of your video marketing campaign from product details to emotional moments.

A shot list also helps you manage time and resources efficiently, allowing you to anticipate special equipment or lighting needs ahead of time, and preventing last-minute scrambling.

10. Shoot and Edit

This is where all your planning comes to life. Stick to your shot list and script during the shoot, but be open to capturing spontaneous moments that could enhance the story. High-quality equipment is necessary for clear audio and well-lit scenes —these technical details can elevate your final product.

Editing is where you shape the story , choosing the best shots to create a compelling narrative. Use cutaways, transitions, and background music to keep the pacing dynamic and the viewer engaged.

Pay attention to color grading, sound mixing, and special effects, ensuring they match the tone and message of your video. Avoid overdoing effects, as they can easily overshadow the content.

Now that you’ve seen how major brands craft their case study videos, let these examples spark ideas for your own. Use them to motivate your sales team , improve your video marketing strategy, and captivate your audience.

In addition, incorporating tools like Zight offers practical solutions such as screen recording and GIF creation, these videos not only tell a compelling story but also demonstrate how your product can deliver tangible results. What are you waiting for? Sign up and get started .

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What is a Case Study Video (And Should You Make One?)

By Sam Stemler on June 6, 2023

Case studies are powerful tools for introducing your business, showing your impact, and demonstrating your competitive advantages. Case studies allow prospective clients to see the solutions you’ve provided to others similar to them, and they’re one of the most compelling types of testimonials. Case study videos bring classic case studies to a new format, and they can be even more compelling, impactful, and even easier to make.

What is a Case Study Video?

A case study video explores a customer’s problem or challenge, and the results and solution a business provided, in a video format. Just as a traditional case study takes a more in-depth look at a business’s process and results they achieved, a video case study also uses more details than other types of promotional videos . A case study video uses a customer’s perspective to show how a business works, and show new prospective customers the competitive advantages of the business.

In general, a case study will explain:

• Who the customer is, and what challenge they were facing.
• How the customer found the business.
• The results the customer experienced after working with the business.
• What the customer enjoys about working with the business.
• How the customer’s challenge or problem has changed since working with the business.

Use Boast to record, edit, and post your case study video easily Give it a try >

How Are Case Study Videos Different?

A traditional case study may use a variety of information to create a compelling story, including a text-based narrative, before-and-after comparisons, quantitative results, direct customer quotes, charts, and more. A case study video may contain similar information, though it will be slightly different.

A great case study video will use footage of a customer interview to tell a story, and combine it with engaging video effects, music, transitions, and footage of the company, product, service, and staff in action. It may also use charts and numeric information to show results more clearly. Instead of using a few direct quotes from the customer, the video case study will focus heavily on the customer’s own words, allowing them to tell the story and explain the business’s benefits.

Are Case Study Videos Better Than Traditional Case Studies?

Case study videos offer a number of advantages over traditional case studies. First, customers find videos to be more authentic and reliable, since they are harder to fabricate. The customer tells the story themselves, which is much more compelling to prospective customers. Second, most people prefer to watch a video, and they are much more likely to absorb the information in a video, rather than skimming a page of text. Finally, videos get more engagement and views than text-based content, so your customer’s story is likely to reach even more potential customers.

How to Make a Case Study Video

A case study video doesn’t have to be complicated to make. With some basic tools for editing and recording, you can make a great case study video to display on your site, social media, email, and more. Go through these steps and you can create your first case study video.

• Meet with your customer: talk with one of your long-standing or best customers, and ask them if they would participate in a case study video.
• Provide a script: use strategic case study questions to get a strong narrative, and show your business’s best qualities. Share these questions with your customer ahead of time, so they’ll be prepared. Explain how you plan to use the case study, and get your customer’s consent, in writing, to do so.
• Film the interview: you don’t need a lot of equipment to film the interview with your customer. Set up some lighting, and place a steady camera.
• Lay out your case study: once you have your footage, review it, and do a bit of editing to make a cohesive narrative.
• Additional video: instead of focusing completely on your customer, splice in some dynamic shots of your company, products, or staff. This will make your case study video more engaging, and it gives you a chance to show your products or people at work, too.
• Add effects: when you move between shots, add in some basic transitions. You might also use music, or simply use your customer’s audio. You might also use a chart to show results or highlight specific benefits your customer experienced, such as time or costs saved.
• Review: give your case study video one last run-through, and show it to a few others, too. Don’t forget to add subtitles, since lots of viewers watch videos without sound.
• Post: with your case study completed, it’s time to post! Don’t be afraid to show off your case study video on social media, on your website, in your emails, or wherever you might reach new prospective clients. You can use your case study video multiple times, and it can continue to provide value for years to come.

Now that you know what a case study video is and how it’s different from a traditional case study, should you make one? Absolutely! Your case study video is likely to engage more potential leads and get more engagement than a traditional case study. Set a time to meet with one of your best customers and start a free trial of Boast to record, edit, and display your case study.

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The complete guide to creating case study videos.

Having confidence in your brand is great, but it can only get you so far.

You need to back your claims up with evidence.

Having a satisfied customer vouch for you can be far more effective than churning out dozens of self-promotional content pieces. If you’re looking to leverage your content towards attracting  potential  customers, show them how you’re helping  existing customers.  62.6% of marketers say that client case studies are effective at generating leads and are a critical component of a winning marketing strategy. They tie first place with content marketing and beat every other approach on the list.

The reason why is simple. Instead of focusing on yourself, case studies focus on your customers . They give new leads a window into the world you’re helping to create.

Video amplifies the trustworthiness of a case study and customer testimonial.

Transitioning away from traditional customer stories (i.e. blog post format) towards video case studies is worthwhile. Instead of reading about a customer’s excitement about your product, your users can literally see the excitement on that customer’s face. The psychological impact is clear.

What makes a great case study video?

Compelling case studies have proven themselves to be valuable conversion generators for a variety of industries. They are especially valuable for organizations that sell complex, expensive products.

The more invested users have to be before converting, the more the success story of a satisfied customer will resonate with them. This is why enterprise customer story videos tend to perform more successfully than small businesses.

Marketers who want to learn how to make a great case study video need to focus on three trust-building factors first:

• An authoritative customer interview.
• Complimentary shots of the office.
• Post-production graphics and narration.

Let’s look at how successful video marketers incorporate these factors into the customer story video production process.

Here’s a step-by-step breakdown:

Pre-production

Pre-production includes everything that you plan before the day of the shooting. There is a lot of work that needs to be done before you start filming anything.

1. Choose the right customer

The customer interview is the centerpiece of your case study video. Your top priority is finding an individual customer who is motivated to provide a glowing review of you and your company.

Ideally, this person is in a position of authority who benefits directly from your business. If they don’t have hands-on experience working with your products or services, they won’t know what to say.

Keep in mind that an employee of a lesser-known company may be more excited about your product than someone who works for a big, well-known company. You might find that honest enthusiasm is more conducive towards creating a good case study, compared to a recognizable logo does.

2. Lead the interview process

Make sure that you come to the interview prepared . Make sure to come up compelling yet easy to answer interview questions. Use the pre-production process to get an idea of how your customer feels about your product. If you can agree on a story that fits, the entire interview process will be far easier to steer in a positive direction.

Interview preparation can be difficult work . The more time you spend preparing, the smoother and less stressful the actual interview experience will be.

3. pick a viewing format.

Is your target audience going to view the video on a desktop or on mobile? This is an important question you’ll want to ask early on. The answer will change the way you approach the entire filming process.

If you are thinking about shooting a mobile video, try setting up your shoot for vertical viewing.

Vertical video format can perform well on social media and other news feed-oriented platforms. Keep in mind that 90% of Twitter users engage the platform via mobile.

4. Use the proper equipment

The single most important factor you need to consider when shooting a case study video is lighting. Great lighting can make smartphone camera footage look professional. Steven Soderbergh famously filmed an entire feature film using an iPhone . If it’s good enough for an Academy Award-winning filmmaker, it’ll be good enough for your case study subject and video.

Production and shooting

Once you have picked a customer to interview, established the story you want to tell, and picked a place to tell it, you’re ready to film.

This is where your pre-production preparation is going to pay off:

1. Don’t veer off course

During the course of the interview, it’s natural for the dialogue to take unexpected turns. Everyday conversation is full of uncertain asides, half-articulated thoughts, and full-blown diversions.

Film dialogue – thankfully! – is not.

Part of leading the interview means catching these slip-ups and addressing them. Ask your customer to avoid industry jargon and to patiently pronounce acronyms your audience may not be familiar with.

Don’t be afraid to re-shoot responses that veer away from the customer use case scenario. You’ll be thankful you did.

2. shoot more footage than you need.

The vast majority of raw footage you obtain will be thrown away. The typical low-budget filmmaker shoots six seconds of material for every single second that makes it on-screen. For big-budget superhero movies, this figure can shoot to 400 seconds of material for every second on-screen.

You won’t need so much material, but you will need more than you publish. Having the option to add footage will translate to positive results.

3. Sweat the details

Developing a shot list can help you break the shooting day down into manageable chunks. This is especially useful for shoots that take place in multiple locations. You’ll want to spend some time organizing every little detail that goes into shooting day.

This includes setting up the interview location and ensuring it’s quiet enough to successfully record audio. It may include making wardrobe or hair adjustments – just about any visual element you’d overlook in regular life can end up looking odd on camera.

It’s a good idea to overestimate your shooting time in order to compensate for these unforeseen complications.

Post-production.

There is one thing you should do before loading raw interview footage into your video editing software:

Send a thank you email to your interview subject and their immediate superior. This will go a long way in maintaining a good relationship. These people took time out of their busy schedules to help you market your product, after all.

Plus, if anything goes wrong on the technical side of post-production, you may need to re-shoot. That will be much easier to do if your interview subject enjoyed your time together.

1. Add graphics and narration

Just about any video editing software will allow you to add graphics and voiceover narration. Adobe Premiere is the premium solution favored by professional filmmakers , while Biteable and Lumen5 are ideal for less experienced users learning how to make case study videos on a budget.

For a complete rundown of the best online video editing solutions click here.

You may even wish to outsource video editing to a freelance professional on a case-by-case basis.  An experienced freelancer may be able to help you achieve the polished final result your customers are looking for.

2. Let your customer help promote the video

Remember sending that thank you email to your interview subject? Now they are that much more likely to share the final result on their social media pages and broaden your video’s exposure.

Most customers are happy to earn themselves the extra exposure that your video creates. If they are reluctant to share the video, you may be able to sweeten the deal by offering a backlink to their website from yours.

The benefits of cross-promotion are too valuable to pass up.

3. Wrapping up!

Don’t forget to enable closed captioning for your video. Most mobile video players automatically mute embedded video content. An overwhelming majority of Facebook videos are viewed with the volume off. You’ll need those captions to capture users’ attention and convince them to turn the volume up.

You may also wish to divide your case study video into chapters to improve user engagement. If you are using a professional video hosting platform , you can monitor user engagement and adjust your settings to optimize the results. Appropriate calls-to-action can be added at the end of th video, so interested viewers’ data can be captured. Be sure to check back on your video and monitor its performance regularly.

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