What is a Case Study Video & Why Should You Care? (Plus Examples)
One of the most impactful marketing tools is ‘word of mouth’ from your existing customers, in fact, it’s how some small businesses generate all their leads. But to capture that and share it with the world enables you to reach a wider audience and present your brand through the eyes of a happy customer.
This is where case study videos come in.
Luckily for you, we compiled a comprehensive guide on what case study videos are and how you can use them to win back your share of the pie.
So What is a Case Study Video?
A case study video can be broken down into one of two types of video. It can either be a testimonial video from one of your clients, an opportunity to highlight an area or part of your business, or a mixture of the two. For the sake of keeping this blog to a nice round number of words, we’ll be focusing on the former.
Producing a recorded testimonial video from your clients is excellent marketing. It’s a personal and trustworthy way to show off how beneficial your services have been right from the horse’s mouth. It allows you to deliver an unfiltered review that is perfect for your prospects seeing exactly the type of business you are from an authentic perspective.
Do I Really Need a Case Study Video Though?
Now we know what you’re thinking, aren’t reviews enough to entice my customers? And while reviews are great at building credibility, they don’t quite provide the level of authenticity and detail that you get with a case study video. Just think about how you’re much more easily swayed by a friend or family member recommending a product than you are by a written review.
That’s great, but we’re sure you’re still wondering whether you definitively need a case study video? No, you don’t need a case study video, but harnessing testimonials in a video format unlocks a myriad of benefits – which we’ll discuss below.
Why Use Case Study Video? [Plus Examples!]
If you’re considering investing time and resources into marketing your business, it’s worth exploring the benefits that case study videos could bring. Especially when you see the impact that video could have on your bottom line:
Here are five reasons why you should use case study video.
1. Case Study Videos Help Develop a Strong Brand Image
Case study videos can help encapsulate who you are as a brand and what you stand for. Really helping your potential clients and viewers to get a proper sense of your business. With testimonial case studies there’s no greater way to preach about your business than to have one of your clients do it for you.
It can really help differentiate the way you come across if a client is describing how you provided them with a far more superior service than they had previously. Clients from different sectors would immediately be able to relate, seeing you in a greater light than doing that yourself.
Here is a case study video we made for the Cabinet Office in the run-up to their COP26 marketing campaign. We focused the case study on a business’ climate change targets.
2. Case Study Videos Build Your Credibility
It’s a lot easier to stick up a text-based testimonial with all the stats and information anyone could ever need. But does it look personal? Does it reflect on how your business does things differently? How do you pull out all the extra steps to ensure the client got exactly what they were looking for?
This type of content could be better delivered via a case study video. Videos such as these enable your potential customers to buy into not only what you’re saying, but what your existing customers are saying about you. While there’s nothing wrong with preaching about the benefits of your product/service, why not get someone else to do it for you.
3. Case Study Videos Are Attention-Grabbing
Have you ever seen a block of text and thought, “I can’t wait to read all that?”.
Yeah, us neither. That’s why a case study video gives you the perfect opportunity to deliver the same information in a clear and personal way. When users visit your website, their attention is already short so we know that they want to see what your product/service is, and the benefits to them as fast and as seamlessly as possible.
Having quick and accessible case study videos that deliver key information is not only going to save them loads of time but it’ll actually make them click on it anyway. It’s no secret that attention spans are shorter than ever before and you need your potential customers to stop and listen.
4. Case Study Videos Make You Stand Out
What better way to stand out from your competitors than to diversify yourself with case study videos. Long gone are the days businesses sit waiting for customers to come knocking at their door. Marketing your business now is much more competitive with customers’ attention being fought for in a multitude of directions – the companies that are being creative coming out on top.
Having something that can reflect your business and truly sell yourself without picking up the phone is not only going to interest prospects but it’ll also save you time. Case study videos help promote your brand and what you stand for, in a way that other means often struggle in such a small space of time.
5. Case Study Videos Make Your Business More Approachable
Businesses can often seem like large corporate entities that aren’t made up of individuals with their own personalities and passion. When you put your voice in the hands of a client you then open up the opportunity for prospects to see how down to Earth and welcoming you are.
Because when you think about it, all case studies are personal, it’s a client telling you why you have that edge or make that difference. They’re acknowledging why your business matters, helping to offer a personal touch, which really goes a long way in marketing.
Doing this in a video format creates a level of approachability that you’ll struggle to achieve in a standard LinkedIn post. That business client is right there, preaching and referring potential future clients to them. There’s no better way to sell it and come across as authentic and down to earth as well.
How to Create a Case Study Video
While we understand that there is no one solution for every business, we encourage you to ask yourself these questions before looking to create a case study video.
1. Have you got the ideal customer in mind?
First of all, you need to understand who your target audience is for your video. Choosing someone who your audience can relate to is vital to getting the most out of your case study video.
This will differ whether you are B2B or B2C. B2C may mean drilling down a bit deeper, looking at specific demographics, while B2B could be deciding on which client you have the best relationship with.
You also cannot (always) expect someone to do something for free. The best way you can entice customers to partake in a video is to offer something back to them. For example, if it’s a business you can explain to them that this will also be a promotion for their business and that you will provide a backlink to their site.
2. What are your goals for the video?
This could be fairly simple, such as driving more sales. But it helps to dig a bit deeper and set a specific goal to help quantify the resources and time you put into it – we’d advise using SMART goals.
If you have a range of products and services, it’s worth focusing on one at a time, one product, one USP, instead of tackling everything at once. You can always make more videos down the line for each product or service you want to push.
This can be something that you choose to tie into your video creative brief.
3. What is the storyline for your video?
While case study videos are for the most part, off the cuff you still want the video to have some structure. In most cases videos (and case study videos in particular) follow this structure:
- Problem: what was the problem that they came to you for?
- Solution: how did your product/service help?
- Result: what results did they see as a result of your product/service?
This structure also helps give your video a beginning, a middle, and an end. Helping you to create ebbs and flows throughout your content to retain engagement.
4. What aesthetic do you want your video to have?
The other thing you want to make sure is that your video is 100%, undoubtedly, your brand. This means using your brand colours, brand imagery, brand voice, the lot.
This includes any text you may wish to use, such as for close captions. You also need to ensure that any text that is used is easy to read, so avoid things like using text the same colour as the background.
5. How are you going to shoot the video?
The last thing you’ll need to ask yourself is whether you want to do this yourself or reach out for help. There’s nothing wrong with creating video content in house, in fact, numerous brands have successfully created engaging content using their phones.
But, if you’re looking to create a professional-looking case study video, it’s probably best to look at working with a video production company. More than anything to ensure that your vision is executed to the best of its ability.
Interested in Creating a Case Study Video?
Case studies are an extremely popular means of marketing, as they help to build your brand’s credibility all while driving more qualified leads to your inbox.
If you happen to have a client that is already singing your praise, get them on the phone and ask if they’d be happy to share their thoughts. You’d be surprised at how many people would be willing to help their favourite brands.
Here at Open House Pictures, we are experts in storytelling and helping your business take its marketing to the next level. So if you’re looking to create a professional case study video, contact us today to discuss your next idea.