Case Study Videos are one of the most effective ways to showcase your expertise, but they can be tricky to put together.
A well-made case study video shows potential customers how you are different from other companies in your industry and why they should choose you over them.
It also humanizes your business, which can help build trust with potential customers. The more relatable a company seems the more likely people will be interested in buying from it.
In this guide, I’ll take you through the 10 key steps to creating a Case Study Video for your business.
Defining A Case Study Video
A case study video is a content coming from the experience of a customer. It tells the value of a product or service that helps viewers know if it'll be worth it to buy one.
The authenticity of case study videos makes it highly effective in persuading people to buy your product or service. It helps in marketing your brand to all viewers online.
An effective case study video will have the following:
- Camera interviews of customers
- Tells a story how a business solve a customer's problem
- Gives statistical data to back up the customer's testimonial video
- More emphasis on the benefits rather than the features
What are the benefits of case study videos?
Case study videos also allow you to showcase how your product or service helped your client solve their problem, which is great for getting people excited about the value you provide.
Here are the best benefits of using case study videos:
- Extremely persuasive: Videos are persuasive. When you show a person talking about how your product works, they retain 95% of the message.
- Very engaging: More than 72% of viewers online prefer to watch videos to learn about the benefits of a product or service. Testimonial videos are good at this since they encourage viewers to engage with the content.
- Expresses genuine emotion: There's a strong emotional connection when you use testimonial videos for marketing. Prospect customers connect more effectively with your business through your customer's testimonies.
- Flexible content: Testimonial videos can be used on different channels. You can flexibly use it in various marketing strategies.
Types of Case Study Videos
There are 3 main kinds of case study videos your business can make. Take advantage of this one to help your business grow.
1. Customer Testimonial
The most common type of case study video, this is the most effective way to use your customer's voice on camera. With a customer testimonial, you can show others what they have been saying about you in real time. It also helps build trust between you and your customers by showing that their experience is what matters most.
2. Customer Review
Customer review videos are a great way to get your customers talking about your products. They provide a simple, effective way for you to showcase the benefits of your products, and allow your customers to speak directly to their audience.
3. Case Study Narrative
This is the most complex kind of video content to make for a business. It takes longer shooting and video editing time. You'll also be going to use a mixture of on-camera interviews, B-roll visuals, and graphics.
How to create case study videos in 10 easy steps
Careful marketing and video strategy, that are two main elements in creating a high-converting case study video. Let’s walk you through the 10 easy steps of making case study videos.
1. Put your self as the prospect customer
Create a detailed video marketing plan on how to create your videos. You have to put yourself in the shoe of your target audience. Know the things that would interest them. Know their pain points and find a way that your business can offer a solution for them.
2. List down the important questions
Write down the problems your target audience is having right now. Ask yourself how your business can make your potential customers’ life more convenient. If you can translate that into a case study video, that would be great!
3. Select the right customer
Once you’re done finalizing your video contents and scripts. The next essential step is to pick the right target market. One that would fit the message of your video testimonial.
After knowing your target audience, you need to be clear on what you want them to do at the last part of your videos. Your call-to-action must be clear and straightforward, otherwise, you’ll lose them, and effort is wasted.
4. Develop the story arc
Video contents must be effective in conveying a story. That said, your story arc must be defined properly. It must clearly lay out the details of your narrative video contents.
Around 80% of viewers believe that all brands must tell their brand story. It needs to connect with their audience the value they are offering to them. How they can make the lives of their prospect customers more convenient than before.
Below are the essential factors of crafting your story arc:
- Introduce the characters of your video. Of course, the customer sharing their experience would be the protagonist of the video.
- Highlight the problem. Narrate to your viewers the pain point of the story or customer experience. This is where you need to inject emotion since it helps connect with your target audience.
- In the video, you need to narrate how your business solve the problem. In doing that, you need to highlight the benefits and back it up with the features of your product or service. Take note, audience are more concerned with the benefits rather than product features.
- The final step is the resolution. This is where you tell your viewers what they need to do after viewing the video. You must be clear with your call-to-action, otherwise, you’ll lose your potential customers. It could be that you want them to purchase your product or service, or you want them to enroll on your online course.
5. Know the background of your customer before shooting the interview
Doing an initial interview with your customer is a must to ensure your story telling will be smooth and cohesive. Ask questions that’ll help you know your customer and that would them prepare on the flow of questions during the final interview.
By doing this, you’re also pre-conditioning your customer to speak in front of the camera. This takes away the fear of speaking in front of the camera, and helps them naturally show their feelings about your product or service.
Here are some questions you can ask for initial interview:
- What is your business all about? Who are your target customers?
- Where is your store or office located? How long have you been in the industry?
- What are the challenges you’ve faced in the business?
- Why did you choose to have that product or service?
Even if you’re not a professional scriptwriter, you can still make a wonderful script. Use your story arc or brand story in making the script. This also helps you stay on track. Scriptwriting is highly technical, but you can always learn how to write scripts.
7. Insert statistical data to back up benefits
Numbers must be there on your content. People like to quantify things, especially on perceiving the benefits of your business. When you have stats included on your video, it helps make your case study video more effective in persuading potential customers to buy what you’re selling.
8. Picking the right location to shoot the video is critical
The setting where you’ll shoot the video is important since it adds drama and impact to your story arc. When the place is conducive to your customer’s story, it helps effectively convey the emotion and story of your video.
9. Prepare a shot list
List all kinds of shot you want to take on video production. You can take these shots at different angles to see which is the best angle. You can do a close up or medium shot. A B-roll shot would also be necessary. Plan this ahead of time before doing the final shoot.
10. Get down with the details on the day of filming the video
This is the big day! And you don’t want to spoil it, right? To avoid that, you need to ensure all the things below are taken care of:
- Pick a quiet location for shooting the interview
- Pre-condition your customers for the interview. Let them feel comfortable and do some initial interview to know them better.
- Collect a B-roll shots showing the venue, the character being interviewed, and the products highlighted in the video.
- Don’t rush things. Have enough time to take as many shoots as you can to ensure you’re getting quality footages.
When you're ready to take your case study video production to the next level then contact us today to do it for you!