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How to Create Highly Effective Case Study Videos

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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Your go-to list of all the things you need to remember when making case study videos.

How to Create a Case Study Video in 10 Steps (Plus 7 Top Examples)

Written by Samantha Ferguson

Last updated on 29th November 2023

In this article we’re going to take a look at how to create a case study video in just 10 simple steps.

More and more shoppers conduct extensive research before they make a purchase. The reasons are plentiful, everything from wanting to purchase from brands that have similar values to their own to simply wanting to get the best deal. But the fact remains that consumers are more conscious of where they spend their money these days. 

In fact, according to a study by Google , 53% of shoppers say they always do research before they buy to ensure they are making the best possible choice . 

When potential customers are doing that research a case study video can really help your, well, case ! 

Case study videos help to increase trust and can ultimately result in more sales for your business. 

So, let’s take a look at how to make a case study video in 10 steps.

Article Contents

What is a case study video?

A case study video is a video that focuses on real customer success stories as a way to demonstrate the value of a company’s products or services. 

Here’s an example that we made with one of our customers: 

Case study video benefits

1. increase trust & credibility.

Brand trust is not something to be underestimated. According to a study by Accenture of more than 7,000 companies, trust is as important as growth and profitability when it comes to the financial health of a company. 

This is especially important when it comes to customers from younger generations. An American study from Morning Consult found that 42% of Gen Z and 30% of millennials do not trust the average American company and instead stated “ they have to earn my trust ”. 

One of the biggest benefits of creating a case study video is that it adds a level of authenticity and credibility to your brand which can increase trust among leads and help convert them into new customers. 

2. Relate to your customers

“ People buy from people ” might be an old saying but it seems more and more relevant as we move into an era where consumers are growing tired of faceless corporations and turning to influencers that they know and trust instead. 

According to a survey of 1,000 consumers by Sprout Social , 64% of consumers want brands to connect with them . And when they feel more connected to brands it results in a whole host of benefits: 

When asked to rank which channels brands should use to create the best opportunity to connect with customers, video came in 2nd place (beaten only by social media). 

Creating videos, especially case study videos that aren’t overly salesly, can really help you to relate to your customers and build a stronger bond that could encourage them to spend more, stay loyal, and give you positive word of mouth marketing. 

3. Boost sales

Case study videos basically showcase how amazing your brand, product, or service is by proving the benefits that you’ve given to one of your happiest customers. This is a great tool for boosting sales because it gives viewers someone to identify with and makes them think “ huh, if that happened for them then maybe it can happen for me. ” 

According to our Video Marketing Statistics 2022 , 2 out of 3 people say they’d be more likely to make a purchase after watching a testimonial video demonstrating how a business, product or service had helped another person like them.

So it’s simple really. The more people feel confident in your brand, the more people are likely going to buy from you.

4. They’re easy & inexpensive to make

You can make a case study video with literally just your smartphone. All you really need is one of your customers talking to-camera and some simple editing software to cut it all together and maybe add a nice soundtrack. 

With video apps like TikTok on the rise and incredibly easy to use, you could even throw together a case study video on there! 

Of course, the better your video looks the more credibility you’ll have. It’s always a good idea to cut together some B-roll with your to-camera interviews to make your video more professional and engaging. But even with these additions, case study videos are still much quicker, easier, and cost effective than most other types of videos out there. 

5. Strengthen your relationship with existing customers

Last but certainly not least, creating case study videos can really strengthen your relationship with existing customers. 

When you reach out to a happy customer and they agree to take part in your case study video, that shows a lot of belief and loyalty for your brand on their side. 

The process of creating a video together could strengthen your relationship even more and could result in the customer becoming an even bigger fan of your company! 

How to create a case study video in 10 steps

1. decide on a goal.

First you need to define a goal for your video. Think about what you’d like the outcome to be. Of course, the answer is probably in the realm of “increase sales” because that’s the main goal for any business, but try and drill down deeper before you get started. 

For example, consider if there is a specific hurdle you’re trying to overcome. Ask yourself what is the biggest barrier to purchase that your product or service has – perhaps it’s that people struggle to see the value upfront or maybe think your product is okay but not a necessity for them – whatever the issues may be, try to use your case study video to eliminate those doubts. 

2. Identify your target audience

In addition to identifying a goal for the video you need to identify your target audience, and keep them in mind during the early stages of development.

For example, think about the following: What motivates your target audience? What’s important to them? What do they want to know? 

By keeping the answers to these questions in mind you’ll be able to craft your video to speak directly to your target audience and increase your chances of success. 

3. Choose the right customer

This one’s important! You need to decide which one of your customers would be a perfect fit for your case study video. 

This doesn’t necessarily mean picking your happiest, most complimentary customer. Now that you have your goal and target audience in mind you need to select a customer whose journey best fits the narrative that you’re looking to create. 

Approach your customer politely with an email or a friendly chat and ask if they’d like to be in your video. And remember to make it easy for them to say yes! Let them choose a time that’s convenient, offer to cover travel expenses (if required), and to really sweeten the deal you could always give them a discount code or free gift for being such a great customer.

4. Write a script

Your script will be the roadmap for your video. Of course, you don’t have to write everything down word-for-word – that’s certainly not what case study videos are about. Case study videos should be natural and authentic, giving customers time to speak about their experience in their own words. 

However, it’s still important to have a script that will act as a rough plan to help you guide the day of shooting and create the bare bones of a narrative for your video. 

For example, you’ll probably want the customer to start by outlining their problem before they found your company. Then explain how your company helped them, and finally round off with some key benefits. 

5. Add stats where possible

When talking about the benefits that your company has brought to the case study customer, stats and figures always help. 

This is especially important if you’re in the B2B space. Solid figures that show a clear benefit will make it easier for buyers to present your case study video to their employer and say “ we need this .”

You may find that your customer has done this research themselves already – as they may have wanted to calculate the benefit. If not, it could be a good idea to invest in some research yourself as tangible figures that prove the benefit of your product or service can really elevate the video and improve your credibility with viewers. 

6. Find the perfect location

The setting of your video can make such a difference to the viewer experience, so it’s important to find the perfect place. This could be your office, your customer’s place, or a neutral location. 

The location needs to tick two boxes – it needs to match the look and feel that you want to portray in your video and it needs to be convenient for everyone to get to. 

Most great testimonial videos will usually have a couple of establishing shots in there to really set the scene, so you shouldn’t underestimate the power of a great setting. 

7. Create a shot list

When you’ve decided on a location and you have a solid script , you can start to create a shot list.

A shot list is a document that maps out each scene that you want to see in your video. Here’s a quick and rough example: 

• Establishing shot of the building
• B-roll of the team eating lunch together
• To-camera interview with X person

A shot list is important because it will help your day of shooting go more efficiently. And it’s especially important if you aren’t going to be there and you’re handing over the responsibility to an external film crew.  

A shot list will make sure you get all of the shots you need for your video without forgetting anything. No one wants to forget an important shot and have to rebook the space and rearrange a date for everyone to meet again – that’s a lot of wasted time and money. 

8. Shoot your video!

The next step is of course to shoot your video! Set your cameras up, grab your script and your shot list and make sure you get everything you need. 

It’s also worth double-checking that you have everything you want on film before you leave. 

A top tip for this step of creating a case study video is to make sure your customer feels comfortable . 

The reality is, most people don’t feel comfortable having a camera pointed at them. You can help make things easier in simple ways, such as getting everything set up before they arrive. So all they have to do is sit or stand on their mark. 

Another way to make your customer feel comfortable is to break the ice first. Hit record and then talk about some normal things to calm their nerves. Maybe give them a couple of tries at introducing themselves. 

Patience is key here – if you give your customer the time they need to feel comfortable then your case study video is going to look 10x better! 

9. Edit your video

After the shoot comes the edit. If you’re new to the world of video you may be surprised at just how much of a difference editing can make. 

A great edit that cuts between different camera angles and shots, includes a fitting soundtrack, and maybe even some title slides or animations that help to emphasise certain points will really elevate your video. 

The main aim here is to edit your video in a way that will increase viewer engagement. You can work with a video company to help you create a professional edit or you could have a go at editing yourself! 

There are tons of apps available for all different devices. Check out our roundup of top video editing software to find out more.

10. Share your video

When you’re happy with your video it’s time to share it with the world. It’s best to create a specific landing page on your site for your case study videos, but the promotion of your  video doesn’t have to end there. 

Make sure you post your video in as many places as possible: Facebook, LinkedIn, YouTube. The more places you post, the more views you’re likely to get. 

7 Top examples of case study videos

1. wyzowl – uberflip.

We made this case study video with our great friends at Uberflip after we worked with them to create some marketing videos for their company. 

This is a relatively simple case study video that features different shots cut together while Randy (one of Uberflip’s co-founders) talks naturally about his experience with Wyzowl. 

We thought we’d include it on this list as it goes to show you don’t need lots of bells and whistles to create an authentic and engaging case study video. 

2. Google Ads – Chuckling Goat

It might be a bold statement but we’re going to say it anyway: this case study video is perfect! 

It has all of the ingredients you need to create an amazing video, from the gorgeous establishing shots at the start that drop the viewer into the world of Chuckling Goat to the light-hearted joke at the end. 

Instead of making Google Ads the focus, this video allows Chuckling Goat to tell their story before weaving Google Ads into the narrative naturally. 

The animated graphic that accompanies the growth Google Ads facilitated for the company is a great touch!  

3. Zoom – Customer Stories

Zoom showed with this fun, quickfire video that you don’t need to focus on just one customer to make a great case study video. Instead, they decided to include multiple customers. 

The result is a really cool and varied collection of benefits that Zoom has brought to different customers. 

Another nice touch is that all of the customers appear to have recorded their portion of the video using Zoom!  

4. Wyzowl – Oxford University Press

This is another case study video we created, this time with Oxford University Press. With this video, we added dynamic title screens and name cards to make the content more engaging and also easier for viewers to skip through if they want an answer to a specific question.

It’s also great that the animated video we made for Oxford University Press is featured in the case study video, along with the results that were achieved. 

5. Samsung – Superdry

This case study video is for Samsung Display Solutions so it has to look great – and it does! The opening timelapse of Norway is crystal clear and really sets the scene. 

As we get into the meat of the video, it’s great to hear what the Superdry staff have to say about the Samsung screens while we (as the viewers) get to see them in action.

6. Hubspot – Avison Young

One of the best things about this video isn’t part of the video at all. It’s in the title:  

Including the impressive results of Avison Young’s partnership with HubSpot in the title encourages viewers not just to click on the video but to keep watching in order to find out how that happened. 

In addition to that, this video does a great job of laying out the customer’s initial problem before introducing HubSpot as the perfect solution.

7. Claranet – Pets at Home

This case study video, while long, manages to keep viewer attention with help from a heartwarming soundtrack and clips of various cute animals. 

The video also uses animation to emphasise the role that Claranet has played in helping Pets at Home to grow. 

Final thoughts

Case study and testimonial videos can give your brand a HUGE credibility boost. If you want to create an amazing case study video like the ones seen in this article, head to our Testimonial Video Production page to find out more.

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7 Case Study Video Examples [Updated 2023]

Case studies are a valuable in video marketing, social media marketing, and sales. They make your features and benefits more tangible for prospects. And they help viewers digest and remember key points.

The question is, what does a good case study video look like?

Below, we give you answers in the form of our favorite case studies. We cover video content from giants like Freshbooks as well as SMBs like Moovs. But first, let's talk about...

What is a Case Study Video?

A case study video is a piece of content that shows prospects how others are using - and succeeding with - a product. They usually feature some or all of the following...

• A customer story
• Testimonials
• Use cases, e.g. helping sales teams drive more revenue for Sendspark
• Stats and figures
• Before/after stories
• Benefit-driven narratives
• Problem resolution scenarios

Case studies can be used to sell to a potential customer, help retain current customers, and more. They are easy to use across all channels; social media, email marketing campaigns , etc.

5 Features of Successful Case Study Videos

Case study videos, including the 8 below, tend to have a few recurring features. These are...

• They’re customer-centric . A case study video isn’t really about your brand. It’s about your customer, their story, and how the product figures in that story. 
• They cover important information . Viewers retain 9.5x more information when viewing videos ( WordStream ). That’s why it’s important to address key points, yourself or through customers, with case study videos. 
• They are mobile-optimized . 75% of all videos views come from mobile devices ( eMarketer ). You need to avoid small type, distant shots, and overwhelming images where too much is happening all at once. Record desktop ; think mobile. 
• They’re big on emotions . 95% of communication comes from non-verbal cues. Customers’ gestures, facial expressions, body language and voice tone all have a huge impact ( Inc.com ). Use them!
• They’re engaging . Make things fun. Create an exciting narrative around the customer story. Go through slides or shots without stalling to avoid dragging out the video.

Now let's dive into the actual examples!

7 Case Study Video Examples

1. freshbooks case study (sarah).

Case Study Type: Testimonial

This is a short, benefit-driven testimonial video. It features Sarah: an SMB owner using Freshbooks for 2 years. 

Sarah explains how she benefits from using Freshbooks. For example, she... 

• Gets an extra 12 hours each week
• Always knows who owes her money
• Can use the app from her mobile phone

Any busy entrepreneur can relate to Sarah. She turns dry accounting software features into attractive benefits. Her messaging is a lot more persuasive than anything Freshbooks could tell you. 

The main takeaway is that testimonials from happy customers add a new dimension to case studies. And asking for them doesn’t have to be hard; all you need is a free Sendspark account and the Request Videos feature. 

2. Slack Case Study (Sendie)

Case Study Type: Customer Success Story

In this video, Sendie - a hybrid company - has its COO, CPO, and CTO talk about Slack. They explain how the software helps them manage distributed teams and remote workers across time zones. 

The CTO talks about Slack enabling a virtual “open door policy” remotely. The COO covers asynchronous communication with partners and employees. 

The video itself is standard (if very well-made). What’s special is its timing. It was released at the height of the pandemic, when most teams were looking for new ways to collaborate online. This made it a valuable way to showcase how Slack can help remote teams work better. 

The takeaway is that using customers to address hot topics - like “how do we work remotely postpandemic?” here - makes for powerful case studies. 

3. Resource/Ammirati Case Study (Wendy’s)

Case Study Type: Video Infographic 

This video explains how Resource/Ammirate created a valuable app for Wendy’s. It covers: 

• App features (e.g. mobile payment)
• App user experience (e.g. nutrition-based orders)
• Value-adds (e.g. customized meal orders)

By showing off the app’s key features and benefits, Resource/Ammirati give viewers a taste of what they can do. 

What makes this app stand out is the visuals. Graphics, stats, and screenshots are all used to emphasize and imprint talking points. For example: 

The takeaway is that you don’t need high production values to create a visually appealing case study video. You can simply just a Google Slide presentation and go through it using Sendspark’s screen recorder feature - all for free. 

4. Zappos Case Study Video

Case Study Type: Combo Video

This video has a bit of everything. Zappo’s corporate history, customer service recordings, puppets... It’s all there. 

The one thing that really shines through is Zappo’s fun, helpful energy. You can tell the brand cares about serving customers and entertaining you with this odd-but-fun case study. 

We have two main takeaways here. One is that you can combine different video types to make a case study. The second is that being informal and letting your personality shine through can make for good case studies; especially in the B2C space. 

5. GoPro Case Study

Case Study Type: User-Generated Content Case Study

This GoPro case study combines customer testimonials with user-generated content. The result is a fun, fast-paced case study. GoPro is positioned as a gamechanging technology as we see early adopters use it. 

The takeaway here is to use a combination of product videos and in-person footage. Seeing people use a product in real-time offers a preview of what using it for yourself is like. 

The cool part is that creating UGC for digital products is very easy. All you have to do is request a video using SendSpark , asking customers to show themselves using the product. 

6. Google Ads (Princess Polly)

Princess Polly is an environmentally conscious e-commerce company. Their case study explains how they used Google ads to scale their business by appearing top of page 1 for target keywords. 

This video has a different feel to most of the ones on this page. Its focus is on warming up leads instead of introducing them to the product. Its talking points overcome objections while positioning Ads as the perfect product for e-commerce and SMB customers.

The takeaway is to use case studies to qualify leads, highlight benefits, close sales, and overcome objections - not just generate leads. 

7. Duda Case Study (Moovs)

Case Study Type: Feature Review

In this video, Duda customer Amir Ghorbani explains how they whitelabel the software to serve their 200+ customers. Unlike most case studies, this one focuses on features; not benefits. Amir goes through key features that made whitelabeling preferable to building in-house. 

This kind of video is useful when you’re deep into the customer journey. It helps close sales and warm up leads who are already in the sales pipeline. 

The takeaway here is that you can make feature-focused case studies to help convert leads into customers. User testimonials and product demos - or a combination of both - work well for that purpose. 

8. HubSpot with EZ Texting

Case Study Type: In-Depth Use Case

This video focuses on one person - Shawn Lucas, Director of Sales Operations - and one use case: sales. 

This makes this video unique. It’s a deep dive into one specific customer avatar’s needs and benefits. It’s highly persuasive - but only if your work is somehow connected to sales, marketing, and customer-facing operations. 

The takeaway is that you don’t have to make case studies with everyone in mind. Given how easy it is to create and upload videos, you can make a bunch of videos for different situations and target audiences. 

Now you know how big brands make case study videos. Use the examples above to inspire your sales team, improve video marketing efforts, and impress your target audience.

Just remember: you don't need a huge budget to get huge results from your case studies. All you need to get started is a webcam and a free Sendspark account .

With our software, you can put together beautiful, personalized videos that combine selfie shots and screen recordings. You can also ask customers to send their stories and testimonials in using the request video feature .

If you want to see more videos from cool brands, check out our article on prospecting video examples. Thank you for reading!

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How to Create a Case Study Video That Converts Leads [Video]

Published: January 04, 2018

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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.

• Cynthia Kay https://thinkck.com/author/cynthiakay/ How to Make Corporate Videos More Interesting
• Cynthia Kay https://thinkck.com/author/cynthiakay/ Different Types of Animation
• Cynthia Kay https://thinkck.com/author/cynthiakay/ Video Production Process FAQ
• Cynthia Kay https://thinkck.com/author/cynthiakay/ Video Preproduction: Common Questions and Costly Mistakes to Avoid

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The video experts blog

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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For regular  live streaming tips  and exclusive offers, we invite you to join the Dacast  LinkedIn group.

Harmonie Duhamel

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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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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