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.
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:
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.
“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.
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.
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.
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!
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.
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.
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.
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.
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.
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.
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:
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.
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!
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.
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.
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.
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!
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!
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.
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.
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.
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.
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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