Are you interested in creating a case study video as part of your digital marketing strategies? If so, do you know how to make a case study video that drives sales and increases your customer conversion metrics?
Case study videos and customer testimonials are a compelling way to highlight how your brand and products or services have contributed to your client’s successes. Additionally, case study videos provide persuasive evidence of the product or service’s value to attract new clients and drive revenue.
A good case study video will skyrocket your sales figures and give your brand the extra edge when connecting with its target audience. However, according to video creators Spiel, for a case study video to be successful it must go much further than simply having a client give an account of their experience, and instead the script should be tailored to resonate specifically with your customers’ pain points and priorities.
What is a case study video?
Before we look at how to create a successful case study video, let’s consider a succinct definition of the construct.
In summary, a case study video is a prerecorded short film that companies use to demonstrate the value of their products or services. The salient point with this video format is that it is created after a project has been successfully concluded. In other words, it is a customer testimonial video that adds an authentic voice to your company’s brand marketing efforts. Consequently, they are an essential part of your marketing toolkit.
Case study video types
There are three basic use case video types that add value to any brand’s digital marketing strategies.
1. Customer testimonial
The customer testimonial video is based on a straightforward, to-the-point interview with your customer. All you need to do is sit down with the client and ask them questions about their experience with your products or services. It is only filmed at one location and requires minimal editing to create a professional product.
The caveat here is that it is easy to think that this video is simple to make. And it is. However, it is equally essential to be mindful of the requirement to ensure that their end product is successful. After all, this video is showcasing your brand. If a substandard video is published on your website or social media channels, your target audience will believe that your product is substandard.
2. Customer review
The customer review video is slightly different from the customer testimonial video. Instead of discussing the overall project’s success and how the product or service adds value to the client’s business, the customer can discuss or review specific elements of the product or service and how these individual aspects enhance the client’s business processes.
3. Case study narrative
This use case study video type is the most complex of all three types of case study videos. Filming and editing this video involves combining on-camera customer interviews, b-roll material and visuals, and even 2D or 3D graphics. Not only is the preparation time or pre-production phase more complicated, but the entire video can take much longer to shoot and edit, dependent on how many customers are interviewed and how much b-roll is shot.
4 Tips for creating a brilliant case study video
Now that we have an insight into the different types of case study videos, let’s look at several tips to help you create a solid video designed to fulfill its purpose by showcasing your products or services and driving customer conversions and sales.
1. Manage customer objections
It is human nature to wonder whether we are making the right choice, especially when the investment or purchase cost is high. Thus, this video aims to allay customer-fears by directly addressing any possible objections or specific concerns upfront. This will provide peace of mind for your prospects and help boost your customer conversion metrics.
Therefore, it is important to ask customers who appear in your case study to specifically speak about their fears and concerns before purchasing your product and how the product allayed their fears.
2. Highlight your value proposition
When making a purchase, most customers look at more than one product or service before deciding which brand to go with. You will need to differentiate product or service from its competitors to ensure the sale. Therefore, it is essential to highlight your brand’s unique edge or value proposition when producing a case study video. In other words, you must let your prospects know why they should buy your product or service and not your competition’s.
3. Decide on the case study’s unique angle
It is crucial to decide which one of your product’s or service’s unique selling points you wish to highlight and focus on this point. It is not a good idea to discuss multiple topics in a single video. The video must be clear, concise, focused, and to the point. Otherwise, your viewers and prospects might lose focus. Consequently, you then run the risk that the viewers and prospects will turn to your competition, which defeats the object of the video in the first place and reduces the video’s return on investment.
Lastly, it is equally important to select the customers best suited to talk about your product’s unique selling point (USP) to appear in your video. Because your product or service will have multiple unique selling points and not all customers will value the same USP, it is vital to target the customer who gained the best value from the USP you choose to highlight in this video. These customers must be genuinely happy with your service and are happy to promote your product or service on video.
4. Plot out the video structure before filming starts
One of the essential parts of the video production process is to plot out the video’s structure using a storyboard before jumping in and randomly filming what you think will work. The most prominent animation filmmakers use the storyboard feature because it provides an overview of the end product and then renders the foundation for a high-quality end product.
