Our attention spans are decreasing. All of us have gotten really bad at paying attention and staying focused. And it’s time we accept that. Even while you’re reading this blog post, your mind is probably elsewhere. There are TV shows, commercials, Facebook posts, and animals on Instagram doing their best to snatch your attention.
So, put yourself in your customers’ shoes. They’re probably contemplating whether or not to purchase your product or service on the internet. But, a million things are vying for their attention, as if they want to say, “Look over here!” And when they are researching different solutions to their problems, distractions aren’t the only problem. You have to think about time and convenience as well.
That’s why your brand should start making case study videos.
Case study videos engage people better than traditional media, especially those who are in a rush. They allow your customers to learn more about your product, and conclude how it fits in with their daily lives in a matter of minutes.
Nowadays, people don’t want to work too hard to make a purchasing decision. More often than not, they want to watch a video that informs them about everything they need to know quickly and simply. In fact, 72% of customers would rather learn more about a product or service by way of video.
Of course, this is due to our dwindling attention spans. However, it’s also because we’re visual creatures. That’s why 78% of people watch videos every week, and 85% of customers want to see more video content from brands.
As this is the case, case study videos are important today. And here’s everything you need to know about them…
What Is a Case Study Video?
A case study video is one of the most persuasive types of video content used to show the value of a brand’s products or services by featuring real customer success stories. The viewers are able to put themselves in that customer’s shoes and determine if they too can benefit.
In a nutshell, it’s a customer testimonial video that adds authenticity to your marketing efforts. And it’s a piece of content your prospects want to see to move down the sales funnel. But, what makes a good case study video?
Let’s find out!
What Makes a Good Case Study Video?
Case study videos hit people when they are in their favorite part of the buyer’s journey: they know what their options are and are trying to decide which one is the most suitable for their situation.
Moreover, case studies possess a self-identifying quality that makes them effective and successful. Namely, they allow potential customers to assess a product/service in the context of themselves by making someone like them the star of a video.
Good case study videos are the ones that:
- Feature interviews with satisfied customers,
- Show how your brand can solve a specific problem,
- Focus on the benefits rather than the features,
- Rely on statistics and data to support the customer’s story,
- And include call-to-action.
Another important quality of case study videos is that they evoke an emotional response out of viewers and connect them with a brand and its products or services.
Types of Case Study Videos
As you probably know, case study videos are one of the most effective tools of marketers today. Rather than praising your brand yourself, you’re allowing satisfied customers to share their stories. This is what leaves an impression on both existing and potential customers. They’re learning how someone like them solves the issues they share with the help of your brand. And there’s no better marketing than that.
So, put explainers, personalized videos, and other types aside for a moment, and focus on case studies. There are three main types you can produce here:
- Customer Testimonial: A customer testimonial video features an existing consumer who shares their experience with your company and products. You simply ask them questions and get them to talk about the good sides of your products. The key of this type is authenticity. It’s crucial that a customer shares their story in their own words to increase the believability of the story.
- Customer Review: A customer review video is quite popular online. It’s one of the closest things consumers get to a personal recommendation. In this video, a customer emphasizes the benefits and features of your products, showing how they help them solve a particular issue.
- Case Study Narrative: A case study narrative is the most difficult type to make. You need to display all of your video production skills to nail this one. This type usually involves interviews with customers, a touch of B-roll visuals, and graphics. You’ll need more time to produce a case study narrative than the other video types.
Regardless of the type you choose to make, case study videos will take your brand to the next level, and add authenticity that your customers crave to see.
The Benefits of Case Study Videos
Your business can benefit from case study videos as they are successful at raising brand awareness and attracting new customers. After all, there’s nothing more effective than having a customer present your brand in a good light. Here are some of the other reasons case study videos are beneficial.
They Are Persuasive
Every brand gets a boost when a customer presents convincing reasons for why someone should choose their products. And when they do that by way of video, you can only expect good results. After all, video is one of the most persuasive mediums. In fact, 64% of consumers will purchase a product after watching branded videos.
They Are Engaging
Today’s customers all share one common characteristic — they would rather watch a video case study than read huge chunks of text-based content. And it’s not difficult to see why. Video marketing is more engaging than any other content type. Indeed, 55% of customers watch online videos every day.
They Are Emotional
Case study videos are able to make an emotional connection between consumers and your brand. This is because they deliver personal testimonials that strike a chord with your customers. Connecting a person to a brand is powerful, as many marketers know. One study revealed that emotions drive 95% of our purchasing decisions.
They Are Versatile
After producing a case study video, you can use it across different marketing channels. In fact, you can even edit specific scenes which you’ll promote on social media only. This video type is evergreen content that will remain relevant for years to come.
Now that we know case study videos are beneficial, let’s see how your brand can make one.
How to Make a Case Study Video
Of course, there isn’t a one-size-fits-all approach to making a case study video, but there are some basic steps you can follow to ensure the end result is the best one. And here they are…
Figure Out Your Target Audience
You can’t create an effective case study video without knowing who your target audience is. For instance, you can research their age, location, and purchasing habits, or anything else you decide. Just keep in mind that you should be as specific as possible when identifying your audience. If you are, you’ll be more prepared to address their needs and pain points.
Choose the Right Customer
Now that you’ve identified your customers, you can move to the next (important) step — it’s time to choose the customer who’ll be featured in the video. You shouldn’t pick the first person that comes to mind! It’s important that the customer fulfills some of the criteria you establish. Those criteria may be:
- They present your target audience.
- They have a compelling story to share.
- They are comfortable in front of the camera.
Have you found your perfect fit? Great! It’s time you approach them and ask whether they want to be part of your video. Make sure you give clear instructions, and try to ease their concerns. If they’re reluctant to join the production, you can always offer an incentive.
Work Out the Story Arc
Successful and powerful videos are those that tell a story. If you want your case study videos to strike a chord and convey a compelling narrative, you should plan the story arc. In fact, one study revealed that eight out of ten people want brands to tell stories. While creating your story, focus on the following four stages with your team:
- Introduce the customer: It’s important that you identify the customer at the beginning of the video. This is the person you’ll focus your narrative on. Introduce them to the viewers and make sure they’re relatable and engaging.
- Identify the problem: In case study videos, the problem is your customer’s pain point. You need to establish it if you want your viewers to pay attention and feel like the video is about them.
- Suggest the solution: This is the stage your consumers want to see. They’re interested in finding out how your product helped the featured customer. To strengthen your storyline, you might want to use statistics and real data.
- Offer a resolution: The last stage of the video should mention which steps the viewer should take. What action do you want them to complete? Add a call-to-action to make things clear.
Write a Script
The next step is writing a script. Most marketers fear this stage, but you don’t need to if you know what message you want to convey. Use the story arc to make the writing process easier for you. So, introduce the customer, detail the problems they faced, and how your brand solved those issues. Make sure to be concise and clear.
Use Data and Statistics
Your story will greatly benefit from data and statistics. So, conduct research and determine which areas of the video can use some hard facts. You can even add graphs or other visuals to the video which will emphasize the numbers on screen. Trust us, your viewers will pay attention when they are presented with hard facts.
Final Thoughts
Case study videos bring enormous benefits to brands. They are social proof that customers need to see before making their purchasing decisions. These videos give them confidence that your brand will solve their problems. Not only that, they also help customers envision themselves using your products which establishes an emotional connection.
So, when will you film your first case study video?
