From Story to Screen: 11 Tips for Compelling Case Study Videos
September 19th, 2024
One of the best ways you can highlight your business, products and services, and real life successful use cases is through a video case study. If you're reading this, congratulations on your first step to captivating and compelling video assets! Case study videos can be used within your business both in marketing as well as sales, helping you create the motivation for ‘bottom of funnel’ conversions as well as ongoing customer retention.
So you've decided your company could use a case study video but you're unsure how to go about it or where to start? There are several things to consider and prepare for to ensure your video shoot runs smoothly and you deliver your desired results. But don't worry! By following these 11 tips, you'll be well on your way to creating engaging and effective case study videos that showcase your happy customers and drive more sales.
Lights, Camera, Case Study!
Tip #1 - Define your goals and objectives
A no brainer to kick things off… Or so it would seem! We see so many businesses jump into shooting their amazing case study video and fail to do the proper planning before hitting the record button. It's of upmost importance to lay out just what it is your goals and objectives are for the video and what you want the end result to be. Some of the best case studies are the ones that develop organically and off-the-cuff, however these are (very) few and far between. Make sure to have a list of specific product benefits, customer use cases, or common concerns that you'd like to highlight. Give your project a clear purpose.
Tip #2 - Identify your target audience
Spreading your message too broadly and failing to define you target audience can spell RoI disaster. Ever heard of "Jack of all trades, master of none"? In this case, you run the risk of blowing right by your desired demographic, or even worse, simply not appealing to anyone's predominant needs or wants. Be clear from the start as to who you would like your case study to appeal to and for what reason. Are you trying to solve a problem? Or do you want to highlight a new product to be introduced to a new audience segment? Answering the question of "who?" will help with the other tips on this list as well as steer your tone of voice, structure and length, and even what platforms you share your video to.
Tip #3 - Choose the right customer to feature
One of the most important things you can do for a successful case study video is choose the right featured candidate. Make sure to align with customers that share your business goals, have had a great experience with your product, and will resonate with your target audience. The good news is that many businesses have created more than a few brand ambassadors (even if you don't know it) who are happy and willing to share their experience with your product or service. Reach out to your most loyal customers and I guarantee you'll be pleasantly surprised!
Tip #4 - Establish a compelling storyline
I feel like I may have peaked too early on number 3… but this one I can't stress enough. The cornerstone of a great video case study (aside from immersive visuals and sound) is a captivating storyline. Telling the story that aligns with your objective (see tip #1) can be the difference between a high value asset and a bland, uninspiring one. Truth is, you can spend all your time and money on production but without a well-structured and thought out storyline, your video may be relegated to the "feed filler" section. You can use something like a storyboard to plan out your shoot, as well as make sure the story flows and hits the target mark. Don't hold back in highlighting challenges, solutions and results to solidify your place in the market.
Tip #5 - Prepare your interview questions
Asking the right questions to your interviewees helps inspire those golden clips and influential testimonials that are essential for a successful case study. It's no secret that sitting in front of a camera and remembering all your lines can be difficult, so do your best to make them feel comfortable and confident. You can do this by having some well thought out questions prepared in advance, helping you stay on track as well as keeping the schedule moving seamlessly. However, be cautious when prepping your customers with questions before the shoot. Sometimes it can help with settling nerves, other times it will overwhelm them with the stress of memorised responses. Ask some warm up questions that will be easy to answer. Something as simple as "what did you have for breakfast today?" can take the pressure off.
Tip #6 - Plan and record your shot list
There's nothing worse than wrapping a shoot (or running out of sunlight) and realising there are several key clips missing from the camera roll! This is why it's important to plan out the types of shots you'll need (interviews, B roll, establishing shots etc.) and keep notes on other supporting material that comes up in interviews. Be very specific when making your list as to what you need and in what time frame. Maybe you'll want to fit all the interviews into the first part of the day and follow up with the supporting B roll, or follow a concrete shot list based off your objective and goal for the video. Either way, don't forget to get that shot!
Tip #7 - Find the perfect filming location
Deciding where to shoot your videos can be just as important as the message you're trying to deliver. How well you pick your backdrops and interview locations will determine how visually pleasing your finished case study will be and how professional your featured customer is portrayed. Choose locations that fit your storyline, tone of voice, and overall aesthetic of the desired output, as well as fitting in with other factors like room availability, lighting requirements and shoot schedule. To be even more thorough, it's best to scout your locations in the weeks prior to your shoot day in order to do some test filming and make sure your storyboard is well prepared.
Tip #8 - Prepare supporting data and statistics
When building your storyline, don't forget to put your money where your mouth is! Using data and statistics that your target audience will resonate with, like RoI and measurable value metrics, can help you better hold the attention of the viewer and ultimately push your customers through the buying funnel. It's advantageous to consider your measurable statistics and data when developing your narrative if you plan to be very results focused. Make sure that your interviewees have their own data to share about how they have benefited from using your product or service.
Tip #9 - Brief your featured customer
For a successful case study video, it's imperative to include your featured customer in (at least part of) the planning process. But don't over prepare them! Having your customer well briefed can make a huge impact on the overall quality of your video, how confidently they speak on camera, as well as adhering to your time schedule. Make sure to allocate and communicate roles early and prepare staff with vision, desired outcomes and storyboard so everyone is in the loop. As I mentioned in tip #5, take care not to over prepare your interview candidates with questions as they may lose their ability to provide organic responses while trying to remember their rehearsed answers.
Tip #10 - What's in it for me? (The Partnership Approach)
If the benefits to your featured customer aren't already abundantly clear, reassure them of the mutual benefit of a great case study video and approach your project like a partnership. One of your goals in the objective stage should be to highlight your customer in the best way possible, showing their success in the marketplace. As all good case study videos have an accompanying marketing campaign, advertising and social media activities should also be measurably beneficial for both parties. Depending on how you want to handle your footage, you may opt to give your customer use of the video for their campaigns, as well.
Tip #11 - Bring in the professionals!
After taking into account the tips on this list, it may be evident that ticking all the right boxes can be a daunting task. Not to mention time consuming! This is where the professionals come in. It might be advantageous to commission a team to handle all the nitty-gritties that will make your next case study engaging, inspiring and authentic to your brand story. That way, you can focus more on developing your objectives and goals for the project, ensuring you get the most out of your social proof assets and overall marketing spend.
Time to get rolling!
It's clear that with good preparation, some hard work and a great story you and your business can shine with a video case study. Following the tips on this list, as well as aligning yourself with a great location, featured customer and top quality videography, you'll be well on your way to captivating your target audience and ultimately seeing more quality leads.
We'd love to help with your next video case study! If you'd like to chat about case study strategies and videography, or ideas for other social proof campaigns, get in contact with us here or click the "Get Started Now" button at the top of the page!