Persuasive, memorable, and story-driven case studies are a great way to turn curious prospects into happy customers. Case studies can take a range of forms such as text, infographics and images, eBooks, and even audio. However, one type of business case study reigns supreme in terms of popularity among leading content marketers and success at turning prospects into customers: the case study video.
Yet, research by Statistica has found that many content marketers who use video in marketing do not feel confident about it. 48% of those surveyed said that they felt their organisation wasn’t using video to its full potential and 43% said that lack of in-house skills for video production was a barrier to video marketing success. Lack of resources and confidence is harming organisations’ ability to produce compelling video case studies and is leading to over-reliance on less effective written case studies.
So, why should organisations take the plunge and invest the time and resources into video case studies? Here’s why case study videos are the best format to drive sales.
What are case study videos?
In contrast to the traditional case study which consists of a written account of a customer’s experience with your product or service, a case study video turns this into an immersive piece of video storytelling. Using authentic customer interviews, stunning footage, compelling music, and professional editing, case study videos are designed to engage and persuade viewers.
Case study videos may be designed for one or multiple of your marketing channels, such as your website, organic social media pages, and paid media. Effective case study videos, like all other forms of video marketing, are most successful when they are adapted for the format and audience of a particular channel. For example, a video case study designed for shareability on TikTok may be shorter and more fast-paced than one designed for use on your company website.
Written vs video case studies
So why do video case studies outperform written case studies every time? Here are just a few reasons.
Video case studies tell an immersive story
Written and video case studies serve very different purposes. While text case studies need to be short, to the point, and packed full of useful information, video case studies can afford to take a more emotion-driven approach. By using carefully chosen and edited visuals and sound, you can make video case studies into immersive pieces of storytelling that showcase your customer’s problem, how your product or service overcame the challenge, and what the results were.
Far more so than written case studies, video case studies tap into your audience’s emotions. Case studies that show real people overcoming challenges tap into our instinctive love of stories and become more memorable than their written equivalents. Plus, the right music and editing can help these videos convey the right message and make your target audience feel a certain way – inspired, empowered, or excited, for example.
Video case studies feel more authentic
Authenticity is one of the most important factors in content marketing your customers want to see case studies that feel real and genuine. Video marketing that shows real people sharing true stories is key to this and allows case studies to feel more genuine and immediate in comparison to written case studies.
Authenticity is so essential in video marketing that research by HubSpot found that customers prefer a lower-quality video that feels authentic over a higher-quality alternative that feels inauthentic. Keeping your case studies real, relatable, and down-to-earth is key in the modern marketing landscape.
In short, video case studies are the best option because they allow you to put people front and centre, allowing your audience to connect with their stories. This can mean better engagement and loyalty towards your brand in the long run – something that is harder to pull off with written case studies.
Video case studies grab your audience’s attention
As anyone who has ever found themselves scrolling for hours on TikTok or Instagram Reels will tell you, video is the best way to grab and hold your audience’s attention. A well-placed case study video or two on your website can be more eye-catching than a wall of text and is often far more memorable for your potential customers.
With video case studies, carefully chosen visuals, sound, animations, and statistics can come together to create an engaging story. Instead of having to read paragraphs of text, your target audience can understand the key points and ideas in a more digestible and enjoyable format that keeps them interested for longer.
How to win at case study videos
Many content marketers are intrigued and excited by the idea of creating phenomenal case study videos but feel uncertain about how to start. Lack of in-house video production skills and equipment can be a barrier to entry trying to create a professional-level case study video with just your phone camera and some free editing software is unlikely to pay off.
This is why many organisations are turning to video production agencies. Agencies can handle every stage of the video production process, from planning, storyboarding, and scouting locations to filming and directing and then editing and post-production to ensure your finished case study is perfect. Their resources and extensive experience mean you can feel confident that your case studies will resonate with viewers and deliver an impressive ROI.
Want to find out more about working with a video production agency to create magnificent case study videos? Check out Perspective Pictures, an East London-based video production agency that can bring your ideas to life.