We live in a world where it’s increasingly difficult for businesses to draw attention to themselves. Marketing methods are constantly evolving and “traditional” avenues often lose their effectiveness. Businesses need innovative ways to engage their audiences and compel them to take action.
Video case studies are a modern and effective marketing tool that have proven to be a game-changer for many companies. There’s a good reason why video is a top marketing investment among brands…
The great news is that video case studies are a marketing strategy that can work for businesses at all stages – not just those with huge audiences and years of content. Let’s dive into how they work, and how you can make them work for you.
What is a Video Case Study?
A video case study is a powerful storytelling tool that encapsulates three essential elements: the subject (your customer), the story (their experience), and the solution (your product or service). It weaves together these elements into a compelling narrative that resonates with your target audience.
Key Elements of an Effective Video Case Study
- The Subject (Customer): The heart of any case study is your customer. Their authenticity and relatability are crucial in establishing a connection with your audience.
- The Story (Experience): Your case study should vividly narrate the customer’s journey, focusing on the challenges they faced, the solutions they sought, and the transformation your product or service enabled.
- The Solution (Your Product/Service): Showcase your offering as the hero of the story, demonstrating how it provided the ultimate solution to the customer’s problems.
Why Video Case Studies are Crucial for Marketing
Video is nothing new, but video case studies have emerged as a critical part of marketing strategy for businesses of all sizes. (If you’re not sure about what we mean by case study, check out this post: What is a Marketing Case Study?).
Video case studies are great for providing the following advantages:
Engagement: Videos Trump Text and Images
One of the primary reasons video case studies are indispensable for marketing is their unparalleled engagement factor. Videos have the unique ability to captivate and retain viewers’ attention better than static text or images. They provide a multisensory experience that resonates deeply with the audience. According to this article from Sprout Video, viewers remember 95% of a message when delivered by video, compared to just 10% when delivered via text.
Video is Popular Online
Statistics don’t lie. According to recent studies, video content accounts for a significant portion of online traffic. Viewers are more likely to click on and engage with videos than with any other form of content. Consider these figures:
- Video is the top marketing investment of B2B brands.
- 92% of video marketers report that it gives them a positive ROI.
- People watch an average of 17 hours of online video per week.
Our Brains Prefer Video
Our brains are wired to process visual information faster and more effectively than text. Videos leverage this innate preference, making it easier for your message to sink in and leave a lasting impression. Furthermore, video provides a more evocative experience for the senses, helping to drive an emotional response.
Building Trust Through Real Stories
In a world where skepticism reigns, authenticity is your greatest ally. Video case studies provide a platform for real customers to share their genuine experiences, helping you build trust with your audience. “Social proof” is a critical influence over consumer purchase decisions, and people look to real-life examples to reassure themselves that they’re making a good choice.
Video is Highly Shareable
Videos are inherently shareable on social media platforms. A well-produced video case study has the potential to go viral, dramatically expanding your reach and impact.
Produce Written Case Studies to Pair with the Video for Maximum Impact
Even though we’re wired for video, you may want to pair a video case study with a more traditional written case study. Some individuals and companies will appreciate both the written and video presentation of social proof.
Once an interview is complete, you’ve already got the basis for written content, so learn how to create a solid written case study and you now have more options for your sales and marketing teams to use.
Benefits of Video Case Studies for Businesses
Businesses can derive several benefits from video case studies. Check these out:
Sales and Conversions
The ultimate goal of marketing is to drive sales and conversions. Video case studies play a pivotal role in achieving this objective by providing tangible proof of your product or service’s effectiveness. 80% of video marketers say video has directly increased their sales.
Boosting Online Visibility
Video content can enhance your website’s search engine optimization (SEO). Search engines love videos, and they reward SEO-optimized videos with higher rankings, leading to increased organic traffic. On Google search results, video hits are shown near the top, helping to further boost visibility.
Repurpose Across Different Channels
Video can give your brand an extra visibility boost when you repurpose it across different channels. One video can be used for multiple different formats. For example, you might post outtakes to Instagram or Facebook, or even take quotes from the video to use in text.
Brand Image and Reputation
Your brand’s image is influenced by the stories you tell. Real success stories featured in video case studies help you cultivate a positive reputation, fostering customer loyalty. The biggest “pull” factor is that customers tell stories in their own words and help to attract others who may have similar circumstances. People tend to look for other people who have similar needs to their own.
Gain Valuable Feedback
Video case studies also serve as a valuable feedback tool. They allow you to gain insights into your customers’ experiences, identify pain points, and make improvements where necessary. You can get excellent, candid feedback from customers who are comfortable enough to help with a video case study.
Common Misconceptions About Producing Video Case Studies
We get it, sometimes the very thought of producing video of any sort just sounds like a lot of work. If you’re always busy, you might be thinking, “but I don’t have time to manage this,” or “this will be expensive to get someone else to do.” The good news is, these don’t have to be barriers to getting your own quality video case studies produced. Common misconceptions include:
Cost: Are Video Case Studies Expensive?
Producing high-quality video content doesn’t have to break the bank. While there are costs associated with video production, the return on investment (ROI) through increased sales and brand visibility often justifies the expense.
Can you do it yourself? Sure! Video case studies don’t necessarily need a huge amount of expensive equipment to produce. One thing to be aware of is that they do need a significant amount of time. You need to take enough time to work with the client and ensure you craft a compelling story. You’ll need someone who is skilled as an interviewer so that the best stories are extracted.
Not into doing it yourself? You’ll find that as you look around, there is huge variation in cost. Some might seem on the cheap end while others will seem expensive. Our recommendation is to check out samples of their finished products and find out about their process for producing them. Find a service provider with a finished product that you like who follows a process that works for you and your customers.
Time: Does it Take a Lot of Time to Produce a Good Video Case Study?
There’s no sugar coating it; creating a high-quality video case study requires time and effort. Some of the tasks involved include:
- Identifying customers who would be great case studies.
- Reaching out to those customers and getting their buy-in.
- Setting up goals and desired outcomes for your case study.
- Devising questions.
- Setting up an interview or interviews.
- Technical set up including sound and visual quality.
- Conducting the interview.
- Editing the interview video and identifying the most impactful parts.
- Producing a final video.
- Checking in with the customer to make sure they’ve happy with the video.
However, you’ll find that long-term benefits far outweigh the initial time investment. The value of a well-crafted video case study continues to grow over time.
Complexity: Is Video Production a Complex Process?
The production process for video case studies may seem complex, but with the right team and resources, it becomes a manageable and rewarding endeavor. At a bare minimum you need a strong interviewer and a great videographer/video editor. Of course, you also need the right equipment to produce a quality video, but here’s a secret – your equipment doesn’t need to be hugely expensive and you don’t even have to be in the same location as your interviewee.
Experienced teams will have a process worked out that helps them to reduce complexity and efficiently produce a great video every time. For the sake of reducing your own workload, it can pay off to hire a service to produce video case studies for you.
Success Stories: Video Case Studies
What do successful video case studies look like? Here are some examples of videos that have been produced by Audience Ops for clients. These clients are successfully using the case studies to share impactful stories of their customers and draw in more business.
Dockwa
Successful Dockwa user, Menemsha Harbor makes for a compelling “why” for other marinas to use their software. You can see that a key factor which makes their story so attractive is the inclusion of concrete numbers. Viewers can see that Menemsha Harbor had a marked improvement in KPIs. They also tell a relatable tale of their former struggles with the administrative side of marina management.
Mothership
Mothership has produced a few different case studies with Audience Ops, each profiling a different client that successfully works with their software. What makes these successful? Each user tells a compelling story about how their business has been improved through using Mothership. They include numbers and give a vivid picture of “before and after,” to help viewers relate to their story.
Bened Life
Case studies are perhaps especially important when it comes to anything involving health and wellness. Bened Life is well aware of this, and of the healthy dose of skepticism that people who have managed symptoms for a while tend to carry with them. Their video case study was produced by Audience Ops and is impactful because the interviewee doesn’t mince words when it comes to her experiences. It’s a raw, human look at how their product has made a difference.
Why Choose Audience Ops to Produce Your Video Case Studies?
Audience Ops is an expert team when it comes to telling the stories of your customers that people want to hear. We offer:
- A highly experienced team, able to get to the heart of stories that appeal to your audience and produce a highly-polished video case study. (Check out some more examples here).
- A strong process, coupled with a customized approach. We’ve done this for a while and have developed a robust process to help ensure we capture the best stories. That doesn’t mean cookie-cutter though – we tailor each case study to suit your specific needs.
- A commitment to quality. Our processes and experienced team of professionals ensure top-notch production and a high-quality finish.
- End-to-end service. “Done for you” is a pretty big deal in these hectic times, and that’s exactly what we offer. From conceptualization, to interviewing, through to final edits, we handle it all.
Here’s what the clients who hired us for those case studies had to say about about us:
Final Thoughts About Video Case Studies for Marketing
Video case studies are a powerful marketing tool that can transform the way your business connects with its audience. They offer unparalleled engagement, authenticity, and shareability, making them essential in today’s marketing landscape.
By embracing video case studies, you can build trust, enhance your brand image, and build lasting relationships with your customers. It’s time to harness the storytelling potential of video case studies and propel your marketing strategy into the future.
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