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How to Create Impactful Case Study Videos [Free Guide]

How to Create Impactful Case Study Videos [Free Guide]

Learn how to create case study videos that showcase your success stories. This free guide discusses the benefits, types and steps of case study videos.
What we'll cover

Promoting your business in 2023 demands more than traditional marketing methods like TV ads, billboards, and print media. These methods are less effective now. The promotional shift requires an unprecedented emphasis on authentic and trust-building content.

It's no wonder 46% of marketers turned to testimonial videos in 2022 to fuel their lead generation. These videos often outperform other marketing strategies in converting skeptics into believers. 

Woman holding a laptop that's displaying "46%" in the screen

Testimonial videos are also part of case study videos and serve as powerful trust builders. These videos present a detailed narrative of how your product or service solves a specific problem.

In this free guide, you'll discover how to create impactful case study videos. You’ll also learn how to use them as catalysts for your business growth while enhancing customer trust.

What is a Case Study Video?

The words introduction, problem, solution and conclusion within 4 circles

A case study video is a visual representation that portrays how a company’s product or service impacts a customer. Unlike basic testimonials that praise the company, case study videos dig deeper. They take a real-life to talk about: 

  • The problem
  • The solution 
  • The results

The power of a case study video lies in its relatability. Potential customers see themselves in the stories you tell, which creates a genuine connection. When viewers see real people solving real problems, it makes the business more trustworthy and its solutions more desirable.

Case study videos are not dramatizations or fictional accounts. They are authentic portrayals of customer experiences, rich in facts, outcomes, and testimonials. In a market saturated with claims and promises, case study videos stand out as credible evidence of a business delivering on its promise.

Case Study Video Benefits

A graph of message retention from videos with a circle in the middle indicating 95% message retention

Case study videos can elevate marketing efforts, especially for B2B companies. They offer a multi-dimensional approach to showcasing a product or service and offer benefits far beyond monetary ones. 

1. Builds Trust and Credibility

Firsthand accounts from satisfied clients are effective for building trust. When these accounts are in video format, the impact is even greater. This is because 95% of a message from a video sticks with the viewer, whereas they retain 10% when they read the same message in text.

2. Showcases Success and Wins

Video testimonials outperform written ones as they display tangible results. Watching a real person discuss a business solution makes the success story more compelling and believable.

3. Enhances Brand Recognition

Consistency in visuals, logos, and themes in case study videos amplifies brand recognition. When these elements are memorable, they stick with viewers long after the video ends.

4. Establishes Customer Relationship

Case study videos add a personal touch. They put faces to names and display the human side of a business, which fosters a more genuine relationship with prospective clients.

5. Boosts Sales and Conversions

Videos have proven to boost conversion rates by 86%. The emotional impact of a well-crafted video is a potent sales tool that encourages potential customers to take action.

6. Fosters Emotional Engagement

Storytelling in case study videos connects emotionally with the audience. This emotional connection can lead to stronger brand loyalty and set the stage for long-term engagement.

4 Types of Case Study Videos

Logos from different organizations like Slack and Youtube

In this section, we’ll discuss the various types of case study videos with real-world examples to help you understand how it works.

1. Client Testimonials

Client testimonials focus on the client's experience and their level of satisfaction. For example, Vodafone used Slack to revamp its developer tools and improve collaboration. They didn't just switch platforms; they transformed how their teams innovate. 

As Vodafone’s director of technology strategy, Matt Beal, said, "Slack has opened new avenues of communication and collaboration." This testimonial serves as a ringing endorsement of Slack's capabilities.

Slack's narrative focused on a real-world challenge—scaling innovation across global teams. They chose a relatable issue to make the Vodafone success story more impactful. 

As you develop your videos, consider your audience's challenges and how your product or service can solve them.

2. Customer Reviews

Customer reviews are authentic insights that spotlight a product's real-world performance.

For example, Theta Lake partnered with Zoom and used their APIs. They shared their experience, and it was eye-opening. The company faced challenges in regulated industries like healthcare and finance. They used Zoom to meet those challenges and grow their business by 250% in just 1.5 years.

This feedback is essential for both prospective customers and the company itself. The review serves as a guide to what prospects might experience. It gives credibility to Theta Lake's claim that its solutions can make businesses more compliant and secure. For Zoom, it's an affirmation that their platform can serve even the most complex, regulated industries.

Customer reviews are more than a pat on the back. They offer proof of tangible benefits that convince potential customers to act. 

3. Case Study Narrative

Storytelling in case studies adds depth to the customer experience, creating a relatable journey. This approach usually starts with a problem, guides through the solution, and ends with measurable results.

The Hubspot CRM video for Avison Young employs several storytelling techniques. 

  • It begins by setting the stage: Avison Young's growth, disparate systems, and low adoption rates. This builds tension, which is the problem to solve. 
  • It then transitions to the solution: choosing Hubspot for its simplicity and customization options. 
  • Finally, the climax reveals significant results: adoption rates jumped from 23% to 90%. 

Throughout the video, personal quotes and specific examples (like the ability to embed your auto signature) bring the narrative to life.

4. Question-and-Answer Interview Style

The Question-and-Answer (Q&A) interview style delivers clear, direct insights. This approach is powerful because it answers potential questions the audience may have, reducing guesswork. The format lends itself to expert commentary and firsthand testimonials, which can boost credibility.
In the Mailchimp-Zendesk example, the Q&A method covers several key points:

  • Videos 1 and 2 focus on how Zendesk helps Mailchimp listen to its customers better. It explains the importance of customer-centricity and how Zendesk fits into that narrative.
  • Video 3 dives into operational aspects and offers insights from an operations manager about why Zendesk's features make it a go-to choice. 
  • Video 4 speaks from a leadership viewpoint. It discusses how Zendesk helps uphold the Mailchimp brand's personality during customer interactions.

The Q&A style keeps the conversation grounded, clear, and precise while tackling specific queries or concerns viewers might have. 

How to Create an Impactful Case Study Video

Man looking through a video camera and a small Youtube logo on the right

Follow these steps to create an engaging case study video that resonates with your audience.

1. dentify the Right Story

The first step in creating a case study video that captures attention is choosing the right story. You want a narrative that appeals to your target audience and demonstrates concrete results. 

Imagine you own a software company. Don't just pick a business that used your software; choose one that saw a 30% increase in efficiency using your platform. Numbers speak volumes, providing tangible proof that your service or product delivers what it promises.

Your audience seeks solutions to their problems, and your story should offer that solution in a compelling way. A well-chosen story paves the way for a captivating case study video.

2. Ask Important Questions

The second crucial step involves framing the right questions. These questions will form the backbone of your case study video. 

  • Set the stage and give context to viewers: Start with questions about the customer's initial problem. For instance, "What challenges were you facing before using our service?"
  • Offer viewers insights into unique features or benefits: Follow up  with questions about the journey and decision-making. Try asking, "What made you choose our product over others?"
  • Focus on results and reflections: Questions like, "How has our product improved your operations?" or "Would you recommend our service?" showcase the impact of your product or service.

Such a structured approach to questioning can help paint a fuller picture as it highlights the problem, the solution, and the results.

3. Choose the Right Audience

You could have a compelling story and well-framed questions, but they won't impact if they don't align with your target audience's needs or interests. 

Let's say you're a fitness app company. Your target audience could range from fitness enthusiasts to beginners. A case study featuring a professional athlete might not strike a chord with newcomers looking for easy workout routines.

Before you start, conduct audience research. What are the pain points? What solutions are they seeking? Your video should offer clear answers to these questions. Tailor your case study to speak to them using the language and examples they relate to.

4. Plan Out the Storyline

An engaging narrative will guide the viewer from beginning to end. Start with a compelling introduction that outlines the problem and makes it relatable so the audience immediately feels a connection. 

For example, if your product is an eco-friendly cleaning solution, introduce a common problem like harmful chemicals in traditional cleaners.

After the introduction, talk about the solution you offer. This is where your product or service comes into play. 

  • Demonstrate your product/service's unique features and how it stands apart from competitors. 
  • Include testimonials or expert opinions to add credibility.
  • Conclude by showcasing measurable results. 

Use statistics or before-and-after comparisons to make your point. Then, end with a strong call-to-action to guide the viewer on what to do next.

5. Conduct Background Interviews

Background interviews are a must before hitting the record button. These pre-shoot conversations give you a wealth of material to work with. They allow you to grasp the full scope of the customer's experience, which can enrich your narrative. 

Let's say you're documenting a small business that uses your financial software. A background interview could reveal hidden challenges, like complex tax issues, that your product helped solve. This adds layers of depth to your case study video.

Background interviews are a chance to identify key talking points and participants. Will the CEO provide the most insight, or would a front-line employee better portray the product’s impact? This helps you capture relevant content, thus saving time and resources.

6. Develop Your Script

The script serves as the blueprint for your case study video, coordinating visuals, dialogue and pacing. Here’s everything you need to know about developing an impactful script: 

  • Start by outlining the key points drawn from background interviews and the storyline. 
  • Be concise but impactful. For example, instead of saying, "Our product is very good," specify how it excels, like "Our software boosts productivity by 40%."
  • Maintain a conversational tone, but keep it professional. 
  • The script should flow well to make complex ideas easy to grasp. 
  • Use bullet points or numbered lists for easier readability, especially when highlighting features or benefits.
  • End with a strong CTA to guide the viewer on what to do next, whether that's visiting your website or contacting your sales team.

If you need help with scriptwriting, Maekersuite has an excellent video scriptwriting tool. The AI-powered tool streamlines the scriptwriting process and helps you cover all essential elements while maintaining clarity and focus.

7. Back it up with Data

Data and statistics add a layer of credibility to your case study video. A compelling narrative can draw in your audience, but solid data validates your claims and seals the deal. 

For instance, if your case study focuses on how your product improved sales for a retail store, support it with actual percentages or revenue figures. "Sales increased by 20% within three months" is more convincing than saying "Sales went up."

Use charts, graphs, or other visual elements to present this data. Visuals make complex data easier to digest and remember. However, ensure you use data relevant to the storyline and speak to the viewers' needs or concerns.

8. Choose a Location

The location you pick for your case study video can add a significant layer of context to your story. Choose a setting that aligns with the narrative and amplifies its impact. If your case study is about educational software, shooting in a classroom or at a school can enhance the story's authenticity.

The location should also cater to your audience's expectations. A high-tech company might opt for a sleek, modern office space to reflect innovation and efficiency. Conversely, a sustainable brand may want to shoot outdoors to emphasize its eco-friendly ethos.

Always consider practicalities like lighting, sound, and permissions. The last thing you want is a location that looks good but needs better acoustics or requires complicated permits.

9. Create a Shot List

A well-thought-out shot list is crucial for a seamless filming process. This detailed plan outlines every shot you intend to capture. It serves as a roadmap for your production team. 

Suppose you're focusing on a customer testimonial. In that case, your shot list might include: 

  • Close-ups of the customer speaking;
  • Cutaways of the product in use;
  • Wide-angle shots to establish context.

The list should specify the type of shots — wide, medium, or close-up — and any specific camera movements, like pans or zooms. This ensures you don't miss capturing essential elements, such as key product features or emotional reactions.

A shot list helps you estimate time and resources, which lets you plan your shoot. You'll know which shots require special equipment or lighting setups in advance. It avoids last-minute rushes or complications.

10. Shoot and Edit

Shooting and editing are where your planning pays off. Adhere to your shot list and script for the shoot, but stay flexible for spontaneous moments that add value. Use high-quality equipment for good lighting and clear audio. These technical aspects make a huge difference in the final output.

Editing is vital; you must piece together the best shots to form a cohesive and engaging story. You can use cutaways, transitions, and background music to maintain pace and viewer interest. 

Color grading, sound mixing, and special effects should align with the video's mood and message. Avoid overdoing effects, as they can distract from the content.

Create Your Case Study Videos with Maekersuite

You've learned the essentials of crafting an impactful case study video. Now, it's time to elevate your video marketing game. Maekersuite offers various tools designed to streamline every stage of the process, especially if you plan to host your videos on YouTube.

From initial planning to shooting and editing, Maekersuite's expertise ensures that each video is tailor-made to captivate your audience. You can utilize Maekersuite's "Professional Video Editing Services" to make your video more compelling, polished, and professional, and explore Maekersuite's comprehensive suite of services for end-to-end video creation and optimization.

Don't settle for average when you can aim for extraordinary. 

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