Case studies in marketing are becoming increasingly popular as marketers are looking for new ways to showcase their products and services. A case study video tells the story of a specific use case from a customer or client and highlights the benefits they have received. These videos are often used by B2B or service providers. Case Studies are ideal for the middle of your marketing funnel, as they help educate your prospective customers on why they should do business with you.

Length: 2- 10 minutes. Dimensions: 16:9. Location: Website, Email Welcome Flows, Presentation Decks. 

Benefits of a Case Study Video:

Case study videos have very strong value propositions. When your prospects watch these videos, they get a clear idea of exactly how your business offers value to their life. Especially for services or b2b offerings, case studies can make your offering much more tangible to your audience.

Incorporating a narrative can be much more relatable than reading sales copy on a webpage or brochure. By incorporating a story (the story of ‘how your customers have benefited from the use your product/service’), you’re building a connection with your audience and ensuring that your prospect keeps your offer in mind for longer.

The strongest benefit to a case study video is that it builds trust and credibility. This works in two ways- one, when a customer advocates for your business it creates social proof and acts as a testimonial. And two, if your client is a well-known brand, then you can borrow some of their brand attributes by positioning your business as a partner.

How To Make an Effective Case Study Video:

Start by identifying your ideal audience for the video and what are some of their major pain points that you address. Make sure you select a customer who is fits into this demographic and has had a great experience working with you. This is not always going to be your typical customer. For example, if 90% of your sales are D2C but you want to grow your enterprise customer base, then make sure to pick an Enterprise partner to be featured in your case study.

Define the story that you are going to tell. You want to make sure that you are showcasing the problems that they encountered before working with you. These should be the major pain points of your target audience. You want the video subject to share their experience with you and really emphasize how their life has changed since working with your business. Your goal is to portray both the ‘before’ and ‘after’ states of your customer and position your product/service as the cause for the transition.

Note: It helps to talk with your customer advocate beforehand, to make sure any experiences they had that are atypical are avoided in the recording.

Sample Case Study Video:

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