How to Create Engaging Case Study Videos That Convert
You know how important case studies are for boosting conversion rates. They give prospects insight into how your product or service has helped others and build trust by showcasing your company’s successes.
But did you know that adding the video component to your case studies can make them even more effective?
Case study videos are incredibly engaging and an excellent way to showcase your company’s personality. Best of all, they’re easy to make!
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Why Video Case Studies are Effective
As a business owner, you know that video is a direct and persuasive medium. And when it comes to conveying your product or service’s impact on real customers, few things are as effective as a well-done case study video.
Here are common reasons why compelling case study videos are so effective:
They tell a story.
People love stories. And when you tell a prospective customer a story about how your product and service helped someone else, they’re much more likely to be interested in what you have to say.
Video is the perfect medium for telling stories, which is why video case studies are so effective.
They show your personality.
When you add a video element to your case study, you have the opportunity to show off your company’s personality. Rather than simply telling viewers, you can show them firsthand how your business solves a problem. This is important because people do business with people they like and trust.
They are highly shareable.
What’s more, video case studies are the perfect tool for social media and can be embedded on your website, too. This means they can reach a wide audience and generate lots of new leads for your business.
Steps to Create an Engaging Case Study Video
A case study video is a short film that tells the story of a satisfied customer and how your product and service helped them. They provide social proof that your product works and can be an influential tool in your sales process.
Now that we’ve discussed why video case studies are so effective let’s talk about how to make one. Here are the steps to follow:
Step 1: Choose Your Testimonial Subject
The first step is to choose who you want to feature in your customer testimonial videos.
Ideally, this should be someone who has achieved remarkable results with your product or service. But it can also be someone who had a great experience working with your company and genuinely desires to help others.
Step 2: Choose Your Format
Next, you’ll need to pick a format for your video case study. There are two main options here: interview-style or talking head.
- Interview-style videos tend to be more relaxed and conversational.
- Talking head videos are usually more formal and structured.
There’s no right or wrong choice in picking a format for creating video testimonials. It depends on what will work best for your specific subject and story.
Step 3: Write Your Script
Once you’ve found the perfect storyteller, it’s time to write a compelling script.
This is where things can get tricky—you want to ensure your script is engaging without sounding staged.
Here are tips for writing it quickly:
- It should be easy to follow.
- Your first few seconds are crucial in keeping your viewer’s attention, so make them count.
- Be sure to include quotes from your customer throughout the script to hear their voice loud and clear.
- Keep it short since customers’ attention spans are shorter than ever.
- Use persuasive language throughout. Some persuasive language techniques include power words, scarcity, social proof, and testimonials.
Step 4: Shoot Your Video
Once you have the script, it’s time to shoot your video.
If you’re doing on-camera interviews, set up your camera in a place where you won’t be interrupted, and make sure the lighting is good. Then, simply hit record and start asking questions.
If you’re doing a talking head in a customer testimonial video, you can work with a professional videographer to ensure that your visuals are high quality.
Step 5: Edit Your Visuals
After you’ve shot your footage, it’s time for post-production.
Visuals are key in creating an engaging case study video. After all, people are visual creatures—we’re much more likely to remember something we’ve seen than something we’ve just read or heard about.
You can edit your footage using video conferencing software or any editor, add titles and graphics, and do any other necessary post-processing, such as adding voice actor narration.
Step 6: Publish & Promote Your Video
Once you’ve created your customer review video, it’s time to promote it widely!
Post it on social media, then embed it on your site, and send it out in email marketing campaigns. It’s possible to get as many eyes on it. After all, the more people who see it, the more likely you are to generate leads and close deals.
How do you ensure that the target audience will watch it all the way through—and, better yet, take action after watching it?
The best video marketing strategy is more than just talking heads; they’re visually interesting and dynamic. So if you have the budget for it, hire a video production company to help you create an engaging and visually-appealing video.