In a saturated market, brand trust has never been more important.

Consumers have more choice than ever. However, as research has shown that ‘almost 9 in 10 (88% of) adult consumers around the world say that trust is an important consideration when they buy a brand’, it’s clear customers are also selective when it comes to the businesses they invest in.

So, how do you assert your brand, product, or service as trustworthy?

Reviews, reviews, reviews. Say it with me. Your audience needs hard proof that your product or service is worth their hard-earned dosh, and a case study video is an excellent way of doing just that.

Case study videos have become a powerful way to demonstrate how much value your brand can offer consumers and why it’s the right solution for them.

Before we go any further…

What Is A Case Study Video?

In short, a case study video is a video testimonial from a happy customer.

The video generally outlines the problems the customer has encountered and the journey to choosing your product or service as the solution before highlighting the results achieved after using your brand for a specific amount of time.

So, how do you make a case study that actually converts?

To make a case study video that converts, you will need to:

Set clear goals
Define your audience
Choose the right client
Write a compelling video script
Include engaging stats
Hire a video production company

1. Set Clear Goals

Before diving into planning your case study video, you’ll first need to set clear goals.

Think about what you’re trying to achieve with the video. Beyond converting leads, you’ll want to establish trust and will likely want to improve engagement, for example.

That said, your goals will likely differ depending on whether you’re promoting your entire business or a specific product or service.

Once you’ve established your goals, you can determine the key message of your video.

Your audience needs hard proof that your product or service is worth their hard-earned dosh, and a case study video is an excellent way of doing just that.

2. Define Your Audience

You can’t create a compelling case study video without knowing who your audience is.

Research has found ‘68 per cent of consumers expect all experiences to be personalised’, emphasising the importance of defining who your audience is.

Case study videos can be used to boost brand awareness and attract new customers, but only if you’re taking the time to ask questions like: Who are you creating this for? What are their problems and pain points? What solutions are they seeking?

If you try to appeal to everyone without a specific target audience in mind, you won’t appeal to anyone, my friend.

3. Choose The Right Client

While you’ll now know who your target audience is, you still need to get the right client on board to be in your case study video for it to drive conversions.

Look at your list of potential clients and begin narrowing them down based on whether they’ll resonate with your target audience, their ability to provide a compelling story on camera, and whether they have a strong presence!

Generally speaking, the more similar the chosen client is to the audience you’re targeting, the better.

Not all clients will be confident in front of the camera. No drama! But you want someone who can sell your offerings as the solution your target audience needs, so it’s important to bear this in mind.

You need to get the right client on board to be in your case study video for it to drive conversions.

4. Write A Compelling Video Script

The next step when making a case study video that converts is to write a compelling script.

An epic case study video always focuses on a persuasive story, which should include:

An outline of the pain points of your audience - Focus on challenges they’re likely facing.
An introduction to your chosen client(s) - You’ll want to introduce your client, their business, and problems, and might want to include more than one client to diversify the stories and experiences in the video.
A solution - Succinctly highlight your brand as the solution to help your audience overcome their challenges and setbacks.
A call to action - Provide your audience with a strong call to action to encourage them to take the desired action.

Remember to think of the soft sell. It’s important to include questions in your script that reveal the message of the case study authentically through your clients’ answers.

Unsure where to get started? Our video production team at STORM+SHELTER has years of experience in making compelling content and can help you write a video script that’s sure to resonate with your target audience.

Get in touch with our team today.

5. Include Engaging Stats

When you consider that ‘72% of customers trust a business more after reading positive reviews and testimonials’, the power case study videos have is hard to deny.

However, a creative way to harness this power and bolster your case study video is to include engaging stats that capture your audience’s attention.

Although you can ask your customer to include their own stats in their videos, such as ROI, there are many other statistics you can leverage to strengthen the authority of your video.

This might include how many customers your business has helped, industry stats, and more.

Including stats and numbers not only boosts your authority but also helps you to garner trust from your target audience.

6. Hire A Video Production Company

To ensure you’re hitting every mark, it’s sometimes better to bring in people who do this day in and day out!

An experienced video production company know what it takes to create memorable video content.

They’ll collaborate with you from start to finish to create a case study video that effectively targets your audience, boosts engagement, and drives conversions.