Customer testimonials and case study videos are among the most powerful tools in a marketer’s toolbox. When done right, they build credibility, inspire action, and humanize your brand. But a flat, formulaic interview won’t cut it. To create a case study video that truly connects, you need to dig deeper—into both story and strategy.
Here’s how to do it.
1. Start With the Right Story
A compelling case study begins with identifying the right subject to interview. Ideally, you’re looking for someone who:
- Reflects a larger customer or client experience
- Has a specific, tangible result or transformation
- Can express their experience with clarity and emotion
Tip for clients: Keep a running list of standout customer stories throughout the year. Don’t wait until you’re on deadline—those last-minute scrambles rarely surface the best stories.
2. Don’t Just Collect Soundbites—Craft a Narrative
Strong case studies follow a narrative arc:
Problem → Solution → Result.
That means your subject’s story should answer:
- What was the challenge?
- What was done to solve it?
- What changed as a result?
Before production, build an outline of key takeaways you’d like to hear. You can guide the interview toward these insights while still leaving room for authenticity.
3. Show the Person Behind the Story
Emotion drives connection—and connection drives action. Great case studies are not just about what happened, but who it happened to. The more the audience gets to know the person, the more they care about the outcome.
Whenever possible:
- Film in real, relevant environments (home, job site, campus)
- Ask personal questions to reveal their personality and lifestyle
- Use supporting visuals that show them in action—not just behind a desk
4. Think Visually—Not Just Verbally
The visual layer of a case study video is often overlooked or tacked on. But B-roll isn’t filler—it’s how you build emotion, context, and trust.
Pro tips:
- Plan B-roll with story progression in mind.
- Don’t just film what’s easy. Film what’s meaningful.
- Consider visual themes connected with the topic that might not have a direct relation to what the person is saying, but is aligned with the emotions of the video.
5. Edit for Emotion and Clarity
When cutting the video, remember: the ending matters. That final quote or image is the note your audience walks away with. Make it count.
Final Thought: It’s Not Journalism—It’s Storytelling with Purpose
Case study videos aren’t documentaries. They’re marketing tools rooted in truth. That means it’s okay to shape the story. It’s okay to plan ahead – because the budget is always tight.
Ultimately, the best case study videos are the ones that feel real, not rehearsed—and that starts with respecting the story as well as the person telling it.
Sparkworks Media specializes in producing case study videos for both nonprofits and brands alike.
