There are plenty of different video styles out there to promote a brand: Testimonial, scripted with voice over, event highlights, dramatised production, recordings of live events, piece to camera…
For me one of the most impressive and engaging forms of corporate video is the Case Study. This allows your audience to see exactly what you do as it relates to them. Ideally it will be supported with a testimonial from the client. This should explain what the service or product is, how it relates to them and also why they loved how you did it.
A Case Study video generally has the following format:
The customer outlines what their business is and then ties in how your product is relevant to their needs. They then explain how your product or service has helped improve their operation. Throughout this the footage will show either your product at work or the benefits of your service being demonstrated.
Finally they explain how they feel as a result. This is a powerful way to show how you have helped someone.
Hearing someone else talking up your value is so much more credible and impressive than if it was you yourself doing it. And of course the added benefit of a Case Study video is that it allows the viewer to easily see themselves in the shoes of your customer.
Whereas you talking about your product or service may (or may not) make sense for some prospects, the Case Study video allows your prospects to see your product or service from their side of the fence. They are able to hear about how someone just like them will benefit from using your company to help them.
Sometimes you, the provider of the service or product, will also feature in the production explaining the challenges you had with the project. Here’s one we did for Nicholas Bray Landscapes.
The unstated message throughout is that this person who is putting themselves in front of the camera for your company, must be a complete raving fan. They have given up their time and are happy to talk about how your business has helped them.
So if you know you need video content to help promote your business, then think what happy customers you have and what stories they could tell.
Do you find Case Study videos to be engaging?
Geoff Anderson is the owner of Sonic Sight, a video production facility in Sydney.He is an author, presenter and a video producer.
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