Using Case Studies in Your Video Marketing Strategy

August 4, 2021

It goes without saying that our attention spans are at an all-time low. It can seem impossible to focus on anything for more than a few seconds at a time. This is why video production and video marketing agencies must ensure the content they produce is instantly eye-catching and attention-grabbing. It is therefore important to include case studies in your video marketing strategy.

When it comes to thinking about your marketing strategy, you are doing the right thing by considering video. More specifically, you need something that is going to engage your audience straight away. This is why you need to include video case studies.

What are Case Study Videos?

A case study video is a piece of engaging, persuasive video content used by businesses to illustrate the purpose and effectiveness of their products and services. Branded video case studies usually tell a real customer success story, acting as a testimonial video that adds realism and legitimacy to your services, as well as your greater marketing efforts. 

Video case studies offer tremendous opportunities to engage potential customers, in much the same ways that whiteboard animation, explainer videos and video testimonials do. If you utilise video to shine the spotlight on a real-life customer of yours sharing their experiences, it can do wonders for your business and brand awareness. 

Why Use Video Case Studies?

Case study videos simply engage people much more quickly and effectively than traditional media, especially those pressed for time (which makes up pretty much everybody these days). The viewers themselves can determine whether they too can benefit from your business’ service or product if they hear a short story about specific clients of yours.

People don’t need to necessarily spend considerable time or effort making a purchasing decision. In some cases, they just need some simple video marketing case studies that tell them what they need to know, simply and quickly. 

What makes video case studies so good for businesses in the long-term? 

They target people during that sweet spot of the customer journey

Case studies help potential customers assess products and services in their own context

Videos make great opportunities to list accurate data and statistics to support the case study 

Benefits can be explained in a humanistic, realistic, easy-to-understand way

They drive home particular pain points, which viewers find it easy to resonate with

How to Engage People with Video Case Studies

Here at GingerVideo and our parent company Ginger Digital, we specialise in video production and digital marketing through paid social media adsGoogle Ads and YouTube ads. While we could talk you through the best practice of creating compelling and engaging video content to distribute across Google, YouTube and your social media accounts, that’d be pretty difficult as each process is unique to your business and industry. There is no one-size-fits-all approach to video marketingPPC, or social media advertising, much less linking them all together. 

Instead, we can provide a short step-by-step guide to help you think about your video case study and marketing strategy. 

Video Marketing

1. Select the right customer to feature 

First and foremost, you need to figure out who your ideal target audience is before creating video case studies. Then, when you establish your most suitable customer profile, you can choose the most appropriate client to feature who fits that category. For example, engineering clients’ case studies may be best suited to prospects in construction or manufacturing. 

2. Ascertain your goals 

It’s vital you clearly establish what you want to achieve with your video marketing strategy. This should be determined before anything is scripted or shot. This includes deciding which specific product or service to feature, and what you want each case study’s goal to be.

3. Create a narrative 

Each case study requires some thought about the story you want to tell, with the angles you want to take often driving the story forward. In most cases, it’ll be structured as: 




This structure follows a similar before-during-after narrative structure that you often see in literature or film. This is easy for viewers to follow.

4. Think carefully about your aesthetics 

Your video needs to look and feel professional if you want to make an impact. It should also be consistent and produced to a high standard, with any captions or text included easy to read. This is especially important for those that’ll come across the video in social media news feeds and watch while on mute. 

5. Hire a video production specialist to shoot the video content 

Don’t shoot the video yourself, especially if you don’t have high-quality, professional cameras, lighting equipment, sound equipment and so on. Instead, reputable case study videos should be left to video production specialists, such as ourselves!  Please see below a video case study that we produced for a client of ours.

Video Marketing Strategy Advice

Ginger Digital is our parent company, and we specialise in helping our clients use video in their marketing.
Video production companies like GingerVideo and Ginger Digital don’t always have the marketing experience to distribute and create winning video campaigns. You’ll rarely find an agency that specialises in both. Pop over to Ginger Digital to find out more about how we are the experienced, creative agency you need to create successful video marketing campaigns

If you’d like to find out more, book a no-obligation video marketing review today.  

Written by Jo Ginger

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