how to do a video case study

How to Create a Case Study Video in 10 Steps (Plus 7 Top Examples)

Written by samantha ferguson.

Last updated on 29th November 2023

In this article we’re going to take a look at how to create a case study video in just 10 simple steps.

More and more shoppers conduct extensive research before they make a purchase. The reasons are plentiful, everything from wanting to purchase from brands that have similar values to their own to simply wanting to get the best deal. But the fact remains that consumers are more conscious of where they spend their money these days. 

In fact, according to a study by Google , 53% of shoppers say they always do research before they buy to ensure they are making the best possible choice . 

When potential customers are doing that research a case study video can really help your, well, case ! 

Case study videos help to increase trust and can ultimately result in more sales for your business. 

So, let’s take a look at how to make a case study video in 10 steps.

What is a case study video?

A case study video is a video that focuses on real customer success stories as a way to demonstrate the value of a company’s products or services. 

Here’s an example that we made with one of our customers: 

Case study video benefits

1. increase trust & credibility.

Brand trust is not something to be underestimated. According to a study by Accenture of more than 7,000 companies, trust is as important as growth and profitability when it comes to the financial health of a company. 

This is especially important when it comes to customers from younger generations. An American study from Morning Consult found that 42% of Gen Z and 30% of millennials do not trust the average American company and instead stated “ they have to earn my trust ”. 

One of the biggest benefits of creating a case study video is that it adds a level of authenticity and credibility to your brand which can increase trust among leads and help convert them into new customers. 

2. Relate to your customers

“ People buy from people ” might be an old saying but it seems more and more relevant as we move into an era where consumers are growing tired of faceless corporations and turning to influencers that they know and trust instead. 

According to a survey of 1,000 consumers by Sprout Social , 64% of consumers want brands to connect with them . And when they feel more connected to brands it results in a whole host of benefits: 

When asked to rank which channels brands should use to create the best opportunity to connect with customers, video came in 2nd place (beaten only by social media). 

Creating videos, especially case study videos that aren’t overly salesly, can really help you to relate to your customers and build a stronger bond that could encourage them to spend more, stay loyal, and give you positive word of mouth marketing. 

3. Boost sales

Case study videos basically showcase how amazing your brand, product, or service is by proving the benefits that you’ve given to one of your happiest customers. This is a great tool for boosting sales because it gives viewers someone to identify with and makes them think “ huh, if that happened for them then maybe it can happen for me. ” 

According to our Video Marketing Statistics 2022 , 2 out of 3 people say they’d be more likely to make a purchase after watching a testimonial video demonstrating how a business, product or service had helped another person like them.

So it’s simple really. The more people feel confident in your brand, the more people are likely going to buy from you.

4. They’re easy & inexpensive to make

You can make a case study video with literally just your smartphone. All you really need is one of your customers talking to-camera and some simple editing software to cut it all together and maybe add a nice soundtrack. 

With video apps like TikTok on the rise and incredibly easy to use, you could even throw together a case study video on there! 

Of course, the better your video looks the more credibility you’ll have. It’s always a good idea to cut together some B-roll with your to-camera interviews to make your video more professional and engaging. But even with these additions, case study videos are still much quicker, easier, and cost effective than most other types of videos out there. 

5. Strengthen your relationship with existing customers

Last but certainly not least, creating case study videos can really strengthen your relationship with existing customers. 

When you reach out to a happy customer and they agree to take part in your case study video, that shows a lot of belief and loyalty for your brand on their side. 

The process of creating a video together could strengthen your relationship even more and could result in the customer becoming an even bigger fan of your company! 

How to create a case study video in 10 steps

1. decide on a goal.

First you need to define a goal for your video. Think about what you’d like the outcome to be. Of course, the answer is probably in the realm of “increase sales” because that’s the main goal for any business, but try and drill down deeper before you get started. 

For example, consider if there is a specific hurdle you’re trying to overcome. Ask yourself what is the biggest barrier to purchase that your product or service has – perhaps it’s that people struggle to see the value upfront or maybe think your product is okay but not a necessity for them – whatever the issues may be, try to use your case study video to eliminate those doubts. 

2. Identify your target audience

In addition to identifying a goal for the video you need to identify your target audience, and keep them in mind during the early stages of development.

For example, think about the following: What motivates your target audience? What’s important to them? What do they want to know? 

By keeping the answers to these questions in mind you’ll be able to craft your video to speak directly to your target audience and increase your chances of success. 

3. Choose the right customer

This one’s important! You need to decide which one of your customers would be a perfect fit for your case study video. 

This doesn’t necessarily mean picking your happiest, most complimentary customer. Now that you have your goal and target audience in mind you need to select a customer whose journey best fits the narrative that you’re looking to create. 

Approach your customer politely with an email or a friendly chat and ask if they’d like to be in your video. And remember to make it easy for them to say yes! Let them choose a time that’s convenient, offer to cover travel expenses (if required), and to really sweeten the deal you could always give them a discount code or free gift for being such a great customer.

4. Write a script

Your script will be the roadmap for your video. Of course, you don’t have to write everything down word-for-word – that’s certainly not what case study videos are about. Case study videos should be natural and authentic, giving customers time to speak about their experience in their own words. 

However, it’s still important to have a script that will act as a rough plan to help you guide the day of shooting and create the bare bones of a narrative for your video. 

For example, you’ll probably want the customer to start by outlining their problem before they found your company. Then explain how your company helped them, and finally round off with some key benefits. 

5. Add stats where possible

When talking about the benefits that your company has brought to the case study customer, stats and figures always help. 

This is especially important if you’re in the B2B space. Solid figures that show a clear benefit will make it easier for buyers to present your case study video to their employer and say “ we need this .”

You may find that your customer has done this research themselves already – as they may have wanted to calculate the benefit. If not, it could be a good idea to invest in some research yourself as tangible figures that prove the benefit of your product or service can really elevate the video and improve your credibility with viewers. 

6. Find the perfect location

The setting of your video can make such a difference to the viewer experience, so it’s important to find the perfect place. This could be your office, your customer’s place, or a neutral location. 

The location needs to tick two boxes – it needs to match the look and feel that you want to portray in your video and it needs to be convenient for everyone to get to. 

Most great testimonial videos will usually have a couple of establishing shots in there to really set the scene, so you shouldn’t underestimate the power of a great setting. 

7. Create a shot list

When you’ve decided on a location and you have a solid script , you can start to create a shot list.

A shot list is a document that maps out each scene that you want to see in your video. Here’s a quick and rough example: 

• Establishing shot of the building
• B-roll of the team eating lunch together
• To-camera interview with X person

A shot list is important because it will help your day of shooting go more efficiently. And it’s especially important if you aren’t going to be there and you’re handing over the responsibility to an external film crew.  

A shot list will make sure you get all of the shots you need for your video without forgetting anything. No one wants to forget an important shot and have to rebook the space and rearrange a date for everyone to meet again – that’s a lot of wasted time and money. 

8. Shoot your video!

The next step is of course to shoot your video! Set your cameras up, grab your script and your shot list and make sure you get everything you need. 

It’s also worth double-checking that you have everything you want on film before you leave. 

A top tip for this step of creating a case study video is to make sure your customer feels comfortable . 

The reality is, most people don’t feel comfortable having a camera pointed at them. You can help make things easier in simple ways, such as getting everything set up before they arrive. So all they have to do is sit or stand on their mark. 

Another way to make your customer feel comfortable is to break the ice first. Hit record and then talk about some normal things to calm their nerves. Maybe give them a couple of tries at introducing themselves. 

Patience is key here – if you give your customer the time they need to feel comfortable then your case study video is going to look 10x better! 

9. Edit your video

After the shoot comes the edit. If you’re new to the world of video you may be surprised at just how much of a difference editing can make. 

A great edit that cuts between different camera angles and shots, includes a fitting soundtrack, and maybe even some title slides or animations that help to emphasise certain points will really elevate your video. 

The main aim here is to edit your video in a way that will increase viewer engagement. You can work with a video company to help you create a professional edit or you could have a go at editing yourself! 

There are tons of apps available for all different devices. Check out our roundup of top video editing software to find out more.

10. Share your video

When you’re happy with your video it’s time to share it with the world. It’s best to create a specific landing page on your site for your case study videos, but the promotion of your  video doesn’t have to end there. 

Make sure you post your video in as many places as possible: Facebook, LinkedIn, YouTube. The more places you post, the more views you’re likely to get. 

7 Top examples of case study videos

1. wyzowl – uberflip.

We made this case study video with our great friends at Uberflip after we worked with them to create some marketing videos for their company. 

This is a relatively simple case study video that features different shots cut together while Randy (one of Uberflip’s co-founders) talks naturally about his experience with Wyzowl. 

We thought we’d include it on this list as it goes to show you don’t need lots of bells and whistles to create an authentic and engaging case study video. 

2. Google Ads – Chuckling Goat

It might be a bold statement but we’re going to say it anyway: this case study video is perfect! 

It has all of the ingredients you need to create an amazing video, from the gorgeous establishing shots at the start that drop the viewer into the world of Chuckling Goat to the light-hearted joke at the end. 

Instead of making Google Ads the focus, this video allows Chuckling Goat to tell their story before weaving Google Ads into the narrative naturally. 

The animated graphic that accompanies the growth Google Ads facilitated for the company is a great touch!  

3. Zoom – Customer Stories

Zoom showed with this fun, quickfire video that you don’t need to focus on just one customer to make a great case study video. Instead, they decided to include multiple customers. 

The result is a really cool and varied collection of benefits that Zoom has brought to different customers. 

Another nice touch is that all of the customers appear to have recorded their portion of the video using Zoom!  

4. Wyzowl – Oxford University Press

This is another case study video we created, this time with Oxford University Press. With this video, we added dynamic title screens and name cards to make the content more engaging and also easier for viewers to skip through if they want an answer to a specific question.

It’s also great that the animated video we made for Oxford University Press is featured in the case study video, along with the results that were achieved. 

5. Samsung – Superdry

This case study video is for Samsung Display Solutions so it has to look great – and it does! The opening timelapse of Norway is crystal clear and really sets the scene. 

As we get into the meat of the video, it’s great to hear what the Superdry staff have to say about the Samsung screens while we (as the viewers) get to see them in action.

6. Hubspot – Avison Young

One of the best things about this video isn’t part of the video at all. It’s in the title:  

Including the impressive results of Avison Young’s partnership with HubSpot in the title encourages viewers not just to click on the video but to keep watching in order to find out how that happened. 

In addition to that, this video does a great job of laying out the customer’s initial problem before introducing HubSpot as the perfect solution.

7. Claranet – Pets at Home

This case study video, while long, manages to keep viewer attention with help from a heartwarming soundtrack and clips of various cute animals. 

The video also uses animation to emphasise the role that Claranet has played in helping Pets at Home to grow. 

Final thoughts

Case study and testimonial videos can give your brand a HUGE credibility boost. If you want to create an amazing case study video like the ones seen in this article, head to our Testimonial Video Production page to find out more.

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How to Create Case Study Videos That Convert New Customers

Video is a powerful sales tool, and using the words of your satisfied customers in a video makes your videos even more successful.

Showing potential customers the experiences of others just like themselves on tape lends a humanizing quality to your business. Your potential customers see that your product or service does what you promise on your website, making them more likely to do business with you.

In this article, we’ll cover the basics of what case study videos are, why they’re important for your business, and how to create your own creative testimonial videos: 

Table of Contents

What is a case study video, why case study videos are important, types of case study videos to use, case study video template: creative case study videos in 10 steps, where to use your case study videos.

A case study video is a persuasive video businesses use to showcase the value of their products and services by utilizing real customer stories. These customer stories, known as testimonials, give your case study videos — and your claims about your business’s offerings — authenticity.

To be considered a great testimonial video, it must:

• Include on-camera interviews with customers, telling stories of their experience with your product or service
• Show how your business solves a specific customer issue
• Use statistics, figures, and information that back up the story the customer tells
• Focus on the benefits of your product or service, not its features

Case study videos can be created for virtually any industry or type of business, and they offer a variety of benefits that other types of marketing videos and materials cannot.

When you create and share a case study video, it raises awareness about the impact of your product or service, not just the features that you tout in your other marketing materials.

Here are some reasons you should make creating customer testimonial videos part of your video marketing strategy :

They’re Persuasive

It’s all well and good for you to tell your potential customers how they’ll benefit from using your product or service, but the stories your satisfied customers can tell are far more persuasive.

In addition to the words spoken in your case study video, choosing video over text testimonials is powerful.

Studies show that people retain only about 10% of what they read. So no matter how compelling the story you tell via the written word is, your visitors won’t retain much of the information.

Contrast that to a retention rate of about 95% for video and it’s easy to see why video case studies are influential for helping you meet your business goals.

They’re Engaging

For many consumers, reading an article is a time commitment they just don’t want to make. Instead, the vast majority – 72% by some accounts – would much rather watch a video containing the same information as a written article.

By putting your customer testimonials in a video, you get higher engagement from visitors , thereby making your efforts more effective in the long run.

They’re Emotional

Customer testimonial videos feature your customers’ experiences, helping them establish an emotional connection to the viewer.

Putting a human face to a story, especially one that focuses on how your products or services have helped the person in the video, is a powerful tool for marketing your business. 

Your video doesn’t have to immediately impact a viewer to be a worthy part of your marketing. An estimated 95% of purchasing decisions are subconsciously tied to emotions, so if your video can affect any emotional response in your viewers, it could lead to increased sales for you .

They’re Versatile

Video testimonials are endlessly useful across a variety of marketing channels.

You can post them on your website , share them on social media, and embed them in emails. But you don’t always have to use the entire video. You can edit specific scenes to utilize in social media campaigns or to add to other marketing videos.

There are three major types of case study videos you should consider adding to your video marketing strategy:

Customer Testimonial Video

This type of video is a fairly straightforward production and is among the easiest type of case study videos to produce.

In a customer testimonial video, you ask your customers questions about their experience with your business and how it impacted their life. Because the testimonial only requires you to sit down with your customer, you only need one shoot location and minimal editing to produce a video.

Customer Review Video

Similar to a customer testimonial video , a customer review video simply features one of your satisfied customers talking about your product or service.

However, a review video differs from a testimonial video in that, in a review video, your customer should focus more on the features of the product or service they’re reviewing instead of the value that product or service provided them.

Depending on your plans, this video may or may not include footage of the customer utilizing your product on camera.

The interview portion of the customer testimonial video requires just one shoot location and some minor editing. If you add footage of your product in use, the complexity of the shoot and editing increases.

Case Study Narrative Video

This is the most complex type of case study video.

A case study narrative video should include on-camera interviews with customers and some B-roll visuals, such as the customer using your product, or your team interacting with the customer. This type of video also may include graphics and font treatments.

Because it’s more complex, it requires more shoot time and strategy and a higher amount of editing.

Once you have determined the type of case study video you want to create, it’s time to move into the planning stage.

Even if you think you’re just shooting a simple customer testimonial video and you can “wing it,” taking some time upfront to plan and prepare for the video creation process will pay off in the long run.

Here’s how to make a great testimonial video in 10 easy steps:

Think Like Your Ideal Custome r

Like any other marketing materials, you need to plan your case study video with your ideal customer in mind.

Be as specific as you can when thinking of your intended audience, as this will help you better plan, shoot, and edit the video so it has maximum impact. This includes identifying as many specific goals and pain point your ideal customer has, allowing you to ensure that you cover those items when shooting the video.

Even if your product appeals to a very wide audience, the more focused and narrow you can make the targeting on an individual video, the better your results will be.

Ask the Right Questions

To help you develop the key message of your video, you need to really understand the problem your target audience experiences and how your offering solves that problem.

Crafting this message means you need to ask yourself several questions, including:

• What do my customers care about?
• What does my business offer customers that our competition doesn’t?
• Why do customers use my products or services?
• What does my business help customers achieve?

As you answer these questions, you should see a pattern begin to emerge that points to a specific subset of your audience your video needs to target.

Choose the Right Featured Customer

With the key messaging for your video decided, identifying what customer to present your message to is the next important step.

To help you narrow down your list of options, use the following criteria:

• They should fit with the video’s target audience. This could be because of a match in demographics, a shared problem, or other key characteristics both your customer and the audience share.
• They should have a compelling personal story to share.
• They should be comfortable talking and appearing on camera.
• There should be data and information to back up their story, either provided by the customer or kept by your company.

After you’ve identified the best person for your customer testimonial video, approach them with your request. These requests are better done in person or over the phone, lending a personal touch to the request, but email will suffice in a pinch.

When you ask if they’d be willing to participate, be clear about what you’re asking them to do, including the amount of time they’ll need to dedicate to the process. Answer questions to alleviate their concerns, and let them be involved in the planning process as much as possible.

If necessary, you can offer something to help entice them to participate, such as a discount or even the B-roll video shot for your video which they can use in their own marketing.

For those who want to participate but may not be able to shoot in person due to distance or scheduling, you can ask them to record their own video testimonial and send it to you.

Plan Out Your Video

Part of what makes case study videos so compelling is the stories they tell.

To ensure that your video is telling the right story, you need to take time to plan out the story arc so everything makes sense.

As you plan out your video, keep the following four stages in mind:

• Character introduction: The central “character” of your video should be the customer whose testimonial you are featuring. Make sure they are engaging and can tell a story that will resonate with your audience. While you may also include other people in your video, there should still be one central character who is the focus.
• Establish conflict: Your video needs to present a conflict that your business helped your customer overcome. This conflict will be the main pain point that brought your customer to your business, the problem they were looking to solve.
• Explain the solution: The solution shows your viewers how your product or service helped solve your customer’s problem. Even though the narrative of your customer’s story should be central to your video, backing up the things they’re saying with data and statistics makes the video more compelling.
• Provide a resolution: Once you’ve shown how you solved your customer’s problem, you need to provide a way for the viewer to take action of their own. Whether you want them to book a consultation call, fill out a form, or purchase a product, make sure your video ends with a clear call-to-action and set of next steps.

Gather Background Interviews

Now that you have the video’s arc planned out, you want to shoot a series of test background interviews with your customer.

These videos will give you a better idea of the responses you’ll get on camera when you’re actually shooting the video and can help you better define your video’s script. Additionally, these videos are a way to help familiarize your customer with the questions you’ll be asking and how they can answer those questions in a way that’s camera-friendly.

Whenever possible, conduct these background interviews in-person or over video conferencing software to get your subject used to answering questions for a camera.

Some questions to consider asking during this stage include:

• What does your business do?
• Who are your customers?
• Where are you located, and how long have you been in business?
• What challenges did you face before coming to us?
• Why did you decide to use our products or services?
• What makes us different from our competitors?
• What’s it like to use our products or to work with us?
• How have you benefited from using our products or services?

Write the Script

You may be tempted to hire a professional writer to handle this portion of your video planning process, but you don’t need to be a pro to write a great customer testimonial video script! In fact, you may be better suited than an outsider to write your video’s script because of your intimate knowledge of your business and what brought your customer in your door.

Using the story arc you planned out and the background interviews you conducted as a guide, put pen to paper and write down the script for your video. Make sure you follow your arc and leave space for the interview portions of your script.

As you’re writing, remember that you don’t have to be long-winded to be effective; in fact, a majority of consumers prefer short-form videos to longer ones .

If you’re concerned with how long your video will be in the end, time yourself slowly reading the script and cut as needed to get it within the time limit you’re shooting for.

Add in Stats and Facts

Your customer’s story is a powerful marketing tool, but the ability to add in facts and data about how your product or service helped them only amplifies its impact.

As you’re writing and revising your script, look for places where you can add facts and figures that either you or the client provides. This information should relate to things such as how your product or service helped them increase sales, increase customer conversions, or some other measurable action.

While you could just read these numbers out during your video, they will stick more in the minds of your viewers if you put them on the screen somehow. Consider either putting a chart physically next to your customer as they talk about the stats, or adding a graphic during post-production.

Choose Your Shoot Location

Where you opt to shoot your video has a big impact on the overall look and feel of your case study video.

You want to choose a location that’s not too visually boring, but also not so busy that it distracts from the subject of your video. You also need to find a place that’s not going to be so noisy it will cause issues with the sound as you’re shooting.

The industry your customer works in may help determine your shooting location, too.

If they’re an attorney, shooting in their office may be ideal. For someone who works a more active job, such as construction, shooting outdoors might make sense.

Draw up a Shot List

Sit down with your video script and plan out a list of the shots you want to get, including angles, so you can walk into the shoot ready to go.

For your interview segments, try to plan out a variety of angles and shot sizes to create some visual interest since they’ll all include your customer. Also, plan out your B-roll video so that you don’t risk missing something that could really make your video pop.

Don’t Forget Day-of Details

As you wrap up the planning of your customer testimonial video and move into the filming stage, here are a few things to keep in mind:

• Check the noise level and lighting of your location before you begin shooting. There’s nothing worse than having to re-shoot everything once you realize there’s too much background noise or that your subject is in shadow the whole time.
• Tell your interview subject to answer questions in full sentences, restating the question if necessary, rather than short words or phrases. Anything extra they say can be edited out of the video in post-production.
• Plan to spend a significant amount of time collecting B-roll footage, including your customer at work, your products or services in action, and the shoot location. This video will come in handy as you’re editing your video to provide some visual interest.
• Overestimate the amount of time you build into your schedule to shoot. It’s much better to wrap up early because you were able to capture everything than it is to rush to stay on schedule and worry about getting all the shots you need.

Once your video is shot and edited, you need to think about how to get it in front of your potential customers.

The good news is that case study videos are incredibly versatile, allowing you to use them in a variety of your marketing efforts.

Some ways to utilize your new corporate testimonial video include:

• Embed it on your website, either on your homepage, on a specific product page, or on a page dedicated to customer testimonials
• Include the video in marketing emails you send out to potential customers
• Share it on your social media accounts
• Add the video to your sales pitches and presentations
• Promote the video in a digital advertising campaign

Creating a captivating, engaging customer focus video can help you sell your products and services more easily to new customers. Your customers already patronize your business, and they can tell great stories that will resonate with others who face similar problems.

While it may seem daunting at first to plan and shoot your own case study video, with a little bit of time and planning, you can create a video that will be useful for a variety of marketing purposes and help you increase your leads and sales.

If you’re looking for a video training platform that helps you store, organize, and share your customer testimonial videos, give Dacast a try. Try it free for 14 days with access to everything Dacast has to offer. You won’t have to pay hefty start-up fees, sign a contract, or give us your credit card number.

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Harmonie is a Senior digital marketer with over 6 years in the Tech Industry. She has a strong marketing and sales background and loves to work in multilingual environments.

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7 Case Study Video Examples [Updated 2023]

Case studies are a valuable in video marketing, social media marketing, and sales. They make your features and benefits more tangible for prospects. And they help viewers digest and remember key points.

The question is, what does a good case study video look like?

Below, we give you answers in the form of our favorite case studies. We cover video content from giants like Freshbooks as well as SMBs like Moovs. But first, let's talk about...

What is a Case Study Video?

A case study video is a piece of content that shows prospects how others are using - and succeeding with - a product. They usually feature some or all of the following...

• A customer story
• Testimonials
• Use cases, e.g. helping sales teams drive more revenue for Sendspark
• Stats and figures
• Before/after stories
• Benefit-driven narratives
• Problem resolution scenarios

Case studies can be used to sell to a potential customer, help retain current customers, and more. They are easy to use across all channels; social media, email marketing campaigns , etc.

5 Features of Successful Case Study Videos

Case study videos, including the 8 below, tend to have a few recurring features. These are...

• They’re customer-centric . A case study video isn’t really about your brand. It’s about your customer, their story, and how the product figures in that story. 
• They cover important information . Viewers retain 9.5x more information when viewing videos ( WordStream ). That’s why it’s important to address key points, yourself or through customers, with case study videos. 
• They are mobile-optimized . 75% of all videos views come from mobile devices ( eMarketer ). You need to avoid small type, distant shots, and overwhelming images where too much is happening all at once. Record desktop ; think mobile. 
• They’re big on emotions . 95% of communication comes from non-verbal cues. Customers’ gestures, facial expressions, body language and voice tone all have a huge impact ( Inc.com ). Use them!
• They’re engaging . Make things fun. Create an exciting narrative around the customer story. Go through slides or shots without stalling to avoid dragging out the video.

Now let's dive into the actual examples!

7 Case Study Video Examples

1. freshbooks case study (sarah).

Case Study Type: Testimonial

This is a short, benefit-driven testimonial video. It features Sarah: an SMB owner using Freshbooks for 2 years. 

Sarah explains how she benefits from using Freshbooks. For example, she... 

• Gets an extra 12 hours each week
• Always knows who owes her money
• Can use the app from her mobile phone

Any busy entrepreneur can relate to Sarah. She turns dry accounting software features into attractive benefits. Her messaging is a lot more persuasive than anything Freshbooks could tell you. 

The main takeaway is that testimonials from happy customers add a new dimension to case studies. And asking for them doesn’t have to be hard; all you need is a free Sendspark account and the Request Videos feature. 

2. Slack Case Study (Sendie)

Case Study Type: Customer Success Story

In this video, Sendie - a hybrid company - has its COO, CPO, and CTO talk about Slack. They explain how the software helps them manage distributed teams and remote workers across time zones. 

The CTO talks about Slack enabling a virtual “open door policy” remotely. The COO covers asynchronous communication with partners and employees. 

The video itself is standard (if very well-made). What’s special is its timing. It was released at the height of the pandemic, when most teams were looking for new ways to collaborate online. This made it a valuable way to showcase how Slack can help remote teams work better. 

The takeaway is that using customers to address hot topics - like “how do we work remotely postpandemic?” here - makes for powerful case studies. 

3. Resource/Ammirati Case Study (Wendy’s)

Case Study Type: Video Infographic 

This video explains how Resource/Ammirate created a valuable app for Wendy’s. It covers: 

• App features (e.g. mobile payment)
• App user experience (e.g. nutrition-based orders)
• Value-adds (e.g. customized meal orders)

By showing off the app’s key features and benefits, Resource/Ammirati give viewers a taste of what they can do. 

What makes this app stand out is the visuals. Graphics, stats, and screenshots are all used to emphasize and imprint talking points. For example: 

The takeaway is that you don’t need high production values to create a visually appealing case study video. You can simply just a Google Slide presentation and go through it using Sendspark’s screen recorder feature - all for free. 

4. Zappos Case Study Video

Case Study Type: Combo Video

This video has a bit of everything. Zappo’s corporate history, customer service recordings, puppets... It’s all there. 

The one thing that really shines through is Zappo’s fun, helpful energy. You can tell the brand cares about serving customers and entertaining you with this odd-but-fun case study. 

We have two main takeaways here. One is that you can combine different video types to make a case study. The second is that being informal and letting your personality shine through can make for good case studies; especially in the B2C space. 

5. GoPro Case Study

Case Study Type: User-Generated Content Case Study

This GoPro case study combines customer testimonials with user-generated content. The result is a fun, fast-paced case study. GoPro is positioned as a gamechanging technology as we see early adopters use it. 

The takeaway here is to use a combination of product videos and in-person footage. Seeing people use a product in real-time offers a preview of what using it for yourself is like. 

The cool part is that creating UGC for digital products is very easy. All you have to do is request a video using SendSpark , asking customers to show themselves using the product. 

6. Google Ads (Princess Polly)

Princess Polly is an environmentally conscious e-commerce company. Their case study explains how they used Google ads to scale their business by appearing top of page 1 for target keywords. 

This video has a different feel to most of the ones on this page. Its focus is on warming up leads instead of introducing them to the product. Its talking points overcome objections while positioning Ads as the perfect product for e-commerce and SMB customers.

The takeaway is to use case studies to qualify leads, highlight benefits, close sales, and overcome objections - not just generate leads. 

7. Duda Case Study (Moovs)

Case Study Type: Feature Review

In this video, Duda customer Amir Ghorbani explains how they whitelabel the software to serve their 200+ customers. Unlike most case studies, this one focuses on features; not benefits. Amir goes through key features that made whitelabeling preferable to building in-house. 

This kind of video is useful when you’re deep into the customer journey. It helps close sales and warm up leads who are already in the sales pipeline. 

The takeaway here is that you can make feature-focused case studies to help convert leads into customers. User testimonials and product demos - or a combination of both - work well for that purpose. 

8. HubSpot with EZ Texting

Case Study Type: In-Depth Use Case

This video focuses on one person - Shawn Lucas, Director of Sales Operations - and one use case: sales. 

This makes this video unique. It’s a deep dive into one specific customer avatar’s needs and benefits. It’s highly persuasive - but only if your work is somehow connected to sales, marketing, and customer-facing operations. 

The takeaway is that you don’t have to make case studies with everyone in mind. Given how easy it is to create and upload videos, you can make a bunch of videos for different situations and target audiences. 

Now you know how big brands make case study videos. Use the examples above to inspire your sales team, improve video marketing efforts, and impress your target audience.

Just remember: you don't need a huge budget to get huge results from your case studies. All you need to get started is a webcam and a free Sendspark account .

With our software, you can put together beautiful, personalized videos that combine selfie shots and screen recordings. You can also ask customers to send their stories and testimonials in using the request video feature .

If you want to see more videos from cool brands, check out our article on prospecting video examples. Thank you for reading!

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How to Create Convincing Case Study Videos [Free Guide]

Craft persuasive case study videos by showcasing problem-solving in 7 steps.

Case study videos are a powerful way to demonstrate how much value your brand will bring to a prospective customer. Using stories from real customers you can create compelling content that convinces you audience to take action.

To watch some example case study videos we've created for our clients:   click here!

Download our guide to learn how to research, plan and create captivating customer case study videos that will inform, educate and   inspire your audience to take action .

The process of planning and producing video is subtly different each time. Each case study is unique, because each of your customers is unique.

Luckily, there are some general guidelines that should always be followed when creating video success stories.

We've put together a Straightforward Guide to Case Study Video  to lead you through the 11 key steps to creating case study videos that  build trust, convert leads and close sales. Keep scrolling for an overview of its contents, or just click the button below to download it now.

7 Simple Steps to Creating Convincing Case Study Videos

1. set clear, specific goals.

The first step to getting what you want from case study video is deciding what success looks like. Set some clear and achievable objectives that tie into your wider business goals.

Most likely y ou'll want to use your video case studies to help close sales, convert leads and make your sales team a bit more smiley.

But tweak your goals based on whatever specific target you want to achieve (and make them specific). This way you'll be more likely to hit your target, prove that you hit it, and ask for more money to hit it again in the future.

Free resource: You can use our Video Objectives Template  to help you set video goals.

2. Decide on Your Target Audience

How can you create a successful case study without knowing who you're trying to convince?

So it's vital that you narrow down which buyer persona your video is targeted at before jumping any further. This might seem like a simple step, but you'd be surprised how many smart people forget it.

Remember: if you try to appeal to everyone you'll end up appealing to no-one. It's simply not possible to speak effectively to all your diverse target audiences in one case study, so go ahead and just choose one.

3. Find the Problem, Solution, and Your Message

Do you know your target audience's biggest problem and how you solve it?

It's time to identify it. Because this is the cornerstone of your case study video . It's the thing that will prove to viewers you've solved their issues before for others and convince them that you can help them too.

Whatever that core problem is, it'll also become the core message of your video.

This is the major reason why your target audience buy from you. So it needs to be focused on throughout your case study, both in the interview questions and the story (more on that in a second).

4. Choose the Right Client & Get Them Onboard

Now it's time to get down to details. You know which buyer persona your client will need to belong to, but you still need to ask a real client to be involved in your case study video.

It begins with a screening process. You should go through all of your customers and narrow them down based on the target audience/buyer persona they belong to (this will most likely involve job titles and industries), and their ability give a set of compelling answers on camera.

A good rule of thumb: the more similar your chosen client is to the audience of your video, the better . That way viewers will identify with your client more readily, making them more likely to be swayed by your case study.

When it comes to asking your client to be interviewed, it's important to ease any concerns they may have. Be upfront yet gracious. Negotiating 101: the more issues of theirs you alleviate, the more likely they'll be to say yes.

5. Craft the Story Through the Right Questions

All great case studies rest on a compelling story. To extract that story from your client, it's necessary to have some sort of informal pre-interview chat with them to talk through their experiences (and their suitability as case study subject).

Next, the story must be constructed from your client's background, their core problem and their experiences with your product or service. The best structure to follow is the classic 4-part format :

• the situation,
• the problem,
• the solution,
• the outcome.

But how do you get your client to tell that story in a natural way? Through the right interview questions.

These questions should set your interviewees up so that they reveal the story and message of the case study authentically through their answers. Make sure they're open-ended, rather than yes/no, to get the most interesting responses.

6. Create the Visual Style

Video is a unique medium. It allows you to express your case study through visuals and sound as well as words.

This is a powerful opportunity, and you should take advantage of using colour, editing and music to reinforce the story you're telling and the brands you're representing.

Good case study videos have a good production value, which subtly confirms that you care about your client and their story. The best videos intersperse their interviews with supplementary footage (also known as B-roll) to keep viewers engaged.

An experienced video agency will help you create the right visual style for your brand before filming, on the shoot itself, and afterwards. In fact, they should support and advise you through the entire case study video process ( like us !).

7. Get Your Case Study Out There

Planning and production aren't the only steps to an effective case study video. You also need to create a marketing strategy for how and where it will be used.

Your case study can be distributed in an almost limitless number of places. This plan should be based on your original objectives and your target audience. Some good general uses for your video include putting it on your website, using it video marketing, and showing it during sales pitches.

And don't forget to include a specific Call-to-Action if you want your audience to take action after watching your video (you most likely do).

Round-Up: Plan for Case Study Success

Follow these steps and you'll be well on your way to creating effective case study videos .

But I'd be lying if I said there isn't more to it than that. There are plenty of other considerations to keep in mind when creating your video, and useful advice that can be invaluable (especially if you're new to the whole process).

Our Straightforward Guide to Case Study Videos will lead you through this process in much more detail, with examples, tips and tricks. Download it for free now to learn the 11 key steps to creating convincing & compelling case study videos that build trust, convert leads and close sales.

Written by Lydia Cockerham Copywriter for Venture Videos — a full-service video production agency that specialises in producing creative videos & campaigns that get real results.

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The Complete Guide to Creating Case Study Videos

Having confidence in your brand is great, but it can only get you so far.

You need to back your claims up with evidence.

Having a satisfied customer vouch for you can be far more effective than churning out dozens of self-promotional content pieces. If you’re looking to leverage your content towards attracting  potential  customers, show them how you’re helping  existing customers.  62.6% of marketers say that client case studies are effective at generating leads and are a critical component of a winning marketing strategy. They tie first place with content marketing and beat every other approach on the list.

The reason why is simple. Instead of focusing on yourself, case studies focus on your customers . They give new leads a window into the world you’re helping to create.

Video amplifies the trustworthiness of a case study and customer testimonial.

Transitioning away from traditional customer stories (i.e. blog post format) towards video case studies is worthwhile. Instead of reading about a customer’s excitement about your product, your users can literally see the excitement on that customer’s face. The psychological impact is clear.

What makes a great case study video?

Compelling case studies have proven themselves to be valuable conversion generators for a variety of industries. They are especially valuable for organizations that sell complex, expensive products.

The more invested users have to be before converting, the more the success story of a satisfied customer will resonate with them. This is why enterprise customer story videos tend to perform more successfully than small businesses.

Marketers who want to learn how to make a great case study video need to focus on three trust-building factors first:

• An authoritative customer interview.
• Complimentary shots of the office.
• Post-production graphics and narration.

Let’s look at how successful video marketers incorporate these factors into the customer story video production process.

Here’s a step-by-step breakdown:

Pre-production

Pre-production includes everything that you plan before the day of the shooting. There is a lot of work that needs to be done before you start filming anything.

1. Choose the right customer

The customer interview is the centerpiece of your case study video. Your top priority is finding an individual customer who is motivated to provide a glowing review of you and your company.

Ideally, this person is in a position of authority who benefits directly from your business. If they don’t have hands-on experience working with your products or services, they won’t know what to say.

Keep in mind that an employee of a lesser-known company may be more excited about your product than someone who works for a big, well-known company. You might find that honest enthusiasm is more conducive towards creating a good case study, compared to a recognizable logo does.

2. Lead the interview process

Make sure that you come to the interview prepared . Make sure to come up compelling yet easy to answer interview questions. Use the pre-production process to get an idea of how your customer feels about your product. If you can agree on a story that fits, the entire interview process will be far easier to steer in a positive direction.

Interview preparation can be difficult work . The more time you spend preparing, the smoother and less stressful the actual interview experience will be.

3. pick a viewing format.

Is your target audience going to view the video on a desktop or on mobile? This is an important question you’ll want to ask early on. The answer will change the way you approach the entire filming process.

If you are thinking about shooting a mobile video, try setting up your shoot for vertical viewing.

Vertical video format can perform well on social media and other news feed-oriented platforms. Keep in mind that 90% of Twitter users engage the platform via mobile.

4. Use the proper equipment

The single most important factor you need to consider when shooting a case study video is lighting. Great lighting can make smartphone camera footage look professional. Steven Soderbergh famously filmed an entire feature film using an iPhone . If it’s good enough for an Academy Award-winning filmmaker, it’ll be good enough for your case study subject and video.

Production and shooting

Once you have picked a customer to interview, established the story you want to tell, and picked a place to tell it, you’re ready to film.

This is where your pre-production preparation is going to pay off:

1. Don’t veer off course

During the course of the interview, it’s natural for the dialogue to take unexpected turns. Everyday conversation is full of uncertain asides, half-articulated thoughts, and full-blown diversions.

Film dialogue – thankfully! – is not.

Part of leading the interview means catching these slip-ups and addressing them. Ask your customer to avoid industry jargon and to patiently pronounce acronyms your audience may not be familiar with.

Don’t be afraid to re-shoot responses that veer away from the customer use case scenario. You’ll be thankful you did.

2. shoot more footage than you need.

The vast majority of raw footage you obtain will be thrown away. The typical low-budget filmmaker shoots six seconds of material for every single second that makes it on-screen. For big-budget superhero movies, this figure can shoot to 400 seconds of material for every second on-screen.

You won’t need so much material, but you will need more than you publish. Having the option to add footage will translate to positive results.

3. Sweat the details

Developing a shot list can help you break the shooting day down into manageable chunks. This is especially useful for shoots that take place in multiple locations. You’ll want to spend some time organizing every little detail that goes into shooting day.

This includes setting up the interview location and ensuring it’s quiet enough to successfully record audio. It may include making wardrobe or hair adjustments – just about any visual element you’d overlook in regular life can end up looking odd on camera.

It’s a good idea to overestimate your shooting time in order to compensate for these unforeseen complications.

Post-production.

There is one thing you should do before loading raw interview footage into your video editing software:

Send a thank you email to your interview subject and their immediate superior. This will go a long way in maintaining a good relationship. These people took time out of their busy schedules to help you market your product, after all.

Plus, if anything goes wrong on the technical side of post-production, you may need to re-shoot. That will be much easier to do if your interview subject enjoyed your time together.

1. Add graphics and narration

Just about any video editing software will allow you to add graphics and voiceover narration. Adobe Premiere is the premium solution favored by professional filmmakers , while Biteable and Lumen5 are ideal for less experienced users learning how to make case study videos on a budget.

For a complete rundown of the best online video editing solutions click here.

You may even wish to outsource video editing to a freelance professional on a case-by-case basis.  An experienced freelancer may be able to help you achieve the polished final result your customers are looking for.

2. Let your customer help promote the video

Remember sending that thank you email to your interview subject? Now they are that much more likely to share the final result on their social media pages and broaden your video’s exposure.

Most customers are happy to earn themselves the extra exposure that your video creates. If they are reluctant to share the video, you may be able to sweeten the deal by offering a backlink to their website from yours.

The benefits of cross-promotion are too valuable to pass up.

3. Wrapping up!

Don’t forget to enable closed captioning for your video. Most mobile video players automatically mute embedded video content. An overwhelming majority of Facebook videos are viewed with the volume off. You’ll need those captions to capture users’ attention and convince them to turn the volume up.

You may also wish to divide your case study video into chapters to improve user engagement. If you are using a professional video hosting platform , you can monitor user engagement and adjust your settings to optimize the results. Appropriate calls-to-action can be added at the end of th video, so interested viewers’ data can be captured. Be sure to check back on your video and monitor its performance regularly.

Keep learning

Cincopa launches new video editor, 5 top private video hosting sites for your business, best tips for editing training videos, elevate your b2b marketing with strategic video content: a step-by-step guide, 3 reasons to avoid self-hosting your videos in 2024, how to use interactive media on your videos and images , didn't find what you were looking for.

• Video Strategy

How to Create Case Study Videos That Convert

How do people come to trust a product or brand that they’ve never heard of?

One word: reviews. They need evidence that your product or service is worth investing in.

In fact, 92% of customers read online reviews before buying and 88% of consumers say reviews influence their online purchasing decisions.

And people are buying online now more than ever.

According to Statista , in 2020 alone, over two billion people purchased goods or services online, and during the same year, e-retail sales surpassed 4.2 trillion US dollars worldwide. If you want a slice of this lucrative pie, you need more than just catchy marketing campaigns.

If you’re looking to lure a good chunk of this audience to buy your product or service, you need to convince them that your product and service is an excellent investment. You need to instill FOMO in them. You need to illustrate the sheer value of your product.

And nothing does this better than video.

To be specific: case study videos.

Case study videos are powerful online-marketing tools for businesses looking to attract new clients, for brand awareness, and to drive revenue. They create trust and trigger an emotional response in the audience, encouraging them to click the ‘Buy Now’ button right away.

Create a stunning video in minutes

What makes a good case study video?

First things first, what exactly is a case study video?

A case study video is essentially a video testimonial from a happy customer or client . It outlines the problems the customer went through, the solutions they considered, their journey towards choosing your product, and then the results obtained after using the product for a certain amount of time.

Sounds technical?

The best case study videos are anything but. They’re engaging, tell an excellent story, and are super persuasive.

And they’re highly effective at boosting sales.

Because, word of mouth recommendations and testimonials are more relevant and important than ever , as most people nowadays aren’t inclined to make purchases without consulting reviews online.

So what are the ingredients required to create an effective case study video?

• Include on-camera interviews with customers . The more personal, the better. Try to keep away from scripted interviews as much as possible, because in today’s world, authenticity sells. Check out this article if you want to know more about personalized video marketing .
• Show how your business solves a specific customer problem, for example in a how-to video . Weave a beautiful story around your customers' pain points and how your business solved them.
• Use stats and figures to back up the customer’s story . Numbers are always a great way to back your point and increase conversion rates.
• Focuses on the benefits, not the features . Nobody wants to hear what your product does - they want to hear what it does for them! So focus on that.

Check out this article if you want to know more on how to make a professional video .

Which types of case study videos can you create?

Now, there are several different types of videos you can create for your business. Creating the same type can get boring for your audience so try to experiment with different kinds. Use them in your marketing strategy and on various online video platforms. Or have you ever thought about video prospecting in your sales strategy to make your information more snackable?

Curious about how to create corporate videos ? Look no further! PlayPlay offer you an easy way to craft professional content that captivates your audience and elevates your brand.

Testimonial video

The simplest way to create a case study video is really just to create a testimonial video . Ask your long standing, happy customers if they'd be willing to create an online testimonial video for you or they’d be happy to come into your workplace and create a testimonial video in person.

Testimonial videos are usually very simple to create; they do not require any extravagant set preparations or a long, complex script.

Q&A style interview video

Another popular case study video type is a Q8A (question & answer) style interview video .

You prepare a bunch of specific questions beforehand and ask your consumers to answer them honestly.

There are several ways to conduct this kind of video.

You can conduct a live session on social media (this works really well as a digital-marketing tactic, too, since consumers watch live video 10–20 times longer than on-demand content!)

Review video

A simple review of your product or service makes a great case study video, too.

To add some extra oomph to the video, consumers can demonstrate how the product or service works.

Narrative video

And finally, you can create a beautiful story around your product and service and have consumers pitch in and present their feedback .

A lot of bigger brands are investing primarily in narrative case study videos and it’s usually a huge hit with their audience.

💡 PlayPlay Pro Tip

These different types of video don't have to be mutually exclusive. A best practice in content marketing is to reuse high quality content multiple times. So why not repurpose your video content as well? For example, you can include your customer testimonial in a demo, use it as an ad, or include it in a video slideshow when showcasing the highlights of the year.

How to make a case study video: a step-by-step guide

Now let’s learn how you can create a case study video to further your marketing goals.

Define your audience and their pain points

First and foremost, understand and define your audience.

• Who are you creating this case study video for?
• What are their pain points?
• What solutions are they seeking?
• What demographic and geographical location are they from?
• Have they bought from you before or this is their first time?

Be as comprehensive as possible in defining your target audience.

Define the key message and objective of the video

Next, what message are you giving via your video?

Essentially a case study video’s primary goal is to establish trust and convince the audience to buy your product. But depending on the type of case study video you’re creating and what stage of the marketing funnel you’re targeting, your objective will vary.

So your objective can differ depending on,

• Whether you’re promoting your entire brand and business via the video or a specific product or service,
• If you’re creating a case study video to give a marketing boost to your new product launch,
• Or if you’re simply looking to increase engagement with your audience on different platforms via social media marketing.

Once you’ve outlined the objective of your case study video, it’s time to decide on your key message . What narrative are you going for? What message would you like to give your audience via this case study video? What solutions would you like to highlight?

Be crystal clear.

Select your subject or subjects

To create an engaging video, you need to choose the right subjects.

Depending on your key message and objective of your video, select customers that will best work for your case study video .

When choosing customers to feature on your video, keep the following things in mind,

• Your target audience can resonate well with them
• They have a great, persuasive story
• They’re comfortable sharing their story with your audience
• They have a strong presence on camera

Write your video script

Now it’s time to work on your video script.

A great video weaves a beautiful, persuasive story. And a great story has 4 main stages,

• Outline the pain points of your target audience

What difficulties are they going through?

What challenges are they facing?

Opening your video by stating these challenges empathetically is a great way of getting your audience’s attention right away.

• Introduce the hero of your story

You can have one strong hero or you can feature multiple people in your video and they can all narrate their unique situations, experiences, and personal stories to add variety to the video.

• Explain the solution

This is where you illustrate via text, voice over, or even through your subject’s story how your brand helped the customer overcome their challenges. Make it succinct but informative.

• End with a call-to-action

Provide your audience with a resolution and end with a strong CTA to help them take the next step.

What would you like viewers to do? Like your page? Click on your landing page? Buy a limited edition product you’ve come out with? Or simply sign up to receive brand updates? Whatever it is, highlight it at the end of the video.

Include numbers and stats

A great way to add some oomph to your case study video and convince potential customers is by using numbers and stats .

While it’s always a good idea to ask customers to add numbers to their stories, you can also also strengthen your case study video by adding the following numbers,

• Quoting industry stats
• Mentioning the number of customers you’ve helped
• Your social media follower count (screenshots of raving tweets wouldn’t go amiss here!) if your goal is social media marketing
• YouTube subscribers if you’re targeting YouTube marketing

And if you’re posting this video on social media platforms, use hashtags to broaden its reach! Make it viral! You want your videos to be watched by millions of people? Learn more in this blog article about how to create your own buzzfeed video .

Decide the format of your case study video

This is where you decide on the type of case study video you’d like to create.

If you’re filming it live with your subject, make sure to,

• Choose the right location . You can shoot it in your office, in an open outdoor space, or create a dedicated set for it.
• Always create a shot by shot storyboard , to make sure that your subjects, filming crew, and everyone else involved in creating the video know which shot comes when.

And if you’re conducting an online interview via webcam or everyone’s favorite Zoom (for live streaming), make sure to make a list of questions you want to ask . You can always email your subject a list of questions so they can prepare beforehand, as well.

💡 Thinking about the cost of producing a corporate video?

Discover our complete guide on how to budget your corporate video.

Create and edit your video

Now once you have all the B-roll you need, the interviews all nicely shot, and all the extra bits and pieces required to create the perfect case study video, it’s time to start piecing it together and edit it.

However, when editing is concerned, there’s one problem - using complex editing softwares.

Marketers often stay away from using heavy duty editing softwares like Final Cut or Adobe Premiere Pro for several reasons; they're complex, the learning curve is massive, and they don’t always have guidelines available for non-technical individuals and laymen.

This hampers their video creation and editing process.

The solution?

Using an easy-to-use online video creation platform like PlayPlay . It has a huge library of ready-made templates that you can easily personalize with your brand's look and feel.

You can further add graphics (animated videos are all the rage online!), use interesting text styles, fonts and visuals, and play around with a range of other video editing features to make your video ready for social media!

Start creating videos

That make information easy to retain, explanations convincing, and brand storytelling compelling.

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5 impactful case study video examples you can make in 5 minutes

Mattison Hofstedt

November 15, 2023

Think creating impactful case study videos requires hours of filming and editing? Think again! We're about to show you that it's possible to craft compelling case study videos in as little as five minutes, using resources you already have.

In this article, we're excited to showcase five outstanding examples of case study videos that were crafted in mere minutes. Each example demonstrates how you can turn existing written content into a visually engaging and persuasive narrative, proving that effective marketing doesn't always require a lot of time or resources. Let's dive in!

Why case study videos matter

But first, let's address a crucial question: Why are case study videos so important? These videos are not just another marketing tool; they are a powerhouse of storytelling that can significantly boost your brand's credibility and customer engagement.

89% say that watching a video convinced them to buy something.

Videos can simplify complex information, making it easier for potential clients to understand the value proposition. A well-executed case study video can act as a persuasive testimonial, driving more leads to convert. 

91% of folks want to see more videos from brands in 2023.

Sharing success stories humanizes a brand. When existing clients see their stories being showcased, it fosters a sense of pride and loyalty. For potential clients, seeing real-life success stories in video builds trust and credibility.

Viewers retain 95% of a message when they watch it in a video compared to 10% when reading it in text

Videos are more engaging than text. With the right storytelling techniques, a case study video can keep viewers hooked till the end, increasing the chances of them taking the desired action.

Myth busting: You don't need client footage

Now, let's debunk a common myth: You don't need extensive footage of your clients speaking to create an impactful case study video. The secret lies in leveraging the written case studies you already possess. 

By combining this existing text with relevant images, be it supporting visuals or simple headshots of your clients, you can narrate a compelling story. This approach not only eases the process for you but also respects the privacy and time constraints of your clients, who may be hesitant or unable to participate in video recordings.

5 fast and effective case study video examples

Now we’re going to show you 5 outstanding case study video examples crafted in mere minutes. Each demonstrates turning written content into engaging, persuasive narratives, proving effective marketing doesn't always need extensive resources.

Example 1: Challenge, Solution, Impact

The structured approach.

The Challenge-Solution-Impact format is a classic yet powerful structure for case study videos. It's simple: just fill in key details under each heading. We combine industry-relevant footage with images of the individuals behind each case study, creating a compelling narrative that resonates with viewers.

Example 2: Authentic Testimonials

Customer voices amplify your brand.

There's nothing quite like a customer's perspective to make your offerings relatable. Quick testimonial videos lend credibility and build trust in your brand. Easily produced, these videos gather customer insights through emails or forms, showcasing genuine experiences in a straightforward format.

Example 3: Powerful Single Quotes

A quote that speaks volumes.

Sometimes, a single, strong quote is all it takes to captivate and encourage further exploration. This format focuses on a standout quote that represents the essence of the customer's experience, making a lasting impression with just a few impactful words.

Example 4: Results-driven stories

Highlighting success stories.

Start with the end in mind - showcase the tangible results achieved by your clients. Whether it's a significant increase in LinkedIn followers or other measurable successes, using results as a narrative driver, complemented by supporting visuals, creates a compelling and aspirational story.

Example 5: Narrative storytelling

Engage with a story.

Narrate the customer journey as a story. This approach tends to capture attention more effectively than plain text, inviting viewers to follow a relatable and engaging narrative from start to finish.

Effortless case study video creation with Storykit AI

As we've explored these diverse and engaging case study video examples, a key theme emerges: simplicity and efficiency in video production. 

This is where Storykit AI becomes your invaluable tool. Imagine the convenience of creating these compelling videos by simply copying and pasting text from your existing case studies into Storykit AI. It's a game-changer.

Quick and user-friendly process

Storykit AI streamlines the video creation process, making it accessible even for those with no prior video editing experience. The process is as simple as it sounds: take your written case study, copy the text, and paste it into the Storykit platform. Within minutes, you have a foundational video ready.

Personalization and flexibility

But it doesn't stop at just generating a video; Storykit AI offers the flexibility to tailor and edit. If there's something in the automatically generated video that doesn't quite fit your vision, you can easily make adjustments. This customization aspect ensures that the end product is not just quick to create but also aligns perfectly with your brand's message and aesthetic.

A five-minute transformation

The most striking aspect of using Storykit AI is the speed. In about the time it takes to enjoy a coffee break, you can transform a written case study into a visually engaging video narrative. This efficiency doesn't come at the cost of quality either. The platform is designed to produce professional-level videos that are ready to captivate your audience.

Case study videos will be a game changer when it comes to your marketing game, and if you have Storykit AI by your side, there is no reason not to be creating them. Whether you're looking to create a structured case study, a powerful testimonial, or a story-driven video, Storykit AI equips you to do so in a matter of minutes, not hours. Embrace this tool and watch as your case studies come to life in a whole new way, engaging and inspiring your audience like never before.

Ready to create high quality videos? Try Storykit today . First time here?

Hello. We’re Storykit, the complete video creation tool that transforms any text into compelling video content. Our thing is video for everything, video for everyone. And by everyone, we mean everyone who wants to do high volume, even higher quality video. Everyone who doesn’t have the budget or time for traditional production. Everyone who has absolutely no editing skills. Everyone with a content plan. Everyone without a content plan. Everyone who’s never made video in their life. That everyone. Let’s do it. Let’s Storykit it.

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How to Create The Most Effective Case Study Video

Case study videos and customer testimonials are a powerful way to highlight your customers' successes—along with how your company helps.

With case studies and testimonials, you're letting someone else do the talking for you. You can add these videos and text reviews to your website for visitors to see, or use them in emails or your social media posts to help attract new customers.

With video testimonials, you can provide the context of your relationship with that customer, so your prospects can learn more about why they chose you over the competition. And with case studies, it's a chance to show off not only what you've done for someone else, but also showcase the results they achieved as a result.

What is a Case Study Video

A case study video is a piece of persuasive content that businesses use to illustrate the value of their products or services. It’s a customer testimonial video that adds authenticity to your marketing efforts.

Case study videos are important pieces of content for businesses to have in their arsenal because they can be used across all marketing channels.  Whether you’re looking for something to share on social media, publish on your website, or show at a trade show—a case study video will do the trick.

Successful case study videos:

• Include on-camera interviews with customers
• Show how your business solves a specific customer problem
• Use statistics and figures to back up the customer’s story
• Focus on the benefits, not the features

If you're looking to produce video case studies and testimonials, consider these 3 tips:

• Consider the story
• Don't make it all about sales
• Keep it simple

Explore a few case studies of our clients

How long should a case study be.

A case study's duration can vary based on many elements, such as its goal, target audience, and how difficult the subject matter is. There is no set length requirement, but it's crucial to strike a balance between giving the reader enough information and keeping their attention. The following factors can be taken into account when choosing the right length for a case study:

1. Consider the scope and aim of your case study . Is it intended to give a general overview or go in-depth on certain topics? For an introduction or illustrative purpose, a shorter case study might be sufficient, whereas a larger document might be necessary for a more thorough investigation. To assess the level of information required, specify the case study's objectives and scope.

2. Determine who your target audience is and what level of expertise they possess . If you're writing for researchers or members of the industry, they might anticipate a more in-depth and technical analysis. In contrast, a case study that is brief and simple to grasp might be preferred by a larger audience. Adapt the length and substance to the demands of your target audience.

3. Subject complexity : The length may vary depending on how difficult the case being investigated is. You might require additional room if the issue is complex and multifarious so that you can go into more detail and offer a thorough analysis. On the other hand, if the case is simple, a shorter case study can be adequate.

4. Resources at your disposal : Take into account the resources at your readers' disposal. A shorter case study could be more engaging and approachable if they have a short attention span or limited time. A lengthy case study, on the other hand, can give your audience a better understanding of the subject matter if they are ready to put in more time.

5. Format and organization : Pay close attention to how your case study is set up and organized overall. To make the text easier to navigate and read, divide it into distinct sections and add headers and subheadings. No matter how long it is, make sure your case study is well-organized, interesting, and cohesive.

There’s no one size fits all recommendation for the length of a case study. Depending on the objectives, target market, level of complexity, and resources available. Strive to strike a balance between giving your readers enough information and keeping their interest.

The total length of the case study should ultimately depend on how well it can communicate the most important ideas, revelations, and lessons from the case under analysis.

What are the Benefits of Case Study Videos

Do you know that your customers are the lifeblood of your business, and the best way to show potential new customers how great your product or service is? You guessed it: by showing them how great it is for your current customers. That's why video case studies are an amazing marketing tool. Here’s why you need a video case study for your business:

• They’re persuasive: Having your customers deliver compelling reasons why your product works is powerful. Video is a direct and persuasive medium; viewers retain 95% of your message when they watch it in a video, and only 10% when reading it in text.
• They’re engaging: Your target audience is more likely to watch a short video case study than to read a text version of it. That's because video marketing is more engaging. Around 72% of customers prefer to learn about a product through video compared with any other medium.
• They’re emotional: Video case studies deliver personal testimonials directly from your customers, which helps establish an emotional connection with the viewer. Connecting a human face to a story is powerful, and 95% of our decisions are subconsciously driven by our emotions.

Why Use Case Study Videos

Case studies are a powerful way to showcase your work and tell the story of how your business solved a problem for another company. But if you want to grab the attention of potential clients, you should consider turning your case study into a video.

Video is one of the most effective ways to get your message across, whether you’re looking to attract new customers or sell more products online. Because people process visual information much faster than text, video can help you get your message across quickly while also making an emotional connection with viewers. If a picture’s worth a thousand words, then imagine what an engaging video can do for your marketing efforts!

By featuring a client in case study videos, you add a human element that’s difficult to achieve with a traditional, text-based case study. Interviewing clients in video allows potential customers to better understand how your products and services solve real-world problems. When properly executed, a case study video showcases the value of your work and helps grow your business.

Where to Use Case Study Videos

Once you have a compelling final product, you’ll need to consider how to get it in front of your target audience. Luckily, case study videos are versatile pieces of content that you can use across a variety of marketing channels. Here are some options to consider:

• Your website and blog
• Social media
• Email newsletters
• Presentations
• Trade show booths, meetings, and events

Create Your Case Study Video Today

At Video Supply, we partner with brands to produce compelling case study videos every day to help them achieve their business goals.

We've had the opportunity to work with several clients in a range of industries, from enterprise, tech to consumer goods. All these brands face the daunting challenge of establishing why they are needed in the market. And so, to effectively communicate their unique value propositions, brands need to create a case study video.

Case studies are a powerful way to tell your business’s story. They can take many forms, from simple product benefit videos to multi-person testimonials. By using stories told by real customers instead of corporate jargon, you create engaging content that resonates with your audience.

Get started today on creating your first or next high-performing case study video.

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How to Create A Video Case Study and Customer Testimonial

Rev › Blog › Media & Entertainment › How to Create A Video Case Study and Customer Testimonial

The business world values a well-written case study, but the world is changing. With video now being prized above other forms of media messaging, video case studies are worth producing. How can you begin using this new method of sharing your brand? What first steps should you take before ever filming? Here’s how you can plan, schedule, shoot, and edit video case studies; the results will have potential clients wanting to know more about what you offer.

The Benefits of a Video Case Study

Case studies can help clients and customers share your unique benefits in a way you just can’t do yourself. Written case studies can provide good context. Customer testimonial videos allow clients to use their own voice and show them in their actual environment. This makes it easier for viewers to connect and imagine how your offerings can make their lives better, too. Video case studies are also incredibly shareable. When posted to social media or your website (such as to celebrate #GettoKnowYourCustomersDay ), they can positively impact reach. People will be more likely to share the video testimonial with their own connections.

A case study requires a time investment of your featured client. Why would they want to help you? By reminding them of how you’ll widely market the visual case study, they may be more invested. Exposure for you means exposure for them. It’s a marketing strategy win-win.

How to Prepare for a Video Case Study

Compared to the filming and editing phases, the preparation phase may be the longest. That’s because you have to do several vital steps before you ever get to the shooting location, including:

• Creating a storyboard that highlights your benefits while giving time for the subject to tell their customer story
• Researching how the client used your product or service
• Creating leading questions that help the client relay their experience in their own words
• Contacting the client to set expectations and make them comfortable with the process
• Choosing and setting up filming locations – preferably someplace that reflects your brand and maximizes natural light and creative elements
• Hiring and placing your film team
• Gathering the right equipment for the shoot, including the equipment used by a client on a virtual meeting solution

If you are conducting the interview virtually, through a video chat software, your list will be a bit different. Instead of finding a place to shoot, you’ll help guide the client on how to set up their workspace. You can share with them how to create a neutral background instead of using virtual backgrounds. Tips for controlling volume or using accessories for better sound quality should also be passed along.

(How can you know what best practices to share? Use the FAQ or help sections of the video conferencing provider of your choosing to start. Sites like Zoom have their own success tips for getting great video results.)

Some companies assemble a video kit with lighting and all the accessories needed for a good video call. You can mail this to your interviewee ahead of time and send return postage to have it mailed back. This small investment can have big returns on the quality of your video.

How to Conduct Interviews via Zoom Video

Now that you’re ready to start filming, the real fun begins. Are you using a video conferencing solution? You will have to take some extra time to get the lighting and sound just right for your visual content. Thankfully, Zoom has some features that let you stream in high def and record everything for download later. Be sure to tell your client to use an ethernet internet connection, if available. It’s more stable than wireless and can help boost your video quality and recording settings.

Don’t feel you can’t start over or ask questions more than once. Above everything, let the client tell their story. Even if they provide much more than you need, a natural flow of conversation will work best. You can always edit later.

Be sure you start video recording at the very beginning. Let the interviewee know that they are live before you start the interview. If you screen share, capture both the video and audio for later use.

Editing Best Practices

The work of editing video case studies can be overwhelming without a plan. While you should have created your questions to provide a great story, editing can fill in any gaps. The story should include, at a minimum:

• An introduction of the company, who they are, and what they do
• Their problem to be solved
• The solution they were seeking
• How the product or service you provide met that challenge
• Recommendations for others wanting to use your offering
• Results, including any measurable ROI in dollars, time saved, time to market, etc.

You aren’t limited to just what the client says. Their own words, however, should be the foundation of your case study. Soundbites that should be included include any clips where they tell a personal story or feel especially passionate about what they are sharing. Catchy lines or soundbites that would make good slogans should be included.

Finding the right soundbites for the story

With potentially hours of video footage to scrub through, it may be hard to find the moments that are going to best tell your customer story.

The best approach is to get your interviews transcribed with Rev. Once you have the interview as text, you can easily find those one-liners, shoutouts, and brand or product mentions that you’re looking for.

And, you can look for the best phrasing of ideas if the person on-screen said things a different way at another point in the interview.

Don’t shy away from b-roll from video interviews, still photos, or your own animations.

Add Captions to Video Case Studies

One of the best ways to get your point across is through compelling video case studies is to make them accessible and easy to watch when the sound is off on the viewer’s device. You can create closed captions for any of your Zoom video calls by using Rev. Simply visit the closed captions order page and upload your final edited video or the audio file of your Zoom meetings.

Within hours, you’ll have closed captions or subtitles ready to publish with your video. You can use it to accompany your video on your website or social media.

Zoom recording has changed the way we do interviews, making video case studies easier than ever. The added simplicity of intuitive recording features create video at the touch of a button. Even novice directors can make their big debut. Whether you do single person interviews or feature entire teams, today’s online video solutions can manage it. Video conferencing isn’t just bringing people together; it’s documenting successful business partnerships for the whole world to see.

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How to Make Killer Video Case Studies

Everyone loves a good story. Maybe that’s why video case studies are popular. Case studies are stories that give us insight, provide a behind-the-scenes look, and introduce us to real people at a real company. Many businesses use case studies to show how their products and services are making an impact on their customers. They can document new product development, or show how a company has made improvements, changed corporate culture, or leveraged resources for the benefit of a community.

We’ll explore every facet of video case studies, breaking down what they are, how to make them, and what makes a successful one. We’ll also provide you with case study video examples as well as tips for making effective videos that will drive results.

Key Takeaways

What is a video case study?

A video case study is a compelling audiovisual presentation that tells the story of how a particular product, service, or solution positively impacted a real-world customer or client. It typically features interviews with the customer, highlights their challenges and goals, and showcases how the featured product or service provided a solution and delivered measurable benefits.

Video case studies are powerful marketing tools, as they build trust, demonstrate credibility, and provide potential customers with real-life examples of successful outcomes, ultimately influencing their purchasing decisions.

What are the benefits of video case studies?

The truth is, consumers want more video content. In a 2023 study from Wyzowl , 91% of respondents claimed that they wanted more video content from brands. So why not give the people what they want? On top of that, using case study videos can offer several significant benefits for a business:

• Credibility and trust: Case study videos showcase real-life success stories, demonstrating that your products or services have delivered tangible benefits to satisfied customers. This builds trust and credibility with potential clients or customers.
• Engagement: Videos are inherently engaging and can captivate your audience better than text or static images. Case study videos allow you to tell a compelling narrative, keeping viewers interested in your content.
• Demonstration of expertise: Through case studies, you can showcase your expertise and industry knowledge. They establish you as an authority in your field and position your business as a go-to solution provider.
• Problem-solution narrative: Case study videos often follow a problem-solution structure, helping potential customers identify with the challenges presented and visualize how your product or service can solve their own problems.
• Personal connection: Including customer interviews or testimonials in your videos adds a personal touch. Prospective clients can relate to real people who have benefited from your offerings, making your brand more relatable.
• Versatility: Case study videos can be shared across various platforms, such as your website, social media, email marketing, and presentations. This versatility ensures that your success stories reach a wide audience.
• Measurable impact: Case study videos can include data and metrics that demonstrate the concrete results achieved by your clients. This evidence of ROI can be particularly persuasive.
• Lead generation: Well-optimized case study videos can serve as valuable lead magnets, attracting potential customers who are actively seeking solutions to problems similar to those addressed in your videos.
• Storytelling: Effective storytelling in case study videos helps create an emotional connection with your audience, making your brand more memorable and relatable.

Incorporating case study videos into your marketing strategy can have a profound impact on your business by fostering trust, engagement, and conversions while showcasing your expertise and the real-world benefits of your products or services.

Are there different types of video case studies?

As with any genre of film or video production, there are some commonalities in style and tone you’ll see as you delve into that genre. The same holds true with video case studies, where there are several common types you will encounter.

Product/Service Reviews

Purpose: Product or service review case study videos aim to provide an in-depth analysis of your offering’s features, functionality, and benefits. These videos offer an objective evaluation and often serve as informative resources for potential customers.

• Introduction: Begin with an introduction to the product or service being reviewed.
• Features and Benefits: Highlight key features and benefits, explaining how they address specific needs or pain points.
• Demonstration: Showcase the product or service in action through practical demonstrations.
• User Experience: Share real user experiences, feedback, and opinions.
• Comparison (optional): Sometimes, a review may compare your offering with competitors to illustrate its advantages.
• Conclusion: Summarize the review, emphasizing the overall value and why viewers should consider your product or service.

Audience: These videos are geared toward potential customers who are actively researching your product or service. They seek detailed information to make an informed purchase decision.

Benefits: Product/service review case study videos build trust and transparency with your audience. They offer an unbiased evaluation and help potential customers understand how your offering can meet their needs.

• Testimonials

Purpose: Testimonial case study videos feature satisfied customers or clients sharing their personal experiences and success stories with your product or service. These videos serve as powerful social proof, demonstrating real-world benefits.

• Introduction: Introduce the customer or client who will provide the testimonial.
• Problem: Describe the challenges or issues the customer faced before using your product or service.
• Solution: Explain how your offering addressed those challenges.
• Benefits: Highlight the specific results, improvements, or positive outcomes achieved.
• Recommendation: Conclude with the customer’s recommendation or endorsement of your product or service.

Audience: Testimonial case study videos are effective for a broad audience, particularly those in the consideration stage of the buyer’s journey. They provide credibility and build trust.

Benefits: Testimonial videos offer authenticity and credibility, showcasing real customers who have benefited from your offering. They help potential customers relate to others with similar needs and challenges.

Narrative Case Studies

Purpose: Narrative case study videos are storytelling-focused. They aim to engage viewers emotionally by presenting a compelling narrative that highlights a customer’s journey from problem to solution, often emphasizing the transformational aspects.

• Introduction: Set the stage by introducing the customer or client and their unique situation.
• Challenge: Describe the significant challenges or pain points the customer faced.
• Journey: Take viewers on the customer’s journey, emphasizing their struggles and emotional experiences.
• Solution: Reveal how your product or service came into play, providing a solution and sparking change.
• Transformation: Showcase the transformation or positive outcomes that occurred as a result.
• Conclusion: Conclude with a powerful message that resonates emotionally and reinforces your product or service’s role.

Audience: Narrative case study videos are particularly effective for creating an emotional connection with viewers. They engage a wide range of audiences, including those in the awareness and consideration stages.

Benefits: These videos go beyond showcasing features and benefits; they create an emotional connection. Narrative case study videos are memorable and can inspire action by demonstrating the profound impact of your offering on a customer’s life or business.

Each type of case study video serves a unique purpose and engages different aspects of your audience’s decision-making process. Depending on your goals and the subject matter, one of these case study styles should help you convey the message you’re trying to get across.

How to make a video case study

Case studies as a rule won’t necessarily follow an exact timeline or template, but in general, the following steps are typically part of the video case study production process.

1. Planning and Pre-production

Before diving into the video production process , it’s crucial to lay a solid foundation. Start by clearly defining your objectives for the case study video. Identify the specific goals you want to achieve, such as increasing brand awareness, showcasing product effectiveness, or driving conversions.

Selecting the right client or customer is a pivotal step. Choose someone who has a compelling story to tell and has experienced significant benefits from your product or service. Gather initial information about their experience and challenges to ensure they align with your goals.

Set clear goals and key messages you want to convey through the case study. These messages will guide the direction of your video. Assemble your team, which may include videographers, editors, and interviewers, and develop a production timeline to keep the project on track. Don’t forget to secure any necessary permissions and releases from your client and any individuals featured in the video.

2. Research and Interviews

With your pre-production work complete, it’s time to dive into the research phase. Conduct in-depth interviews with your chosen client or customer. These interviews should yield insightful testimonials that highlight the impact of your product or service.

During the interviews, aim to identify the pain points and challenges your client faced before using your solution. Document their journey in detail, from their initial struggles to the moment they found your product or service. Equally important is to capture how your solution addressed these challenges and the benefits it provided.

Supporting data and metrics are key to substantiating your case study. Collect relevant statistics, customer feedback, or any measurable results that reinforce the success story. Build a storyboard or outline for your video, which will serve as the roadmap for the narrative you want to convey.

3. Filming and Production

The production phase involves bringing your case study to life through video. Start by meticulously planning the video shoot. This includes location scouting to find suitable settings, setting up equipment, and assembling your production team if necessary.

Conduct interviews with your client to capture their story authentically. Additionally, capture B-roll footage that complements the narrative. Ensure that you maintain high-quality audio and visuals throughout the shoot to create a professional and engaging video.

Consistency in branding and style is essential. Your case study video should align with your brand’s identity and values. If needed, shoot additional footage to fill any gaps and enhance the overall storytelling.

4. Post-production

After filming, the post-production phase is where the pieces come together to create a cohesive and compelling video. Begin by reviewing all the footage and selecting the best clips that tell the story effectively.

The editing process is crucial. Arrange the footage in a way that builds a compelling narrative, starting with the problem and progressing to the solution. Add supporting graphics, text, and data to provide context and enhance viewer understanding. Pay close attention to enhancing visual and audio quality to maintain professionalism.

Incorporate music or voiceover, if appropriate and necessary for the narrative. Test the video for clarity and impact, and obtain feedback from stakeholders to ensure the final product aligns with your goals and objectives.

5. Finalization and Distribution

With the video edited and polished, it’s time for finalization and distribution. Add branding elements and a clear call to action that guides viewers on what to do next.

Consider creating different versions of the video, such as shorter snippets for social media and a longer, more detailed version for your website or email marketing.

Optimize the video for search engines if you plan to host it online. Set up a dedicated landing page or platform for hosting the video.

Develop a distribution plan that outlines how and where you’ll share the video, ensuring it reaches your target audience effectively.

6. Monitoring and Analysis

Once the video is live, your work isn’t over. Track key video metrics such as views, engagement (likes, shares, comments), and conversions. Collect feedback from your audience to gauge their response and make improvements for future videos.

Evaluate the video’s impact on your defined objectives. Did it drive the desired results, whether that’s increased brand awareness or conversions? Use this analysis to refine your future video case studies.

7. Post-Release Engagement

Stay engaged with your audience after releasing the video. Respond promptly to comments and questions on social media and other platforms where the video is shared. Encourage viewers to share their own experiences or thoughts related to the case study.

8. Case Study Promotion

Highlight the case study video prominently on your website. Incorporate it into sales presentations and pitches to showcase real success stories. Leverage the video in email marketing campaigns to engage with your subscribers. Share it across all relevant social media channels and communities, harnessing the power of social proof to influence potential customers.

By following these outlined steps, you’ll be well-prepared to create a captivating and effective video case study that not only tells a compelling story but also drives results for your business.

10 top tips for video case studies that succeed

Now that you have a solid background on the fundamentals of case studies and how to bring them to life in video, let’s dig a little deeper and discuss some of the keys to creating winning case studies.

Find an engaging story

Find a story with depth to carry the video. We have all been to movies or read a book where the plot is thin or non-existent. A video case study needs to have a plot. It can’t be business as usual; something needs to happen, or no one will care. Is there a problem that was solved? Did you find a better way to accomplish a task? Break into new markets? It helps if the story is about a company or individual whose name people know. Of course, that might not be possible. An interesting, smaller company or unique person can also be engaging.

Camera-friendly interviewees

Video case studies often include real people. The engineer or scientist who made an amazing discovery. The shop floor worker who found a better way to make a product. The customer service representative who solved a problem. People do great work, but can they be engaging on camera? Look for those who are excited to tell their story. Watch to see if they have good eye contact and answer questions concisely. Most people need some coaching, so be sure you have a professional interviewer. They will put people at ease and know when they hear that perfect soundbite.

Choose the right format

There are several formats that can work to make great case studies. Interesting interviews can carry a story by weaving them together. This requires a well-thought-out storyline and a producer who knows how to get interviews that tell the complete story.

A second option is to combine narrative and soundbites. We pick the most interesting soundbites and then write narrative transitions as needed. Narrative can be helpful because it shortens up and crystallizes what might be lengthy explanations by interviewees.

The final option is all narrative. This gives you complete control of the story and the video production supports it.

Great visuals

You know the old saying, “a picture is worth a thousand words?” It’s true. Sometimes it’s easy to capture visuals. People working on cool machines. A bustling office or factory. A time-lapse of something being built or installed. Think about the visual opportunities you have to support the content of the interviews. At CK and CO, we can help decide what to shoot… and how to “make video” when the settings are limited.

Use motion graphics

Some video case studies are about concepts or elements that cannot be seen. Take, for example, the transfer of data to the cloud. You can’t see it, but you know it happens. Motion graphics can illustrate things we can’t see or visualize complex processes and procedures. They can also spice up videos to make them even more appealing.

Impressive results

Viewers love “wow” statistics. As you tell your story, it’s important to share tangible results. For example:

Did you reduce costs by 30% or increase productivity?

Did you get a return on your investment in half the projected time?

Have you improved employee retention by 20%?

You get the idea. Brag about what you have achieved. Sometimes, it is too soon to know the results of your story. In that case, you might include a vision statement about what you hope to achieve.

High content. Short timeframe.

We live in a world where Twitter and Instagram have influenced how we consume information. Whether or not you use these tools the mindset today is, “give it to me now, give it to me fast and don’t make me think about it.” As a result, your viewers expect a video case study that provides high content in a short timeframe. Every word is important, and when coupled with great visuals, you can get your message across in far less time than you might think.

Create alternate versions of the same story.

Meaty stories beg for more time. The truth is that audiences vary in how much time they are willing to devote to a video. At CK and CO, we often create several versions of a case study using the same raw video. We might create a longer piece (5:00-6:00) for use in a face-to-face opportunity. That same video content can be cut down to a shorter video (2:30-3:00) for use on a website. One length does not fit all. If you have spent the time and money to capture the story, consider your options.

Tease your video case study

Just as filmmakers cut movie trailers to generate interest in a film, you can “tease” your video case study. We often pull short compelling soundbites and package them into media shorts. These :15-:30 videos end with a call to action to view the entire video.

Add a whitepaper

While it’s true that many people prefer video to print, don’t miss an opportunity. Create a short whitepaper to accompany your video case study. The whitepaper should not be a transcript of the video, but instead should complement it. This is the place for highly technical elements and background information that does not translate well to video.

Video case studies are an effective tool for engaging potential customers and telling your company’s story. So, consider how you might use them to tell your story.

Where to use video case studies

We discussed this briefly above in the “how to” section, but it’s worth revisiting in more detail. Once you’ve put the finishing touches on your case study video you need to get it out to the world. But where exactly should you be promoting it?

1. Your Website

Embed the video case study prominently on your website’s homepage or a dedicated landing page to make it easily accessible to visitors. Having a dedicated section or page for all your case studies can provide a convenient reference point for interested prospects.

2. Social Media

Share the video on your compa ny’s social media profiles, such as Facebook, Twitter, LinkedIn, Instagram, and YouTube. Optimize the video for each platform’s specifications, and actively engage with your audience through comments, likes, and shares to increase its visibility and reach.

3. Email Marketing

Include the video case study in your email marketing campaigns, especially when targeting segments of your email list interested in the topic. Additionally, use the video in email signatures to add a dynamic touchpoint to your email correspondence.

4. Sales and Marketing Presentations

Integrate the video into your sales pitches and marketing presentations. By doing so, you can provide real-world examples of your product or service’s success, which can be highly persuasive during client interactions.

5. Content Marketing

Incorporate the video into your content marketing strategy by using it in blog posts, articles, or other written content related to the case study’s topic. You can also create teaser content from snippets or excerpts of the video to pique the interest of your audience and direct them to the full video for more in-depth information.

These strategic placements will help you maximize the visibility and impact of your video case study across different channels and engage your target audience effectively.

Case study video examples worth watching

Want to see some effective case study video examples? We’ve put together a short list here with some key takeaways and tips for video case studies that might prove helpful as you look to create your next video masterpiece.

Video case study example 1

• Quick summary: Queen City Candy has a sweet history that spans more than three decades as a buyer, packager and reseller of candy and confections to customers throughout the world. But in 2015 the company began manufacturing candy – all thanks to Siemens automation.
• Why it works: The visuals help guide this video as the interviewees describe their challenge and how Siemens helped them discover a solution. It’s impossible to look away while colorful candy floats across the screen. Not to mention the impressive results, like a 40% increase in sales thanks to Siemens technology.
• Key takeaway(s): Outcomes and visuals are a critical component of any video case study.

Video case study example 2

• What do you do when your company name and identity no longer reflect what you do? You change your name and update your brand with a new look. But there is still work to be done. You need to communicate the changes to your existing customers and attract new ones once rebranding efforts are completed.
• Why it works: This piece uses compelling motion graphics and narrative to create a short, simplified message. It helps the viewer see that Marana group knows their struggles when it comes to breaking through the noise and getting their message to prospective customers. It then shares how Marana group can help.
• Key takeaway(s): Simple graphics and messaging are key to the success of this case study. A topic than can be complex to share is made simple thanks to motion graphics.

Video case study example 3

• Quick summary: Vibrant cities require reliable, convenient and comfortable transportation systems. Get a look at the Charlotte Streetcar and see how the 4-mile-long streetcar line connects the Historic West End through Center City Charlotte to the Elizabeth neighborhood. This Siemens Mobility project shows how transportation is the lifeblood of a community. 
• Why it works: With this case study, viewers understand how the Charlotte Streetcar is helping bring a city together – connecting diverse neighborhoods and making them more accessible for all. It also highlights the key features and benefits the city has come to appreciate from the Siemens Mobility Streetcar.
• Key takeaway(s): Customers are often your biggest promoter – if you have a project that has gone well, further build the relationship by sharing the story together with your customers.

Cynthia Kay

Cynthia Kay founded Cynthia Kay and Company media production 35 years ago. The company produces communications for organizations from Fortune Global 100 to small businesses. A graduate of Michigan State University, Kay holds a master’s in communications from Western Michigan University. She is the Past Board Chair of the Small Business Association of Michigan (SBAM) and the National Small Business Association (NSBA). Cynthia has been honored with many awards including numerous Tellys and Woman Owned Small Business Supplier of the Year from Siemens in 2018. She has been named One of West Michigan’s 50 Most Influential Women 5 times. She is also the recipient of over 30 broadcast awards from UPI, AP and other news organizations.

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4 Case Study Video Templates You Can Start Using Today

Customize our high-quality case study video templates to tell a powerful story about your business and inspire potential customers to convert..

Steve Norall • July 05, 2023

Video case studies are most effective when they have a strong narrative arc that speaks to your customer’s pain point, offers a solution, and shows the positive impact your business has made. They’re a powerful way to build your brand’s identity online and connect with new clients facing the same challenges.

So why doesn’t every business use case study videos in their marketing campaigns? Usually, it’s because one hundred percent of these videos used to be expensive, labor-intensive, or complicated to produce.

Our platform, Vocal Video, is a complete solution for producing video case studies featuring your best customers. With our tried-and-tested case study video templates, you can start creating video case studies without any prior filming or editing experience.

Here’s an example of what you could produce using Vocal Video:

We’ll show you how to use our most popular case study video templates, including:

Using our B2B case study template to collect customer testimonial videos with a captivating narrative arc

Customizing templates to get more detailed or industry-specific responses from your customers

Editing case studies with Vocal Video’s automatic editing and built-in tools to make them even more engaging and informative

Sharing your videos to get more responses and add a variety of authentic customer stories to your marketing campaigns

Convinced? Sign up for a free Vocal Video account to start using our case study templates today.

Use Case Study Video Templates to Start Recording in Minutes

Vocal Video’s high-quality case studies start with a Video Collector — that’s the interface you share with your customers to guide them through the recording process. Video collectors are quick for you to set up and simple for your respondents to use on PC, Mac, iOS, or Android without downloading any additional software.

It’s easy to build a Video Collector from scratch, but the process is even simpler when you choose one of our industry-specific template video collectors. Our customizable templates are designed to help you create impactful case studies that showcase the benefits of working with your company.

To use a template, go to your Vocal Video dashboard and select “New Video Collector.” On the next screen, you can choose from 46 templates .

For case studies, we recommend the B2B Case Studies template , which you’ll find under “Customers & Clients.”

Start by clicking “Use This Template” and setting the collector to match your branding.

Throughout the process, you’ll be able to see how these changes will look to your respondents on desktop or mobile with the live preview.

How to Choose the Best Questions for Your Case Study

Vocal Video templates give you pre-written questions designed to get detailed and relevant answers for your case study.

In the B2B Case Studies template, the questions create a strong three-act narrative that emphasizes the benefits your customer experienced when they worked with you.

• What problem was your company dealing with before [your product or service]? This first question gets the respondent to set the scene by talking about their previous frustrations. The person watching the case study video may be in the same situation, so this intro makes a strong connection with potential customers.
• How did [your product or service] help resolve this challenge? The second question encourages your respondent to talk about how you improved their life — whether that’s speeding up the processes their team uses to collaborate, saving them money, or filling a gap in the market that no one else was addressing.
• What results did you get with [your product or service]? The final question prompts the respondent to talk about the long-term benefits of working with your company. This is a great way to show the viewer your company represents a solid investment with a loyal customer base, which can make all the difference if they’re still comparing options.

With our Video Collector builder, you’ll be able to customize these questions to suit your business or add more questions to make a longer case study video to use in other parts of your content marketing strategy. Whatever prompts you decide to use, encouraging the respondent to tell this “before, during, and after” story creates a video with a clear, compelling, and easy-to-follow structure.

Find full video tutorials to help you build your collector in the Vocal Video help center .

3 More Industry-Specific Templates to Create Convincing Case Study Videos

If the B2B case study template doesn’t quite fit your needs, get started with one of these templates instead.

B2B Services Reviews Template

Under “Customers & Clients,” you’ll also find the B2B Services Review template designed to build confidence in your brand and convert more of your marketing prospects.

This collector also comes with three template questions to create a business case study with a strong narrative arc.  

• What was the main challenge you needed to overcome with [your product or service]?
• Could you describe a time [your product or service] helped your business, including any metrics that come to mind?
• What has been the most significant impact of working with [your product or service]?

The questions encourage the respondents to analyze their relationship with your company, speaking about their pain points, their experiences, and their overall customer success story . Importantly, this case study template also asks the respondent to give statistics and specific examples. In a B2B context, this is valuable evidence for prospective customers who are still learning about the service you provide.

Customer Success Videos for Internal Communication

As well as acting as marketing tools, Case study videos can motivate your employees by showing the positive impact your team is making. When you send this template to the people on, for example, your sales team, they can explain what they’ve been working on and create a video to share ideas and inspiration with their colleagues.

This case study template also focuses on giving context and measurable results to make the finished video more convincing.

• What challenge was the client facing before [your product or service]?
• How did you help them achieve their goals?
• What results have they realized? Anything else to note?

Beneficiary Testimonials

Testimonials and case studies are essential resources for nonprofits raising funds for important causes — that’s why Vocal Video also provides Video Collector templates designed for donors, non-profit partners, and beneficiaries.

This template keeps things simple, with only two open-ended prompts:

• Please introduce yourself and share how [your non-profit] has helped you.
• Is there anything else you’d like to add?

This invites the beneficiary to tell their story in a way that makes them feel comfortable. The result is an authentic testimonial that can help encourage more people to donate.

Foundation Academies use Vocal Video to produce marketing case study videos for their “Giving Tuesday” campaign . They’ve produced a simple gallery of clips in which beneficiaries describe what makes FA so special.

Customize Your Collector Questions to Hear More of the Story

If you want a video that goes into more detail to appeal to people within your industry, you can customize the questions in our case study templates, and even add two more. Just click “Add a Question” within the Video Collector builder.

You could ask the respondent to speak about what it was like to implement your product by adding a question like “Could you describe the onboarding process?” or “How easy was it to set up [your product or service]? ” before you ask them to talk about the long-term benefits.

For example, SecurEnds uses Vocal Video to power their Customer Testimonials and Case Studies Page . Their additional questions include:

• What has been the impact for you and your team since integrating SecurEnds?
• “What does SecureEnds do differently?
• Now that the tool is up and running, how does your process look different than it used to?

The most effective video collectors use questions like “why”, “what”, and “how” to steer the respondent away from simple yes/no answers. Prompts like “tell us” or “describe” can also encourage people to talk about their experience in more detail.

For more information and sample questions, see 34 Proven Customer Testimonial Questions .

How to Share a Case Study Video Collector to Get More Responses

Once you’re happy with the questions, we’ll automatically generate a link so you can share the collector with your customers and start collecting responses. Simply go to “Get Responses” to copy the URL. You can also edit the URL or create a personalized link to send the collector to a customer with their details pre-filled.

Once you have the URL, you can:

• Send the link in an email
• Share it on any other messaging platforms you use
• Post it on your social media pages
• Use it to make your video collector a permanent feature of your website.

Because Vocal Video works on desktops, smartphones, or tablets, your customers can record their responses wherever they open the link.

The Vocal Video 3-Touch Email Sequence: Proven Email Templates to Get More Responses

With the free Vocal Video plan , you can invite as many customers as you like to record compelling case study videos. When you want to contact a larger number of people , an email template can speed up the process and get more responses.

We recommend this simple 3-touch email sequence to encourage more customers to record engaging video content.

Email # 1 – Pre-ask

The first email is a pre-ask, where you’ll touch base with the customer, thank them, and tell them you’re interested in using their experience to make a case study video.

Thanks so much for being such a great customer! Would you be able to record a short video case study for us in the next week? We’re using a platform called Vocal Video to collect the video, so it should only take 5-10 minutes of your time and can be easily done from your phone or laptop. Let me know if you're open to this and I'll share the link you can record the video with, as well as the questions in advance.

Email # 2 – Invitation

Once they’ve decided they’d like to feature in a case study, send the customer the link to your Video Collector. Giving a short explanation and some tips can help them feel at ease.

Thank you so much in advance for recording a video case study for us. We really appreciate it and are excited to share your story with our community. Here are the details on recording a video — it should take 5-10 minutes altogether. Here's the link to the Vocal Video collector: <paste your collector here> The 3 questions we'd like you to answer are:    ° What problem was your company dealing with before [your product or service]?   ° How did [your product or service] help resolve this challenge?   ° What results did you get with [your product or service]? Here are a couple of tips:    ° Pick a quiet and well-lit place.    ° To prevent glare, avoid having windows or a light source in the background.    ° Look directly at the camera.    ° Relax and be yourself — you’ll do great! Let me know if you have any questions, and thanks again!

Email # 3 – Reminder

The final email in the sequence is a gentle reminder for your customer.

I wanted to bump this to the top of your inbox to see when you might be able to set aside 5-10 mins to record a video testimonial for us. Thank you so much! Here's the link to the Vocal Video collector, which will include all the prompts for you to record your video: <paste your collector here>

Whether you use a CRM platform to automate these messages, or you ask for one case study video at a time, these template emails can help to make collecting case study videos a natural part of your follow-up interactions with your customers.

Read more about our proven template emails and other tips for a higher response rate .

Edit Case Study Videos Without Technical Skills

One of the main benefits of Vocal Video is our automatic editing features. Every video response you get arrives in your library automatically edited and ready to share. This means we’ve already …

• Added the colors and logo you set in your dashboard to align the video with your brand.
• Inserted question cards and text overlays with the customer’s name and title, with smooth animations and transitions between answers.
• Applied default background music and added subtitles so it can be watched with or without sound.
• Created a final slide with a call-to-action.

You can see these automatic editing features in action — with brand elements from Endless Events — in this great case study video:

Additional Features to Expand and Fine-tune Your Case Studies

If you’d like to add more information to your case study, make tweaks to the subtitles, or just try out a new look, the Vocal Video editor makes that easy too.

• Change the order of the scenes and edit the text overlays and slides, including any corrections you want to make.
• Choose a new theme to change the video’s personality by updating the fonts and transitions.
• Include additional video footage, photos, or an infographic from your library.
• Add clips from different speakers to make a highlights reel.
• Try out different background music from our library of licensed tracks.

Whatever type of case study you want to use in your video marketing, we also recommend the following tricks to make the video as informative and convincing as you can.

Use Slider Tools to Trim the Clips

Concise videos can often give the viewer a clearer picture of the value of your business.  You can use slider tools to trim the beginning and end of each answer in your respondent’s video, helping to hold the viewer’s attention by keeping the video on message.

To trim the clips, go to the scene you want, click “Edit this Scene” and then “Trim Video Scene” to bring up the tools you need.

Add Slides with Additional Data

Effective case studies are built on evidence, but it doesn’t always sound natural to have the respondent read statistics from their notes. Instead, try adding extra text slides to your case study video with visuals like graphs, quotes, or survey results to back up what they’re saying. You could also provide additional background information to give context or set the scene at the beginning of the video.

To add supporting data, open the draft video and go to “Add Scene.” You can choose whether to add additional videos from your files or a text slide. If you have a graph to share, you can also upload it to add as a background image on a text slide.

Add Videos From Another Speaker

If you have more than one video in your library, you can also add clips from multiple speakers to a highlight reel. To add another voice to your case study video, go to “Add Scene” and click the “Copy From Another Video” option.

This can be especially effective if you’ve used the video collector to ask more than one person at a company about their experience with your product. For example, if people from different departments have been using your software to collaborate, it’s helpful to ask someone from each department to contribute to the case study.

Adding a scene from another video is also an easy way to include your voice and explain why your company was perfectly placed to help your client.

Share Your Case Studies on All Your Channels

Once your case study is ready to publish, Vocal Video makes it easy to share it across all the channels you use to connect with your customers. Just go to “Share” to either download the video to share on platforms like YouTube, Instagram, or TikTok, or share it directly in a Tweet, LinkedIn post, or an update for your target audience on Facebook.  

You can also embed your video seamlessly on the case study page of your website.

Go to the published video and select the option “Embed.''  Then, choose whether you want to embed “Just the Video” or add extra design flourishes with an eye-catching video card , which includes a featured quote from your transcript. Use the features in the video card builder to find a layout to suit the format of your website.

If you choose the “Just the Video” option, you’ll be able to see a live preview of your video before generating the code you need to embed the video. It’s a simple matter of copying and pasting the code, so even if you’ve never coded before, you can seamlessly and professionally embed a video case study on your site .

Once you’ve copied the embed code, log into the backend of your website, add a new HTML block on the page where you want the case study to appear, and paste the code. Then, just save and refresh the page to see your published video.

Use Vocal Video Templates and Automatic Editing to Create a Case Study Series

Traditionally, marketing departments could burn through a sizable chunk of their budget on one case study. But when you don’t need to pay for the equipment and hire the pros, you can use Vocal Video to collect case study videos from as many customers as you can.

Consider using them as the foundation for a digital marketing campaign, or adding a whole gallery of case studies to your website as a form of convincing social proof — like this carousel gallery from Vocal Video users.

Bonus: Use Your Video Transcript to Create a Written Case Study in Seconds

Video testimonials can make a deep and persuasive connection with a prospective customer in a short time, but written case studies still have their place. Whether you choose to use them alongside your video to make the content more accessible or share written testimonials in printed marketing materials, Vocal Video makes it quick and easy to generate a transcript of what your respondent has shared.

To get a transcript for your video case study, go to the “Published” section of your dashboard to open a video. Then, go to the drop-down menu in the top right of the screen and select “View Transcript.” This brings up the full transcript of your video, which you can copy to your clipboard or download as a txt. file.

Many Vocal Video users use the transcript to turn their case study into a ready-made blog post — something we call two-for-one testimonial writing .

For example, the team at Moki creates a new post in their news section for each testimonial they want to share.

Underneath the video, they include the full transcript for visitors who would rather skim the information, read at their own pace, or use a text reader.

As well as making it easy to generate fresh content for your blog or news feed, there are significant SEO benefits to publishing the written and video testimonials. The text of the transcript is easy for search engines like Google and Bing to crawl, which means they can recognize the cluster of keywords your respondent has used to talk about your product or service. This makes it more likely that the case study page of your website will rank for questions connected to the problems other people are trying to solve.

For a great example of how to use a Vocal Video interview as a summary of a longer and more detailed case study, you can also check out our client Thoropass’ news article on the importance of GDPR compliance .

Vocal Video: An Easy and Affordable Way to Make High-Converting Video Case Studies

When you want a free template for a case study video that raises brand awareness, Vocal Video has all the prompts, customization features, and editing tools you need.

Compared to the laborious process of storyboarding, scouting locations, scheduling filming, and hitting the editing suite, Vocal Video makes it affordable and efficient for businesses of any size to produce a versatile case study video.

With our video templates, you can start gathering case study videos, direct from your happy customers, in minutes.

Register for your free Vocal Video account to start collecting clips, editing, and sharing powerful case studies with your audience today.

Steve Norall

Product strategy, marketing, customer success (oh, and CEO too).

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10 Best Case Study Video Examples You Can Copy to Build Trust for Your SaaS Business

• October 26, 2022
• Content Strategy

The play button is the most compelling call-to-action on the web. Michael Litt

Your SaaS business might be sleeping on an underrated approach to showcase notable success stories – case study videos. This claim is well-founded too!

A joint survey report by Vidyard and Content Marketing Institute, released in the fall of 2021, revealed that an overwhelming majority of content marketers believe that video has become more important to their organizations.

51% of the respondents shared that they use video to present case studies or customer stories. Moreover, 48% of respondents believed these videos produced the best content marketing results in the previous 12 months.

Moreover, according to G2 , 84% of marketers say video marketing improves lead generation. On the other side of the counter, 94% of users say that videos help them make purchase decisions.

Underutilization of Case Study Videos

However, many SaaS businesses need to pay more attention to the power of case study videos.

Why do we say so? While conducting extensive research for this content piece, we combed through dozens of SaaS websites and noticed fewer case study videos than traditional text-based ones tangibly.

Moreover, we have yet to find SaaS businesses habitually embedding such videos to supplement their blog-style case studies. This golden practice can improve the chances of Google indexing your case study video and encourage visitors to stay on your site longer.

Pro tip: If you need 30 standout SaaS growth hacks to attain double the growth for your SaaS business, fill out the form below!

But before you move ahead with a case study video to showcase the value of your work and grow your business, it will be beneficial to understand the building blocks of a case study video.

Elements of a Successful Case Study Video

Seven elements go into making a case study video, which can state having “hit the home run.” Let’s touch upon them briefly.

#1 – Compelling storytelling

It helps to present your case study video by incorporating storytelling frameworks. One such example is “The Hero’s Journey” framework. You can read our article on how this framework can help us decode why the Squid Game is so popular .

#2 – Relatable pain points

Your case study video is more effective if it highlights your ideal customer profile’s pain points. For example, a case study on software targeted towards small and medium-sized businesses will resonate more if it showcases related users who discuss their pain points and hurdles.

#3 – Backed with data

A case study video doesn’t have to be devoid of numbers! Armed with credible statistics, your clients can mention, as a “matter of fact,” the efficiency their business has achieved from your services – man-hours saved, reduced operating costs, and increased revenues.

#4 – Embedded with social proof

A case study video allowing multiple stakeholders to talk about your service adds to social proof. It’s contagious!

#5 – Video elements – script, music, visuals

A case study video allows you to add emotion to the storytelling. You have the leeway to add stage-appropriate sound effects and compelling visuals. This is an addition to your primary arsenal, the script.

#6 – SaaS product showcasing

A well-produced case study video also allows you to give your prospects a peek behind the curtains and showcase how your SaaS product looks and works.

#7 – Ideal duration

What is the optimal video length? Take it from the leading SaaS internet video hosting and analytics company, Wistia – 2 minutes is the sweet spot .

10 Best Case Study Video Examples You Can Copy

Now that we have established the vital elements of a case study video, let’s learn from some examples from the past twelve months. Additionally, we’ll explain why we chose to present the selected video case studies.

#1 – Tableau

#2 – slack, #3 – drift, #4 – canva, #5 – xero, #6 – grammarly, #7 – hubspot, #8 – salesforce, #9 – workday, #10 – dropbox.

In the Tableau case study video, viewers can delight themselves by viewing stunning visuals aided by tight-knit storytelling.

The case study highlights why the product is a perfect fit for solving the client’s pain point of visualizing constant streams of vast and disparate data. Their client’s goal is to deliver a superior customer experience. Viewers can easily understand how the data visualization software helped the client achieve their business goals.

The case study allows employees throughout the hierarchy to share how Tableau makes their work more efficient and productive.

The case study showcases snapshots of the software and provides actionable use cases.

The video wraps up in just over 2 minutes.

In the Slack case study video, one can see an authoritative thumbs up from Samsung’s Vice President of Framework R&D Group of its mobile communications division.

The case study discusses the pain points of using Slack alternatives like email and messengers. To support these claims, the client talks about the positive effects of adopting Slack, like smoother communication, a stronger organizational culture, and a boost in productivity.

The client inadvertently provides social proof of Slack and its credibility by mentioning it received adoption from a giant like Samsung since many other high-profile businesses vouched for it.

Viewers can also receive a walkthrough of the application and its custom use cases, such as creating topic-specific “channels” and creating bots.

This case study is shy of 5 minutes in length but an engaging and pleasant watch.

In the Drift case study video, target users can immediately relate to critical sales metrics that Drift helps to improve.

The customer discusses how Drift helped improve common pain points, such as the “engagement and connection with the customers and prospects” and “help in pipeline acceleration.”

Moreover, it provides a use case of Drift to better engage with customers and prospects in a highly personalized way.

To add weight to their claims, the client also shares increased sales figures after implementing the software (>$1 Billion) and improved response time by sales development representatives (<5 minutes).

It is a simple case study video with minimal post-production efforts.

The case study spans just under 3 minutes in length.

In the Canva case study video, viewers can immerse themselves in a fast-paced video filled with popping visuals.

The case study brilliantly captures the brand’s vibe and target audience.

Wondering how?

It showcases how the software allows small businesses and non-tech-savvy people to follow their dreams and be creative. Viewers also receive a walkthrough of the software to see how intuitive and seamless it can be to use.

The case study is a minute and a half in length.

In the Xero case study video, viewers can immediately identify the target audience of “accounting software for small businesses and their advisors.”

This light, breezy case study provides context around the client’s business and which offerings it is using from the Xero product suite.

The case study carefully mentions common pain points that the software resolves by stating features like “cloud-based,” “synchronization,” and “user-friendly,” which “helps to streamline operations and be efficient.”

The case study also gives an example of a typical use case by the client and the efficiencies it achieved (saving more than 200 man-hours per year.)

The case study is just under two minutes in length.

In the Grammarly case study video, viewers can learn from an appropriate user base, the client’s content marketing team, who advocate for its usefulness and efficacy.

The case study offers pleasing visuals and a soothing background score.

The client vouches for the software by allowing different employees to share how they managed to communicate the brand voice and tone in an intended manner.

The case study uses motion graphics to show how the software operates in real time. These visual cues are incorporated in parallel as employees share critical statistics about “style guide suggestions” from Grammarly.

Moreover, to provide concrete social proof, The client calls Grammarly an extension of their team.

The case study is just under three minutes in length.

In the HubSpot case study video, prospects can learn about the software’s capabilities and dependability in a crystal clear manner. The case study seamlessly narrates what prompted the need to adopt HubSpot, its onboarding, and its ensuing benefits.

The case study addresses common pain points faced by the client’s sales team – working in silos – to how HubSpot allowed them to “talk to one another” and ensure consolidation and simplification.

The client champions the ease of transition without requiring lengthy delays and hiring expensive outside talent. Moreover, a product walkthrough highlights the different features which have led to better user experience and dramatically driven product adoption.

Giving a confident thumbs up for HubSpot, the client also sheds light on how they aim to integrate HubSpot deeply in the future.

This case study is just over two minutes long.

In the Salesforce case study video, viewers can enjoy a fast-paced, well-produced case study of two business partners working together towards a common goal.

In addition to giving an overview of the vast scale of operations conducted by Dell, the case study spotlights the Chief Information Office and Chief Data Officer of Dell to lend authority to the case study.

The case study gives statistics on how many Dell employees used Salesforce at the onset of the pandemic—a whopping 150,000.

Employees at different levels of the organizational chart mention important aspects enabled by Salesforce – “structured processes,” making the “sales organization more productive,” “providing a 360-degree view of the sales cycle,” and “offering a single source of truth information at their fingertips.”

To add social proof, a senior Dell employee states that she works for “two companies” – since Dell and Salesforce dedicate themselves to achieving a common goal.

The Workday case study video is a noteworthy example of letting each stakeholder present an honest review of using a product or service.

This case study offers a pleasant viewing experience.

It establishes context around the client and the core issue of improving the experiences of students, faculty, and staff – fulfilling their basic “expectations.”

The case study gives a product walkthrough and presents a before and after picture. Then, stakeholders establish social proof by describing the software using terms like “integrated, accessible, responsive, and user-friendly.”

The case study is three minutes in length.

Consider the Dropbox case study video as a short film, if you will!

It utilizes beautiful storytelling and high production value to present the “rising from the ashes” effect of the software on a stagnating town.

With the odds heavily stacked against the “protagonist,” the case study provides context around the product’s adoption and subsequent dependency.

Aided with a product walkthrough, the client presents use cases of how the software helped lay the foundation for their small business and build and catapult it to success.

The case study ends poignantly, showcasing how the client and their local community thrived in trying times because of Dropbox.

The software helped them become “anti-fragile.”

This case study is just over four minutes long.

Parting Thoughts

To round up this piece, here are some important takeaways on publishing case study videos your SaaS business should consider implementing from the get-go:

• Establish from the outset how to implement the seven successful elements in your case study video
• Build relatability by shedding the spotlight on your ideal customer profile and presenting credible statistics of your SaaS product solving their common pain points
• Demonstrate how your product works using walkthroughs
• Bring out your creativity! Don’t underestimate the power of catchy visuals, sound effects, and tight-knit storytelling to drive home your point

Side note: Are you just getting started with making case studies? Consider reading our piece on 8 B2B SaaS case study best practices to get more leads and customers !

We are a content marketing agency that brings business, not just website traffic. We curate well-researched and engaging content as per your company’s requirements and philosophy because we believe in the power of meaningful information.

Does your B2B (SaaS) business want a case study prepared to get more leads and users? Let’s connect over a short call. Block our calendar today!

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Blog Business How to Present a Case Study like a Pro (With Examples)

How to Present a Case Study like a Pro (With Examples)

Written by: Danesh Ramuthi Sep 07, 2023

Okay, let’s get real: case studies can be kinda snooze-worthy. But guess what? They don’t have to be!

In this article, I will cover every element that transforms a mere report into a compelling case study, from selecting the right metrics to using persuasive narrative techniques.

And if you’re feeling a little lost, don’t worry! There are cool tools like Venngage’s Case Study Creator to help you whip up something awesome, even if you’re short on time. Plus, the pre-designed case study templates are like instant polish because let’s be honest, everyone loves a shortcut.

Click to jump ahead: 

What is a case study presentation?

What is the purpose of presenting a case study, how to structure a case study presentation, how long should a case study presentation be, 5 case study presentation examples with templates, 6 tips for delivering an effective case study presentation, 5 common mistakes to avoid in a case study presentation, how to present a case study faqs.

A case study presentation involves a comprehensive examination of a specific subject, which could range from an individual, group, location, event, organization or phenomenon.

They’re like puzzles you get to solve with the audience, all while making you think outside the box.

Unlike a basic report or whitepaper, the purpose of a case study presentation is to stimulate critical thinking among the viewers. 

The primary objective of a case study is to provide an extensive and profound comprehension of the chosen topic. You don’t just throw numbers at your audience. You use examples and real-life cases to make you think and see things from different angles.

The primary purpose of presenting a case study is to offer a comprehensive, evidence-based argument that informs, persuades and engages your audience.

Here’s the juicy part: presenting that case study can be your secret weapon. Whether you’re pitching a groundbreaking idea to a room full of suits or trying to impress your professor with your A-game, a well-crafted case study can be the magic dust that sprinkles brilliance over your words.

Think of it like digging into a puzzle you can’t quite crack . A case study lets you explore every piece, turn it over and see how it fits together. This close-up look helps you understand the whole picture, not just a blurry snapshot.

It’s also your chance to showcase how you analyze things, step by step, until you reach a conclusion. It’s all about being open and honest about how you got there.

Besides, presenting a case study gives you an opportunity to connect data and real-world scenarios in a compelling narrative. It helps to make your argument more relatable and accessible, increasing its impact on your audience.

One of the contexts where case studies can be very helpful is during the job interview. In some job interviews, you as candidates may be asked to present a case study as part of the selection process.

Having a case study presentation prepared allows the candidate to demonstrate their ability to understand complex issues, formulate strategies and communicate their ideas effectively.

The way you present a case study can make all the difference in how it’s received. A well-structured presentation not only holds the attention of your audience but also ensures that your key points are communicated clearly and effectively.

In this section, let’s go through the key steps that’ll help you structure your case study presentation for maximum impact.

Let’s get into it. 

Open with an introductory overview 

Start by introducing the subject of your case study and its relevance. Explain why this case study is important and who would benefit from the insights gained. This is your opportunity to grab your audience’s attention.

Explain the problem in question

Dive into the problem or challenge that the case study focuses on. Provide enough background information for the audience to understand the issue. If possible, quantify the problem using data or metrics to show the magnitude or severity.

Detail the solutions to solve the problem

After outlining the problem, describe the steps taken to find a solution. This could include the methodology, any experiments or tests performed and the options that were considered. Make sure to elaborate on why the final solution was chosen over the others.

Key stakeholders Involved

Talk about the individuals, groups or organizations that were directly impacted by or involved in the problem and its solution. 

Stakeholders may experience a range of outcomes—some may benefit, while others could face setbacks.

For example, in a business transformation case study, employees could face job relocations or changes in work culture, while shareholders might be looking at potential gains or losses.

Discuss the key results & outcomes

Discuss the results of implementing the solution. Use data and metrics to back up your statements. Did the solution meet its objectives? What impact did it have on the stakeholders? Be honest about any setbacks or areas for improvement as well.

Include visuals to support your analysis

Visual aids can be incredibly effective in helping your audience grasp complex issues. Utilize charts, graphs, images or video clips to supplement your points. Make sure to explain each visual and how it contributes to your overall argument.

Pie charts illustrate the proportion of different components within a whole, useful for visualizing market share, budget allocation or user demographics.

This is particularly useful especially if you’re displaying survey results in your case study presentation.

Stacked charts on the other hand are perfect for visualizing composition and trends. This is great for analyzing things like customer demographics, product breakdowns or budget allocation in your case study.

Consider this example of a stacked bar chart template. It provides a straightforward summary of the top-selling cake flavors across various locations, offering a quick and comprehensive view of the data.

Not the chart you’re looking for? Browse Venngage’s gallery of chart templates to find the perfect one that’ll captivate your audience and level up your data storytelling.

Recommendations and next steps

Wrap up by providing recommendations based on the case study findings. Outline the next steps that stakeholders should take to either expand on the success of the project or address any remaining challenges.

Acknowledgments and references

Thank the people who contributed to the case study and helped in the problem-solving process. Cite any external resources, reports or data sets that contributed to your analysis.

Feedback & Q&A session

Open the floor for questions and feedback from your audience. This allows for further discussion and can provide additional insights that may not have been considered previously.

Closing remarks

Conclude the presentation by summarizing the key points and emphasizing the takeaways. Thank your audience for their time and participation and express your willingness to engage in further discussions or collaborations on the subject.

Well, the length of a case study presentation can vary depending on the complexity of the topic and the needs of your audience. However, a typical business or academic presentation often lasts between 15 to 30 minutes. 

This time frame usually allows for a thorough explanation of the case while maintaining audience engagement. However, always consider leaving a few minutes at the end for a Q&A session to address any questions or clarify points made during the presentation.

When it comes to presenting a compelling case study, having a well-structured template can be a game-changer. 

It helps you organize your thoughts, data and findings in a coherent and visually pleasing manner. 

Not all case studies are created equal and different scenarios require distinct approaches for maximum impact. 

To save you time and effort, I have curated a list of 5 versatile case study presentation templates, each designed for specific needs and audiences. 

Here are some best case study presentation examples that showcase effective strategies for engaging your audience and conveying complex information clearly.

1 . Lab report case study template

Ever feel like your research gets lost in a world of endless numbers and jargon? Lab case studies are your way out!

Think of it as building a bridge between your cool experiment and everyone else. It’s more than just reporting results – it’s explaining the “why” and “how” in a way that grabs attention and makes sense.

This lap report template acts as a blueprint for your report, guiding you through each essential section (introduction, methods, results, etc.) in a logical order.

Want to present your research like a pro? Browse our research presentation template gallery for creative inspiration!

2. Product case study template

It’s time you ditch those boring slideshows and bullet points because I’ve got a better way to win over clients: product case study templates.

Instead of just listing features and benefits, you get to create a clear and concise story that shows potential clients exactly what your product can do for them. It’s like painting a picture they can easily visualize, helping them understand the value your product brings to the table.

Grab the template below, fill in the details, and watch as your product’s impact comes to life!

3. Content marketing case study template

In digital marketing, showcasing your accomplishments is as vital as achieving them. 

A well-crafted case study not only acts as a testament to your successes but can also serve as an instructional tool for others. 

With this coral content marketing case study template—a perfect blend of vibrant design and structured documentation, you can narrate your marketing triumphs effectively.

4. Case study psychology template

Understanding how people tick is one of psychology’s biggest quests and case studies are like magnifying glasses for the mind. They offer in-depth looks at real-life behaviors, emotions and thought processes, revealing fascinating insights into what makes us human.

Writing a top-notch case study, though, can be a challenge. It requires careful organization, clear presentation and meticulous attention to detail. That’s where a good case study psychology template comes in handy.

Think of it as a helpful guide, taking care of formatting and structure while you focus on the juicy content. No more wrestling with layouts or margins – just pour your research magic into crafting a compelling narrative.

5. Lead generation case study template

Lead generation can be a real head-scratcher. But here’s a little help: a lead generation case study.

Think of it like a friendly handshake and a confident resume all rolled into one. It’s your chance to showcase your expertise, share real-world successes and offer valuable insights. Potential clients get to see your track record, understand your approach and decide if you’re the right fit.

No need to start from scratch, though. This lead generation case study template guides you step-by-step through crafting a clear, compelling narrative that highlights your wins and offers actionable tips for others. Fill in the gaps with your specific data and strategies, and voilà! You’ve got a powerful tool to attract new customers.

Related: 15+ Professional Case Study Examples [Design Tips + Templates]

So, you’ve spent hours crafting the perfect case study and are now tasked with presenting it. Crafting the case study is only half the battle; delivering it effectively is equally important. 

Whether you’re facing a room of executives, academics or potential clients, how you present your findings can make a significant difference in how your work is received. 

Forget boring reports and snooze-inducing presentations! Let’s make your case study sing. Here are some key pointers to turn information into an engaging and persuasive performance:

• Know your audience : Tailor your presentation to the knowledge level and interests of your audience. Remember to use language and examples that resonate with them.
• Rehearse : Rehearsing your case study presentation is the key to a smooth delivery and for ensuring that you stay within the allotted time. Practice helps you fine-tune your pacing, hone your speaking skills with good word pronunciations and become comfortable with the material, leading to a more confident, conversational and effective presentation.
• Start strong : Open with a compelling introduction that grabs your audience’s attention. You might want to use an interesting statistic, a provocative question or a brief story that sets the stage for your case study.
• Be clear and concise : Avoid jargon and overly complex sentences. Get to the point quickly and stay focused on your objectives.
• Use visual aids : Incorporate slides with graphics, charts or videos to supplement your verbal presentation. Make sure they are easy to read and understand.
• Tell a story : Use storytelling techniques to make the case study more engaging. A well-told narrative can help you make complex data more relatable and easier to digest.

Ditching the dry reports and slide decks? Venngage’s case study templates let you wow customers with your solutions and gain insights to improve your business plan. Pre-built templates, visual magic and customer captivation – all just a click away. Go tell your story and watch them say “wow!”

Nailed your case study, but want to make your presentation even stronger? Avoid these common mistakes to ensure your audience gets the most out of it:

Overloading with information

A case study is not an encyclopedia. Overloading your presentation with excessive data, text or jargon can make it cumbersome and difficult for the audience to digest the key points. Stick to what’s essential and impactful. Need help making your data clear and impactful? Our data presentation templates can help! Find clear and engaging visuals to showcase your findings.

Lack of structure

Jumping haphazardly between points or topics can confuse your audience. A well-structured presentation, with a logical flow from introduction to conclusion, is crucial for effective communication.

Ignoring the audience

Different audiences have different needs and levels of understanding. Failing to adapt your presentation to your audience can result in a disconnect and a less impactful presentation.

Poor visual elements

While content is king, poor design or lack of visual elements can make your case study dull or hard to follow. Make sure you use high-quality images, graphs and other visual aids to support your narrative.

Not focusing on results

A case study aims to showcase a problem and its solution, but what most people care about are the results. Failing to highlight or adequately explain the outcomes can make your presentation fall flat.

How to start a case study presentation?

Starting a case study presentation effectively involves a few key steps:

• Grab attention : Open with a hook—an intriguing statistic, a provocative question or a compelling visual—to engage your audience from the get-go.
• Set the stage : Briefly introduce the subject, context and relevance of the case study to give your audience an idea of what to expect.
• Outline objectives : Clearly state what the case study aims to achieve. Are you solving a problem, proving a point or showcasing a success?
• Agenda : Give a quick outline of the key sections or topics you’ll cover to help the audience follow along.
• Set expectations : Let your audience know what you want them to take away from the presentation, whether it’s knowledge, inspiration or a call to action.

How to present a case study on PowerPoint and on Google Slides?

Presenting a case study on PowerPoint and Google Slides involves a structured approach for clarity and impact using presentation slides :

• Title slide : Start with a title slide that includes the name of the case study, your name and any relevant institutional affiliations.
• Introduction : Follow with a slide that outlines the problem or situation your case study addresses. Include a hook to engage the audience.
• Objectives : Clearly state the goals of the case study in a dedicated slide.
• Findings : Use charts, graphs and bullet points to present your findings succinctly.
• Analysis : Discuss what the findings mean, drawing on supporting data or secondary research as necessary.
• Conclusion : Summarize key takeaways and results.
• Q&A : End with a slide inviting questions from the audience.

What’s the role of analysis in a case study presentation?

The role of analysis in a case study presentation is to interpret the data and findings, providing context and meaning to them. 

It helps your audience understand the implications of the case study, connects the dots between the problem and the solution and may offer recommendations for future action.

Is it important to include real data and results in the presentation?

Yes, including real data and results in a case study presentation is crucial to show experience,  credibility and impact. Authentic data lends weight to your findings and conclusions, enabling the audience to trust your analysis and take your recommendations more seriously

How do I conclude a case study presentation effectively?

To conclude a case study presentation effectively, summarize the key findings, insights and recommendations in a clear and concise manner. 

End with a strong call-to-action or a thought-provoking question to leave a lasting impression on your audience.

What’s the best way to showcase data in a case study presentation ?

The best way to showcase data in a case study presentation is through visual aids like charts, graphs and infographics which make complex information easily digestible, engaging and creative. 

Don’t just report results, visualize them! This template for example lets you transform your social media case study into a captivating infographic that sparks conversation.

Choose the type of visual that best represents the data you’re showing; for example, use bar charts for comparisons or pie charts for parts of a whole. 

Ensure that the visuals are high-quality and clearly labeled, so the audience can quickly grasp the key points. 

Keep the design consistent and simple, avoiding clutter or overly complex visuals that could distract from the message.

Choose a template that perfectly suits your case study where you can utilize different visual aids for maximum impact. 

Need more inspiration on how to turn numbers into impact with the help of infographics? Our ready-to-use infographic templates take the guesswork out of creating visual impact for your case studies with just a few clicks.

Related: 10+ Case Study Infographic Templates That Convert

Congrats on mastering the art of compelling case study presentations! This guide has equipped you with all the essentials, from structure and nuances to avoiding common pitfalls. You’re ready to impress any audience, whether in the boardroom, the classroom or beyond.

And remember, you’re not alone in this journey. Venngage’s Case Study Creator is your trusty companion, ready to elevate your presentations from ordinary to extraordinary. So, let your confidence shine, leverage your newly acquired skills and prepare to deliver presentations that truly resonate.

Go forth and make a lasting impact!

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How to Create a Compelling Video Case Study

Resources » How to Create a Compelling Video Case Study

Author: Abby Radewahn

Case studies are a vital part of your content marketing strategy. They provide buyers with the information they need to determine whether your product or service matches their needs. When future clients review case studies, they are likely already aware of their options. They simply need one strong motivator to seal the deal. The qualitative and quantitative data included in your case study will act as a strong motivator that will turn leads into sales.

In short, case studies tell a story to sell a product. One of the most impactful ways to tell a compelling story is through video. It allows audiences to literally see themselves reflected on-screen. What better way to sell satisfaction than from the mouth of a happy client? Not to mention, video content is proven to boost conversions and sales, build brand trust, rank higher in Google searches, and encourage shares .

How to create a case study video:

• Start with clear, specific goals . Ensure success by setting clear, achievable goals that align with your overall business goals. The more specific your goals, the better your chances are to convert leads and close sales.
• Name your target audience . Case studies are meant to target a specific audience and their pain points. Do not try to appeal to just any client – appeal to the client whose problems you can solve.
• Identify the problem, your solution, and your message . Stories introduce and explore a conflict and then provide a resolution. What is your target audience’s biggest problem and how can you solve it? The answer will be the focus of your case study: it will guide the story and your interview questions.
• Determine the right client and invite them to participate . To decide on the best client, first consider your target audience and who would give the most compelling interviews. For B2B, will this client be a small company or an established corporate client? As a general rule, the closer your chosen client is to your target audience, the better. When preparing your client, it’s important to alleviate any concerns they may have in advance. Not only is this courteous, but it will make them more likely to participate.
• Construct your story with the right question s. Remember, great case studies are great stories. You will need to have an informal discussion with your client before the interview process to go over their history. From there, you will craft your story from the client’s background, the problem they experienced, and the resolution your product or service provided. Take the time to write thought-provoking, open-ended questions. You want your client to reveal the story and message of the case study through their responses.
• Present your call to action . Once you deliver your message, provide a call to action at the end. The call to action is one of the most important elements of your case study as it motivates clients to connect with your business. Not only do future clients depend on the CTA to take the next steps, but most expect it. Make this part of the buyer’s journey simple by giving them explicit instructions on how to proceed.
• Establish a visual style . Support the story you’re telling and the brands you’re representing by using the right colors, editing style, music, and b-roll. Video is a visual medium which means every part of the viewing experience impacts the overall message. Good production value signals to your audience that you take pride in your clients and their story.
• Share your case study . Upload your case study to the appropriate channels, according to your overall content marketing strategy. (Not sure how to develop a content marketing strategy? Find out here.) You might also consider using the video on your website, for video marketing, or during sales presentations.

That was a lot of information! Let’s take a moment to review. When prospective clients view case studies, they typically already know their options and are looking for the best product or service for their situation. By taking the time to carefully plan your video case study, you can ensure that your message will connect with your target audience and turn those leads into sales.

Producing video content can be intimidating. From setting goals and objectives to finding the right subject and interview questions to planning and editing the shots  Don’t forget the importance of great video production! The quality of your video case study directly impacts the quality of your message.

With this list, you have insight into the value of adding an inspiring and impactful video case study to your content marketing strategy. If you are interested in adding video to your content marketing strategy but are unsure where to begin, let us know how we can help! You can find more about our video production services here .

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A Step-by-Step Guide to Building a Business Case for Learning and Development

Tl;dr: how to deliver an effective business case for learning.

• Research: Start by researching the main business challenges and strategic initiatives to identify where training can have the greatest impact.
• Form Alliances:  Form partnerships with key stakeholders, like department leaders, to formulate plans that tie back to tangible work in the organizations.
• Compile Options:  Gather all your material to formalize good, better, and best options that you'll present to senior leadership.
• Predict ROI:  With plans all but complete, estimate the potential ROI for your solutions. Weigh the costs against the risks and benefits.
• Present: Present your solutions to stakeholders, senior leadership, employees, and anyone else who stands to benefit from learning programs. Winning your case helps position the organization for growth.

Anyone who's dealt with budget cuts knows the frustration and stress of making do with less. Unfortunately, learning and development dollars seem to be one of the first cost-cutting areas when times are tough.

Tech executives who participated in Skillsoft's annual IT Skills and Salary survey say budget and resource constraints are the greatest challenge they face this year, followed by workload and talent retention. The first challenge, tight budgets, also impacts the latter two, creating a vicious cycle of divestment that hurts business and operations.

"When there isn't as much of an emphasis on learning and development, you certainly see a higher turnover rate and that attrition comes at a very high cost," said Bill Anderson, digital services training specialist at Corewell Health. "So, in essence, it has the opposite effect of what you're really trying to accomplish. That investment in learning and development will certainly pay back in lower attrition."

There are steps department heads can take to help prevent budget cuts because ultimately learning and development helps close gaps but also anticipates what skills the organization will need to remain competitive long term. For those leading these departments, the objective is to both educate and persuade executives that talent development can help more than hurt during lean times.

This win-win scenario unfolded at Corewell Health after a significant merge that  created Michigan's largest hospital system . Editor's note:  Corewell Health is a Skillsoft customer.

With the merge came a complex consolidation effort to cut costs, reduce duplicative efforts, and unify the two organizations. Virtually every aspect of the organization was under consideration, including technical training.

According to Anderson, the learning and development team managed to protect its training investments by building and presenting  an effective business case to leadership . It was a win for the learning team, but also a win for an organization focused on delivering modern, technology-powered experiences for employees and patients.

Here's how they did it:

Step 1: Research Strategic Priorities and Business Challenges

Building a compelling business case for learning starts with research. You want to have a thorough understanding of what the organization is going through and how that impacts goals. For this first step, ask questions and dig deep. You want to connect the top-level challenges to outcomes — good and bad.

For example:

Consider how  onboarding new technology without training could cause a ripple effect throughout the organization.

⬇️ The IT department onboards a new vendor. 

⬇️ Without training, employees don't know how to use it. 

⬇️ Adoption suffers, and some employees buy different solutions.

❌ IT doesn't see the ROI or meet its goal; organization takes on more risk.

In the scenario above, training could help in a big way. Telling the inverse of this story would show a clear need for learning programs that ultimately benefit different areas of the organization.

Where to Focus Your Research

By understanding the broader landscape and best practices, professionals can understand where training can have the greatest impact and tell why. Getting intel on what's listed below will help identify the organization's specific needs and demonstrate how targeted training can effectively address these areas. And remember, drill down.

Internal research:

• Current business challenges
• Current and future strategic initiatives
• New deployments
• Employee performance
• Retention rates
• Existing gaps in current skills
• Desired future skills or certifications

External research:

• Industry benchmarks
• Competitor training initiatives
• Published studies on the benefits of training

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Step 2: formulate a solution with stakeholders.

After gathering data and doing your research, it's time to visit with other department leaders who will likely benefit the most from training.

Department leaders across the business serve as both your stakeholders and your supporters when making the case to executive leadership. In essence, you must form a partnership with these leaders to ensure alignment between their department initiatives and the training that you will deliver. Doing so helps measure the readiness of the department against its intended goal and lends more tangibility to your case for learning.

You want to understand: 

• What their challenges and needs are
• Their expectations for training programs
• Impressions of third parties and vendors
• What skills or certifications they're focused on
• What vacancies they have on their teams

...And more. The more you know, the better.

Along the way, take notes and compile your evidence. Documenting your findings ensures all insights, data, and analyses are ready to share with others. When working with department leaders, thorough documentation can also demonstrate transparency and facilitate collaboration.

Step 2.1: Assemble a Team of Skill Champions

Through meticulous research, professionals can compile a data-driven, persuasive case that aligns organizational goals with training and demonstrates the value of L&D initiatives.

But what's it all for if adoption is low or employees don't see the value in it?

It's worth reiterating the importance of connecting with stakeholders early in this process and assembling a cohort of champions who not only see the value of training but also spread the word.

"We were fortunate enough to have a portion of our business that had already been using Skillsoft Percipio for learning and development," Anderson said. "So that word of mouth from those team members already using Skillsoft was very helpful when we went to extend training to our entire IT team."

Step 3: Form Your Argument with Good, Better, Best Options

By this step, you've done your internal and external research, met with department leaders, and you have a clear understanding of the organization's strategic priorities and key challenges.

Now, it's time to prescribe training as a solution in support of the organization. And it helps to offer options that illustrate the impact training investments can have at varying levels.

Providing several scenarios allows stakeholders to compare various approaches and their implications. This comparison should include both internal solutions, like leveraging in-house expertise and resources, and external options, such as partnering with specialized training providers.

What Does Good Look Like?

With a low investment, learning and development teams can support modest training programs that help meet compliance requirements and build select skills among a cohort of employees. 

The Pros and Cons: By keeping costs low, the upfront investment doesn't burden the organization while also meeting compliance and some skilling requirements. However, the solution may not scale easily, which makes it tough to forecast future needs, and the program may only benefit a limited number of employees and stakeholders.

What Does Better Look Like?

With more investment, learning and development teams can begin to scale learning programs more easily and offer more training to more employees.

The Pros and Cons:  While the cost is higher, training programs have a wider impact on the organization and stakeholders (employees, patients, customers, etc.). Programs scale more easily, and it becomes easier to see the short- and long-term impact of training at an organizational level, including cultural and behavioral changes.

What Does Best Look Like?

With a best-case-scenario investment in training, learning and development teams can deploy and support enterprise-level programs that are measured, optimized and scaled.

The Pros and Cons:  The upfront cost of this option is the highest, creating the most burden for the organization. However, the investment will pay the organization back in time through a range of dividends, including closed skill gaps, more productive employees, faster product development and time to market, and higher employee satisfaction.

By evaluating these options, stakeholders can make informed decisions that balance costs, benefits, and risks. Presenting a range of solutions also demonstrates to stakeholders the strategic approach to delivering effective training programs that solve business challenges.

Don't be Shy About the Benefits of Learning

Especially in tech, department leaders today struggle with talent recruitment and retention, developing stronger teams, innovation and change management, workload and more. And because of skill gaps, employees feel more stress, projects slow down, and business objectives falter.

All of these challenges can be solved — at some level — with investments in learning and development.

According to  Skillsoft's IT Skills and Salary Report , tech leaders say these are the top benefits of training:

• Improves team morale
• Shortens project durations
• Improves talent retention
• Makes it easier to attract talent
• Increases revenue
• Increases ability to innovate

Step 4: Estimate Your ROI of Training Investments

In L&D, demonstrating a return on investment is often difficult. Sometimes, the metrics aren't there. Or the effort is too cumbersome. But there are ways to simplify the process and still make your case.

The team at Corewell Health created a process that helped them assign a dollar value to training, which substantially strengthened their case for learning. The learning and development team looked at the resources being consumed and assigned dollar values to them.

For example, if learners accessed a book in Skillsoft Percipio, they cross-checked what it would cost for the individual to buy it outside of the subscription. They added up all the times a person accessed that book and totaled the cost. They took the same approach to other resources, including courses, labs and so on.

It looked like this:

Cost of books + Cost of courses + Cost of Labs + Cost of Certification Prep + = Cost of Training Resources

Cost of Training Resources x Number of Accesses = Gross Training Cost

From there, you'd identify the cost savings by comparing the "gross training cost" to, in this case, the cost of the training subscription. 

"Money talks," Anderson said. "What I found in our situation was our leadership really wanted to know how much money we were saving by taking classes with Skillsoft rather than taking them at other institutions. That really ended up being a great measurement to show how our team was adopting this tool."

When they tallied up the cost savings using this method, Corewell Health saved about $150,000. Anderson said a range of metrics can work in building your case, including  skill assessments , course or journey completions, badges earned, and gamification or leaderboards to show participation.

Other ways to show cost-savings include weighing the training investment against estimated recruiting costs or that of managed services, and the cost of team vacancies.

Read Next:  Measure Mastery: How Interactivity Showcases Earned Skills - Skillsoft

Step 4.1: Anticipate Opposition and Risks

From a business perspective, senior leaders want to keep costs low and benefits high. And when costs become too much, they have difficult decisions to make. During such times, leaders might see learning programs as less critical than other areas that can have short-term or immediate impact on the bottom line, ultimately diverting money away from these programs.

Corporate training programs often require an upfront investment in both time and resources, with benefits that may not be immediately visible. Additionally, skepticism fuels opposition. Some leaders may doubt the impact of training, questioning whether it translates into measurable business outcomes. This skepticism can be reinforced by past experiences with poorly executed training programs that failed to deliver.

Convincing senior leadership to overcome these reservations requires presenting a thorough argument that clearly demonstrates the success and ROI of well-implemented training programs and how the team helps anticipate future business needs. By preemptively acknowledging these concerns and providing compelling evidence to counter them, L&D leaders can build a stronger, more persuasive case for investing in learning.

Step 5: Present Your Case for Learning to... Everyone

Arguably the most important part of undertaking this effort is spreading the word throughout your organization because training can (and does) have a tremendous impact on developing new leaders, securing coveted skills, and fostering a  vibrant company culture . As you present your case, it's important to consider your audiences and what they care about.

"Understanding your audience and communicating value effectively can significantly enhance the impact of your business case," writes Cathy Hoy, CEO of CLO100.

Hoy recommends  presenting your case for learning  using a flow like this:

• Executive Summary  — Condense the presentation and list key takeaways.
• The Business Challenge — Call out what hurts the business today.
• The Benefits   — Answer what the organization gains by implementing the solution.
• The Risks — Get in front of the risks or concerns people may have and refute them.
• The Costs — Address what the investment costs the organization and why. Include the estimated ROI.
• The Timeline  — Communicate what people should expect and when.
• The Call-to-Action  — Articulate what you need from your stakeholders and ask for it directly.

As you embark on the campaign trail, tailor your messages to the respective audience. Pro tip:  Constantly ask yourself, "what's in it for them?"

Your Message to Executives — Communicate how training aligns with strategic business goals both now and in the future, highlighting the financial benefits and ROI over time. Their buy-in secures funding and protects your investments.

Your Message to Department Leaders — Show how training can lead to outcomes they care about, like improved team performance, while supporting the organization's overarching mission. Their buy-in ensures smoother implementation and ongoing support.

Your Message to All Employees — Educating the broader workforce about the value of ongoing learning fosters a culture of continuous improvement. When employees see how training will benefit them — career advancement, improving performance, etc. — they are more likely to participate. Their buy-in ensures the adoption of training programs, the closure of skill gaps, and more systemic outcomes, like higher morale, lower attrition, and more.

An Effective Business Case Protects Investments, Secures Budget

When done well, an effective business case for learning can protect hard-won learning programs and demonstrate to leadership the impact training can have on powerful outcomes, like customer and employee satisfaction, productivity, and more.

However, it takes time to build a thorough case — especially alone. Doing so with support from other areas of the business will strengthen the argument for learning while also decentralizing the planning and execution process. This will help while building a case, but also when the case has been won.

If you're building a case for your programs, consider reviewing Skillsoft's Total Economic Impact Studies, commissioned through Forrester Consulting. Each of these studies shows the potential return on investment a composite organization would realize by investing in Skillsoft training.

• Total Economic Impact of Skillsoft Technology and Developer Solutions
• Total Economic Impact of Skillsoft Compliance Solutions
• Total Economic Impact of Skillsoft Leadership and Business Solutions

Further, this year's  Lean Into Learning Report and  IT Skills and Salary Report dive deep into training data and industry trends to help inform L&D strategy. Use resources like these to bolster your argument in favor of training.

Embracing Mental Health in the Workplace

How AI-Driven Skilling Scenarios Can Benefit Your Business

6 Reasons to Track Skills Development

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Democrats are talking about replacing Joe Biden. That wouldn't be so easy.

President Joe Biden's performance in the first debate Thursday has sparked a new round of criticism from Democrats , as well as public and private musing about whether he should remain at the top of the ticket.

In the modern era, a national party has never tried to adversarially replace its nominee, in part, because knows it would most likely fail. The issue came before both parties in 2016, but neither took action.

Party rules make it almost impossible to replace nominees without their consent, let alone smoothly replace them with someone else. And doing so would amount to party insiders’ overturning the results of primaries when Democratic voters overwhelmingly to nominate Biden. He won almost 99% of all delegates.

And at the moment, there’s no known, serious effort to push him off the top of the ticket.

Still, the Democratic National Committee's charter does make some provisions in case the party’s nominee is incapacitated or opts to step aside, and an anti-Biden coup at the convention is theoretically possible, if highly unlikely. So how would it work?

What happens if Biden drops out before the convention?

The only plausible scenario for Democrats to get a new nominee would be for Biden to decide to withdraw, which he has sworn off repeatedly during other bumpy stretches of his campaign.  

He could do so while serving out the rest of his term in the White House, as Lyndon Johnson did in 1968. 

If Biden were to drop out before he is scheduled to be formally nominated in August, it would create a free-for-all among Democrats, because there’s no mechanism for him or anyone else to anoint a chosen successor.

It takes a majority of the roughly 4,000 pledged delegates to win the party’s nomination. Biden’s won 3,900 of them. Under recent reforms, the party’s more than 700 superdelegates — Democratic lawmakers and dignitaries — are allowed to vote only if no one wins a majority of pledged delegates on the first ballot, so their votes could be crucial in a contested convention. 

Because Biden's opponents all won effectively no delegates throughout the Democratic nominating process, there'd be a virtual clean slate heading into the convention, and the decision would most likely come down to the convention delegates who were initially pledged to Biden.

Biden would have some influence over his pledged delegates, but ultimately, they can vote as they please, so candidates would most likely campaign aggressively to win over each individual delegate.

However, there's a potentially important wrinkle: Democrats plan to formally nominate Biden virtually ahead of the late-August convention to sidestep any potential concerns about ballo t access in Ohio, where a technical quirk has complicated things

Democrats decided to plan a virtual nomination for Biden after Ohio Republicans balked at passing pro forma legislation that would allow Biden to be on the ballot, even though the convention falls after a state deadline. But while Republicans passed a law to shift the deadline, Democrats decided to move forward with a virtual nomination nonetheless.

Could Democrats replace Biden against his will?

There’s no evidence the party would entertain a change without Biden’s consent. But even if it did, there’s no mechanism for it to replace a candidate before the convention, and certainly no way for it to anoint a chosen successor.

If large swaths of the Democratic Party lost faith in Biden, delegates to the national convention could theoretically defect en masse. Of course, they were chosen to be delegates because of their loyalty to Biden and have pledged to support him at the convention.

But, unlike many Republican delegates, Democratic delegates aren’t technically bound to their candidate. DNC rules allow delegates to “in all good conscience reflect the sentiments of those who elected them,” providing some wiggle room.

The party’s charter does include provisions to replace the nominee in the event of a vacancy. The measure is intended to be used in case of death, resignation or incapacitation, not to replace someone who has no desire to step down.

That was the measure that Donna Brazile, then the interim DNC chair, considered invoking after Hillary Clinton collapsed two months before the 2016 election, she wrote in her memoir .

In her memoir, released a year later, Brazile wrote that she was worried “not just about Hillary’s health but about her anemic campaign ... so lacking in the spirit of fight.” 

“Perhaps changing the candidate was a chance to win this thing, to change the playing field in a way that would send Donald Trump scrambling and unable to catch up,” she wrote, adding that aides to other would-be candidates contacted her, including then-Vice President Biden’s chief of staff.

But after less than 24 hours of consideration, Brazile realized the idea was untenable without Clinton’s cooperation and likely to only divide her party further. “I could not make good on my threat to replace her," she wrote.

Current DNC Chair Jaime Harrison is a longtime Biden ally who serves, essentially, at the pleasure of the president. And the national party has certainly given no indication it’s anything but fully behind his re-election.  

What happens if Biden withdraws after the convention?

To fill a vacancy on the national ticket, the chair can call a “special meeting” of the full DNC, which includes about 500 members. On paper, at least, all it takes is a majority vote of those present to pick new presidential and vice presidential nominees. But that process would most likely be anything but smooth and be filled with behind-the-scenes jockeying and public pressure campaigns. 

If a vacancy were to occur close to the November election, however, it could raise constitutional, legal and practical concerns. Among other issues, ballots have to be printed well in advance of the election, and it might not be possible to change them in time.

Would Kamala Harris replace Biden?

If Biden were to relinquish the presidency, Vice President Kamala Harris would automatically become president — but not the Democratic Party’s nominee. Nor would she necessarily be the nominee if Biden withdrew from his re-election bid while he remained in the White House.

She might be politically favored, but party rules give the vice president no major mechanical benefit over other candidates. 

Biden’s delegates wouldn’t automatically transfer to Harris, and the convention holds separate votes on nominees for president and vice president. So she would still need to win a majority of delegates at the convention. 

If the top of the ticket were vacated after the convention, she would still need to win a majority of votes at the special meeting of the DNC.

That is all, at least, under current party rules. But a vacancy at the top of the ticket is the kind of dramatic moment that might lead party leaders to revisit them in the name of easing the transition. Harris has some close allies in key places at the DNC, including a co-chair of the party’s Rules and Bylaws Committee. But nothing would be likely to happen without a fight.

Ben Kamisar is a national political reporter for NBC News.

Alex Seitz-Wald is a senior politics reporter for NBC News.

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Things to know about the gender-affirming care case as the Supreme Court prepares to weigh in

FILE - A flag supporting LGBTQ+ rights decorates a desk on the Democratic side of the Kansas House of Representatives during a debate, March 28, 2023, at the Statehouse in Topeka, Kan. The U.S. Supreme Court agreed Monday to consider whether a Tennessee ban on gender-affirming care for minors is constitutional. (AP Photo/John Hanna, File)

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The U.S. Supreme Court said Monday that it will hear arguments on the constitutionality of state bans on gender-affirming care for transgender minors.

The issue has emerged as a big one in the past few years. While transgender people have gained more visibility and acceptance in many respects, half the states have pushed back with laws banning certain health care services for transgender kids.

Things to know about the issue:

What is gender-affirming care?

Gender-affirming care includes a range of medical and mental health services to support a person’s gender identity, including when it’s different from the sex they were assigned at birth.

The services are offered to treat gender dysphoria, the unease a person may have because their assigned gender and gender identity don’t match. The condition has been linked to depression and suicidal thoughts.

Gender-affirming care encompasses counseling and treatment with medications that block puberty, and hormone therapy to produce physical changes. Those for transgender men cause periods to stop, increase facial and body hair, and deepen voices, among others. The hormones used by transgender women can have effects such as slowing growth of body and facial hair and increasing breast growth.

Gender-affirming care can also include surgery, including operations to transform genitals and chests. These surgeries are rarely offered to minors .

What laws are states passing?

Over the past three years, 26 Republican-controlled states have passed laws restricting gender-affirming care for minors. Most of the laws ban puberty blockers, hormone treatment and surgery for those under 18. Some include provisions that allow those already receiving treatment to continue.

The laws also make exceptions for gender-affirming treatments that are not part of a gender transition, such as medications to stop breast growth in boys and excessive facial hair in girls.

One of the laws — in Arkansas — was nixed by a federal court and is not being enforced.

Meanwhile, at least 14 Democratic-controlled states have adopted laws intended to protect access to gender-affirming care.

The gender-affirming care legislation is a major part of a broader set of laws and policies that has emerged in Republican-controlled states that rein in rights of transgender people. Other policies, adopted in the name of protecting women and girls, bar transgender people from school bathrooms and sports competitions that align with their gender.

What have courts said so far?

Most of the bans have faced court challenges, and most are not very far along in the legal pipeline yet.

The law in Arkansas is the only one to have been struck down entirely, but the state has asked a federal appeals court to reverse that ruling.

The 6th U.S. Circuit Court of Appeals, one step below the Supreme Court, last year ruled that Kentucky and Tennessee can continue to enforce their bans amid legal challenges. The high court has agreed to hear the Tennessee case in the term that starts later this year.

The U.S. Supreme Court in April ruled that Idaho can enforce its ban while litigation over it proceeds. A lower court had put it on hold.

What does the medical community think?

Every major U.S. medical group, including the American Academy of Pediatrics and the American Medical Association, has opposed the bans and said that gender-affirming treatments can be medically necessary and are supported by evidence.

But around the world, medical experts and government health officials are not in lockstep. Some European countries in recent years have warned about overdiagnosis of gender dysphoria.

In England, the state-funded National Health Service commissioned a review of gender identity services for children and adolescents, appointing retired pediatrician Dr. Hilary Cass to lead the effort. The final version of the Cass Review , published in April, found “no good evidence on the long-term outcomes of interventions to manage gender-related distress.”

England’s health service stopped prescribing puberty blockers to children with gender dysphoria outside of a research setting, following recommendations from Cass’ interim report.

The World Professional Association for Transgender Health and its U.S. affiliate issued a statement in May saying they’re deeply concerned about the process, content and consequences of the review, saying it “deprives young trans and gender diverse people of the high-quality care they deserve and causes immense distress and harm to both young patients and their families.”

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HHS Announces Cost Savings for 64 Prescription Drugs Thanks to the Medicare Rebate Program Established by the Biden-Harris Administration’s Lower Cost Prescription Drug Law

Under President Biden’s Inflation Reduction Act, some people with Medicare will pay less for some Part B drugs if the drug’s price increased faster than the rate of inflation.

The U.S. Department of Health and Human Services (HHS), through the Centers for Medicare & Medicaid Services (CMS), today announced that some Medicare enrollees will pay less for 64 drugs available through Medicare Part B. The drugs will have a lowered Part B coinsurance rate from July 1, 2024 – September 30, 2024, since each drug company raised prices faster than the rate of inflation.  Over 750,000 people with Medicare use these drugs annually, which treat conditions such as osteoporosis, cancer, and infections. White House Domestic Policy Advisor Neera Tanden will announce the cost savings on these life-saving drugs in a keynote address on the Biden-Harris Administration’s focus on lowering costs today at the Center for American Progress.

“Without the Inflation Reduction Act, seniors were completely exposed to Big Pharma’s price hikes. Not anymore. Thanks to President Biden and the new Medicare inflation rebate program, seniors are protected and benefitting from lower Part B drug costs,” said White House Domestic Policy Advisor Neera Tanden. “The Biden-Harris Administration will continue fighting to bring down the cost of health care and prescription drugs for all Americans.”

“President Biden’s Medicare prescription drug rebate program is putting money back in the pockets of seniors and people with disabilities, said HHS Secretary Xavier Becerra. “President Biden made lowering prescription drug costs for Americans a top priority, and he is delivering on that promise. Our work is not complete, and we will continue to fight for lower health care costs for all Americans.”

Please find soundbites from HHS’ Chief Competition Officer, Stacy Sanders, here .

Because of President Biden’s lower cost prescription drug law, the Inflation Reduction Act, which established the Medicare Prescription Drug Inflation Rebate Program, some people with Medicare who use these drugs during this time period may save between $1 and $4,593 per day.

“Everyone should be able to afford their medication, and the Inflation Reduction Act continues to deliver on this goal to improve affordability,” said CMS Administrator Chiquita Brooks-LaSure. “Discouraging drug companies from price increases above the rate of inflation is a key part of this effort, and CMS continues to implement the law to bring savings to people with Medicare.”

Padcev, a medication used to treat advanced bladder cancer, is an example of a prescription drug with a price that has increased faster than the rate of inflation every quarter since the Medicare Part B inflation rebate program went into effect, resulting in lowered Part B coinsurances for seniors and others with Medicare. A beneficiary taking Padcev as part of their cancer treatment may have saved as much as $1,181 from April 1, 2023 through March 31, 2024, depending on their coverage and course of treatment. Another example, Crysvita, treats a rare genetic disorder that causes impaired growth, muscle weakness, and bone pain. A beneficiary taking Crysvita may have saved as much as $765 from July 1, 2023 through March 31, 2024 depending on their coverage and course of treatment.

The Medicare Prescription Drug Inflation Rebate Program is just one of the Inflation Reduction Act’s prescription drug provisions aimed at lowering drug costs. In addition to this program, the law expanded eligibility for full benefits under the Low-Income Subsidy program (LIS or “Extra Help”) under Medicare Part D at the beginning of this year. Nearly 300,000 people with low and modest incomes are now benefiting from the program’s expansion. A comprehensive public education campaign is underway to reach the more than three million people who are likely eligible for the program but not yet enrolled.

In addition, as of January 1, 2024, some people enrolled in Medicare Part D who have high drug costs have their annual out-of-pocket costs capped at about $3,500. In 2025, all people with Medicare Part D will benefit from a $2,000 cap on annual out-of-pocket prescription drug costs.

The Inflation Reduction Act requires drug companies to pay rebates to Medicare when prices increase faster than the rate of inflation for certain drugs. CMS intends to begin invoicing prescription drug companies for rebates owed to Medicare no later than fall 2025. The rebate amounts paid by drug companies will be deposited in the Federal Supplementary Medical Insurance Trust Fund, which will help ensure the long-term sustainability of the Medicare program for future generations.

For more information on the Medicare Prescription Drug Inflation Rebate Program visit, https://www.cms.gov/inflation-reduction-act-and-medicare/inflation-rebates-medicare

To view the fact sheet on the 64 Part B drugs with a coinsurance reduction for the quarter July 1, 2024 – September 30, 2024, visit, https://www.cms.gov/files/document/reduced-coinsurance-certain-part-b-rebatable-drugs-july-1-september-30-2024.pdf

More information and helpful resources about the Inflation Reduction Act and how it is helping to lower costs for people with Medicare can be found at LowerDrugCosts.gov .

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Monitoring Employees Makes Them More Likely to Break Rules

• Chase Thiel,
• Julena M. Bonner,
• David Welsh,
• Niharika Garud

Researchers found that when workers know they’re being surveilled, they often feel less responsible for their own conduct.

As remote work becomes the norm, more and more companies have begun tracking employees through desktop monitoring, video surveillance, and other digital tools. These systems are designed to reduce rule-breaking — and yet new research suggests that in some cases, they can seriously backfire. Specifically, the authors found across two studies that monitored employees were substantially more likely to break rules, including engaging in behaviors such as cheating on a test, stealing equipment, and purposely working at a slow pace. They further found that this effect was driven by a shift in employees’ sense of agency and personal responsibility: Monitoring employees led them to subconsciously feel less responsibility for their own conduct, ultimately making them more likely to act in ways that they would otherwise consider immoral. However, when employees feel that they are being treated fairly, the authors found that they are less likely to suffer a drop in agency and are thus less likely to lose their sense of moral responsibility in response to monitoring. As such, the authors suggest that in cases where monitoring is necessary, employers should take steps to enhance perceptions of justice and thus preserve employees’ sense of agency.

In April 2020, global demand for employee monitoring software more than doubled . Online searches for “how to monitor employees working from home” increased by 1,705%, and sales for systems that track workers’ activity via desktop monitoring, keystroke tracking, video surveillance, GPS location tracking, and other digital tools went through the roof. Some of these systems purport to use employee data to improve wellbeing — for example, Microsoft is developing a system that would use smart watches to collect data on employees’ blood pressure and heart rate, producing personalized “anxiety scores” to inform wellness recommendations. But the vast majority of employee monitoring tools are focused on tracking performance, increasing productivity, and deterring rule-breaking.

• CT Chase Thiel is the Bill Daniels Chair of Business Ethics and an associate professor of management at the University of Wyoming’s College of Business. His research examines causes of organizational misconduct through a behavioral lens, characteristics of moral people, and the role of leaders in the creation and maintenance of ethical workplaces.
• JB Julena M. Bonner  is an Associate Professor of management in the Marketing and Strategy Department of the Jon M. Huntsman School of Business at Utah State University. She received her PhD in Management from Oklahoma State University. Her research interests include behavioral ethics, ethical leadership, moral emotions, and workplace deviance. See her faculty page here .
• JB John Bush is an Assistant Professor of Management in the College of Business at the University of Central Florida. His research focuses on employee ethicality and performance in organizations.
• David Welsh is an associate professor in the Department of Management and Entrepreneurship at Arizona State University’s W.P. Carey School of Business. He holds a Ph.D. in Management from the University of Arizona. His research focuses primarily on issues related to unethical behavior in the workplace. See his faculty page here .
• NG Niharika Garud is an associate professor in the Department of Management and Marketing at University of Melbourne’s Faculty of Business & Economics. Her research focuses primarily on understanding management of people, performance, and innovation in organizations. See her faculty page here .

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