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 any successful 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, because this is the major reason why your target audience buy from you.
You'll also want to choose the right client for your case study. You should go through all of your customers and narrow them down based on the target audience/buyer persona they belong to, and their ability to 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.
All great case studies rest on a compelling story, which needs to 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:
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. Just make sure they're open-ended, rather than yes/no, to get the most interesting responses.
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).