Case study films are one of the best ways to demonstrate the value and expertise you can bring to your target audience. To ensure you're creating videos that get you results, I've put together a list of Do's and Don'ts of Case Study Films.
Case Study Film Do’s
Creating a quality case study film can make all the difference to your brand awareness, customer retention and conversion rate, but it's essential to get it right. Here are some of the 'Do's' of case study films you should be following...
Plan Your Interview Questions
In most case study films, the client is interviewed and, in their own words, describes their experience of working with you. This is to provide an authentic response.
It’s vital to pre-plan what questions you will be asking. Otherwise, you risk missing out on crucial parts of the overall story.
There are three key points you need the interviewee to touch on:
- The Problem – What specific problems they were experiencing that they needed your help with.
- The Solution – What product or service did you provide to help resolve this problem, and how did you go about it.
- The Result – What results did they see from working with you.
If you can ask specific questions that ensure you get the answers to the above questions, you will create a case study film with a straightforward story that your target audience can relate to.
B-Roll footage is any other video considered secondary to your primary footage, also known as A-Roll.
A-Roll footage in case study films tends to be the interviewee talking to camera, any other footage would be considered B-Roll.
So why is B-Roll so necessary?
Without B-Roll you’re simply interviewing someone. A traditional interview style film can often be long-winded and boring, whereas videos containing B-Roll helps to tell a clear story.
It adds context to what you’re saying and visual interest, all of which increases audience engagement and conversion rate.
Create A Detailed Shoot Schedule
So you know you need to incorporate A-Roll and B-Roll into your case study film, but do you know what specific shots you need to capture?
It’s so easy to turn up on a shoot and start filming, only to realise that you are missing vital footage in the editing process.
Create a detailed shot list that outlines precisely what footage you need to capture.
This might include a list of people you need to interview, the types of frames you need to set up for certain shots, or the different locations to which you’ll need to travel.
Case Study Film Don’ts
I often see people making easily avoidable mistakes in their case studies films and here are some of the most common 'Don'ts' of case study films...
Don’t Send Interview Questions Before Hand
Although planning your interview questions is important, I wouldn’t recommend sending them to the client before the shoot.
When people have a list of questions, they tend to over-prepare. The more prepared they are, the more stiff or scripted it will appear on camera.
The best videos are where people are talking naturally and being their authentic selves.
If the client insists on seeing the interview questions beforehand, try to give them more of an overview of the types of questions you will be asking or information you’ll need to capture on film vs telling them about specifics.
Get to The Point
If you’ve filmed some great content, it can be tempting to add it all into the finished video.
Case Studies Films should be between 2 to 3 minutes long; anything longer, you risk the viewer becoming dis-engaged.
Make sure to get to the point!
Only include A-Roll and B-Roll footage that tells the story and highlights key points.
Edit out any interview footage that doesn’t enhance the overall film that doesn't help to add context or tell the story.