Case Studies: How videos can work better than written documents

Wednesday March 27, 2024

A case study is a very specific element of the content marketing mix. It serves a targeted purpose in a strategy that will also include social media content, blogs, news, demonstrations and testimonials. Written case studies as a method for showcasing product success and business strategies have been around for aeons. So why change now? Increasingly as we move through the digital era, more and more diverse content is via video, and case studies are no exception. Here, we look at what makes a good case study and how video can elevate it to even loftier heights. 

What is a case study?

Traditionally a case study is a written document laying out the experience and testimonial of a key customer or client in a specific situation. They’re ideal content to increase awareness of how your services or products address potential pain points. The inherent persuasive value of a case study lies in its focus on real-world results and the credibility it derives from being grounded in proven outcomes.

However, the challenge with traditional case studies, which are commonly long-form written pieces, lies in their ability to engage. This is an increasing challenge, with on average 8 seconds with which to gain a reader’s attention. So if you’re going to successfully utilise case studies as part of your content marketing strategy, it’s important to address engagement first and foremost.

What makes an engaging case study?

Of course, it’s not all about the introduction. Yes, you need to grab your audience’s attention in those initial stages, but the fight’s not over there. A compelling case study, whatever media it’s produced in, should cover several key features.

  • Clear Objectives: A case study must have a clear and focused set of objectives and messages that it aims to meet.
  • Defined Problem: The problem, or client pain point, addressed must be distinct, with defined parameters or boundaries.
  • Thorough Analysis: The solution presented should be thoroughly explained, and supported. This is really important as it’s this part which lays out your organisation’s activities.
  • Compelling Narrative: Storytelling is key to retaining interest. A good case study is a blend of informative content and compelling storytelling. Your audience need to be invested in the process that you’re describing.
  • Tangible Results: Instead of just presenting statistics, a case study should communicate the practical impact that your solutions have had. These include the benefits and outcomes achieved for your client.

The benefits of video case studies

Why choose a video case study over a written one? There are a number of benefits that video case studies have. However, it’s not a black and white decision. Adding video as a part of written case study content is also incredibly valuable for the same reasons. 

Clear Explanation

Video as a medium is incredibly powerful when it comes to conveying ideas, information, and experiences. These are all key objectives of a good case study. Through video, you can very quickly demonstrate features that would take much longer in written form. 

Enhanced Storytelling

Video immediately adds depth to storytelling. With the inclusion of visuals, such as product demonstrations, customer interviews, and dynamic graphics, the case study is infused with personality. It’s this element which helps a narrative to resonate with the audience.

Improved Retention

People retain 95% of a message when they watch it in a video, compared to 10% when reading it in text. This is quite a stark statistic, but doesn’t mean that you should make video for video’s sake. For case studies particularly, though, it’s really important that your audience retain the message that you’re conveying since this is the core aim of the content. 

Increased Engagement

Video case studies provide a more interactive experience, adding a broader range of tones than written case studies. By seeing images and hearing sounds (be that real humans or animation), the content is more personal and relatable, even humorous. This engagement means that you’re more likely to convey your full message. 

Greater Reach

Recent search engine algorithm updates increasingly prioritise video content. This means that your video case studies have a greater chance of being seen. This is another driver for traffic to your website or social channels. In turn, your audience are more likely to engage by commenting and sharing.


A written case study may be a downloadable PDF on your website. Case studies can be used so much more when they’re in video form. With a careful edit here and there, you can utilise your video case studies for a myriad of purposes. They become usable promotions for a multitude of different channels, from Instagram reels to embedded features.  

Tips for your video case study

So, how do you elevate your video case study to be truly excellent? A good video case study should represent your brand so clearly that you’ll be able to use it for years. And that involves both planning and execution.


This is your initial idea. It should include decisions about format, the message that you want to convey, your preferred tone, and any key factors that are important to your business. Getting this right for your brand is incredibly important, so it can help to discuss with your production company from the early stages. 

Scripts and Storyboards

The script plans exactly what will be said in each shot, and the storyboard sits alongside it to show what each shot will look like. The more work that goes into this part, the less tinkering will be needed later on. 


For live action case studies, you’ll need to work out if you will use your genuine workplace, a studio, or other location. Think carefully about the mood and tone that your chosen setting will have. 


The actual creation of your video case study. The visual quality of your final piece, otherwise known as production values, is dependent on this process. This is where an experienced production company like Ally & Mo makes the difference. The right partner will produce a quality of video that you are happy to distribute anywhere and everywhere for years to come.  


Post-production, the edit is a key part of creating flow and tone in your case study. It’s also where you adapt the raw material into a video that fulfils a multitude of marketing purposes. At Ally & Mo, we understand the power of the edit and pride ourselves on our wizardry in this area!

Video engagement is so much more than it once was. With 72% of consumers preferring to receive information through video, it’s easy to understand why it makes sense for successful case studies to take this form. At Ally & Mo we’re experts in creating engaging, insightful video content for all commercial purposes. So get in touch to find out how we can make your case studies start working for you! 


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