• Tweet

• Tweet

Video case studies can bring stories to life in a way that’s sometimes difficult in written format. But with attention spans narrowing and internet users demanding more dynamic content, developing a successful video isn’t as easy as you might think.

Here are a few pointers to get you started.

Video case studies: Keep it short and concise

Today, attention spans aren’t what they used to be. When it comes to online video, research suggests the average attention span is around 1 minute 30 seconds – not a long time. The upper limit for an online video case study would be between 3-5 minutes, but that’s dependent on piquing viewers’ interest straight away. You need to introduce your branding and tease the key points of your video within the first 60 seconds.

This is where a copywriter would be able to help. With so much pressure to present the key points quickly a storyboard or script is essential. An experienced copywriter will be able to condense the case study, pluck out the most salient facts, and in some cases even ‘present’ the case study video itself, asking your client the right questions to highlight what your services have done for your client’s business.

Video case studies: Mix it up

In this stimulating and demanding online world, straight-up interviews to camera simply won’t hit the right buttons for the vast majority of internet users. You need to change it up: shoot from different camera angles and include ‘cut-away’ shots – where the video shifts to footage of your product or service in use. You could also add footage of employees using your products, and even think about a short sound bite from employees who use your products daily. Motion attracts the eye so think about having your client doing a ‘walk and talk’ through his facility.

Video case studies: Be smart with editing

In the filming stage, you’ve incorporated different camera angles, shots of staff working, movement shots and of course the client interview. Now the art is in putting these all together to create a dynamic, attention-grabbing video. Try to have as little static content, i.e. your client sitting at a table answering questions, as you can. On the ‘cut-away’ shots use the client’s voiceover, mix and match the various footage you have, keep it moving and changing frequently. Think about the key points you want viewers to take away from the video and consider introducing them as text pullouts throughout the footage.

Video case studies: Get animated

To grab attention these days, you really need to be creative. People are now looking to be informed AND entertained. Over the past year animation has emerged as a great way to engage people and also to explain something that may be too complex, in a simple way. Take a look at an animation we were recently involved in. See how easy it is to introduce humour and simplify a technical pitch.

Video case studies: Choose the best people to work with

When going down the video case study route, take your time choosing the team you’re going to work with. First, the video production company: make sure you look at their previous work; this will give you an idea of their style and see if it fits in with what you want.  A lot of the magic happens in the editing room, so make sure whatever video production company you’re working with provides quality editing services. A good professional director will know what works, and what doesn’t, when it comes to camera angles and shot ideas while a copywriter will make sure the video script tells the customer story succinctly.

Deirdre McArdle
@deirdreenn

ENNclick has a team of expert copywriters based in Ireland and the UK. You can sign up for blog updates via RSS or eMail. Check out our Copywriting FAQ

Follow @ENNclick