Start your case study video with the solution

Here’s where most case study videos tend to go wrong. They spend too much time setting the scene. They introduce the customer, describe the breadth and width of the business and then later on present the problem faced by the customer and at the end finally talk about how the solution solved the problem.

While it may feel like a natural storytelling flow there’s a big problem with this.  Viewers don’t always stick around that long. Attention spans are short. If you don’t capture your audience’s interest in the first moment, you’ve probably lost them.

That’s why my top tip for case study videos is always start with the solution.

Put the solution at the beginning of the video, not at the end. Viewers want the answer quickly. If you open with the solution, you immediately show why they should keep watching. Here’s an example:

Instead of starting with, “Company XYZ is the leading provider of (insert your service) service spanning all of Australia. We have 15 offices with 200 staff all across the country and specialise in A, B and C. We found that we were struggling with outdated systems that didn’t digitally speak to each other seamlessly and as such we suffered from poor communication across teams…etc etc”

Start with: “By implementing our solution, XYZ Company saved 40% of their admin time every week.”

This approach creates a hook straight away. Once people know the result, they’re more willing to hear the backstory.

First Know Your Audience

To create the right hook,  know who you’re talking to.

Ask:

• Who are we targeting with this case study video?
• What is their specific problem?
• How does our solution solve their problem?

If you create a video without a clear audience identified, it will feel like just another salesly corporate video. A great case study video feels personal because the viewer will feel like you’re speaking directly to them.

When done right, a case study video is one of the most powerful assets in your marketing toolkit. It takes a real story from a real customer, puts it on screen, and shows your audience exactly how your product or service solves their problem. Unlike brochures, PDFs or text-heavy whitepapers, a good case study video is personal, engaging and easy to digest.

How To Make Case Study Videos Even More Engaging

A strong structure is just the beginning. So that your case study video wins, try these tips:

1. Keep It Short

Aim for 2–3 minutes. Longer videos can work if the story is truly amazing to the viewer. Most people prefer a short, sharp video.

2. Use interesting b-roll

If the video is only a talking head, you’ll lose your viewers pretty quickly. Instead add action shots of your solution ‘in action’.

3. Focus on Storytelling

Every great case study video has a good story as it’s core but in this case I say, start with the positive result created by your solution (which usually ends up at the end).

4. Add Captions

If you’ve ever watched a video without turning on the audio, you’ll know this one’s important, especially on social media. Captions make sure your message still lands.

5. Keep the Customer as the Hero

While your brand is important, don’t overtly make yourself the star of the video. The customer should be the hero of the story. The more you push that angle, the more it promotes you.

Common Mistakes to Avoid

Even experienced marketers sometimes miss the mark with case study videos. Here some pitfalls to avoid:

• Being too promotional – if your video feels like an ad, viewers will tune out.
• Overloading with detail – keep the information high-level. The goal is to spark interest, not overwhelm.
• Forgetting the call to action – always tell viewers what to do next.
• Ignoring production quality – poor lighting, bad sound, and cheap looking content can undermine your message.

Maximise Your Case Study Videos

Once you’ve created a great case study video, don’t just bury it on your website. Repurpose and distribute it widely:

• On your homepage – showcase it where potential customers first land.
• In sales meetings – give your sales team a powerful tool to back up their pitch.
• On social media – share shorter clips or highlights on LinkedIn, Instagram, and X.
• In email campaigns – add a thumbnail with a play button to boost click-through rates.
• At events or webinars – use case study videos as real-world proof of your value.

The more places you use your video, the more return you’ll get on your investment.

Why Case Study Videos Matter More Than Ever

In today’s noisy digital world, people are bombarded with marketing messages. What cuts through? Authenticity.

Case study videos feel authentic because they feature real people sharing their real experiences. They’re not scripted ad. Rather, they’re stories that show the genuine impact of your product or service.

That’s why businesses everywhere from tech to financial services, healthcare, and education are using them to win new customers. Done right, it’s more than just content. It’s proof.

Ajit is the founder of Rocket Productions and our team has been helping leading financial services firm create engaging video content from script to screen for 20 years. Ask us how we can help you with your case study video today.