Case Studies vs. Video Testimonials
One of the fastest-growing marketing trends today is video and by video we mean video testimonials. Getting to know your market, including its likes, preferences, and desires is becoming increasingly necessary to effectively market your brand.
Researchers and marketers have learned that different audiences and demographics require different approaches. For example, millennials trust their friends far more than they trust your business, unless they’re your fan on Facebook or your follower on Twitter. Conversely, Baby Boomers are more likely to already be committed to a brand, whether it’s a car company, a cell phone provider, or a brand of running shoes.
Learning how to appeal to various audiences, including what kinds of videos work best for each group, will help you increase your market share and create a positive online presence for your customers.
Case Study or Video Testimonial: What’s the Difference?
Case studies are comprised of qualitative research that your brand or a third party that you hired has performed over a period of time. Video testimonials, on the other hand, are customers’ accolades that praise, explain, or testify to the benefits that your services or products provided them. Understanding which point of view works better for certain audiences will help you decide which one to use in each of your marketing campaigns.
Who’s Your Audience?
As mentioned earlier, millennials trust their friends more than they trust the media. So if millennials are the audience that you’re targeting for your new product or service, testimonials from loyal customers of similar backgrounds and ages might be your preferred video vehicle. However, if your company is committed to bettering the life of your audience, or contributing to causes that millennials care about, case studies can be effective.
At the end of the day, knowing your audience and their tastes can help you create a more compelling message. There is a big difference between presenting something to a mother of two in her late 30s as compared to a career oriented twenty-something or a Baby Boomer woman in her early 60s. Different potential target personas means different videos. Your case study or testimonial must speak to the particular group that you’re attempting to sell your products or services to.
Why Choose When You Can Have Both? How Case Studies and Testimonials Impact Sales
Regardless of which video type you choose, both video testimonials and case studies should be essential components of your brand’s marketing strategy. Showing factual situations of your services improving your customers’ lives or asking your customers to speak for themselves adds an element of credibility to your business, which will help convert customers and increase sales. Questions?
As the use of video testimonials continues to rise in the marketing world, understanding what type of video is best suited for your marketing needs and audience is key to creating effective video testimonials.