Now, the target audience for your case study videos may not personally know the customers you feature in them. But, especially if those customers are from a recognisable and trusted brand, and if your audience can see and hear them speak, they may well feel like they know them.
At any rate, personal recommendations from an impartial third-party are much more convincing than your brand blowing its own horn.
But there's another reason why case studies work so well: social proof.
Social proof is a psychological phenomenon that means people are more likely to take a certain action if they see others have also taken that action.
Clearly, case studies help to shine the decision of working with you in a positive and socially-approved light.
Once a viewer does click play, they're forced to continue paying attention in a way that they aren't when reading text. Their visual and aural senses are engaged, and if the case study content is appealing enough they'll feel compelled to continue watching.
Getting your audience engaged enough to spend time on your site and with yor brand is half the battle. Mist Media reports that the average user spends 88% more time on a website with video.
From there, you're in a strong position to use case study videos to help convert your audience.
Round-up: Video Case Studies Convert Better
Those were 3 major reasons why case study videos perform more effectively than text versions.