Case Study Video / Testimonial Video – Why Do It, How to Do It, and What Results Does It Bring?

Why invest in testimonial videos?

In one sentence: Trust and a sense of security are the most important elements in B2B sales.

According to LinkedIn’s 2025 B2B Marketing Benchmark report, as many as 93.7% of marketers believe building trust is the single most important factor in brand success. Customer recommendations and testimonials are considered more important in the decision-making process than product quality or brand awareness – and even three times more important than price!

Trust is the foundation, and a video case study is the most engaging form of recommendation – film. Every company speaks well of itself. But only the client’s voice makes those promises credible. Thanks to this, you can achieve:

• Social proof – 92% of customers trust other people’s recommendations more than advertising.

• A shorter decision-making process – instead of reading long descriptions, prospects can see results, benefits, and satisfied clients in just a few minutes.

• Versatility – testimonial videos work on websites, in performance campaigns, across social media, and at conferences.

Video is now the dominant format in B2B. LinkedIn’s report shows that 78% of B2B marketers already use video in their strategies, and more than half plan to increase investment in it. Testimonial videos fit this trend perfectly – they are authentic, easy to consume, and work just as well in performance campaigns as they do in 1:1 sales.

How to create an effective case study video

The framework is simple:

• Put the client at the center – it’s their story, they are the hero. Their perspective builds credibility, not your self-promotion.

• Start with the problem – show the real challenge the client was facing. Viewers need to see the starting point to feel the weight of the solution.

• Explain the solution – what actually helped solve the problem?

• Show the process – briefly and visually. Authentic scenes matter, not just a “talking head.” Use dynamic editing and graphics that reinforce the data.

• End with a strong result – numbers, savings, revenue, emotions. What actually changed?

• Keep it aesthetic and well-paced – quick cuts, supporting graphics, music that builds emotion. The film should be pleasant to watch yet concrete.

Proportions that work:

• Problem: 20%

• Solution: 30%

• Result: 50% (the most important part)

Multiple versions from one video

Since video can be easily edited, it’s worth preparing several versions of the film. A classic setup is:

• Middle and bottom of the funnel: 2–3 min main film.

• Top of the funnel / social media: 30–60 sec cutdown with key takeaways.

• Additional versions: vertical/horizontal formats, subtitles in multiple languages, varying lengths for performance campaigns.

  
  

You can see examples of such films on the playlist below, where we have posted the most interesting case studies shot by Rek House: https://www.youtube.com/playlist?list=PLtN0uxTJmg6ZahktdQdWgDZrIYHVnds1- 

And below is one example from Dubai:

💡 Rek House experience: For Perfect Gym we produced testimonial videos in several countries. Thanks to a consistent set of films, the brand was able to build trust across 55 markets, using the material not only in marketing but also in sales conversations.

See more details here:  www.rekhouse.pl/en/perfect-gym

What results do testimonial videos deliver?

• More leads – case study videos increase landing page conversion by 30–40%.

• Greater credibility – you show real clients and real brands. According to LinkedIn, customer recommendations are the strongest trust signal.

• Easier access to large clients – nothing works better than a CMO or CFO from a recognizable brand saying: “They’re worth working with.” No salesperson can make your case that convincingly.

• Content you can reuse – the greatest value of a testimonial is that it’s not a one-off. From a single shoot, you can create shorter versions for LinkedIn, YouTube, or Reels. One video = assets for LinkedIn, YouTube, Reels, presentations, and sales calls.

Testimonial video as a sales tool

The biggest advantage of a testimonial is that it strengthens both marketing and sales. In practice, a testimonial video lives across the entire organization – not only on the website or social media, but also in sales and partner relations.

• Sales video library – give sales reps fast access to case studies they can use at different stages of conversations.

• Mailing and follow-ups – sending a short testimonial after a meeting increases the chance of a reply and keeps interest alive.

• Video calls – during online meetings, reps can play a fragment of a testimonial as “proof in point,” building credibility on the spot.

• Trade shows and conferences – testimonial videos work great on booth screens or as part of a presentation, instantly showing your track record with major clients.

A simple mini-scenario for using testimonial videos in sales

1. First contact (cold mail / LinkedIn outreach)A short, concrete email with a clear value proposition. Don’t attach video yet – the goal here is sparking interest.

2. Follow-up after initial responseOnce there’s interest, send a case study video tailored to the client’s industry:“Before we go into details, here’s a quick 2-minute video showing how we worked with [brand from a similar industry]. It best illustrates the results we help clients achieve.”

3. Video call / online meetingDuring the call, play a snippet (e.g. a CMO quote from another company) to reinforce your pitch.

4. Follow-up after the meetingSend a follow-up email with the video and a CTA:“As we discussed, here’s a case study with a client who had very similar challenges to yours. I’d be happy to show how we can translate this process into your project.”

5. Closing the dealWhen sending the offer, include a link to your testimonial library (2–3 videos showcasing different use cases). This reassures the client that your expertise is broad and proven.

Result? Testimonial videos become “living proof” at every stage of the sales process – from first touch to final decision

Before you hit record, make sure you have:

1. Permissions (image, logo, case naming, quotes, territory, timeframe)Without formal consent, the material can become unusable. Always get a simple agreement stating where (country/global), how long, and in what form the video can be used.

2. Facts and figures (approved KPIs on screen)Nothing undermines credibility faster than disputed numbers. Always double-check that the data shared in the film is confirmed and signed off by the client.

3. Versions without sensitive information (for regulated industries)Healthcare, finance, or government clients often cannot disclose certain details. Prepare a “clean” version of the film without sensitive data so it can be used more broadly.

4. Source files and subtitles (easy adaptation across channels)80% of people watch social media videos without sound – without subtitles, most will scroll past. Keeping source files (graphics, audio, raw shots) allows you to quickly create new edits – vertical for TikTok, short for LinkedIn Ads, or localized with a new voiceover. Without them, every change means a new production.

The most common mistakes

1. Too general and no numbersThe film feels like advertising, not proof. Viewers sense “something’s off” and won’t take it seriously.

2. A talking head for 3 minutes without cutawaysEven the best client won’t hold attention if all we see is their face. Without process/product shots or results, the film gets boring.

3. One-off publication – uploaded and forgottenMany companies put testimonials only on their website and think the job’s done. Huge mistake – the video should live in social, campaigns, sales emails, and events.

4. No short versions and no subtitlesSocial media audiences want quick content in vertical format, often without sound. Without this, you lose most of your reach.

5. No permissions plan – blocked from use in campaignsIf you don’t sort out legal permissions upfront, the video may never see the light of day. Worst case: a fully produced, paid-for film that’s legally unusable.

Summary

A case study video isn’t just another piece of content to stash away. It’s a sales tool that works at every stage of the funnel – from building trust to closing deals.

LinkedIn’s 2025 report makes it clear: trust is the currency of B2B. And since client recommendations are more influential than price or brand awareness, testimonial videos are among the most powerful tools in any marketing director’s arsenal.

They’re not a cost, but an investment in credibility that accelerates sales and makes life easier for sales teams.

Let’s talk!

Want to see how a testimonial video could work in your industry? Schedule a call with our CEO, Jakub Gołębiowski. With international experience, he’ll help you choose the right format and style to support your specific business goal.

Ask about a case study of your brand

FAQ – Case Study Video / Testimonial Video

How much does a testimonial video cost?

Budgets range from a few thousand euros for a simple office shoot, up to tens of thousands for multi-location productions with animations and product shots. At Rek House we always match the budget to the business goal of the film.

How long should a case study video be?

The sweet spot is 2–3 minutes – enough to show problem, process, and result while keeping attention. Shorter clips (30–60 sec) are perfect for social media.

Who should appear in the testimonial video?

Ideally a real client – a decision-maker (e.g. CMO, CFO) or product user. Authenticity beats acting skills.

How to prepare for the recording?

Think through the story: problem, solution, result. The person on camera should know why they’re telling this story and which points matter most for sales.

Where should testimonial videos be published?

• On your website – e.g. on landing pages or a dedicated “Case Studies” section.

• In ad campaigns – LinkedIn Ads, YouTube Ads.

• On social media – LinkedIn, Facebook, Instagram (short versions).

• At events and conferences – as an opener or part of a presentation.

How is a testimonial video different from a classic case study PDF?

A PDF requires time to read. Video engages emotions – viewers see the client’s face, hear their tone of voice, and identify with them more easily. That’s why testimonial videos work faster and stronger as social proof.

How to measure the effectiveness of a testimonial video?

Track landing page conversion lift, watch time, CTR in ad campaigns, and direct client feedback: “We saw your case study video.”