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6 Common Mistakes in Video Testimonials and Case Study Videos


Both Video Testimonials and Case Study Videos can authentically demonstrate the value of your company, but they can contain mistakes that will have the opposite effect. This post explains why Case Study Videos and Video Testimonials are important pieces of content marketing and identifies where companies commonly go wrong in their creation. 

Why Have Case Study Videos and Video Testimonials?

Video Testimonials—also known as Case Study Videos—are persuasive ways to tell your customers’ real-life success stories. When your customers can explain in their own words how your business helped them, your business appears credible and trustworthy. Written Case Studies can achieve the same effect, but customers’ enthusiasm for your business will be more palpable in a video. This is because viewers will be able to put a face, a voice, and emotion to the positive review.

Common Mistakes in Video Testimonials and Case Study Videos—and How to Avoid Them

Case Study Videos and Video Testimonials can be compelling pieces of word-of-mouth marketing content, but the following common mistakes can hinder your video’s success.

Over Scripting

What it means: It’s fine for your testifying subjects to have some notes to refer to when filming. However, providing a script that they must adhere to word for word will detract from the video’s authenticity. Viewers may assume the subjects’ words are not their own, and the subjects—and your business—will lose credibility.

How to avoid it: Before interviews, provide your subjects with a list of questions you plan to ask. Include some bullet points of key points you’d like to ensure make it into the video. This gives your subjects a chance to get familiar with what they’ll be talking about without overpreparing.

Poor Production Value

What it means: A Case Study Video or Video Testimonial must look professional, and shaky camera angles, dim or too-bright lighting, and poor sound quality don’t achieve that effect. The basic rule of thumb: A video that looks like you filmed it on a ten-year-old smartphone while wobbling on a unicycle in someone’s dark basement is not a video you want to represent your business. 

How to avoid it: Invest in a camera, device, or software that will result in high-quality 4K video footage. Make sure the lighting is appropriate, and the sound quality is clear. Incorporate different camera angles if you can, or add B-roll footage and music during editing.

Hyper-Focused on Your Brand

What it means: Video Testimonials that focus less on your clients and more on your brand appear stiff and scripted. When your videos seem like biased sales pitches, they run the risk of you not only losing viewers’ attention but also potential leads. 

How to avoid it: Make your video’s topic all about your client’s success, and let the viewers connect the dots in regard to your role in that themselves.

No SEO Strategy

What it means: Prospects won’t watch your Case Study Video if they can’t find it. When potential buyers are researching the kind of solutions you offer, your video needs to pop up in their search results. 

How to avoid it: Include relevant SEO within code descriptions and titles when uploading your video.

No Call to Action

What it means: Your Video Testimonial will be considered a miss if it’s unaccompanied by SEO tactics. Don’t skip this opportunity to capture viewers’ information and turn them into leads. 

How to avoid it: No matter where you post your video, always include a CTA (such as a form or link) that guides viwers toward making a buying decision.

Boring Content

What it means: A high-quality Case Study Video is a waste of time and money if it’s not interesting. There’s a mind-boggling amount of content out there, and viewers won’t spend much—if any—time on a video that bores them. 

How to avoid it: Be honest with yourself—does watching your own video compel you to buy what you’re offering? Make sure that your video is one that people will actually want to watch—even if you’re in a “boring” industry. Take a look at this list for ideas on how to avoid creating safe, dull content.


Making a great Video Testimonial or Case Study Video with no mistakes is hard work. However, SuccessKit is here to help you make a video that will create relationships between your leads and your brand. Contact us at [email protected] to learn more about how we can make your high-quality Case Study video.

Stef Mates

Stef Mates has been writing, designing, editing, and managing a variety of content types for several different industries for more than 15 years. She started at SuccessKit as a freelancer in November 2019 and became an official part of the team as the Director of Editing, Writing, and Design in June 2021.

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