Exactly how long should your Case Studies and Video Testimonials be? Perhaps unexpectedly, the answer is it depends. We share our insight and best practices about the ideal length for your B2B content in this post.
How Long Should My Case Study Be?
Often, the best length for a Case Study is two pages. The Problem or Situation section is on page one alongside a quote from the Case Study Subject, and the Solution section and a sidebar of results are on page two.
This length works well because it forces you to be concise. There isn’t enough space to get technical or into any details, which would only bog down the story. Still, there’s ample room to explain the issue, summarize how it got resolved, and describe the positive impact on your client’s business.
Furthermore, most prospects only have the time and attention span to read two pages. Be respectful of your potential customers’ time and don’t expect them to scan four-plus pages of your B2B content.
Of course, there are times when a longer Case Study is appropriate. A consulting company may want to explain the multi-phase approach it took when helping a client because that multi-phase approach is what the company is known for. However, a one-page Case Study can contain all the necessary information, especially if the Results section is comprised of brief bullet points. But if you have no strong preference or vision, aim for two pages. (This translates to about 500 to 800 words.)
If you’re struggling to whittle down your Case Study content, you need an editor to cut out the extraneous info. If your Case Study content is too skimpy, ask your editor what questions are unanswered—you may have to go back to the Case Study Subject for a brief follow-up interview to fill in the gaps. Also, consult with the graphic designer about what visual elements can bulk up the Case Study.
How Long Should My Video Testimonial Be?
To echo the Case Study section, your prospects are short on time and attention. That’s why a Video Testimonial should be two minutes, tops. Two minutes is plenty of time for your Case Study Subject’s introduction; a summary of the client’s problem, your solution, and the results; and the rationale behind why your client would recommend your company to others. In fact, all this can probably be achieved in about one minute and thirty seconds.
Like with Case Studies, there are exceptions when it comes to how long a Video Testimonial should be. A longer video may work well if there are many visuals to show and explain, such as charts or site walkthroughs. On the other hand, an informal thirty-second video may be all you need, especially if you plan to post it on social media. (Take a look at some of the short informal videos we’ve created for our clients.) But again, when in doubt, create a Video Testimonial that’s less than two minutes long.
Conclusion
Case Studies and Video Testimonials vary in length, but two pages and two minutes, respectively, is the way to go. Need help creating a Video Testimonial or Case Study? Reach out to us at [email protected].
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