How to Get More Customers Involved in Video Case Studies
Customer stories are one of the most powerful forms of marketing content. They build trust, showcase real outcomes, and let prospects see themselves in the success of others. Yet for many brands, there's a frustrating barrier. Getting customers to take part.
Even the best marketing teams struggle. Stakeholders say no. Timelines slip. The perfect reference account just won't go on camera. It's why so many case studies never get made or focus on stories that don't align with strategic goals.
But with the right mindset and process, it's possible to turn this around.
Turning willingness into participation
It starts with a shift in approach. Don't treat customer video as a last-minute ask. Instead, embed it into your wider advocacy and content strategy.
That means:
- Planning ahead with content pipelines and campaign alignment
- Framing the story as a win for the customer, not just the brand
- Making the process smooth, flexible, and rewarding
Each of these elements reduces friction and increases the likelihood of customers saying yes.
"The best customer stories don't just sell your solution—they celebrate your customer's success."
Start with strategy, not scramble
The most effective case study programmes begin with clarity. Which products or services are priorities? What stories would support key campaigns or verticals?
Mapping customers to content goals early lets teams nurture relationships well in advance of the ask. And by building a pipeline of potential advocates, brands avoid the all-too-common last-minute scramble.
Frame it as a showcase
People are more willing to take part when they see the benefit. Position the video as an opportunity to celebrate progress, showcase innovation, or elevate their team internally. A great video becomes a tool your customer can use too for internal comms, recruitment, or marketing.
Offering a customised version of the video or simple LinkedIn edits adds even more value and shows the customer they're being considered as a true partner.
Capture stories while the moment's hot
Events offer a golden opportunity. Stakeholders are already gathered, brand momentum is high, and energy is in the room. With minimal disruption, it's possible to capture multiple interviews in a single day and build content assets that stretch far beyond the event itself.
"Filming at events turns one moment into months of content—efficient, authentic, and high-impact."
Use reciprocity (and relationships)
Sometimes the best incentive is human connection. Offering something in return whether that's speaking opportunities, visibility, or support for internal initiatives can shift the dynamic.
And don't underestimate the importance of relationships. The biggest barrier to case study content often isn't the customer it's the internal hesitancy to ask. Building trusted relationships with client-facing teams and offering a low-pressure process helps overcome that hurdle.
Make it easier to say yes
Every customer has a story to tell even if they're only partway through their journey. Don't hold out for perfect before you press record. Often, small wins told well can be just as powerful.
The goal isn't just to produce more stories it's to tell the right stories, in the right way, at the right time. With the right strategy, case study content can become a consistent engine of trust, proof, and engagement across the buyer journey.
