When you want to showcase customer success and build trust, two formats often rise to the top: case study videos and testimonial videos.

At first glance, they might seem interchangeable – both feature real clients singing your praises – but the two serve different purposes, require different levels of production, and appeal to different points in the marketing journey.

Understanding these distinctions will help you invest in the right content for your goals.

What Is a Testimonial Video?

A testimonial video is a short, focused piece where a client speaks directly to camera about their positive experience with your product or service. Think of it as a video review: concise, personal, and resonant.

Typical features:

• Length: 30–90 seconds (sometimes up to two minutes)

• Content: Client shares their story and key benefits in their own words, usually just one person

• Style: Often filmed in a single location with minimal B-roll or graphics

• Goal: Build credibility quickly and generate trust at the top of the marketing funnel

Testimonial videos are perfect for product pages, paid social campaigns, email marketing nurture campaigns, and quick, snackable content that establishes social proof.

What Is a Case Study Video?

A case study video digs deeper, telling a complete narrative of how you solved a client’s problem. It follows a classic story arc: challenge → solution → value.

Typical features:

• Length: 2–4 minutes (sometimes longer for B2B or complex products)

• Content: Interviews with key stakeholders, on-site B-roll, before-and-after data, graphics or charts

• Style: More cinematic and documentary-like, often with multiple shoot days

• Goal: Provide evidence and context to help prospects make a purchase decision further down the funnel

Case study videos work best for B2B companies with complex offerings. They fit neatly into the marketing mix at every stage, and go well with sales presentations or pitch decks. They're also perfect for product launches that require detailed proof and services where explanation is key to understanding. You'll find video case studies on website landing pages, YouTube, LinkedIn, and even in paid ad campaigns.

Key Differences

When to Choose a Testimonial Video

Opt for a testimonial when you need fast, cost-effective content to boost trust, your product or service is easy to understand without much explanation, and you want bite-sized videos for social ads, homepage banners, or retargeting campaigns.

A strong testimonial can be filmed in a half day and edited quickly, making it ideal for small budgets or tight timelines.

When to Choose a Case Study Video

A case study video is the right choice if your service is complex or high-value and prospects need proof before buying. This format is ideal when you want to highlight results and successes like revenue growth, efficiency gains, and time savings. You'll want to plan to use the video in sales meetings, conferences, or investor pitches – making one piece of content that works really hard.

Because of the additional planning and editing, case study videos typically require a larger budget and longer production schedule, but they provide a powerful return on investment.

Many Brands Use Both

You don’t have to choose one or the other. A smart content strategy often includes both formats, using each at different points in the customer journey:

1. Testimonial video draws attention and sparks curiosity on social platforms.

2. Case study video delivers the in-depth story to prospects who are already considering your solution.

You can even capture both formats in a single shoot, recording short testimonial soundbites while filming the longer case study narrative. This is where careful pre-production planning comes into its own. One shoot can yield content for an entire year's worth of asset creation and campaigns.

Check out our blog on how to plan a successful video case study for more information, or contact us to talk through your next video.