If you’ve ever sat in on a kick-off call for a new customer story, you’ve probably heard: “Should we write the case study first or go straight to video?”

It’s the advocacy equivalent of the “chicken or the egg” situation. And just like with chickens and eggs, there is no absolute answer. But there is a smart way to navigate the options and help you determine if you need to create both.

Let’s weigh it up to find the best format for your B2B case study.

When the written case study comes first

Pros:

Clarity and control

• The written format gives you space to shape the full narrative, problem, solution and benefit without worrying about camera angles or lighting. It gives you a way for you to finesse the story in multiple ways.

Foundational content

• A strong case study becomes the backbone for everything else, especially when creating a Bill of Materials (BoM). So, think: video briefs, social copy, different perspectives, sales enablement… the list goes on.

Stakeholder buy in

• A written case study ensures all stakeholders are on the same page in terms of messaging, focus and story development.

Cons:

It can feel dry

• A case study on its own can be a little text heavy. The PDF is not dead but, depending on various aspects that include audience expectations and use, it’s not always the format for capturing hearts and minds.

It’s an extra step

• If you plan to film anyway, writing the story first can feel like an extra ask when it comes to involving the customer, so combining the two would mean fewer customer touch points.

When the video case study comes first

Pros:

Emotion and energy

• Video captures tone, personality and real human faces. It’s hard to beat the impact of seeing a passionate customer tell their story about your brand.

Flexible formats

• One planned video shoot can produce multiple assets: short clips, audio assets (podcasts etc.), distinct perspective cuts and social edits to name a few. You really can do more with less.

Faster amplification

• Videos are shareable, snackable and often perform better on social and web.

Epic soundbites

• You can go into the onsite interview knowing what those killer statements are going to sound like and can ask your interviewee to refine in real-time until we hear that knock-out closing line.

Cons:

Risk of rambling

• Without having a written narrative first, interviews can go off track, making editing a much bigger job. Investment in pre-production ensures the messaging and story arc are tight, which means that there is no room (or time) for waffle.

Harder to control

• What’s said is said and if the quote’s not quite right, you’re limited in what you can tweak. Whereas written words provide a little creative licence to reshape or fix any imperfect quotes without changing the intent behind them (with permission, of course).

Logistics heavy

• Video shoots require more investment in terms of time and money. Shoots need planning, crew, kit and location permissions. They also become more of a time commitment for customers.
• You really need confident speakers. It is harder to get your point across when you are in front of a camera versus chatting on a video call.

So, which actually comes first?

The real answer is that if you need a solid story and strategic messaging signed off by lots of stakeholders then start with the written case study. It helps save time in pre- and post-production when everyone is on the same page. However, if you need to create an early buzz and a high impact visual then start with the video. But remember that the brief will be vital for your video case study planning and for keeping teams on track.

Think of written and video as two sides of the same coin. Or better yet, one is the egg, and the other is the chicken. Both are essential and both are valuable. Which leads me to another question we are often asked: “Do we need to create both?”

In today’s tech landscape, attention is short but decision-making is complex. This means that your customer stories need to do A LOT. So, think of it this way:

• Video grabs attention, builds trust and makes your customer feel real.
• Written case studies provide the depth, detail and proof points your buyers need to move forward.

Done well, one format fuels the other and, together, they create a powerful narrative that resonates with all decision-makers across multiple channels (with the additional option of content repurposing down the line).

So next time someone asks what comes first and if you need to create both, you can say with confidence that it’s a chicken and egg kind of situation.