In today's fast-paced, digitised world, we find ourselves longing for deeper connection. When it comes to making choices about how we spend our time and money, more consumers are looking to the soul of a brand and whether its values align with their own. In such a landscape, a trope heavy case study is a sure-fire way to fall flat with discerning audiences. I believe authenticity, more than anything, is the key to making a genuine connection and crafting a compelling case study. Just like a person seeking spiritual enlightenment, a case study can benefit from an introspective journey. The guiding mantra? Seek authenticity, radiate genuineness, and stay true to your essence.
The Trope Trap
While tropes aren’t inherently bad, they do become problematic when overused without thoughtful intention, leading you down the path of content that feels generic and insincere. A case study cluttered with tropes doesn't just lose engagement, it loses its ability to connect meaningfully with its audience.
Tread Authentically
Authenticity is an action, a practice – By making choices rooted in authenticity during each stage of crafting your case study, you'll naturally move away from those clichés and overused tropes that saturate the market. But how do you stay grounded during this process you ask? Here are some ways to guide your case study towards the light…
1. The Story: Be mindful before you embark on your journey – Set a clear intention about what you’re trying to achieve and the story you want to tell your audience.
2. Know Your Subject: Spend quality time with the subject of your case study. Understand their passions, fears, aspirations, and challenges. This deeper connection will reflect in the authenticity of your interview and help shape your narrative.
3. Sacred Spaces: Interview your subject in an environment that holds meaning to them. Whether it's their home, favourite coffee shop, or a park where they find solace, the right setting can add layers of depth to your story.
4. Capture Reality: Go beyond the sit-down interview. Capture candid moments that offer a genuine glimpse into the subject’s life and work.
5. Consider Technical Aspects: The way you light a scene or the camera techniques you employ can significantly influence the tone and feel of your case study. These choices should align with the story, enhancing it rather than detracting from it.
6. Dive Deeper: Dive into personal stories, hobbies, dreams, values, and beliefs. This approach will offer a more holistic view of the person, making your subject relatable and human.
At the core of every case study video, there are people and stories, aka a beautiful opportunity to engage with your audience at a more profound level. When we move away from only focusing on the business side of things, you’ll find yourself connecting, and making your audience genuinely want to be a part of your narrative. And isn’t that what we all want at the end of the day – to have someone genuinely care about what will happen next in our story?