One of greatest concerns marketers have when opening their brands to more consumer comments is quality. Consumers are employing a variety of ways to make positive and negative comments and some have moved into posting videos. Should a marketer incorporate this content into the messaging stream?
This question was addressed by comScore and EXPO as they studied and compared the product lift effects of video content produced by users and by professionals. Frank Findley, Vice President, Research and Development at comScore says that user-generated videos add “incremental benefit with exposure to both forms of media.”
In the course of this study, consumers were first exposed to professionally produced content about a product. They then viewed user-generated content and after that, looked at both types of content together. Note that a common video-based UGC stream often portrays how a customer used a product. There was lift in what researchers called “Share of Choice” for both a featured product and a brand’s total line after all types of exposure. Professionally produced content, when viewed alone, had greater lift. But when combined with user-generated content, the lift was more significant. Here are the data points on lift for a featured product:
- Professionally product content: 24.7%
- User-generated content: 18.7%
- Both forms of content : 35.3%
In a second test, after consumers were made aware of what to watch for, it became clear to researchers that video-based UGC works to the marketer’s advantage in specific areas. These include higher emotional intensity, being easy to relate to, and improving key message communication.
As marketers continue to grapple with the incoming data streams on their social media sites, it seems clear that at least some amount of quality video-based UGC will accompany professionally-produced content in an attempt to connect with more buyers.[Source: Professionally-Produced Video Content. comScore.com. 28 Mar. 2012. Web. 9 Apr. 2012]