Combining Professional & User-Generated Videos Drives More Sales [Study]
A new study by comScore and EXPO has found that professionally-produced video content and user-generated product videos are “highly synergistic.” In other words, they drive higher levels of sales effectiveness when used in tandem.
The study evaluated an actual campaign that included a combination of a professionally-produced “how to” video and a user-generated product video that was created and submitted by an actual product user.
"This study aimed to answer a critical question for today’s digital advertisers: ‘how do user-generated videos complement professionally-produced content, if at all,’" said Frank Findley, comScore vice president, research and development, in a press release. "What we found was strong evidence of incremental benefit with exposure to both forms of media.
“In the campaign examined, professionally-produced content and product videos drove strikingly higher lifts when used together than when either was used individually. While marketers may already be familiar with the effectiveness of professional video content alone, these results suggest that even greater returns can be had by combining their use with authentic, user-generated content.”