MediaPost News reports new research from a comScore study that suggests marketers can have the best of both worlds when it comes to relying on professionally produced and user-generated video online. Typically, the former has held the promise of virality, while the latter has been favored as being “brand-safe.” But what happens when you put them together?
In the study, comScore worked with EXPO to answer that question by looking at how user-generated videos complement professionally produced content, if at all. To do that, it analyzed a campaign for a beauty brand that included a combination of a professional “how to” video and a product video created and submitted by an actual user. The findings indicated that the two types of video drove higher levels of sales effectiveness when used together.
When one group of consumers was shown the professional material, it generated a 24.7-point lift in “share of choice”—a metric reflecting consumer preference for a brand among its competitors — for the featured product, and a 16-point lift for the brand’s total line.
Category: Industry News and Trends