As a professional company specializing in Atlanta video production, we are very interested in the effectiveness of  professionally produced videos for product sales, in comparison to amateur or user generated videos.  Those of you who are making effective home-grown videos might find the following information of interest as well.  We came across some interesting results that show the value of both kinds of video content for different purposes.  A comScore study found that professionally-produced video content and user-generated product videos showed strong synergy in driving sales effectiveness.  Here are details about the study.

ComScore, Inc., in conjunction with EXPO, a consumer network that produces user generated videos, released in March 2012 the results of a study of an actual marketing campaign that combined a professionally-produced “how to” video and a product video created by a user.  The results indicated that the two types of videos combined drove higher sales when used in tandem.

“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, Vice President, Research and Development at comScore. “In the campaign examined, professionally-produced content and product videos drove strikingly higher lifts when used together than when either was used individually.”

The first group of consumers participated in a veiled exercise in order to determine the sales effectiveness of the professionally-produced content, the user-generated content, and both together. Professionally-produced content generated a 24.7 point lift in Share of Choice for the featured product and a 16 point lift for the brand’s total line. User-generated product videos drove an 18.7 point lift in Share of Choice for the featured product compared to a 10 point lift for the brand’s total line. When exposed to both professional content and user-generated product videos, lift in Share of Choice for the featured product jumped to 35.3 points for the featured product and 28 points for the brand’s total line. This demonstrates not only the value of each of these media individually, but also the powerful combination when used together.

Lifts in Share of Choice After Veiled Exposure to Video   Content
March 2012
Total U.S.
Source: comScore, Inc.
Professionally-Produced User-Generated PP & UG Together
Featured Product +24.7 +18.7 +35.3
Brand’s Total Line +16.0 +10.0 +28.0

 

A second group of consumers were surveyed after being directly exposed to the two types of video content.  On its own, professionally-produced content resulted in a higher percentage of respondents understanding the importance of the key message.  However, user-generated product videos were more successful at producing emotional intensity, key message communication, and ease of relating to the speaker.  When consumers were exposed to both professionally-produced and user-generated content, the combined increases were greater than for either of the individual media exposures.

Percent of Audience Exhibiting Specified Responses to   Video Content
March 2012
Total U.S.
Source: comScore, Inc.
Professionally-Produced User-Generated PP & UG Together
Emotional intensity 77% 84% 85%
Key message communication 55% 60% 65%
Easy to relate to 79% 83% 87%
Importance of key message 84% 80% 89%

In other words, it seems that professionally-produced content and user-generated product videos are each successful at delivering different key elements to a consumer through video advertising.  Consumers perceived feature benefits as more believable when coming directly from the brand through professionally-produced content.  On the other hand, the unbiased user-generated videos were more believable in verifying specific product claims, such as superiority and convenience. When used together, all of the gaps get filled in and consumers become more confident in their purchase decision.

These findings by comScore are further supported by a study by Website Magazine in 2012, which found that video in general is a driver of consumer confidence.  Consumers are willing to watch videos 60% of the time they are made available, and 52% of consumers report that they are less likely to return a product after viewing a video.

What these studies mean for us at Optimum Productions is confirmation that our expertise performs certain important functions for video effectiveness.  And, at the same time, our use of video testimonials has a key role to play in a company’s repertoire for successful video marketing.  We hope you found this information to be helpful in deciding when and how to use professional services for your Atlanta video production.