Should You Produce Professional Videos Or User Generated Content?

 By: Videyah! | Friday, March 30 2012

The study reveals that professionally made and user-generated product videos work extremely well together

The Synergy of User Generated and Professional Video Content

According to ComScore and Expo, recent research indicates that professionally-made, and user generated videos can work extremely well together driving the sales up. The study analyzed an actual campaign that evaluated a professionally produced “how to video” with a user generated product video that was created and submitted by an actual product user.

• Consumers that only watched professionally made videos, had a 24.7 % lift in intent to purchase the product.
• Consumers that saw user-generated product videos had a 18.7% increase in intent to purchase.
• Consumer that saw both videos  – had a 35.3% intent to purchase.  

The uptick has to do with consumers ability to see both – the product displayed professionally as well as hear what others think of a product and how they use it (the UGC). 

The results of the survey taken after consumers watched videos:

Key findings of the survey:

• Viewers that watched professionally produced and user generated content scored higher in all categories: Emotional Intensity, Key message communication, Easy to relate to and importance of key message.
• After watching user generated content people responded higher to emotional intensity, key message communication and easy to relate to categories.
• Professionally made content scored higher in importance of key message.

Conclusion:

Either professionally made or user generated videos can help increase sales. It works even better when both videos are combined. Even though user generated video scored higher in 3 categories, compared to professionally produced content we can’t make a conclusion that it is more effective. It is important to compare scripts, videos, take into consideration what product it was used for and the sample size.  Hopefully comScore and EXPO will explain the methodology and results of the study on Tuesday, April 3^rd at 2 pm. EDT. Register for the webinar.

Read the original article about the results of professional and user generated video campaigns.