Professionally Produced Product Videos Or User Generated Video?

By: Videyah! | Thursday, April 5 2012

Is a combination of Professionally Produced Videos and User Generated Product Videos a good strategy?

A comScore and Expo study reveals the benefits of combining PP and UG videos.

According to comScore and Expo, recent research indicates that professionally-made, and user generated videos can work extremely well together to drive the sales upwards. The study analyzed an actual campaign that evaluated 2  “How to videos” - Professionally Produced (PPV) and User Generated Product Video (UGV) that was created and submitted by an actual product user. Both videos were placed on the beauty brand’s own website replicated in a test environment.  

Purchasers were exposed to either:

- Professionally Produced Video

- User Generated Video

- Professionally Produced and User Gen Videos Together

The study measured:

- Interest Levels and Emotional Response

- Message Communication

- Sentiments Towards the Video and Brand

Professionally Produced Video Example (Not from the study)

User Generated Video Example (Not from the study)

Results:

1. Both PPV and UGV generated positive emotions toward the brand. More viewers experienced levels of sweet and happy feelings after viewing the UG Video. Viewers were more prone to sweet, happy and feelings of respect and admiration for the brand after watching PPV.

2. Emotional Intensity generated by UGV carried over when used in combination with PPV.

3. The combination of PP and UGPV resulted in significant increases in several important equity areas: "This brand is for me", "This brand makes more effective products than other brands", "This brand speaks sincerity to consumers".

4. PP and UG Videos are highly synergetic in driving choice of featured product (+35.3) and brand’s total line (+28).

5. All of the incremental gain is sourcing from competitors and not from the same product line.

In Summary:

1. The PP and UG Videos are highly synergetic. 

2. A significant improvement was seen on communication of the key messaging when used together.

3. The combination of both videos enhanced brand equities.

4. The greatest synergies were seen for featured products and total line with incremental gain coming from competitors.

Read the first story about the Professionally Produced and User Generated Video study.