User-generated Video Reviews Produce Sales

Published on October 14, 2010 | Comments: 0
User-generated online video product reviews can produce sales results better than those typically seen in the rival digital format of banner and rectangle display ads, according to data from comScore ARS and consumer-generated video platform EXPO Communications, Inc.

1/3 of User-Generated Videos Above Average in Effectiveness

A sample of 25 consumer video product reviews across various categories (including electronics and CPG) was selected and evaluated according to their inclusion of content known to be key drivers of persuasiveness and memorability. The product reviews were drawn from the EXPO online product review database in a manner similar to that used by advertisers when searching the database for marketing content. The videos were scored on a scale of 1-100 based on comScore ARS’s validated elements of video persuasiveness and memorability, such as the presence of rational, emotional and structural attributes. Results indicate that 17 videos, or 68%, scored in the average range of 30-50. Another eight videos, or 32%, scored in the above-average range of 51-100. No video scored in the below-average range of 0-29. Among the highest-performing videos were reviews for Clairol, Gain, Mr. Clean Magic Eraser, LG Electronics and Apple.

User-Generated Video Reviews Have Unique Strengths

The study also revealed that the user-generated videos displayed their greatest strengths in areas different from other forms of media. When conveying their experiences, the product reviewers were naturally more apt to focus on the product and its attributes. This resulted in a strong branding presence and communication of such elements as product convenience and quality, which are key rational elements in increasing an ad’s persuasiveness to a prospective buyer.

Retailers Hand Marketing to Customers

Increasingly, retailers are using the Internet and web-based social networking tools to directly involve customers in their marketing efforts. By offering customers rewards for activities such as creating videos of themselves using a particular product, retailers gain publicity, develop more intimate customer relationships, and obtain free advertising. For example, in 2009, Amazon, Quiznos, Dunkin’ Donuts and Starbucks have all launched contests inviting consumers to create promotional photos and/or videos of themselves. The contests have all included voting by fellow consumers, and most have tied in some way to major social networking sites such as Facebook, Twitter, YouTube and MySpace.

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