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Question: Has anyone ever done a comparison of results/ROI for highly produced, branding customer story videos versus shorter, Q&A style customer/user talking videos? In my experience the first is more for brand awareness and the second is very useful for when prospects are making purchase decisions (so further down the adoption cycle). I'm looking for some examples that prove that out.
@Joel Klettke any ideas on this? @Daniel Palay?
@Val Geisler any thoughts on this one?
I'm in the "convincing brand to get on board with the UGC style videos" phase so I don't have data yet but I'm hoping that if I'm successful I will!
I haven't but could you pull social media and/or ad data? You could show engagement rates, reach, CTR, etc. Overproduced video doesn't work as well anymore, in my experience. Branding-produced videos feel like that should be on website only, used for PR, events, etc. Maybe youtube. But, even then, it depends on your audience.
Completely agree Jamie. My issue is that we haven't been able to do UGC style videos for CA at my company so I don't have the data at hand. I'm looking for some examples out in the wild that I can show to help tip the scale.
P.S. @Val Geisler thanks for giving me the UGC term. I wasn't sure what to call them.
I think context becomes incredibly important -- especially surrounding who you are selling into.
With remote video, for example, you don't want to over-polish things, but you also can't have something SO raw and unedited that it's difficult to follow/consume. Left to their own devices, few people are great with lighting/framing (which is not insurmountable), audio (which becomes a HUGE issue), and -- maybe most importantly -- giving concise, focused, meaningful answers.
There's definitely a role to play in both kinds of content, but I think even with Q&A style self-shot videos (which it's only really occurring to me now that maybe you weren't really asking about remote vs. onsite) you need to have a minimum quality bar, and some level of intervention into the content that comes out the other side is important to come back with a focused, strategically meaningful asset.
Ok, here's some data points that I keep in notes to copy and paste to my old school CEOs/founders who don't understand UGC.
UGC— Ambassadors and Influencers— WHY ITS IMPORTANT
- 92% of consumers turn to people they trust for product referrals
- 90% of consumers believe authenticity is key when deciding which brands they like and support
- 84% of consumers say they trust peer recommendations above all other marketing tactics
- Millennials trust UGC 50% more than original content generated by the brands.
- brand engagements rise by 28% when consumers are exposed to a mixture of professional marketing content and user-generated content.
- UGC-based ads get 4x higher click-through rates and a 50% drop in cost-per-click than average.
- UGC results in 29% higher web conversions than campaigns or websites without it.
- At least 41% of consumers will read four to seven UGC reviews to gain important insights on a product. Thats why both quality and quantity matters for us. .
Yay! Thank you @Jamie Crain. I literally was digging through a Google search and compiling. I appreciate your help!