User Generated Video Reviews as Persuasive as TV Commercials
By Anna Johnson on October 18th, 2010Research by comScore ARS validates the practice of many Internet marketers to include videos testimonials and reviews in their online marketing campaigns.
comScore ARS’s research indicates that user-created videos – in particular, those based on reviewing a product – can be as persuasive as professionally-produced television commercials (TVCs).
In comparing video product reviews with professional TVCs, comScore ARS found that the most persuasive user-generated product reviews contained many of the sales effective elements seen in professionally-produced television commercials. What’s more they had more of these elements than typical banner and rectangle display ads.
In reaching its conclusions, comScore ARS reviewed 25 video product reviews across various categories (including such electronics and consumer packaged goods as LG Electronics, Apple, Clairol, Gain and Mr. Clean Magic Eraser) and compared them with TV and digital ads. They scored them 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.
