Video content is powerful. From a marketing perspective, user-generated content is even more powerful. But if you’ve never run a user-generated video review campaign in the past, trying to start one from scratch can be a little intimidating. Thankfully, it doesn’t have to be difficult.
The Power of Video Product Reviews
The power of video as a content medium is undeniable. All you have to do is take a look at some of the different data points and statistics curated by HubSpot:
- Video increases email click-through rates by 200 to 300 percent.
- Including video on a landing page tends to increase conversion rates by 80 percent.
- Combining a video with a full-page ad boosts engagement by 22 percent.
- Two-thirds of executives visit a marketer’s website after viewing a video, while 39 percent call the respective vendor.
- After watching a well-produced video online, 64 percent of people are more likely to buy the featured product.
These numbers are encouraging, but not altogether surprising. After all, we all know how much video impacts us as customers in our own personal lives. But you may not realize just how influential user-generated content is.
Here are some impressive stats as curated by TINT:
- When used in ads, user-generated content receives a four-times higher click-through rate. The cost per click drops by an impressive 50 percent.
- User generated videos on YouTube get 10-times the number of views as content that’s produced and uploaded by the brand.
- More than 9 out of 10 customers say user-generated content is helpful when making an online purchase decision.
- On-site customer views increase conversions by an average of 74 percent.
- 64 percent of customers actively seek out online reviews before making a purchase decision.
So, when you combine the power of video with the influence of user-generated content, it should come as no surprise that user-generated video reviews pack a pretty powerful punch. In fact, they are one of the most valuable content marketing investments you can make.
How to be Successful With a User-Generated Video Review Campaign
Clearly, user-generated video content is a good investment. The problem is that most brands don’t organically attract them. It takes a lot for a customer to randomly decide that they’re going to review a product, produce a video, and share it.
When you see a company with a bunch of user-generated video reviews, you can almost guarantee that the company has been active in seeking out reviews. Not only is this practice legal, but it’s also smart. And whether you incentivize customers with free products and rewards, or simply make a heartfelt request, user-generated video has the potential to outperform all of the other content you produce.
As you encourage customers to produce video reviews, make sure you give them some guidelines to enhance the quality and influence of the videos. Here are a few specific things to remind them of:
1. Outline, But Don’t Script
The thing that makes a user-generated video review different from a video where you pay an actor is that it possesses amateur qualities. This makes it more believable to your audience.
You should encourage your customers to outline what they want to say prior to developing a video review, but not to script it. This video review from Security Baron is an excellent example. Notice how the review is genuine; however, the reviewer is clearly speaking “off the cuff.” This is the sweet spot you should aim for.
2. Get Straight to the Point
Attention spans are super short these days. Not only do video reviews need to grab the audience’s focus right away, but they shouldn’t last very long. Anything over three or four minutes is going to see some slippage in terms of views and conversions. Get straight to the point and don’t dance around the major takeaways.
If you notice users leaving long-winded reviews, simply ask them to cut out the fluff. In most cases, the fluffy parts come at the beginning and ending.
3. Simple Editing is Encouraged
There’s something to be said for publishing raw video footage, but most people aren’t poised enough to create something that can be shot and shared without any tweaks being made. Encourage your customers to use some simple editing to keep the video clean. Straight cuts are much preferred to the tacky fades that you’ll see in basic editing software programs. (This video review is a great example of what clean cuts look like. Notice how each section of the video seamlessly flows into the next without losing the audience’s attention.)
4. Honesty is a Must
As mentioned, it’s okay to solicit video reviews from your customers. What’s not okay is to incentivize a customer to give a review and then fail to disclose the relationship. Whether you’re paying the customer or offering them a product in return for the review, they must disclose what’s happening. A failure to do so can really hurt your brand.
5. Encourage Sharing
The final suggestion is to implement some sort of sharing strategy. Video reviews are only valuable if there’s an audience to consume them. Encourage your customers to share them on their own personal social media profiles. Ask them for permission for you to do the same. It’s also smart to create a hashtag that can be used for all of your videos.
Try and Try Again
The chances of hitting it big on your first attempt at a user-generated video review campaign are slim. There are billion-dollar companies that spend millions of dollars a year strategizing over much smaller things. However, just because your campaign doesn’t go viral, doesn’t mean it isn’t a success. Virality isn’t the goal. The objective is to leverage social proof in a highly visual format that efficiently moves people to action and creates long-term value for the brand.
If you follow the tips and techniques outlined in this article, you’ll be able to create a campaign with a strong foundation. It’ll take some hard work and discipline, but you’ll eventually start to see some results. And once the results come pouring in, all of the hard work you put in on the front end will be justified.
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