This study supports our approach with great emphasis on original content.
ComScore explored the “synergy of professionally-produced video content and user-generated product videos” to determine marketing effectiveness. What I find most compelling is the level of emotional connection and understanding is significantly higher within user-generated videos.
Authenticity and conviction are clearly defined when a brand explores opportunities to celebrate original content at the same level as branded, more professional content. Great study comScore!!!
Original video messages are more emotional and easier to relate to than branded-professional content.
For more…meander through our Focus 2012 Trend Report