ReelPop Q&A is a new weekly question and answer series made possible by Poptent. Each week we will choose to answer one question from a reader relating to best practices and strategies for online video marketing. If you would like us to answer your question for an upcoming post, please click here.
Today's reader question is:
"We're starting on a project to create several promotional web videos for our brand and we're struggling to determine the right balance in terms of production value. When is high-production value important for branded video marketing/advertising campaigns?"
This is a very interesting question. There have been some studies recently that suggest a combination of professionally produced content in conjunction with user-generated content (UGC) actually produces the best results.
Production Value vs. Brand Lift & Share of Choice
One recent study by comScore found strong evidence that suggests an incremental benefit when consumers were exposed to both professionally-produced content and UGC product videos. They saw "strikingly higher lifts when used together than when either was used individually."
"Professionally-produced content generated a 24.7 point lift in Share of Choice for the featured product and a 16 point lift for the brand’s total line. User-generated product videos drove an 18.7 point lift in Share of Choice for the featured product compared to a 10 point lift for the brand’s total line. When exposed to both professional content and user-generated product videos, lift in Share of Choice for the featured product jumped to 35.3 points for the featured product and 28 points for the brand’s total line. This demonstrates not only the value of each of these media individually, but also the powerful combination when used together."
Dell Campaign - Authenticity with Professional Production
Here at Poptent, we have found that many of our clients are utilizing our crowdsourced production to provide fresh and authentic creative treatments that resonate with their customer base in order to drive higher levels of engagement and encourage social sharing. Dell, for example, stated at a recent SXSW Interactive session that they utilize Poptent not to replace their Agency produced content, but to supplement it. An example of one of the spots can be seen here.
In this case, Dell was looking to produce a series of 4 spots for use on Dell.com and in social media that showcase Dell consumers exploring their passions & pursuits using select Dell Consumer products. They did a crowdsourced assignment where they asked a select group of Poptent video producers to submit video "elevator pitches" showcasing real people, doing real things where a Dell laptop was an integral part of their lives. Once they chose the style they wanted, the assignment moved into Poptent Productions for the final series. The spots were so well received that they actually re-cut one of them to air nationally during the BCS College Football Bowl Games.
High-Production Value & Authenticity Work Together
As is usually the case, the answer to the question of "when is high-production value important" is that, it depends. Remember some video is always better than no video, but the best brand lift seems to be achieved with a combination of highly polished videos in combination with more authentic videos.