# Product News, Video Marketing

Online Video – Putting The User Into User Generated Content

With the growing number of businesses using video to promote their product and engage consumers how can you make your company stand out from the ever-increasing crowd?

Our tip? User Generated Content

First things first, what do we mean by “User Generated Content”? Put simply, any content that your consumers, subscribers and fans produce that talks about your company, product or service is classed as User Generated Content.

So what’s all the fuss about?

Customer testimonials and reviews have long been used by companies. Lots of happy customers saying nice things about your company gives future customers a powerful and compelling reason to choose you above your competitors. Add a video element to those testimonials and reviews and you’ve got a recipe for success.

But why?

1. Highly Personal: The big buzz around online video is that it gives your company a personal voice and is much more engaging than text alone. Well, the same thing applies when it’s your users who are creating that content. By encouraging your users to upload video testimonials visitors to your site see the face behind the review, giving it that personal touch that viewers respond to.

2. A Fresh Perspective: The beauty of using user generated videos is that it keeps all your content fresh and new, bringing different perspectives with each and every upload.

3. Relationship Building: By providing your customers with an outlet to express their views and opinions you are encouraging them to directly contribute to the building of your brand and reputation. What better way to develop a powerful sense of loyalty that will keep them coming back for more.

In fact, user generated content can be so powerful that whole businesses are being built on the back of it – just take a look at Bravo.

Strike a balance

But, it’s important to remember that User Generated Content shouldn’t be used to replace your professional content. A recent study by comScore found that exposing consumers to both professional and user generated online video was the most effective form of promotion, over and above the use of each separately.

Complement your promotional videos with user generated content for the best results.


By integrating with a video hosting platform you can embed both professional and user generated videos on your site. Create competitions, invite reviews and showcase your product it’s all possible with a flexible API. Team all of this with branded promotional videos and you’ve got the best of both worlds.