Report: Brands Using Consumer-Generated Videos On Retail Product Pages See A 38% Sales Lift
Oct 24, 2013 at 9:38am ET by Amy Gesenhues
According to a test program conducted by video sharing platform EXPO, brands that placed consumer-generated video content on their product pages saw a 38 percent lift in sales compared to brands that failed to use video content.
Evaluating sales numbers from June 2012 against June 2013, the test data included online sales results for eight brands from the Reckitt Benckiser’s family of consumer goods, including Clearasil, Delsym, Finish, Lysol, Airwick, Resolve, Veet and Woolite. Additionally, EXPO found consumers were more likely to view a consumer-generated video over professionally produced video content, choosing consumer-generated videos nearly 56 percent of the time when given a choice between the two.
As a result of the tests, Reckitt Benckiser claims it plans on increasing the amount of video content used on its retail website product pages by 300 percent during the next quarter.
Here are three consumer generated-videos Reckitt Benckiser used on its Veet, Resolve and Woolite product pages:
About The Author: Amy Gesenhues is Third Door Media’s General Assignment Correspondent, and reports on the latest news and updates for Marketing Land and Search Engine Land. From 2009 to 2012, she was an award-winning syndicated columnist for a number of daily newspapers from New York to Texas. With more than ten years of marketing management experience, she has contributed to a variety of traditional and online publications, including MarketingProfs.com, SoftwareCEO.com, and Sales and Marketing Management Magazine. Read more of Amy’s articles. See more articles by Amy Gesenhues http://marketingland.com/author/amy-gesenhues http://marketingland.com/report-8-leading-cpg-brands-experience-a-38-sales-lift-with-online-video-content-62914