The latest in Workshop Media’s Infographic Series highlighted the different levels of impact Professional Video Content and User Generated Video Content can have. Since making the infographic I’ve been thinking about the line between ‘professional’ and ‘user’ content and how both types have their advantages and what can be achieved by using both.
Professional vs User Generated Video Content
Professional content is produced by companies like Workshop Media. High quality content is crafted for a specific purpose to communicate specific points and to illicit an action by the viewer – a sale, an email, a Like of a Facebook page etc.
User generated video content is normally produced for entertainment purposes, to share an experience with others – for example a game play video on YouTube. While the video could generate income from ads on YouTube their is often no expected outcome other than to be informative and a lot of the time to just be entertaining.
They both have their place, however professionally produced and optimised video content is the clear superior solution for a business or organisation that wants to clearly communicate its message.
Use of User Generated Video Content
Businesses and organisations already make use of this enthusiastic content resource – the classic example being testimonials. People record themselves saying what a great time they had at an event or with a new product with their phone and it can be online and shared in minutes.
But what happens when you combine user generated content into an original, professionally produced promotional web video?
This combined approach was taken by Icelandic games developer CCP in the latest trailer for their long running online game Eve: Online.
A bit of background. Eve Online is an online space based role playing game. Unlike virtually every other online game, it is a persistent, online universe where all players, numbering in the 100’s of thousands occupy the same game world. The game has been running for 10 years and has developed it’s own economy and virtual corporations that are free to compete and fight with each other.
(Note: Some mild language)
Taking User Generated Content Up a Level
Many players record their experiences and upload them to video sharing services like YouTube and Vimeo etc, especially when taking part in planned events like battles.
CCP has taken the audio from these experiences and combined them into a new trailer that showcases firsthand the in game experience – highlighting the challenge, complexity, excitement and camaraderie that makes the game so successful.The visuals have been specially rendered for the trailer, providing the profession and consistent visual style to the user experience lead narratives.
Professional Polish and User Passion
The finished result entitled ‘This Is Eve’ is a professional polished trailer that embodies the passion and enthusiasm many players have for the game. Without trying for a hard sell, the trailer successfully showcases the product from the user’s perspective and makes it look very appealing to online gamers.
The video has been very successful so far with over 1.3 million views within a week of its publication.
The combination of user content and a profession production has been used many times over the years to make that level of authenticity and trust between a company and an audience, but this is a great example of simply letting customers experiences speak for themselves.
If you have an idea for a web video that may or may not include using your customer’s content or voice then get in touch with Workshop Media. We’re always happy to have a chat!