User-generated video singled out for marketing success

User-generated video contests can be an excellent means of publicising a brand, it is claimed.

Some competitions, such as one held recently by Tourism Queensland to promote the so-called Best Job in the World, can attract huge media attention, states Nate Elliott, writing for the Forrester Research blog.

He believes that online video contests can be such a good option for marketers “because users love online contests almost as much as they love online video”.

In addition, he suggests that user-generated video competitions “can help marketers achieve a huge range of marketing objectives”.

He points out that such contests can enable marketers to engage with customers and find out about their needs, while at the same time energising them and driving consumer interest.

The expert’s comments come after a study was published earlier this week which suggested that peer recommendations represent the most trusted form of advertising.

According to the Nielsen Global Online Consumer Survey, 70 per cent of internet users worldwide trust online customer opinions from people who are not known to them.