Videos are a great way of getting your message across.
Both professionally done, and user-created videos can be valuable.
Now a study has made clear which type of video to use when.
Professionally done videos are best for covering FEATURES.
Customer videos are best for talking about BENEFITS.
If you think about it, that make sense. People tend to trust what other customers say about what they got out of it. Much more than they are company trying to sell them.
On the other hand, who better knows what the features of a product or service are, than the company that provides it?
Another point on this is that user-created videos do not have to be polished. A handle held flip-cam is just fine. It’s like a hand-written testimonial letter. It isn’t the polish, it’s the sincerity and believability.