These days, everyone seems to be enamored with word-of-mouth marketing and branded content and its cousin, native advertising. But (cue the cheers from traditional publishers) a new study has found that when it comes to getting people to part with their money, third-party articles written by actual experts are the most persuasive.
InPowered, a company that helps brands promote press about themselves, commissioned Nielsen to do the study. Subjects were asked how their perceptions of nine products were affected by reviews on popular sites like Amazon, branded content, and third-party articles and reviews.
On average, “expert content” did 88 percent better than branded content and 50 percent better than user reviews in making consumers familiar with the products, even though consumers reported relying on reviews and online advertising more than they did five years ago. When it came to purchase consideration, expert content was 38 percent more effective than branded content and 83 percent more than user reviews of the products, which ranged from car insurance to HDTVs and video games to hair dryers.
The findings will no doubt cheer native advertising’s detractors. Since it became a buzzword last year, native advertising has given journalistic purists pause because they believe that by mimicking actual editorial content, native ads risk confusing readers and in turn undermine the host publisher’s credibility.
That’s not to say branded and user content don’t have their place, though. Participants in the study saw third-party content as more informed and impartial than other sources of information (especially in the case of high-priced items). Branded content did perform better with products like cameras and other electronics with loads of specs, for instance.
User reviews, for their part, did better for products like video games and car seats where other people are seen as experts (moms trust other moms when it comes to shopping for baby). “Gamers view other gamers as experts,” said Mike Hay, director of research for InPowered Analytics.
The study was performed between December and January. And it should be noted, Nielsen found its 900 subjects by pulling people as they were coming off casino floors in Las Vegas — the rationale being that casino-goers are considered representative of the United States population. Viva lost wages.
-
Alfresco dining inspiration and virtual cooking classes: Travel publishers look to the other side
Publishers at the end of the chain are forced to calculate a number of survival strategies, editorially and commercially.
-
Member ExclusiveFacebook Shops present both opportunity and questions to DTC brands
Over the past year, Facebook hasn't been shy about its e-commerce ambitions. So, it didn't come entirely as a surprise on Tuesday when Facebook announced that it would be launching customizable online storefronts called Facebook Shops, as part of its quest to get customers to think of Facebook and Instagram as their go-to places to discover new products.
-
Member ExclusiveThe needed maturation of the media business
This crisis is affecting all publishers but unequally. Those with more mature businesses -- in the positive sense -- are poised to take disproportionate share.
-
SponsoredInterview: A media company weighs in on the power of automated publishing tools and cooperative thinking
In a new interview, an owner of seven media brands weighs in on the best strategies and toughest challenges around integrating automation and technology into publishers' workflows.
-
Dmexco is happening in September, returning to more local roots
More than 2,000 exhibitions have now been postponed or canceled as a result of the virus outbreak. Germany is worse hit becasue attendees are more international.
-
As the lockdown eases, KFC steps up advertising and shifts messaging
KFC is shifting its messaging to focus on how diners can get its food delivered to their doorstep as it slowly grows its ad spending during the recession.
