Ajay Bam says we all know Americans love their trucks. He said in a news release that he also believes authentic video reviews from everyday drivers “have a massive impact on the buying decision process.”
“Therefore, we wanted to see if there was a (correlation) between the percentage of videos posted and the percentage of vehicles sold,” said Bam, who is co-founder and chief executive officer of Vyrill, a user-generated video content (UGVC), video discovery, analytic, licensing and content marketing platform powered by proprietary AI technology to enable social commerce and product marketing.
Vyrill has released what it says is first-of-its-kind auto research focused on UGVC. The company evaluated organic and paid non-branded light-truck videos that consumers created during the first half of 2018.
The findings identified the percentage of authentic (non-paid) influencer videos produced for each of the major light-truck brands in the United States.
The findings showed that the Ford F-150 is not only the leader when it comes to sales, but also in Americans posting videos about their favorite truck.
In fact, 41 percent of all light-truck UGVC posted in the first half of 2018 was for the Ford F-150. This is approximately nine points higher than Ford’s sales volume percentage.
Vyrill evaluated and reported against all paid and UGC video content across eight distinctive data groups: topic, scene, sentiment, demographics, diversity, video platform statistics, brand safety and influencer data.
“As we are tracking information for the auto category we see a similar correlation between UGVC and sales volume against all vehicle types," Bam said.
Vyrill’s artificial intelligence tool can analyze moving images, audio and text data from consumer generated videos to discern insights. With this advanced technology, Vyrill can help brands filter through the clutter of social videos and deliver what it says are easy-to-understand metrics and insights including:
—Top video content
—Video creators including demographic data
—Video performance across platforms
—Category and competitor benchmarking
—Scenes and settings
—Geography data by product, category, brands and competition
With this data, Vyrill scored the video for brand safety and diversity, which the company says can allow brands to save time and money and make better, more informed marketing decisions.
Vyrill said, "it opens the door to new opportunities for brands including the ability to post brand safe user-generated video content, such as reviews or testimonials, and automatically upload them to product pages on highly trafficked sites like Amazon to drive product conversion."