The Decline of Print Advertising and the Rise of Consumer Videos

Print has long dominated the world of advertising. But the emergence of digital channels has changed all that. Today, print advertising is slowly and steadily declining while digital marketing is growing. 

Over the last few years, new advertising and online marketing trends have emerged, in particular the video format and, more specifically, consumer videos. The most innovative brands are now successfully leveraging this new form of communication. 

Read on to find out why consumer videos are so popular and how Rossignol has maximized this new marketing lever.

The rise of consumer videos in advertising and the fall of print 

The simultaneous rise of consumer videos in marketing and decline of print advertising reflects a profound shift in consumer behavior and expectations. 

A 7.7% drive op in print advertising revenue 

Let’s start by illustrating this trend with a few figures. According to a WARC report published by Forbes magazine, the decline of print advertising shows no signs of slowing. In 2023, ad revenue for print reached $47.2 billion worldwide, which is 7.7% less than last year. The market has halved in six years and now represents just 5% of the global ad market (totaling $993 billion). 

Most marketing and advertising budgets are now allocated to digital advertising, which is growing from one year to the next. 

This massive transition from print and traditional channels to digital ones reflects a growing consumer preference for digital content.

The success of consumer videos 

Over the last few years, a trend within a trend has emerged: the rise of the video format. Or more specifically, the rise of video reviews and consumer videos, otherwise known as UGC (User-Generated Content). 

Unlike print advertising, which is often perceived as generic and one-way, consumer review videos provide a more human and authentic touch. They help brands build a deeper and more personal relationship with their audience, highlighting real user experiences. This authenticity translates into greater consumer trust and higher conversion rates. 

The development of social media has given rise to more distribution channels for UGC videos. Consumer videos are capitalizing on two main trends: the video format, which dominates social media platforms, and UGC, i.e., content created by users.

6 reasons to include video review in your marketing strategy 

There are at least six reasons to use video consumer reviews in your advertising and marketing campaigns. 

Authenticity fosters consumer trust 

Consumer reviews are often seen as more authentic and credible than brand content. Consumers have lost faith in traditional advertising, which partly explains its decline. Using consumer videos in online marketing or advertising campaigns makes brands’ messages more authentic.  

More direct communication  

Video is the most effective way of communicating and sharing a wealth of verbal and non-verbal information in just a few seconds. Ever heard the saying, ‘a picture is worth a thousand words’? This is even more true of videos consisting of thousands of images. Videos add emotion to text, making brand messaging easier to understand and remember. 

Consumer videos combine the benefits of UGC (in particular, authenticity) with the benefits of video. 

Better conversion rates  

Clients using our Consumer Videos solution have all observed boosted conversion rates after adding consumer videos on their website or product pages. Why? Consumer videos reassure visitors.

Consumer videos drive conversion more than any other type of marketing. Consumers are more likely to make a purchase after watching a video of a consumer who looks like them praising a product. 

These visual testimonials prove the product’s value, reducing any barriers to purchase. They are social proof. They help consumers discover every aspect of a product and its real-life use.  

You can also use consumer videos in email and social media campaigns. They build trust and anticipated satisfaction, which increases the likelihood of purchase. 

Improved SEO for your e-commerce site 

Including video reviews on product pages boosts your website’s SEO. Search engines, such as Google, value video content. Consumer videos are marketing tools that help boost your product pages’ visibility.

Fewer returns 

Managing returns is expensive for any business selling online. Consumer videos can help you limit these costs. 

Video reviews give consumers a better understanding of the product. Disappointment often stems from consumers being unable to see the product in action or real-life situations. Consumer videos reduce the risk of misunderstandings, resulting in fewer product returns and greater customer satisfaction.

A catalyst for social media presence 

Video is king on social media. The success of platforms such as TikTok is based entirely on this format, which has grown hugely in popularity in recent years. Videos are the best way for brands to build their audience on social media platforms.

Showcasing your consumer videos presents two benefits: 

• It is a more cost-effective solution than producing branded marketing videos. Our Consumer Videos platform enables you to generate UGC consumer videos from start to finish, from selecting customers to post-production (semi-automated) and distributing the videos. 
• It is the most effective solution for the reasons outlined above. On social media, more than anywhere else, authentic, spontaneous, natural, and partly improvised content captures users’ attention best.

An example of consumer videos in marketing: Rossignol

But enough talk! Let’s take a look at a real-life example. Rossignol, a winter sports clothing and accessories brand, leverages consumer videos to achieve its marketing goals rather than traditional advertising levers.  

Rossignol decided to use our video review management solution to prompt its loyal customers to test its products. 

The objective was twofold: 

• Boost brand awareness and visibility. Rossignol wanted to show the diversity of its products, in particular its clothing range. 
• Build a closer relationship with consumers and be as transparent as possible.

Rossignol decided to use the video format to share customer testimonials.

The brand used email and social media to reach out to consumers, selecting 26 consumer ambassadors from many applications.

Rossignol decided to use Consumer Videos to scale up its video production and make it easier to collaborate with participating consumers. Consumer Videos enables you to manage every stage of a UGC video campaign, including recruitment, participant briefing, video production, partially automated editing, distribution, etc.

The videos were then published on all of Rossignol’s communication channels to maximize their reach: product pages, YouTube channels, and, of course, social media. Consumer videos are now fully part of the brand’s acquisition strategy.  

Conclusion  

Print and traditional online advertising have both declined. Rising GAFAM advertising costs and consumers’ loss of trust in classic forms of advertising have prompted businesses to explore new ways to build brand awareness. 

This article sheds light on one of today’s main marketing trends: consumer videos in marketing campaigns. Feel free to reach out if you want to find out more. We’d love to show you how you can leverage consumer videos to win over new audiences.