User-generated video testimonials have come a long way from the rough and ready Youtube content that initially created public awareness of authentic and self-motivated marketing. Proof of their ubiquity is clear to fans of Community, who will remember that some episodes end with Leonard giving his report on “Eugenios Four-Cheese Frozen Pizza” or “Let’s Potato Chips.” Popular culture responded with a parody, and successful advertising must respond with integration.

So how does a company take advantage of populist spots produced on phones and webcams? What does integration mean? And why do it?

Research on the demographics of user-generated video testimonials has shown that 50% of the users generating content are women; 57% are married; 44% are college educated; and perhaps most importantly 67% are between the ages of 25 and 44. That last statistic points to a spread of influence stretching from Generation X to The Millenials. Importantly, these two groups also represent an era raised on highly produced marketing in the pre-internet age, and the consumer to consumer marketing that’s defined user-generated video testimonials in the latter.

With such a huge market share up for grabs, bridging the advertising agency with the home review keeps up with the times. Another study looked at production value’s relationship to brand lift and found professionally produced videos showed a 24.7% brand lift, and user-generated video content created an 18.7% lift. On measures of relatability, key message communication, and emotional intensity, user-generated video content scored higher than professional produced content.

Word-of-mouth travels fast, especially with a DSL hook-up and a smart phone. User-generated video testimonials are being integrated into advertising campaigns and becoming a bit more polished in the process. Their authenticity is complemented by higher production quality, and companies realize what the research proves: user-generated video content delivers the message.