The document discusses research analyzing the persuasive potential of user-generated product review videos. 25 review videos from the EXPO community were evaluated using the ARS Zipline system, which analyzes the presence of executional elements proven to influence advertising performance. The analysis found that 100% of the selected videos scored in the average or above average range for persuasive potential. Some examples scored highly by demonstrating the product and communicating differentiating features or superiority claims. Overall, the research suggests user-generated reviews contain elements that can make them useful for branding purposes.