Share what you know with millions of people
Focus is the best place to turn what you know into remarkable content
0
Are video customer reviews more compelling than text?
If you watch a video review for a product, would you find that video more compelling than a text review on a site (e.g.: Yelp)? If so, why don't we see more video reviews?
Events
- Dos and Don'ts of Small Business Marketing May 29 @ 11 am PT
- Lead Nurturing 202: The Next Generation May 31 @ 11 am PT
- The Tricks to Paid Media June 6 @ 11 am PT
- Display Advertising for Brand Awareness June 20 @ 11 am PT
Related Activity
6 Answers
Caty, video in general can be more compelling than text, for the same reason that a face-to-face meeting with a prospect can be more compelling or productive than an email exchange (text only).
Video taps into more senses than does text, per John Prpich.
To Nipun's point, video reviews may not work for lower-cost, lower risk investments (like purchasing a book or a hotel room on line).
But for higher cost purchases where the risk is greater, recorded customer testimonials frequently carry more weight and credibililty than say, a written case study.
Jim Watson
No. I wouldn't use them.
I often parse reviews quickly to find nuanced details about a product/business/restaurant. And, I usually quickly sample a number of reviews in one fell swoop and having to watch a video would really make that time consuming.
Lastly, I'm thinking the production quality of user reviews on video would not be to the benefit of the reader. They'd be all over the place as are text reviews but as the publisher you have a little more control in ensuring the review is presented in a consumable fashion. What are you going to do to improve a really poorly produced video review?
Sometimes they are, yes. It depends on how they're done, if they're compelling and if they show something useful to the viewer. This doesn't mean they have to be heavily produced, just useful. In addition the real value of videos is getting them shared on other social networks like Facebook, Twitter and Linkedin. Videos are the most often shared content on Facebook, so if you can get users tossing that review video around you've got some great free advertising.
To me they are more compelling, simply because I can see their facial expressions and that in itself can be very telling. I understand where Nipun is coming from, there are some situations where I wouldn't want to invest the time in watching a video. For example, if I'm making an electronics purchase under $1,0000, the written review format would be more than ample.
If I was making a larger purchase, I would invest the time in watching some video testaments.
Either one works appropriately only because they both have an audience. For some, they are more comfortable with the text rather than the video but not facing either one out will always work at an advantage. In this modern age where everything moves so fast, we are always thinking of saving time and creating convenience which is why banks came up with the ATM and Drive-through Banking but they also understand there are some people who are not that much in a hurry (senior citizens) and some rather deal face-to-face with a bank representative rather than have a machine do their transactions.
My point is video reviews or text can both be efficient at the same time as long as you understand they both have a market regarding the kind of service they provide.
God bless.
Everyone here makes good points about why video should be more engaging and provide greater credibility because of the human component and identity associated. But, then, to her question, why don't we see more video review sites? I can't think of one I've used.
Answer This Question