Did you know that scientists reckon we now have a shorter attention span than a goldfish? In other words, it lasts around 9 seconds. So, it’s no surprise why marketers find the sales process so difficult.
The purchasing process can take time, so customers try to shorten every aspect as much as possible. One way to do this is to follow video reviews instead of traditional written testimonials.
How powerful are video reviews? Are they an inevitable future of eCommerce?
Video reviews and their effect on the customer decision-making process
When it comes to more expensive purchases or purchases that people perceive personally important, the decision-making process is taken very seriously. That’s why online reviews have become so popular. However, in the last 5 years, the trends have been changing. Thus, customers have started to rely heavily on video reviews.
Why are video reviews so appealing?
First and foremost, videos help build a connection with the audience by humanizing the brand. The power of video reviews lies in the possibility of recognizing emotions and expressions. Seeing someone testing the product can provide more information than a written review. Therefore, it’s no surprise that video reviews are a powerful way of creating customer trust. Moreover, people tend to remember around 95% of the information said in a video which makes videos a powerful communication channel.
Video reviews also have the ability to reach a wider audience. Easy to go over and share, they significantly improve SEO scores and visibility.
Are video reviews more effective than text ones?
Based on everything said above, you can conclude that we have a positive response to this question.
When comparing different models of reviews, research is mostly focused on 3 factors:
- Persuasiveness
- Credibility
- Helpfulness
Video reviews are in the leading position in all 3 categories, but especially in the category of helpfulness. That’s no surprise because customers find it easier to watch someone installing/using the product at the same time as they do. Even if customers have the patience to read the instructions, video reviews provide more comfort, especially if we’re talking about tech products.
Around 80% of customers think that video reviews are trustworthy social proof. The main reason behind this lies in the most common concern that all customers have - the product won’t look the same when it arrives. While mortar stores have the advantage of seeing the product live, eCommerce stores can overcome this problem by creating a video review.
As we already mentioned, video reviews tackle one of the most important issues - the lack of time. They make things easier for customers. 33% of people agree that video reviews are the best and easiest way to learn more about the products.
So if a picture says a thousand words, we can agree that a video speaks a whole language.
Why some video reviews are more successful than others?
Whether you have bought a product based on a video review or not, you’ve probably noticed that not all videos are of equal quality.
What makes some video reviews better and more credible than others?
There are many variables that can affect the success of your video, but some of the most common ones are the following:
- Quality of the sound and video
- Video length
- Who created the video
The video quality is extremely important. Not only from the technical perspective but also because it shows your level of professionalism. Professionally made and edited videos leave a better impression on potential customers and promote your business as a serious one.
Another important element is who is the presenter. The presenter needs to be an authority in the area. Thus, if you’re a tech company, it would be wise to have someone from the IT sector presenting the product/service. They would be able to address all questions and issues that customers might be interested in.
For quite some time now influencers are the most popular video presenters. However, the same rule applies here too - make sure that the presenter is perceived as a reliable source. It’s good to have a popular influencer as your spokesperson, but keep in mind that their work needs to be aligned with your products.
Last but not the least, you should pay attention to the video length. We talked about short attention spans, so having a shorter video might seem like a better option. That’s usually correct, but there are exceptions to this rule. For instance, if a certain product requires a demanding installation or explanation, it’s logical to present it in a longer form.
Keeping track of different reviews
The internet is full of reviews, whether in the form of text, images, or videos. As you already know, it is impossible to control the reviews that may appear on various platforms, or in the comments. However, there are tools that can help you find out what is being said about your brand. One such tool is justLikeAPI - an online review aggregator tool. With the help of the JLA, you can collect, analyze and respond to reviews whether they are on your site, or on other platforms and social networks.
Video reviews require engagement too, so you need to be active in the comments and pay attention to whether someone has shared your video on their channel.
Final thoughts
If you’re looking for increasing your brand awareness and increase sales, video reviews are one of the best ways to achieve it.
In the competitive world of eCommerce, video is becoming a necessity rather than a nicety.
Do your best not to lag behind the competition!
Have you considered incorporating videos into your strategy? If you already use them, it would be nice to share your experiences with our readers.
We wait for you in the comments. 🙂