Video is King of the Content Jungle
We’re just going to come right out and say it – marketers cannot ignore video as a channel – and that includes video reviews. It may seem mind-boggling that there are over 1 billion users on YouTube. And even moreso that these users upload 300 hours of video every minute, and watch almost 5 billion videos on YouTube every single day (https://fortunelords.com/youtube-statistics/).
It’s not so outrageous, though, when you consider the belly laughs that come from watching cat videos or the feeling of satisfaction you get from teaching yourself how to change a tire.
It’s estimated that 74% of all internet traffic in 2017 will be video – and for good reason.
Why Video Should be Part of Your Online Marketing Strategy
Videos are more engaging and have higher conversion rates than static images because they can explain a lot, faster. Product videos get watched more than any other type of video content on YouTube, after how-to videos and music videos. They were found to be popular among all age groups.
But the video revolution is not just happening on YouTube:
Emails that include video have a 80% higher open rate, and 2 – 3 x higher click-through rate. Landing pages with a product video can enjoy an 80% increase in conversions, and Facebook video posts receive an average of 64% engagement than other types of posts.
Another great thing about videos – Google loves them. Researchers like Forrester, Moovly, and Search Engine Watch all claim that sites with videos are 53 times more likely than text pages to appear on the first page of search results.
Now, let’s take a moment to think about your customer. Our goal at all points of the sales journey is to build trust and put the customer’s mind at ease. Video testimonials have a really powerful way of doing this. With video testimonials, you can see a person’s facial expressions and hear the enthusiasm in their voice. You also get instant information about the reviewer’s gender, age range, and other demographics that may be relatable for your customer base. A video review puts a real face behind the message, and they tend to be more trusted as a result.
How to Collect and Share Video Reviews
So, now that you’re convinced you should have video reviews on all your product pages to increase conversion and on-page engagement, how should you collect reviews?
The simplest and most effective way to get customers to review recently purchased items is to ask them.
7 out of 10 customers will leave a review when asked.
The two most popular methods of asking for reviews are via on-site requests and follow-up emails.
With the help of a third party service like tellofy, you can create a simple, customized questionnaire which customers can use to create their own audio or video reviews. They can create reviews on their own mobile device or on a tablet in the place of business. Tellofy and other tools spur successful collection of video reviews to use in for Reputation Marketing. They also ensure that the information is shared with Google for SEO purposes.
Further, as each feedback is received, an algorithm can calculate an individual question-based rating score as well as your overall rating score on the fly.
Tip: You should keep review forms short, so make sure you’re asking the right questions. Don’t just ask if your customers liked the product. You also want to know how they’re using it, such as through an explanation, photo, or video. Don’t forget to ask if they’d recommend it to family and friends, or if the product had an effect on their life.
Also consider any product-specific details that might help others make an informed buying decision. For example, did the product fit “true to size”, how was the portion size, did the photos on website accurately represent the hotel room, etc.
Seamless Sharing of Reviews
You should include reviews across all points of the customer journey where you might need to build trust.
That means all products pages, but you can also have a dedicated review or testimonial page. Share awesome videos reviews to social media (with permission). Embed videos within a blog post. Include them in your email marketing.
Create your own YouTube channel. Remember, they rank higher in search engine result pages!
Don’t forget to monitor and moderate. Learn from and respond to the negative. We can’t win them all, but publishing reviews of all levels shows that you’re an honest company.
What features do you have in place to encourage shoppers and customers to share their product opinions with others? To know more about how video reviews can increase retention and conversion check out our products at Tellofy
Tellofy provides a complete platform for omnichannel review acquisition, multimode options, customized surveys, review marketing tools along with customer insights & analytics. Start a Free trial with Tellofy today to start on your UGC journey.
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