In our world of endless choices, people are turning more and more to reviews to help decide which product or experience to choose. Whilst this has been the case for some time, the ways in which we perform our online research has changed, developing a reliance on video content that can deliver rich and in-depth information.
In order to understand this ‘try before you buy’ mentality that video is making possible, we take a look at the YouTube data to search for some insights…
In the past year alone, there has been a 40% increase of YouTube users viewing videos to learn about a product before making a purchase. A makeup consumer noted that she refers to video content because,
“I like being able to watch a video featuring the product rather than reading a blog post, because when reading you can’t see the actual colours.”
And a viewer who was shopping for a car noted that,
“I want to actually see someone test drive it and hear their opinions.” This points to video’s ability to convey more than words, offering genuine user reviews and an insight into the product.
Another trend in online video is the ‘Shop with me’ video, which has increased 1000% over the past two years. In these videos, the viewer follows the protagonist as they shop, meaning that they experience the shopping journey through a trusted figure, and can make a better judgement on the product.
Video viewers are seeking out frank reviews that cover both the good and bad points of a product; one YouTuber explains,
“I want to hear the good and the bad. I also like to see how products perform in sub-optimum conditions.”
Another viewer noted that they enjoyed the candid nature of video content because,
“When it’s not an actor on a commercial, it gives you a sense of security with your purchase.”
All of this means that brands have got to create ways for their customers, and potential customers, to experience their product without actually seeing it for themselves. Make online content that brings your products to life, showing how they can improve the users day.
There are many ways to do this, but consider using virtual or augmented reality as this brings the product into the viewer’s space, as well as bringing it alive.