The Top 5 Benefits of Collecting Video Reviews for Your Brand

October 30, 2024

In today's digital landscape, collecting video reviews has become one of the smartest investments for brands seeking to build trust, boost engagement, and drive conversions. Video reviews go beyond the capabilities of text-based testimonials by offering an authentic, relatable view of real customers’ experiences. This approach not only increases conversion rates but also enhances customer loyalty and campaign ROI.

As new research highlights, consumers are more likely to trust and engage with user-generated video content, making it a powerful asset for any brand. Here are five key benefits of incorporating video reviews into your strategy, along with some fresh perspectives, examples, and influencer insights.

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1. Boost conversions and sales

Unlike text reviews, video reviews provide a more authentic experience, allowing viewers to see and hear real customers express their honest takes. They're significantly more persuasive than text-based reviews. According to Wyzowl, 88% of consumers report being convinced to buy a product after watching a video review or demo. Video reviews allow potential customers to see the product in action, helping to alleviate any doubts and answer questions that may arise during the decision-making process.

Your audience sees video reviews as more credible and transparent than other content. When you can see people talk about firsthand experiences with special features, performance, and quality—it alleviates any lingering friction in the buyer’s journey. They’re an especially persuasive component in your sales process.

A video review is a perfect example of how “show, don’t tell” is a more effective marketing strategy. 37 percent of consumers trust social media influencers over brands. Generation Z and Millennials are two times more likely than Boomers to trust influencers.

Imagine you are shopping for something you have never used before. It could be a new gadget for your kitchen or a new type of makeup. Today, it’s a standard practice to watch videos of people who have tried the product and shared their honest opinions.

You trust the experiences of others and feel more confident about your own buying decision. It’s the power of social proof.

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2. Improve customer loyalty and retention

Video reviews are the voice of your customers—literally.

When you leverage them across your site, social platforms, and marketing channels, you’re putting a spotlight on their voices. Featuring them facilitates a deeper connection with reviewers and followers.

Video reviews play a crucial role in building a strong sense of community and growing long-term relationships with your audience. According to a BrightLocal study, 46 percent of consumers trust online reviews as much as personal recommendations.

Including positive and critical feedback demonstrates a commitment to transparency. It elevates brand credibility, boosts loyalty, and ultimately improves retention. People put more confidence in brands that have a reputation for responding to negative reviews and treat them as learning experiences.

Customers know there is someone there to answer questions if something unexpected happens.

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3. Increase awareness and engagement

Video is the medium for audience engagement. Algorithms and users alike favor video content over text.

In addition to being more trustworthy than text reviews, video reviews are attention-grabbing, shareable, and highly effective in capturing more engagement and viewership from your audience.

When your followers engage with and reshare your brand’s videos, it exponentially expands your reach. Furthermore, video reviews improve your SEO.

They support your organic reach and this boosts your brand awareness. Every touchpoint has a ripple effect that amplifies your awareness.

LEGO frequently promotes video reviews created by customers and influencers, resulting in increased brand engagement and visibility. Check out their #LetsBuildTogeter campaign which encourages followers to share their creations, further expanding the brand's reach.

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4. Get better customer insights

As you grow your collection of video reviews, you’re also expanding your bank of voice-of-the-customer data. This gallery of content offers a wealth of actionable insights.

It’s an opportunity to look at first-hand customer feedback and product performance. For instance, you can uncover positive and negative attitudes, trending topics, important keywords, and analyze engagement levels.

AI-enhanced software allows us to analyze customer sentiment and monitor satisfaction at scale. Brands use this data for product or service improvements, updates to brand messaging, and providing more personalized experiences.

When your business actively monitors and attunes to your customers, you’re demonstrating your dedication to customer service and satisfaction.

E-commerce expert Neil Patel says, "User-generated content like video reviews is a goldmine for understanding your audience. It’s like a focus group on steroids.”

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‍5. Improve your marketing campaign ROI

By tapping into these first-hand customer insights and building personalized experiences, you’ll supercharge the impact of your marketing efforts.

According to Statista, when asked how they would react if a brand incorporated user-generated content (UGC) into marketing initiatives, 84 percent of respondents said they would be more likely to trust the brand.

UGC isn’t just dominating the internet; it can also guide how you optimize your marketing campaigns. This includes understanding viewer behavior, improving ad targeting, and making other data-driven decisions based on video analytics that all support improving your marketing campaign ROI.

By leveraging user-generated video content and incorporating it into your marketing campaigns, you can establish trust with your audience and optimize your strategies based on valuable insights, ultimately driving a higher return on investment (ROI).

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Ready for the next step?

Collecting and leveraging video reviews from your audience can have significant benefits for your brand.

Video reviews are highly engaging and trusted, which can boost conversions and sales. They help improve customer loyalty and retention, as well as increase awareness and engagement. Moreover, they provide valuable customer insights that drive product improvements and personalized experiences.

Incorporating user-generated content into your marketing initiatives builds trust and improves your marketing campaign ROI. Overall, video reviews offer a powerful tool for enhancing your brand's success.

Now that you know why it’s important to collect and leverage video reviews, discover how you can increase your audience’s participation with these tips for creating video review campaigns.

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