When many of us were growing up, the only way to experience a product was to go to the store and get your hands on it yourself.

We could see the packaging, talk to a sales assistant, or maybe even test the product out a bit. But in today’s e-commerce world, most of our shopping is done from our living rooms on our phones. As a result, many of us never get to see what we’re buying until it’s delivered to our front door.

The best e-commerce sites and platforms have found a way to get around that dilemma: by letting somebody else do it. With video reviews and ratings, potential customers can watch somebody else open, test, and give their opinion on the product.

As a result, a video rating and review system provides several benefits for shoppers. 

Here are 10 ways in which it assists consumers:

1. Allows informed decision making

The primary purpose of any review system is to help potential buyers make informed decisions. A video review often gives a more detailed and tactile view of a product than a textual review can provide. Viewers can see the product from different angles, in action, or even in comparison to other products.

2. Builds trust

Seeing a real person discuss or demonstrate a product can create a sense of trust. It's easier to gauge sincerity, enthusiasm, or disappointment in a video format.

3. Clarifies product features

While textual descriptions and images provide product information, videos can clearly illustrate features, how they work, and what's special about them. For instance, a video review can better demonstrate the smoothness of a phone interface, the actual size of a bag, or the sound quality of headphones.

4. Provides visual and auditory engagement

Videos appeal to both visual and auditory senses. This can help potential buyers to retain information better and can provide a more immersive experience than reading text.

5. Reduces uncertainty

A common hurdle in online shopping is the gap between expectation and reality. With video reviews, shoppers can get a clearer sense of the actual look, size, functionality, and performance of a product, reducing the chances of post-purchase disappointment.

6. Demonstrates usability

For products that require assembly or specific usage steps, video reviews can provide demonstrations. This helps shoppers to understand if the product is user-friendly or if it matches their skill level.

7. Creates comparisons

Some reviewers compare products, offering insights into which might be the best value for money or most suitable for specific needs. This can be invaluable for shoppers torn between multiple choices.

8. Community insights

Video reviews and ratings often come with comment sections where other shoppers can add their thoughts, ask questions, or share their own experiences. This can add layers of insights beyond the original video review.

9. Encourages authenticity

It's more challenging to fabricate a video review than a textual one. While not foolproof, the video format can offer a higher level of authenticity.

10. Instills entertainment value

Let's face it; watching videos can be more entertaining than reading through lengthy textual reviews. Engaging, fun, or creatively done reviews might even become viral, further boosting the product's visibility.

For businesses and e-commerce platforms, hosting video reviews can increase user engagement, dwell time, and trust. It can also reduce return rates by ensuring customers know more precisely what they're getting before making a purchase.

While it's essential to monitor and curate video content for accuracy and appropriateness, the benefits to shoppers and sellers alike are undeniable.

Ready to make your website more user-friendly with video reviews and ratings? Book a demo to learn more about Vyrill today!

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About the Author

Ajay Bam is the CEO and Co-founder at Vyrill, a first-of-its-kind video intelligence company launched in 2017 through UC Berkeley’s Skydeck Incubator program. Vyrill helps brands and shoppers find the “moments that matter” inside videos. Its AI-powered “In-Video’' search technology analyzes & shares insights hidden within videos to improve personalization, SEO, and conversion. Before Vyrill, Ajay launched Boston-based, mobile shopping app company Modiv Media. He is a proven and accomplished product management professional, entrepreneurial thinker, and innovator with more than 13 years of experience leading startups and world-class brands.