Reviews and analysis

Why is increasingly relying on reviews and analysis online videos before buying ?

When you do not know how a product you bought, when looking how to adapt it to their own needs or when you simply want to access more information about it to use works best, one of the tools that are often used is to lay hands on internet especially the videos that someone answers all these questions. YouTube (more usually) has become a kind of oracle who ask about anything from how to change a gas cylinder to how to use a blender or how to improve the results of this food processor that have given us.

But the fact is that the role of videos in the life of the products is not limited only to the time later. And we use that information not only as a support that will help us to better understand how to use it, how to make best game or how to solve this question that gnawed at us about how the product should be used. Videos that other consumers have made (and brands that have been able to see how they were beginning to change operating modes of things have begun to produce skillfully) no longer limited to be an emergency tool to better understand how they work the things or how to use them. Its influence has begun much earlier and begins to be very present in virtually all the buying cycle. Videos are the new guide to discover the products and decide if that’s what we want or what not.

Reviews and analysis

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Many companies and eCommerces have begun to equip their product pages of explanatory videos.

They do some of the giants of electronic commerce, such as Asos, for example, so that the consumer can understand better how the product and see if it fits your interests and needs. For consumers, these videos function as a sort of guarantee on the product, as a way of feeling being viewed in a way less cardboard trap and how it will be. The video gives more information to consumers, but especially makes this feel more comfortable with buying, safer before it.

Although some brands have started producing these contents and position them directly where they connect with consumers, the fact is that these are not the only videos that are making purchasing decisions of consumers and are not, either, those who are doing a much more revolutionary way. Consumers themselves have emerged as analysts all those products and have become producers of those reviews where other consumers trust (and that were previously limited to specialized media). Anyone with a video camera and something to say can become a source of information about the product and one that consumers trust.

In fact, the influence of the videos on purchasing decisions are very high and the power of ‘vloggers’, bloggers video, is increasing, while many of them have become influential youtubers (those who they have ensured that their activities become material to achieve income and living from what they post on the social network of video) and have large masses of followers. As explained in a recent report GlobalWebIndex on the power of content marketing 44% of Internet users continue to vloggers and also many of them use those contents to see products and services. According to the study, 1 in 10 says it has discovered products through blogs.

Why succeed these videos?

Consumers rely on these videos and are proactive when it comes to look and they are for several reasons. First, these videos reach the consumer at the exact moment that are considering the purchase and where they need that information. In a world where everything is becoming virtual and where it is increasingly likely that the product is not seen tangibly before buying it is increasingly necessary for the consumer to have the tools that allow you to understand, somehow see and know what to expect.

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On the other hand, these videos are full of information and specific data, data that other consumers have emerged as useful and often the questions that consumers themselves do when they wonder whether to buy the product. Users who upload their video reviews tend to focus on the elements of the product, its quality, and its services and if you really give you the service you expect. Even the videos that are more exotic and may seem less useful, as is the case of unpackings or “unboxing” have an obvious utility and serve many specific things. The consumer gets used to see how the product and understand if it is what is expected of him.

But beyond the usefulness of such content, product videos throwing consumers to the network own work because buyers see them as something authentic. They are ‘real’. It is not a promotional video that a company has risen to the network and is not designed to convince the benefits of a product or service.

The product videos are viewed as a realistic approach and produced by who ultimately has the same concerns than oneself about things and therefore achieve not only greater engagement but also a greater effect in influencing decisions of consumption.