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Video reviews: a powerful tool to promote your products 

In an era dominated by video, brands can hardly afford to ignore this trend in their marketing strategies. Among the most effective formats, video reviews have become increasingly important. 

Authenticity, closeness, credibility: video testimonials from your customers bring several valuable benefits to effectively promote your products and services. 

But how do you generate quality video reviews? How can you convince your customers to participate? And most importantly, how can you use this content to boost your sales and brand awareness? In this article, we will answer all these questions and provide a complete methodology to integrate video reviews into your marketing mix. 

The benefits of video reviews: engagement, conversions, brand awareness 

Still unsure about integrating video reviews into your marketing strategy? Video reviews offer numerous advantages and complement traditional textual reviews perfectly. 

Firstly, videos generate strong engagement. The immersive and impactful video format captures attention more effectively than text, which is why it is currently so successful on social media. 

Video reviews also enhance perceived trust and authenticity. Seeing and hearing real customers spontaneously share their positive experiences is much more powerful than a written comment. Video doesn’t lie; it creates an emotional connection and significantly strengthens the message. 

The result? Video reviews boost sales and conversions. The numbers speak for themselves. 

Pages featuring consumer videos see shopping cart addition rates twice as high. Moreover, product pages incorporating customer reviews experience conversion rates 3.5 times higher than others. Finally, the time spent on a product page increases by 2.6 times when it contains a review video. 

These are the figures we’ve observed with clients on our consumer video management platform, Consumer Videos. 

Caption: Consumer Videos, an all-in-one platform to industrialize the production of video reviews. 

Another advantage of video reviews: they optimize your SEO. Google and other search engines love video content, considered more qualitative and engaging. Therefore, integrating video reviews on your site can help you climb the search results and improve your organic traffic. 

Lastly, video reviews are a powerful communication lever. Easy to share on social media, to include in a newsletter, or a landing page, they are real ambassadors for your brand. They make your marketing campaigns more lively and memorable. 

There are more than a few reasons to integrate video reviews into your communication and marketing strategy. To go further, discover four powerful reasons to use customer testimonial videos. 

How to create effective video reviews? 

Here is a 5-step guide to creating quality video reviews. 

Step 1: Selecting Customers 

It all starts with choosing the right “actors.” Target customers particularly satisfied with their experience with your brand and who will be delighted to share their enthusiasm. Ideally, have a varied panel: men and women of various ages, profiles corresponding to your personas. 

Our Consumer Videos solution helps you identify the best customers directly in your database, simplifying the selection process. 

Step 2: The Brief 

To ensure your customers know exactly what you expect from them, nothing beats a well-constructed video brief. Explain the concept, give examples, specify the desired duration (generally between 30 seconds and 2 minutes), the elements to cover… 

The idea is to frame things minimally, without stifling spontaneity. Once again, our Consumer Videos solution facilitates this step with custom brief templates. 

Step 3: Recording 

Once the brief is sent, it’s time for your customers to record their video reviews using their smartphones. To optimize video quality, don’t hesitate to remind them of some basic tips: film in landscape format, in full light, opt for a neutral background… 

On Consumer Videos, all these good practices are reminded to participants. They are guided step by step to ensure the videos are successful every time. 

Step 4: Selection and Editing 

Once the videos are produced, manage the post-production phase: improve sound and image quality, secure image rights, add royalty-free music, create custom intros/outros, motion design, subtitling… 

Here again, our Consumer Videos solution greatly facilitates the task by allowing semi-automation of all post-production stages. 

Step 5: Distribution 

Your video reviews are ready, now it’s time to distribute them widely: on your website, of course, but also on social media, in your newsletters, and your marketing campaigns… 

With Consumer Videos, distribution is simplified: you choose the channels, and the solution takes care of adapting the formats and automating publication. 

You now know how to generate video reviews from A to Z to effectively promote your products and services. 

How to encourage customer participation? 

There are several levers to boost participation and convince your customers to get involved. 

The first is to convince customers of the interest they have in participating, to motivate them. Your customers must have a good reason to take the time to record a video. 

The motivation can be extrinsic, such as a reward (voucher, gift, discount on the next purchase…) or a contest with attractive prizes up for grabs. It can also be intrinsic: giving your customers the satisfaction of contributing to the improvement of your products or joining a community of enthusiasts. 

Another tip for encouraging video reviews: simplify the process as much as possible. The process must be smooth and intuitive, with a minimum of clicks. You can, for example, send personalized invitation emails with a direct link to the platform and an onboarding process that’s second to none. 

Also, remind your customers that their video review will be valued and useful. Explain where the videos will be published, what they will be used for. The idea is to show them that their voice counts and that they can really make a difference by sharing their experience. 

Finally, establish a real close relationship with the participants. Beforehand, interact with them by phone or email to answer their questions. And after receiving the videos, take the time to thank them personally. These small attentions will strengthen their attachment to your brand and their willingness to promote it. 

How to effectively showcase video reviews? 

Congratulations, you have generated quality video reviews! How to exploit them? 

Here are some tips for effectively broadcasting video reviews: 

The first essential step is to integrate the video reviews directly onto your e-commerce site. Choose a strategic location, visible from the home page and on the relevant product sheets. The idea is that the visitor quickly comes across these reassuring social proofs during their purchase journey. 

An example of a product page featuring a review video: Petit Bateau. 

Also, exploit the full potential of social media. Facebook, Instagram, YouTube… That’s where your customers spend a lot of time, it would be a shame to miss out. Regularly publish the best video reviews, in a short and impactful format. 

Broadcasting consumer videos on YouTube, the example of Rossignol. 

You can also integrate video customer reviews into your marketing campaigns. Whether in a newsletter, a targeted ad, or landing pages, video testimonials are powerful levers to capture attention, create a feeling of trust, and improve your conversion rates. 

Conclusion 

You now have all the cards in hand to make video reviews your new marketing asset. 

Don’t forget the key points: 

Select motivated and representative ambassador clients 

Send a clear and concise brief to frame reviews. 

Stimulate participation with rewards and a simplified approach. 

Broadcast customer reviews on your strategic channels: website, social networks, campaigns… 

If you’re ready to get started, the Consumer Video solution from Skeepers offers you all the tools to deploy your video review strategy with ease. From creation to distribution, including moderation and content analysis, you can manage everything from a single, intuitive platform. 

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