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BizReport : Ecommerce archives : May 25, 2010

Video reviews - the next generation of word-of-mouth

Product reviews are now truly ensconced in e-commerce. Consumers seek them out to aid making a purchase decision and savvy online retailers welcome them - good or bad. VideoGenie is taking online product reviews a step further and enabling consumers and brands to connect via one of the fastest growing channels around - video.

by Helen Leggatt

Text is so last century - today it's all about rich media and video. While smileys and the over-use of exclamations marks can add to the emotion being expressed in a text review, there's no substitute for hearing it straight from the horse's mouth - body-language and all.

According to the startup, based in Palo-Alto, California, which TechCrunch featured in TechCrunch Disrupt earlier this week, "By unleashing the authentic power of real people commenting on the products and services they love, VideoGenie disrupts traditional ad messaging. Who cares what a nameless marketer has to say about a brand, or what a celebrity endorser has been told to recite? There's nothing more powerful than real people expressing spontaneous sentiment on video."

It's true - it's easy for most to spot a scripted testimonial on a television ad. In today's social environments those ads appear even more contrived as more and more we're exposed to real emotion and unscripted online video content generated by other users. Video reviews (samples) will no doubt further increase trust and encourage dialogue between brands and consumers.

VideoGenie's offering limits video length to encourage to-the-point reviews and makes recording them easy. All videos are subject to review and a one-click process distributes them to social networks and ad networks.

Tags: e-commerce, product reviews, user-generated content, video

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