5 Reasons Video Reviews Outperform Written Ones Every Time
The best marketing strategy ever is – care.
Read between the lines of this brilliant quote by Gary Vaynerchuk, and you’ll see that its meaning is actually twofold. First, the purpose of this new marketing philosophy is pretty traditional – it’s supposed to make customers care for your brand enough to make it their go-to source of products and services. And second, the only feasible way of achieving that is by showing that you care for them first.
It is how you define today’s experience economy, which is centered on the consumer.
Their needs and pain points, wishes and preferences, are the only thing that matters. Base your business strategies on anything else, and they simply won’t care. Provided with numerous choices, modern-day customers are allowed to be picky when it comes to their product and service providers. The upper hand goes to brands that know how to make them feel satisfied, valued, and taken care of.
And currently, what your customers care about is – video.
The fourth annual State of Video Marketing Survey, conducted by Wyzowl and republished by HubSpot, shows that 72% of people would rather use video to learn about a product or service. That’s a lot of consumers. As a practice for the new age, video marketing is steadily redefining the rules of the game. 81% of businesses already use it as a tool for acquiring, converting, and retaining customers.
This could mean only one thing – modern-day consumers love watching videos.
Let’s see how this translates to customer reviews, and why video trumps text every time.
Why This May Be the End of Textual Content
For a long time, the phrase content is king referred primarily to written text. Marketers were advised to use a wide spectrum of textual formats, from traditional articles and user guides to FAQs and feedback surveys. Such content remains the alpha and omega of SEO and online visibility, thus raising brand awareness, establishing someone’s authority in the field, and increasing their trustworthiness.
If you google how much textual content is created on the internet each day, the internet will surprisingly fail to give you a specific answer. Data can be measured, just as well as text messages, but textual content itself has become immeasurable. The web relies on text (you’re reading one right now), so much so that the readers are now showing signs of information overload. We’re drowning in text.
One New York Times article, titled Welcome to the Post-Text Future, explains it in simple and straightforward words: “The thing you’re doing right now, reading prose on a screen, is going out of fashion”, with the author adding, “The defining narrative of our online moment concerns the decline of text, and the exploding reach and power of audio and video”. A great number of stats confirm this.
How Will This Post-Text Future Look Like?
All Things Considered, Why Is Video Better than Text?
Why Video Reviews Definitely Outperform Text Reviews?
Video Displays Nonverbal Communication
Video Envelopes Various Forms of Content
Video Eliminates All Customer Effort
Video Prompts Shares and Inspires Action
- 81% of people have been convinced to buy a product or service by watching a brand’s video.
- 95% of people have watched an explainer video to learn more about a product or service.
- 97% of marketers say a video has helped increase user understanding of their product.
Video Is Now Better for SEO Marketing