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The Undeniable Power of Combining Text and Video Reviews

September 15, 2023

Customer reviews are the foundation of a successful eCommerce store. 

Shoppers everywhere rely on them to make informed purchases. 93.7% of consumers look for customer reviews before shopping online. 

However, not all reviews have the same impact. 

Most brands display only text reviews on their product pages. But shoppers crave more than just words on a screen. 

They want to see and hear reviews from real people they can trust. 

It’s why customer video reviews are the next big thing in eCommerce.

Combining text and video reviews on your site will increase customer trust and conversion rate.

Keep reading to learn how.

Shoppers crave more than just words on a screen. They want to see and hear reviews from real people they can trust.

What Are The Limitations of Text Reviews?

While still valuable, text reviews come with their own set of drawbacks. The biggest one is authenticity. 

Text reviews are susceptible to bots, fake accounts and paid contributors, which makes it challenging for shoppers to trust them at face value. 

Additionally, shoppers may also suffer from reading fatigue that leads them to skim or skip text reviews altogether. Only 11% of people prefer to read to learn about a product, compared to 73% who prefer to watch a video.

When it comes to delivering visual, engaging and trustworthy customer reviews, text falls short.

Most shoppers may suffer from reading fatigue that leads them to skim or skip text reviews altogether.

Enter Video Reviews

In contrast, UGC video reviews overcome the limitations of text. 

They are undeniably more authentic and trustworthy

Nothing is more impactful than the words that come from your customers. And video reviews showcase this perfectly. 

By leveraging real people, video reviews build true shopper confidence. 

Most importantly, they lean into how shoppers consume content today – by watching. 81% of people prefer to watch a video review over reading a text review.

81% of people prefer to watch a video review over reading a text review.

So, what’s the true power of combining text and video reviews? How will it impact your business?

Here Are 5 Benefits of Combining Text & Video Customer Reviews

 

benefits of combining text and video reviews

 

1. Enhanced Credibility and Trust

 

Text reviews offer detailed insights into a customer’s experience, while video reviews add a personal touch and sense of storytelling. When combined, they amplify the credibility of your customer reviews. 

The more credible you are, the more likely shoppers are to trust your reviews and take action.

2. Better-Informed Purchases

 

Video reviews showcase how products look, feel and perform in real life. Visuals help shoppers understand specific features and how well the product holds up. 

When you mix these with text reviews, shoppers can make smarter choices and better-informed purchases.

3. Increased Engagement

 

Videos encourage more engagement than text, with people being twice as likely to share videos with friends than any other content. 

By using video reviews on your product pages, shoppers will be likelier to share, rate and even respond to them. Making your customers feel more engaged and likely to interact with your brand.

image of a man giving a video review with icons of social media platforms they can be shared to

4. Appeal to Wider Audiences

 

Video reviews elevate the customer review experience by introducing a personalized touch that complements text reviews.

Shoppers can navigate through video reviews based on criteria like location, product and star rating, ensuring they watch the videos that best meet their individual needs.

5. Improved SEO and Online Visibility

 

Search engines value quality content. Combining text and video reviews gives your shoppers better info and boosts your SEO. 

Video is known to rank well in search, so optimized reviews will help increase your site’s visibility and attract more organic content. 

 

Wrap Up

 

The power of customer reviews is undeniable. 

They keep shoppers engaged, informed and likely to convert. And video reviews are the secret sauce that takes your product pages to a whole new level. 

If you’re already relying on text reviews, you don’t have to stop what you’re doing. Just add on to your approach. 

By combining video reviews with text, you’ll create a shopping experience that’s as dynamic as informative. It’s not about replacing what’s working but enhancing it. 

With text and video reviews combined on your site, you’ll create a shopping experience that’s as dynamic as informative.

Using video technology to produce the video reviews makes the process easy.

StoryTap is an end-to-end video platform that automates the production and distribution of UGC video reviews. 

The technology serves as a valuable and easy add-on, complementing text review platforms like BazaarVoice, Trust Pilot, and more. So you get the best of both worlds on your site.

mockup showing whar a page would look like with both text and video reviews

StoryTap is designed for eCommerce performance, with video viewers converting +40% more on websites. 

Book a demo today and get started producing video reviews.