Consumers Value Video Content Authenticity and Ratings
For better or for worse, online consumers value authentic content, even when they aren’t entirely sure they trust that content. That’s where online reviews and ratings can make (or break) your firm.
According to a recent YouGov report, 87 percent of Americans value online star ratings, and 90 percent value written reviews — even though the same number of consumers doubt their authenticity.
This is crucial insight where video content is concerned: If consumers value the appearance of authenticity even while believing that the content may be biased or manipulated, then content creators need to understand how video can be deployed to the same effect.
In a recent interview with eMarketer, Lee Brown, global head of brand partnerships at Tumblr, discusses the ways in which the blog and social networking site is working to facilitate increased video sharing and the overall video experience. Creators need to recognize video’s best practices, which include emphasizing authenticity and spurring user engagement.
“We tell brand partners to show up and act like a creator,” says Brown. “Don’t show up and act like an advertiser. Be authentic to the platform in which you are engaging. Make sure that your brand pillars and objectives support the content that you’re creating to engage with the community and the fans that you’re trying to reach.”
Unlike online ratings and reviews, which can be crowdsourced from massive sections of online consumers, video is a platform that brands can dominate. This makes it a more advertisement-heavy platform, but that doesn’t discourage consumers from seeking out video content. According to Brown, Tumblr reports a 500 percent increase in native video plays on its platform since the social network released its latest video player.
The YouGov report demonstrates that consumers will respond to an effort to present information in an unbiased way. Consumers don’t want to feel like they’re being manipulated, and engaging video content will assuage those fears. In the process, video can be an influential part of a company’s online marketing strategy. Social networks such as Tumblr are valuable because video plays and sharing occur organically, further easing consumers’ doubts about a video’s authenticity.
Online shoppers are savvy at seeking out informative content, but they won’t embrace any video that makes a blatant effort to manipulate their thoughts or desires. Emphasize the creation of authentic, engaging content and let its strength carry the campaign to success.