3 of 5 consumers consider Video User Reviews to be more Trustworthy vs. text-based reviews.
58% say they are more helpful for them in making a purchase decision.
Why and how are Video User Reviews more helpful vs. traditional text-based reviews?
Traditional text-based reviews require too much from the consumer's imagination! Video user content helps fill in the gaps.
The user in the the video content essentially serves as an avatar or stand-in for the consumer themselves. Consumers are trying to picture what their life would be like if they purchased and started taking this product. How will it fit into my daily routine? What will my results be?
There's nothing like actually seeing the product - open or taken out of its packaging, watch the user take it, etc.. Text descriptions simply can't do it justice.
Then there's the trust issue. Consumers are looking to engage and connect with a real user of this product to source an honest opinion. Text alone can't achieve this level of trust. When consumers see your face and hear you talk as you describe how this product delivered for you, that's so much more information to confirm if the reviewer is sincere.
Consumers are going on a journey when buying a supplement to help them with their athletic performance - they're looking to improve, strengthen, transform.
Consumers want to see and hear from a user how an athletic performance supplement has worked for them. This calls for the user to share personal anecdotes and before/after visuals.
They don't necessarily want to see a fitness god or top tier athlete! Consumers want to see how this supplement will work out FOR THEM. Seeing a user with a similar physique and relatable fitness goals is more helpful.
Educational - user can help explain how the product works by providing a breakown of the supplement's key ingredients and benefits provided by each ingredient.
This is a particularly price sensitive category and it can be tricky for the consumer to work out the value of this type of product. User can help clarify this by breaking down the cost per serving and value provided by your product.
It can impact someone's entire life when they aren't getting enough sleep - affecting their mood, their health, their performance at work and at home. It's rough!
A user can connect and relate with consumers by sharing their specific sleep challenges and describe the noticeable improvements they're experiencing after taking your product.
User feedback in video content can have touchpoints that extend across the entire day, starting with their mornings - user can describe if they're feeling more refreshed and how that impacts their morning routine.
Moving on into the day, at work or at school, or as a parent and homemaker, user can describe their levels of alertness and productivity.
Having the user describe their nightly routine is important - specifically when and how they take your product before going to bed. Have the user describe their new sleep cycle and quality of sleep - are they now enjoying deep, uninterrupted sleep?
Finally, longterm usage is crtical here, so it's important for Brands to establish partnerships with Creators who can share about extended use of your product over time via multiple pieces of content.
It's important for consumers to see how users incorporate your product into their daily routine and to share the impact your product is having on their daily productivity - are they now feeling more motivated and energized?
Having users share personal anecdotes and demonstrate impactful moments of creativity, problem solving, mental clarity and sharpness while taking your product can be really powerful. How they resolved an issue at work, figured something out that was troubling them, solved a crossword puzzle with ease, were inspired to create something artistic - really bring the rejuvenated brain activity delivered by your product to life!
Users should share their timeline using your product to set realistic expectations for the consumer - can they expect immediate results or will they be more gradual? Do the effects wear off over time?
Have users share if your product reduced their mental fatigue after extended periods of concentration, or if your product improved their emotional wellbeing and ability to handle stress.
Have users share any noticeable improvements they've experienced in their daily energy and overall wellbeing - are they finding that they're now better able to maintain healthy habits?
Have users provide information about your product's ingredients, especially how they are easily absorbed by the body.
Users should share their specific health concerns (gut health, heart health, etc.) and how your product impacts them.
Have users share about the prevention/absence of common health issues - if they're noticing fewer colds, less indigestion, etc.
Brand reputation is especially important in this category - have users describe why they trust your brand and your brand's history and credibility.
Have users share the digestive health benefits your product provided for them: improved gut health, reduced bloating, regular bowel movements, etc.
Have users demonstrate when they take your product as part of their daily routine.
Particularly important here to highlight your product's ingredients, especially the specific probiotic strains intended to improve women's health and what their benefits are. Also highlight a lack of harmful or unnecessary additives.
Critical to be transparent about your product's adjustment period - being honest about mild side effects experienced during the adjustment period will establish trust with the consumer.
User should share the impact your product has had on their overall wellbeing - as well as relief from any vaginal health issues.
User should specify WHO will benefit most from this product - women experiencing certain health issues, etc.
