User-generated content is one of the most effective tools for Web businesses because it gives consumers a platform to express their opinions while providing companies and brands with a level of transparency that builds trust and loyalty.
Consumer reviews are 12 times more trusted by other users than product information or descriptions provided by the business itself, according to one study from eMarketer. User-review platforms such as Bazaarvoice also provide a host of other benefits for marketers such as improved search rankings, higher levels of engagement and more repeat customers.
Just recently, however, the demand for user-generated content has been married with video. A number of platforms have emerged that allow consumers to upload their own video content such as product reviews, customer service feedback, testimonials, contest entries and more.
These user-generated videos can be utilized by most any business website in a variety of ways. For instance, ecommerce merchants and affiliate marketers can show product reviews and testimonials, while content publishers can allow their visitors to comment on articles and other posts through video.
Many have predicted that video content will one day dominate the Web, so the businesses that can give their visitors this option are likely to benefit the most -- whether it be sooner or later. For those of you looking to get ahead of the curve, here are a few platforms to consider:
This company enables Web professionals to capture and share consumer-generated videos, including customer testimonials, social contests, product reviews, webinar or event feedback and sales pitches. Bravo provides brands with their own video portal where consumers can record videos that can be shared on websites, blogs and social media properties. This platform offers a 30-day free trial for all accounts, with other plans starting at $24 a month.
Here is an example of a promotion that Mario Tricoci ran on Facebook via Bravo:
Website owners can leverage Authntk to gather and publish consumer-generated videos, such as testimonials or product reviews, onto their Web properties. Brands can create a custom capture page, where they can ask fans a question and set a maximum record time. Once consumers visit the capture page they can record a video or upload a pre-recorded video to submit. All of the videos are managed by merchants, so that only approved videos are displayed on their site. The platform also includes built-in social media tools, which enables the content to be spread via email, Twitter and Facebook, as well as includes an analytics engine, which helps identify key influencers.
Here is an example of how consumers would record and upload their video via Authntk:
This platform focuses on creating and distributing high-impact product videos to drive engagement and conversation on websites. The end-to-end solution captures, manages and publishes consumer video that brands can utilize for word-of-mouth promotions. Once a company partners with EXPO TV, they can publish consumer-generated video content, such as how-to's, product reviews and other content onto their websites, within rich media advertisements and on social networking sites. Additionally, EXPO manages the videos to make sure that they are relevant, impactful and safe for brands to use.
Here is an example of a consumer-generated product review via EXPO TV:
I'm a creative and adaptable journalist with experience in both print and digital media. Some of my best attributes include my social media management, writing and video editing skills. Skills: • Managing social media accounts with tools like HootSuite and Sprout Social • Creating and marketing content for print and digital media • Editing videos with software like Avid Media Composer • Composing articles with Adobe InCopy • Strong knowledge of AP Style • Skilled at interviewing and writing • Able to work on a deadline and produce quality results • Organized and detail oriented • Innovative problem solver