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Video Product Reviews Effectively Solve Problem of Bogus Web Reviews

SANTA MONICA, CA--(Marketwired - Nov 11, 2014) - When Tide introduced its new Pods product in 2012, the company invited customers to try the product and then post video reviews to the Tide webpage. The response was overwhelming, with hundreds of people posting reviews, during which they discussed the product, demonstrated its use and then showed the results. The reviewers shared more information than they did in written reviews and their body language made their real opinions clear. The Tide experience proves what studies have already shown: people trust video product reviews when making purchasing decisions.

The connection between video and sales is strong, with more than 70 percent of consumers saying they are more likely to purchase a product or service after viewing a video. But video commerce company Modulates.com advocates for the use of videos throughout the sales process, including after the point of sale. "If a company doesn't encourage video reviews, then it's really missing out on a key aspect of marketing," said Gino Yazdinian, the founder of Modulates. "Every positive product review is an opportunity to convert others, turning your customers into product evangelists."

Modulates allows businesses to capitalize on the power of video to leverage greater sales. Modulates designed a system where users can create videos about products, which are then published through the internet. The Modulates platform makes it easy for publishers to add the videos to social media websites, driving website traffic and increasing the brands' worldwide exposure.

Video reviews have solved a difficult problem for e-commerce sites: what to do about fraudulent product reviews. For years the internet has been awash in bogus written product reviews. Customers view the written reviews as spam. In contrast, adding video and sound to e-commerce sites immediately make the websites more attractive, converting the buying experience more informative and enticing.

Yazdinian recommends e-commerce companies send a link to customers who recently made a purchase, encouraging them to make a video review. "Today's consumers do not respond well to canned sales pitches. They like to research independently, engaging with the product, their peers and eventually the sales team. Video reviews easily overcome their inherent distrust of written reviews because the reviews feel more natural and real, giving unbiased information from a source they trust."

Modulates makes it possible for e-commerce websites to send recent buyers a link which allows them to easily record a video review. Modulates also gives users access to a full suite of analytical data, enabling e-commerce businesses to measure the impact of the videos.