It’s no secret that visual content is becoming an integral part of the lives of today’s consumers. Photography — once limited to those with an expensive camera and extensive training — is now available to anyone with a mobile device. In fact, Deloitte predicted that in 2016, 2.5 trillion photos would be shared or stored online, a 15% increase from 2015. And it’s estimated that over 90% of those photos will be taken on a mobile device.
Visual content is also becoming a key part of the path to purchase. A recent PowerReviews study found that 72% of shoppers say they’re more likely to buy a product that has reviews that feature photos and videos in addition to written text. And increasingly, consumers are using photos and videos to express their opinions about products.
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Visual content is changing the way consumers browse for and purchase products. With that in mind, PowerReviews released new capabilities to help brands and retailers leverage visual content in order to increase consumer engagement and conversion. Read on to learn more about two of our new visual content capabilities.
PowerReviews research found that 40% of consumers prefer to find visual content directly on a brand or retailer website. In comparison, 29% prefer to see photos or videos of products on Amazon, and 26% want to see this visual content on a third party review site.
Our new Image Gallery allows retailers and brands to showcase user-submitted photos in an engaging gallery where consumers prefer to find it — directly on product pages. With the new Image Gallery, brands and retailers will increase the visibility of the visual content they collect, leading to higher engagement on product pages and greater purchase likelihood. In addition, this new feature eliminates the extra step of having to curate images from other sources, freeing up your internal teams to dedicate time to other projects.
Consumers are seeking out video content from other consumers. So it’s key for brands and retailers to make it as easy as possible for shoppers to view this rich media.
To answer consumers’ demand for video content, PowerReviews is the first in the industry to introduce Native Video capabilities, which allows consumers to easily upload videos directly from their mobile devices. By allowing consumers to submit and view video directly on brand and retailer sites, rather than redirecting them to YouTube or other third party sites, brands and retailers are able to generate a higher volume of video content which will then drive more traffic and sales.
If consumers can find all of the product information they’re looking for directly on your site, they’ll stay engaged and be more likely to convert. And since the video is submitted as part of a review, the brand or retailer owns this content.
Already a client? If you’re an existing PowerReviews client interested in how photos and videos can help you increase traffic and conversion, contact your Client Success Director or Community Manager.
Not yet a client? If you’re not currently a PowerReviews customer but interested in learning more, contact us to schedule a demo.