Naturally Leading to Purchase
Offering Various Benefits Including Point Rewards
[Asia Economy Reporter Lim Chun-han] The e-commerce industry is boosting video reviews by offering various benefits such as additional points. Videos can deliver more vivid feedback than text or photos, increasing trust in products and naturally leading to purchases.
According to 11st on the 18th, the number of video reviews called ‘Ggukgguk’ registered from January to February this year doubled compared to the same period last year, reaching 850,000. This means an average of 15,000 video reviews are uploaded daily. Ggukgguk is a service that collects and displays video purchase reviews from buyers. Last year, the number of video reviews registered was 4.6 million, more than ten times the previous year.
11st provides an optimized user interface (UI) and services exclusively for video reviews. It also has features similar to social networking services (SNS), such as sharing, viewing videos uploaded by oneself, and review search. By category, reviews containing vivid user experiences for interior accessories, clothing, and cosmetics had high view counts. Reviews of pet products featuring pets themselves and easy-to-cook food reviews showing cooking processes also received many likes and empathy.
11st also ranks reviews to ensure quality feedback. When users write video reviews, they receive points, and those who provide helpful reviews to other consumers are selected as a new product review group. This allows them to try new products first and leave reviews, creating additional content.
SSG.com operates ‘Premium Reviews’ that include photos and videos. Each month, excellent reviewers who leave detailed reviews are selected and featured at the top of the review section, receiving up to 100,000 SSG Money. Lotte ON awards up to 5,000 L.Points depending on the product when writing video reviews. Each review can be viewed on the product page and in the Review Lounge, where best reviews by product are also provided. As a result, the number of customers leaving video reviews continues to increase. The number of video reviews posted on SSG.com last year doubled compared to the previous year, and on Lotte ON, it surged about threefold.
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