Before consumers buy a new product online, they seek out information about the quality and the reputation of the desired product or service.
Recommendations from friends and family are considered particularly reliable and trustworthy. The other thing consumers initially look for online is product tests. Those published by influencers and bloggers sharing their opinions in articles and YouTube videos are especially popular, as they appear to be more authentic than opinions in semi-anonymous review portals. We shall look at different types of product tests and explain why they represent an indispensable marketing tool for businesses today.
How do product tests work?
Product tests conducted by influencers and bloggers are a form of advertising that involves presenting/reviewing products or services to potential customers. They receive a detailed briefing in advance containing all the relevant information and are given sufficient editorial freedom. They then produce a YouTube video or write a blog article (sometimes with pictures or video clips). The scope of a product test depends on the item in question and the content of the briefing. Usually, the test includes a positive statement along with authentic content. However, users will only be convinced if the conclusions reached by bloggers and influencers are:
• fair,
• transparent and
• plausible.
The content and results of the test create an emotional context for the particular product and influence the consumers’ buying decisions. The tester’s personal touch also has a significant impact. Ideally, the tester conveys authenticity and creates trust, convincing the user of the product’s value.
What types of product test are there?
Blog articles and videos are among the most common kinds of product tests. Compared to, say, Facebook posts, they tend to stick with the viewer or reader a lot longer. Social channels, for their part, act to increase the reach of the tests, the aim being to receive valuable likes and shares from the relevant target group. While blog articles are written in an authentic manner to appeal to readers of the blog, YouTube videos from influencers can generate an enormous reach, potentially increasing awareness of products and services exponentially. After all, YouTube is the second largest search engine for products on the web.
The following are established variations for product tests:
Product tests as blog articles
Bloggers write articles describing how products appear (aesthetically), handle, and work. Upon request, they may complement the text with informative photos and short videos, giving the users a visual impression as well. To finish off a test, they often provide a list of pros and cons, in which they briefly reiterate all the advantages and disadvantages of a product or service.
Product tests as YouTube videos
Hauls
In a “haul”, an influencer presents their latest purchases in front of a running camera. These products may be things like:
• fashion items,
• beauty products or
• home furnishings.
In these videos, which they upload to YouTube, influencers explain what makes the product special and what they think about it. Since they come across as authentic, users ascribe them the expertise to properly evaluate the product.
Reviews
Reviews are a classic type of product test. Influencers test products by presenting them in front of the camera and explaining or demonstrating their features. Users can find reviews of all types of products on YouTube, including:
• small appliances,
• makeup,
• food items or
• smartphones.
As with hauls, influencers performing the test come across as experts, providing users with their conclusions at the end of the video.
Tutorials
In tutorials, product testing is combined with instruction. In this case, the way the product works is more important than how it looks. Many influencers here focus on tech products that require more detailed instruction, such as:
• tablets,
• digital cameras or
• laptops.
The added value provided by these YouTube videos mainly stems from the fact that not only get an impression of the product, but learn about its features and functions in detail. Influencers are thus able to provide users with detailed instructions that frequently influence their buying behaviour.
How do businesses benefit from product tests conducted by influencers?
Product tests conducted by influencers and bloggers have a lasting effect on the success of an item. They generate various benefits for a business:
• transparent presentation of their products online,
• blogs articles and videos permanently listed on Google and YouTube,
• boost to traffic,
• opportunity to reach new target groups,
• increase in brand awareness,
• improved image,
• differentiation from competitors’ products,
• more conversions for more sales.
These benefits are made possible by the combination of carefully selected influencers, well-produced product tests, and strategically placed social media posts. If this is done right, product tests represent an important mainstay in using the web to influence users’ decisions.
Use the potential of influencer product tests
SeedingUp will help you to increase awareness of your brand via product tests, thereby boosting your sales. You’ve got the right products and we’ve got the right bloggers and influencers to ensure your success. Bloggers and influencers create unique, authentic, and attention-getting reviews and place them on their popular channels. The result is a direct advertising effect that boosts your sales and enhances your image.
