In a previous post I discussed the role video plays as an integral component of content marketing activities for B2B marketers.
From the piece: “When produced and implemented properly, video as a marketing channel has proven itself as a tremendous vehicle for qualified response generation.”
But I’m curious about the extent to which video’s effectiveness carries over into the B2C marketplace.
In my personal life I’ve leaned heavily on video content to help with several fairly recent purchase decisions. However, in 
every instance the video I viewed was produced by an unbiased third-party reviewer—not the company that manufactures the product in which I was interested.
For example, last week I bought a new laptop PC. After narrowing my list of favorites by comparing customer reviews on several retailer websites, such as Amazon, Best Buy and eBay, I relied on the product-review videos available at CNET to seal the deal.
I wasn’t interested in letting video content from each of the companies I was considering influence my purchase decision. Frankly, I didn’t want their brand-centric dog-and-pony shows to obscure the objective commentary I’d already used to make my decision.
None of this is meant to imply that I think it’s pointless for companies to invest in self-promoting video content; it’s obviously a medium that for decades has worked quite well in the form of T.V. advertising.
But I do believe because today’s consumers are so much savvier than in the pre-Internet era, it’s the job of the modern marketer to ensure that their company’s advertising is augmented with as much unbiased, third-party content as possible.
Whether it’s customers sharing feedback regarding their own experiences with your product or service, or outside reviewers discussing the pros and cons of the same, it’s clear that encouraging third-party input promotes your company’s transparency, and helps instill trust in the minds of your potential customers.
At least that’s been my experience as a frequent online shopper.
