The internet is chock full of reviews and reviewers, and each one has their own style, delivery and approach to content. For those interested in joining the fray, it can be intimidating. How can we get into the online review game without getting lost in the mix? How do you get people to care about your opinion?
In this latest phase of the information age, practically all of us have a platform from which we can share opinions, achievements and pretty much anything else that comes to mind. Some of it is done in true earnest, some of it is flaky, and some of it is simply noise. With all of this information out there, do consumers still find value in the thoughts of specific reviewers? Do potential buyers seek out validation from a litany of reviews before they make a purchase? Should we still be sharing our opinions?
Does anyone care anymore?!?!
Of course we do. There’s always room for another expert, especially when that expert can offer a unique perspective or entertaining approach.
What matters to you?
Creating product reviews to post online can be a rewarding endeavor, depending on your goals. Ask yourself: What is it you’re really after? Racking up the video views? Generating a huge subscription base? Building an audience to the point you can use YouTube to generate income or brand yourself as an industry guru? All of these are fine goals and really are possible these days, though the space isn’t exactly the Wild West it once was.
Online reviews have existed for many years now, and some people have been doing a great job of it for a long time. Like anything new, there are things that need learning, but the tried and true reviewers have ironed out some of the kinks in the process along the way. Many of them have invested a lot of time and money into their production — creating legitimate multi-camera environments, garnering press support for products and software, and finding sponsors to help keep the wheels turning beyond a few shows.
FIGURE OUT WHAT YOU CAN OFFER THAT WILL MAKE YOUR SHOW WORTH WATCHING.
It’s not a prerequisite to create a broadcast-ready production — and this isn’t meant to scare you away from the idea — but if you want to achieve real goals, don’t under-think what you’re taking on. As much as people want to learn about the product you are reviewing, you won’t hold their attention with blurry video and unintelligible audio.
Building Relationships
More important than the technical side of production however, will be the relationship you build with your audience. As you produce more reviews, your viewers will come to hold you to certain expectations. They will begin to value your objectivity, your humor or maybe your outrageous antics or stunts — whatever makes your reviews appealing and engaging.
Figure out what it is you can offer that will make your show worth watching. Will you be entertaining but informative? Will you have a hook or a specific angle for each review? Will you be cold and business-like? Will you be brutally honest or will you offer more of a sponsored content feel, liking just about everything but offering some perspective? Will you wear a 10-gallon cowboy hat?
So many decisions. And after episode one how do things get better? 20-gallon hats?
Working with Brands
Another important relationship you’ll cultivate is with the brands whose products you will be reviewing. Research the industry you’re going to be participating in. Reach out to the companies who create the products you’re interested in reviewing. Many of them will use PR firms they can point you to, who will generally be helpful in supplying software licenses or loaner devices for your reviewing pleasure.
Here’s another place to let your unique personality — and value to brands — shine. Lots of people wanting to start their own program get caught up in the excitement of trying out products before the rest of the world and chase down hardware and software as though it were tradeshow swag, and not a tool for review. If you want to last as a reviewer and have access to the latest and greatest in your area of coverage, focus on the relationships you forge with these companies more than with what they can provide you. Getting a free gadget might be exciting, but having access to information about upcoming announcements is a much more valuable thing in the long run. Not to mention, those who are just after free stuff kind of screw up the system for the rest of us.
Become Their Go-to Reviewer.
It’s true. A show needs to be consistently strong, which generally means working harder to make it get better along the way. If it doesn’t improve constantly, it can get lost in the maelstrom of other similar shows. That said, it’s hard work juggling the variables that make a great show — company reps, sponsors, guests, the production itself and promoting and pushing the show to hopefully build an audience. All of this for little or no money can turn a fun adventure into a real drag. Fortunately, technology can take some of the weight off of your shoulders.
AUDIENCES CAN BE INFLUENCED, BUT THEY WILL ULTIMATELY COME BACK TO WHAT THEYÂ TRUST.
Social scheduling tools like Hootsuite and Buffer can be a real help with promotion, as they allow scheduling of regular social media alerts about the show. Plan an hour every Sunday to create your alerts for the week. Put aside opinions about which platforms you like and dislike and consider the audience of the show. Will Instagram posts speak to them, or is Facebook the way to go? Twitter is a powerful tool, as well. What about adding occasional live shows using Periscope or Facebook Live? Is it worth investing in a bit of live production gear and conscripting some help?
The platforms you use, and how you use them, will go a long way to building stronger relationships with your viewers. Find ways to get your content in front of your viewer so that you come to mind first when they are actively seeking out product reviews for an upcoming purchase — or when they just want to be entertained.
Call to Action
This could’ve been a 30,000 word article, and it might’ve only scratched the surface of what’s possible. The internet is an organic environment where audiences can be influenced one way or another, but will ultimately come back to what they trust. Some people rely entirely on Amazon reviews or the comments on B&H product pages. Some consumers wait for a product to hit the pages of their favorite magazine or review website. Maybe Engadget or TechCrunch are the only reviews that matter. Some people comb YouTube for independent reviews.
There’s no one right answer, and there’s no way to guarantee a new review channel will achieve any measurable success. That success might be impossible to even notice without setting goals that a show should be striving for. How we break down analytics, or how we disseminate video performance data, including comments from our audience, can make the difference between a show that is constantly improving and one that drags itself through the mud with each episode.
To get started, watch tons of other content to see what works and doesn’t, then create something unique and original. It may take some time to perfect the vision for your channel, but planning will smooth the way. Look to a reviewer that you personally admire and try to figure out how they connect with their audience.
There are a million ways to create something interesting and fun, but only you can decide the right direction for your own product review channel. Making your channel great is important, but remember the real key: Have a good time doing it.
If it’s fun, and you’re passionate about what you’re reviewing, it will come across to your audience. Remind them to subscribe to your channel, promote the heck out of yourself and keep dreaming up new ways to set yourself apart.
