Expert content has been proven to be the most effective during purchase consideration, and even for affinity and familiarity according to a recent Nielsen report involving 900 respondents who responded to an online survey. Expert content was found to be more effective in attracting buyers than user reviews or even branded content. But, why is this?
Should we trust the experts?
Many consumers liked the third party characteristic of expert reviews. The experts were not promoting the product themselves, but merely giving an intelligent unbiased review or commentary of the product. 50% of consumers in the study indicated that they would not trust a brand’s website to be evenhanded about promoting the product while even more were less likely to trust reviews that could have been paid for by the company promoting the product. Additionally, consumers found the expert content to be a better source of information.
Not all products respond the same way to product information.
Video games had similar results between expert content and user reviews while dryer sales were more dependent on user reviews than any other type of content. However, electric toothbrushes sold better with branded content. Maybe the experts couldn’t hit the image home that you would have whiter sexier teeth if you would only buy a particular toothbrush.
If you are promoting your own product, you might try to experience with all types of content to market your product. Although you can’t control user reviews, you can create formats where users can leave reviews, and you can promote whichever ones you like as well!
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