Online Mall Reviews Also Favor Videos... "Vivid Testimonials Are Competitive Advantage"
11st 'Kkukkkuk' Surpasses 1 Million Reviews
SSG.com Operates Premium Reviews
Lotte ON Sees 22x Increase in Video Reviews
[Asia Economy Reporter Lim Chunhan] The e-commerce industry is paying attention to video reviews. This is because video reviews provide more vivid feedback compared to photos, and photos are more vivid than text. Major online shopping malls have started offering various benefits, such as additional points, to video reviewers.
According to 11st on the 27th, the number of video reviews called ‘Kkukkkuk’ registered from January to April this year surpassed 1 million. Kkukkkuk is a service that collects and displays buyers’ video purchase reviews. The average daily number of registered video reviews reaches about 18,000. For products with one video review, the average page views are 7,300, and for products with five or more reviews, the average is 74,000, which is also linked to sales.
By category, reviews with vivid usage experiences such as interior accessories, clothing, and cosmetics have high view counts. Pet products featuring pets themselves, as well as food reviews including cooking shows and mukbangs that show the cooking process, also receive a lot of empathy and likes (Kkuk) from customers.
SSG.com operates ‘Premium Reviews’ that include photos and videos. Every month, premium reviewers who leave detailed reviews are selected and awarded up to 100,000 SSG Money. Lotte ON provides 100 L.Points for writing purchase reviews and an additional 50 points each for attaching photos and videos.
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The number of customers leaving video reviews is steadily increasing. From the 1st to the 23rd of this month, video reviews posted on SSG.com surged 20% compared to the same period last month and 123% compared to the same period last year. Lotte ON also saw a 22-fold increase in video reviews in April this year compared to May last year.
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