What Brands Really Want From Product Reviewers
As a marketing professional who readily utilizes blog marketing to moms, I tend feel a bit disappointed when I get a message in my inbox that says, “your product review is up on my site”, only to find that the content of the review was taken verbatim from my news release, website or marketing materials. Don’t get me wrong, there is a little twinge of delight to see what I have written being repeated over and over throughout the blogosphere, but I know I’m not alone in saying that that is not really what brands are looking for when they engage bloggers to review their products.
The whole point of brands working with bloggers is to hear the reviewer’s personal take on the product, not just to have the brand’s carefully crafted marketing collateral disseminated on someone else’s blog. That defeats the purpose of social media marketing, and it creates a post that reads more like an advertisement than the personal endorsement that brands and readers are craving from bloggers.
I always provide as much product information to reviewers as I can, not with the intention of wanting bloggers to reproduce it, but with the intention of educating them on the product’s DNA, mission, features and brand philosophy. What is more meaningful than a reprint of the corporate message is a post that talks about the actual use of a product in a real person’s life: how it worked, how it looked, what the reactions of the users of the product were, how the product held up, etc. Review bloggers should tell a story; show pictures or video of the product in use rather than using glitzy studio shots provided by the sponsor. It may take more time and effort for bloggers to craft their own message, shoot their own pictures or produce a video review, but in the end that is what brands and readers want. If you give them what they want, readers will come back and brands will pitch you again and again.
What makes a great review is when it’s real and authentic. That’s what is meant by “finding your own voice.” Your voice is simply your own thoughts, ideas and opinions. Your voice doesn’t need to be found…you already have it! Don’t be afraid to write your own words, use your own pictures or video to tell what YOUR perspective on a product is. After all, that’s what makes a social media marketing campaign successful for brands…finding bloggers who can make a personal connection to a product and readers who can relate to that personal experience, and in turn may choose to buy.
Cat @ 3 Kids and Us
wrote on July 8, 2009 at 8:03 am
I’m glad to see this discussed. Too often I see cut and paste reviews that makes my eyes just glaze over it entirely. I don’t think there’s a secret recipe to writing a review but I have one of my own.
1. Product information from company
2. My personal use of the product (story, photos, video)
3. Personal ideas of product improvement
4. Purchasing information
This format has worked well for me.
erin
wrote on July 8, 2009 at 8:04 am
I think each company has different ideas of that they want and they need to convey it to the blogger. I use my own words and thoughts … but I do try to be open to what the companies want as well. I think we need to work as a team and open communication is vital.
And I get quite steamy when I see copy that is taken 100% from a website too and that blogger receives an item and give-away – while I try to think of benefits and my own personal take and I might get a give-away only or review only.
I wish companies had a better idea of who to work with? Maybe not everyone really cares as long as there is link love? Who knows! Great post – brings up a lot of points to talk about!
Susan
wrote on July 8, 2009 at 8:07 am
Great post.. I retweeted ! I always try my best to use personal photos or video to show my readers that I DO use and test out the products I review. Your post did make me think about if I am using MY voice enough.
Gina
wrote on July 8, 2009 at 8:09 am
I do a bit of both. When i take from the site, I try to remember to put it in quotes. Sometimes, when writing about the features of a product, there is no need to fix what isn’t broken.
That being said, I ALWAYS add a section titled: MY THOUGHTS. In that section is where I put my personal feelings regarding the product.
I don’t like to use the company’s exact wording, unless they ask that I do, as a few have, but when including a brief description and features, sometimes I find it necessary.
Bobby
wrote on July 8, 2009 at 8:31 am
It’s a great point Cheryl. I go out of my way with Bobby’s best (http://www.bobbysbest.com) to use the product for a least a month or so to get a real end user feel and make relevant comments and feedback outside of the stated marketing specs. Here is a good example
http://www.bobbysbest.com/phil-and-teds-dash-stroller-review.html.
Naomi
wrote on July 8, 2009 at 9:35 am
I RT’d too … great post about being creative and taking that extra time to put your own spin on the product.
Isn’t that truly the point of moms doing product reviews??
Melinda
wrote on July 8, 2009 at 6:50 pm
I defintely try to take “some” information verbatim but I also include my own opinion, personal stories and reactions. Like you said, what is the point of what we are doing if we don’t actually review and write about it.
Bridgette
wrote on July 9, 2009 at 7:19 am
Great post, Cheryl! I totally agree.
At The Not-So-Blog, I do my product reviews like little mini “experiements” and separate information in sections such as “Hypothesis”, “Materials”, “Results”, etc. In the Materials section, I do use some quotes from press releases or company info. But, all of the other sections are MY opinions.
I take pride in thoroughly researching my product reviews!
Stefanie @ Mommy Musings
wrote on July 9, 2009 at 5:30 pm
I completely agree.
Liz
wrote on July 9, 2009 at 6:14 pm
I followed your comment from the m2mom discussion on Linked In and I don’t blame you one bit. Mostly though, I feel bad for that blog’s readers who are truly the ones who lose when all they get is a regurgitated press release disguised as a review.
If this happens often then it seems you need to consider who you have been pitching to. It isn’t hard to figure out which blogs and websites operate with a tight selection process and put thought and effort into reviews, and which ones are simply looking for free samples or giveaways to drive traffic.
You are not likely to make a sloppy writer a good writer or an unethical blogger an ethical one. But you can make sure you’re representing the best possible clients so that you have the option of obtaining the best possible reviews.
Caryn B
wrote on July 11, 2009 at 9:27 pm
Your post is so timely and necessary. I can’t stand when I see a verbatim press release. And too many times I’ve reviewed the same product and I KNOW that they’ve copied it word for word. It’s frustrating because I spend a lot of time on my reviews. Thanks so much…I hope we see a change in the future…..this is not what blogging and social media started out to be
Ann Harrison
wrote on July 22, 2009 at 7:54 am
This is wonderful, and helpful, information. I love guidance!
KellieS
wrote on July 22, 2009 at 11:51 am
This article is so helpful for new bloggers. It’s the inside info that gives us the edge out there. Thanks for your insights. Nice to meet you, by the way; I’m Kellie over at womenslifelink.com. Stop by anytime. I will be back.
Stephanie
wrote on July 22, 2009 at 9:57 pm
This a great article, Cheryl. Useful. Informative. And exactly right.
Not only are personal and authentic reviews the most effective for the company, they are also more fun for readers of the blog. After all, no one wants to read rehashed text that is cut-and-pasted from the product’s website.
Thanks again.