A video on Yelp is worth more than 1000 words
You may be familiar with the consumer reviews juggernaut that is Yelp. If not, it’s an incredibly popular user reviews website and app that lets customers leave reviews for potential customers to find out about service, atmosphere and price at almost any establishment in the world.
Well, now Yelp has stepped up its game and is offering users the ability to upload 12 second videos showing off even more about the place they’re reviewing.
Over on the official Yelp blog, this new feature is positioned as an excellent way to upload videos showcasing the ambiance of a particular place – something that’s very hard to capture in a photograph. It’s a great idea too, as since photos were added to reviews, users now upload 23,000 of them per day. A set of photos on a Yelp business page also seems to increase engagement, with possible customers spending 2.5 times longer on a business page compared to those that have no photos at all.
Using Brightcove technology to upload and host videos through cloud technology, iPhone users can upload 12 second clips and view clips through the Yelp app. The same service will come to Android users in the near future.
“This is an exciting time in the evolution of Yelp, and the addition of videos proves the company’s commitment to giving its users and businesses around the world the best possible experience,” said Anil Jain, senior vice president and general manager for media at Brightcove. “We are proud to partner with Yelp and look forward to working together to add more video features and offerings in the future.”
That said, it’s worth imagining what else this video technology could do for Yelp reviews, especially how damaging they could be to an already floundering business.
It’s all well and good to have a positive spin on this new feature, and while the closed test group of Yelp Elite members have created positive content – largely because it’s a self-interested group of die-hard users – now the general populace has access to such a feature it has the potential to be an even better way to damn a bad business.
Imagine getting bad service and having that covertly filmed and uploaded to Yelp. How about poor food, a photo won’t do that justice, so why not film a video? And, in the future when products like Google Glass become more ubiquitous, what’s not to stop such filming from commencing and being uploaded near instantly?
Perhaps it’s time to really think about who might be watching your business at work?[Image: Christine – Flickr]