Google Product Search has always been a pretty sweet little service. Whenever I’m in the market for a new trinket, such as a digital camera or a new set of headphones, I’ll usually head over to Google Product Search. I can find reviews, the best prices, and now I can even see video reviews.
Google has announced that they are adding video results to Product Search. Using reviews from trusted sources such as USA Today and Wired, they’re rolling these videos into the standard Product search results, much the same way they roll video results into standard web search results.
This is a fantastic idea. It’s far easier to establish trust with a consumer through video than it is through print. And it’s much harder to fake sincerity in video than in print. That’s a win/win there: consumers get reviews from credible experts who know what they’re talking about, and the product’s brand gets eyeballs from viewers that are more trusting and open to the message. This gives reviewers and journalists more incentive to even create video reviews in the first place.
Google’s even going to let you submit your own product reviews if you like—though they’re not promising anything in terms of publishing those reviews in the search results. And I’m alright with them editing or censoring which video reviews I see in results. Quite frankly, I’m not interested in what your Uncle Fred has to say about the new Kindle. But if you offer a video review from someone at C|net or CNN, you just got yourself a viewer.
You won’t see videos on every product yet, obviously, but you can likely expect to see more and more of them as the days go by. The Google Blog suggests the Product Search results page for the Nikon D90 camera as an example of what it looks like to have video reviews included in results (scroll down).
It will be interesting to see where this leads. People love video. I think we can probably safely assume that video results in Google Product Search will quickly become one of the more popular types of results they serve. I won’t be the least bit surprised if a year from now we’re seeing data suggesting video reviews on Product Search dramatically increase conversions. Nor would I be surprised to see a future where these video results are actually the first results listed in for Product Searches.
For now… happy shopping.