Business Insider reports that Yelp is introducing a new feature aimed at adding authenticity to reviews. Elite users can expect video reviews to start appearing on their listings as early as June 2014, according to a Yelp representative. This new format promises significant changes for Yelp’s most active users, with the feature rolling out to regular users after initial adjustments. Soon, users will be able to upload short video clips to business listings. Here’s a scoop on how it works and what users can expect when the final product is released.
The Video Effect
Yelp’s product manager, Madhu Prabakar, mentioned that the goal is to reward businesses that work hard to create a specific atmosphere. Establishments with ambient lighting or music that matches their vibe can benefit from additional publicity via user-submitted videos. However, this could also pose challenges for businesses that might mistreat customers. Although there are risks, the new system holds promise.
How it Works
Users will have the option to add a video to their reviews, alongside photos and text. The video interface resembles Snapchat, featuring a central wheel that indicates the remaining recording time. Yelp has limited the recording time to 12 seconds. A representative from Yelp’s media relations stated that "3-12 seconds is the ideal amount of time to capture details that photos alone can’t." Thus, the time limit is based on consumption rather than bandwidth. Considering the popularity of short Vine posts and gifs, this estimate seems reasonable.
After recording the video, users can select a cover photo from the video frames and finalize their review.
Filtration and Viewing
What prevents someone from posting inappropriate content? The same system that filters inappropriate photos applies to videos. Yelp has committed to filtering out any "inappropriate" content. The key term is inappropriate. Yelp has applied these filters rigorously in the past, so there may be unforeseen consequences as this feature rolls out.
Final Thoughts
Overall, this feature has potential benefits. While there may be downsides, such as video-taped complaints complementing written reviews, Yelp’s check-in system enhances authenticity. Video complaints could provide better validation of incidents, potentially aiding business owners in addressing issues. Video reviews might positively impact businesses hurt by poor text reviews, although some business owners might dislike this new feature.
A significant downside is the potential for public relations crises. A customer could film an ongoing disagreement and post it out of context, a behavior not uncommon on social media. Whether Yelp will face this issue remains to be seen.
Conclusion
Video reviews represent a promising new feature for Yelp, offering more authentic and engaging content. However, like any new system, it comes with its set of challenges and potential downsides. Time will reveal its true impact on businesses and users alike.
