How Thingtesting Became Yelp for DTC and CPG Brands
Future Commerce
· with Natalie Sportelli
· March 31, 2023
· 37 min
Summary
Thingtesting has emerged as a crucial platform for DTC and CPG brands by providing a transparent, third-party review ecosystem akin to Yelp. This episode highlights how authentic user-generated content and independent reviews are vital for brands navigating the crowded e-commerce landscape, fostering community, and driving innovation.
Key takeaways
Brands should prioritize fostering authentic user reviews on independent platforms to build trust and inform potential customers beyond their owned channels.
Negative (e.g., three-star) reviews, especially those prefaced with 'I really wanted to like this, but…', often provide the most valuable insights for product improvement and understanding customer expectations.
Leverage diverse content strategies, including print media and in-person events, to create deeper audience engagement and reduce the asynchronous communication gap inherent in digital-only approaches.
Invest in SEO to ensure discoverability for intent-driven searches, as consumers actively seek third-party validation and reviews for new brands.
Recognize the psychological motivations behind user reviews, as they stem from a desire to help both brands and other consumers, and cultivate an environment that encourages this organic feedback loop.
What role do reviews have in building a business and how can they aid in building community? What is the value of print versus in-person events and the typical stream of digital content? Listen in to hear what Natalie Sportelli as she tells us about the future of commerce.
Frequently asked about this episode
What does this episode say about brand building?
Brands should prioritize fostering authentic user reviews on independent platforms to build trust and inform potential customers beyond their owned channels.
What does this episode say about community building?
Negative (e.g., three-star) reviews, especially those prefaced with 'I really wanted to like this, but…', often provide the most valuable insights for product improvement and understanding customer expectations.
What does this episode say about content strategy?
Leverage diverse content strategies, including print media and in-person events, to create deeper audience engagement and reduce the asynchronous communication gap inherent in digital-only approaches.
What does this episode say about customer engagement?
Invest in SEO to ensure discoverability for intent-driven searches, as consumers actively seek third-party validation and reviews for new brands.
What does this episode say about brand building?
Recognize the psychological motivations behind user reviews, as they stem from a desire to help both brands and other consumers, and cultivate an environment that encourages this organic feedback loop.
