Video Moderation in E-commerce: Building Trust with Customers

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UPDATED December 5, 2023
Written By Milliscent Lucio

Technology continues to grow, its influence greatly affecting the flow of work for the better. This fact can be observed in content moderation, especially in today's era of Big Data. The e-commerce industry, in particular, benefitted from the rise in technology, allowing people to shop anywhere around the world in the comfort of their homes.

Online shops have also evolved, their product listings and reviews now allow the inclusion of videos. To ensure the quality of these videos and the safety of users from bad actors, video moderation is employed.

Why are video moderation services important in e-commerce? Let’s dive into it.

The Significance of Trust in E-commerce

Trust is valuable, especially when money is involved. Once you’ve been burned, it’s doubtful that you’ll come back. This phenomenon is particularly evident in the highly competitive landscape of the e-commerce industry.

Without customers, an online shop cannot thrive and grow. Their confidence in the quality of your products and the reliability of your services fuels successful transactions and propels the expansion of your online presence and influence.

Thus, breaking one customer’s trust does not only cost you one potential sale, but other potential customers as well. The consequences are immediate and far-reaching, underscoring the importance of maintaining trust in the e-commerce ecosystem.

Video Content in E-commerce

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Websites have come a long way. From simple text-based ones of the past to the highly sophisticated designs of now, so much has changed within a span of a few decades.

One notable evolution in website design is the incorporation of visual content, particularly the integration of videos. This development has been especially prominent in e-commerce, where online shops have harnessed the power of video content to enhance their product listings and engage with customers in new and exciting ways.

The addition of videos in product listings has revolutionized the online shopping experience. It allows customers to gain a more comprehensive understanding of a product's features, benefits, and real-world applications. Videos can showcase products from various angles, demonstrate their functionality, and even offer testimonials from satisfied customers. This dynamic multimedia approach not only enriches the user experience but also helps potential buyers make more informed decisions.

Furthermore, the integration of videos has opened up avenues for creative storytelling and brand-building. Companies can convey their brand identity and values more effectively through visually compelling narratives. This, in turn, fosters a deeper connection between brands and their target audience, ultimately driving customer loyalty and trust.

Challenges of User-Generated Video Content

Of course, the widespread adoption of video content in e-commerce has brought about a fresh set of challenges and considerations that businesses and online platforms must contend with. While videos offer numerous advantages, their integration also comes with particular challenges.

  • Stolen Content

This pertains to situations when a bad actor sets up an online shop without the legitimate authorization of a certified reseller, thereby infringing upon the rights and assets of another shop. This unauthorized shop often contains stolen assets from the legitimate shop.

  • Irrelevant Content

When an online seller incorporates a video into their listing that lacks any relevance to the product or service being offered, this falls within the category of irrelevant content. Even in cases where a listing is primarily presented in English but includes a tutorial or content in a different language, it is still deemed irrelevant.

Irrelevant content not only disrupts the user experience but can also mislead potential customers and result in confusion or dissatisfaction.

  • Repeated Content and Spam

Occasionally, online sellers may inadvertently make errors during the listing process, leading to the unintentional duplication of the posted video. This scenario also applies to instances where multiple reviews are spammed under a single product listing.

  • Illegal Content

Content that fails to adhere to the regulations and policies set forth by online shopping platforms, as well as relevant laws, is categorized as illegal content. This encompasses various types of content that are generally disapproved of by authorities and can potentially result in your suspension or expulsion from the shopping platform.

Among these illegal content are the following:

  • Child Sexual Abuse Material (CSAM)
  • Hate speech
  • Cyberstalking
  • Copyrighted material
  • Dangerous and Violent Activities
  • Fake and Scam Content

Have you ever come across posts where people receive products they've ordered, only to find that these items bear little resemblance to what was depicted in the original listing?

Such shops and listings are often designed to exploit vulnerable users and capitalize on their trust and expectations. The more dangerous ones even engage in activities aimed at acquiring or coercing sensitive information from unsuspecting individuals.

  • Multiple Postings

Some bad actors create multiple shop accounts to add visibility to their products. They will usually add letters to the shop name or change it altogether. 

  • Suggestive Content

Most online shops accept suggestive content, but they must be labeled as such. Failing to provide the necessary labeling and attempting to misrepresent a listing for it to appear on mainstream platforms is strictly prohibited. For instance, advertising a sex toy as a massager.

The Role of Video Moderation

Content moderation during the earlier days of the Internet was usually text-based because of the simpler interfaces. However as more file formats were introduced, the need for more specialized content moderation tools became increasingly evident.

The emergence of video content as a prominent form of online communication created a demand for more effective video content moderation services. As the volume of content on the internet continued to skyrocket, human content moderators found it challenging to keep pace with the sheer volume of data. This is where AI content moderation stepped in to alleviate some of the overwhelming burden.

This partnership of a human and AI content moderator ensures that the ever-expanding universe of online content is monitored effectively, fostering an environment where users can confidently engage.

Benefits of Video Moderation Services for E-commerce

  • Ensure User Protection and Privacy

A video moderator provides a shield against bad actors, whether a seller or fellow customers looking to take advantage of vulnerable users.

Users entrust online platforms with their financial data, expecting not only seamless and secure transactions but also a protective shield against fraudulent activities. The financial well-being of users hinges on the effectiveness of video moderation in identifying and mitigating risks associated with fraudulent sellers or deceptive buyers. 

Without a video content moderator, financial information, such as credit card details or personal identification, may fall into the wrong hands, exposing users to various cyber threats, including identity theft and financial fraud.

  • Drive up Sales

Having high customer trust means customers are confident that their products are legit and their money is in safe hands. This heightened trust serves as a catalyst for customers to become loyal patrons of your brand, resulting in a higher frequency of successful transactions.

Moreover, this trust plays a pivotal role in the effectiveness of upselling and cross-selling strategies. When customers trust a brand, they are more receptive to exploring additional products or services offered, contributing to increased sales and revenue.

  • Improve Brand Reputation

Customer trust also comes with positive reviews and a heightened brand reputation. A stellar reputation, in turn, becomes a self-reinforcing cycle, further strengthening customer trust. 

When potential buyers encounter a brand with an impeccable reputation, they are more inclined to trust the quality of its products and services. These positive perceptions are often reinforced by recommendations from satisfied customers, serving as compelling testimonials to the brand's excellence.

In the age of social media, information flows at an unprecedented speed. A simple mistake can swiftly ripple through the digital grapevine, gaining momentum in the blink of an eye and rapidly spiraling out of control.

  • Boost SEO Ranking

A higher search engine optimization (SEO) ranking boosts the visibility and traffic of your website or listing on search engine results. However, it's important to note that even with high traffic, if your bounce rate is equally high, your SEO rank can take a hit. The bounce rate signifies the percentage of visitors who quickly exit your website without engaging in any meaningful actions.

Video content moderation for ecommerce is a crucial tool to ensure that your visual media maintains high quality and provides valuable information. As a result, this enhances customer engagement, reducing bounce rates and ultimately reinforcing your SEO ranking.

Best Practices for Video Moderation in E-commerce

  • Enforce Community Guidelines

The community guidelines serve as the basis that users rely on when making their posts and interactions. They play a vital role in establishing clear expectations, both in terms of what is encouraged and what is discouraged.

A comprehensive set of community guidelines should go beyond just listing do's and don'ts. It should delve into the specifics, offering guidance on various aspects of user behavior, from respectful communication and content appropriateness to safety measures and reporting procedures. By providing such detailed guidance, you empower users to make informed decisions and contribute positively to the online community.

  • Encourage Community Participation

There should be a reporting mechanism in your online shop. After all, there are instances that inappropriate content may get past the initial content moderation process.

This reporting system can take various forms, such as a dedicated "Report" button on listings or direct access to customer support through live chat. These mechanisms empower your users to play an active role in upholding community guidelines. When users come across content that violates the rules or guidelines, they can easily report it, alerting your moderation team for swift action.

  • Consistency in the Content Moderation Flow

Inconsistency can be very frustrating. The community guidelines should apply to everyone. Inconsistency breeds frustration from sellers and customers alike, likely leading to users leaving your online shopping platform.

To ensure consistency, it's essential to meticulously outline your content moderation flow. This process involves a comprehensive examination of your content moderation procedures, with particular attention to potential gaps and variations. By considering various scenarios and fine-tuning your moderation workflow, you can minimize the likelihood of inconsistencies and create a more reliable and equitable environment for all users.

  • Do Not Remove Negative Reviews

Unless the video attached goes against the rules or contains malware, it’s not recommended to remove negative reviews. It shows that you’re not willing to listen to customer feedback, and thus unwilling to change and improve.

Embracing constructive criticism and engaging with your customers' concerns can demonstrate a commitment to enhancing your products or services and fostering a customer-centric environment. It's an opportunity to address issues, resolve conflicts, and build trust with your audience.

Additionally, it’s important to note that your product may not be for everyone. A video review can be a valuable resource for other customers who find themselves in comparable situations or with similar needs. This not only aids potential buyers in making informed decisions but also serves the dual purpose of reducing the likelihood of additional negative reviews from dissatisfied customers. 

Elevating the Online Shopping Experience

As online shopping platforms evolve, incorporating videos into product listings and reviews, a critical need arises for effective video moderation. This vital practice ensures the quality of content while safeguarding users from potential risks posed by malicious actors.

In exploring the significance of ecommerce content moderation solutions for videos, it becomes evident that it is not merely a technicality but a linchpin that upholds the integrity and safety of online shopping experiences. It underscores the symbiotic relationship between technology and the ever-evolving landscape of e-commerce, ultimately striving to provide users with a seamless, secure, and enriching online shopping journey.

However, content moderation is a heavy task, especially for those with limited resources. The best solution is to look for a content moderation company that specializes in video content moderation service.

Look no further than Chekkee’s video moderation service. The combination of our content moderation AI and human content moderators guarantees quality and quantity in our work.

With a wealth of experience and cutting-edge technology, our content moderation platform offers a comprehensive solution to address the intricate demands of video content moderation.
There’s no need to juggle tasks. Fully focus on your business and entrust us with your and your customers’ online safety. Contact us!

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