Prefer a video that shows the product without words rather than explaining it one by one
‘Silent reviews’ are popular not only for beauty and fashion, but also for food, beverages and books.
TikToker Cassie (@itscassiethorpe) creates short-form content that introduces fashion items such as bags, clothing, and shoes to her followers. We mainly produced ‘GRWM (Get Ready With Me)’ videos that explain the products and show the process of wearing fashion items before going out.
This TikToker recently uploaded a new style video on the 2nd. The method was to simply show several mini bags in turns without saying anything. There was no product description or background music. No sound was included in the video other than the noise made when the bag was knocked or the zipper was opened or closed. It was similar in format to an ‘ASMR (autonomous sensory meridian response)’ video that plays white noise to induce psychological stability.
The results were surprising. The video introducing the new type of mini bag recorded over 6.4 million views in just 20 days. Cathy’s previous videos, which explained and analyzed each video, usually had tens to hundreds of thousands of views, but by simply showing the product without saying anything, it attracted a lot more clicks.
According to related industries on the 22nd, review content that introduces products without words has recently become popular on TikTok.
The reason for this change in review content trends appears to be the growing preference for short, simple, and easy-to-understand videos.
In a recent interview with the New York Post, Cathy said, “Now online, people are getting tired of everyone giving their opinion about things,” and “sometimes they just want influencers to show the product without saying anything.”
The sound that fills these ‘silent review’ videos is not a product explanation, but a subtle noise. Representative sounds include lightly scratching the product with a fingernail, clicking a string, or opening and closing a button. There are times when the brand name is introduced, but it is done very quietly, like a whisper.
ASMR videos use subtle noises to provide pleasant stimulation to viewers. Incorporating these sounds into the video instead of the creator’s voice can strengthen the positive impression of the product being reviewed. The explanation is that detailed product descriptions can also be provided through the comment window.
These ‘silent reviews’ are now expanding into the area of reviews of various products as well as fashion and beauty.
Lifestyle influencer Stephanie Pena (@stephaniepena__) reviews a variety of products on TikTok, including food and beverages, daily necessities, fashion items, and beauty products.
Earlier this month, he posted a video reviewing various beverage products and potato chip products without explanation. Only the sounds of banging on a can, swallowing food, and whispering the product name were included in the video. Evaluation of products was done through facial expressions and hand gestures.
There was even a creator who silently introduced the book.
Stephanie (@stephreadsalot) is the first creator to start a ‘silent book review’ on #BookTok, TikTok’s reading community. He has posted 11 reviews so far.
He piles up several books and lifts them one by one, making evaluations with exaggerated facial expressions and body movements. If it’s a book they like, they give a bright expression and a thumbs up. If it’s a book that can’t be given a favorable review, they frown. If I really don’t like a book, I throw it away from the screen or make a frowning face.
Usually his videos receive tens of thousands of views, but his silent review series has many more views. There are videos with as few as 100,000 to as many as 2.4 million views.
Stephanie said, “I set a record (through silent reviews) and gained wings,” adding, “Many people responded by saying, ‘I understand all the things you don’t say.’”
“I’m really happy and excited that so many people are participating in this trend,” he said. “I just feel like I’ve created a monster,” he said, adding, “I like quiet reviews, but I don’t want that to be the only thing I do.”
Source: Donga
Mark Jones is a world traveler and journalist for News Rebeat. With a curious mind and a love of adventure, Mark brings a unique perspective to the latest global events and provides in-depth and thought-provoking coverage of the world at large.