ExpoTV is all about consumer recorded video product reviews. The company says that more than 20,000 reviews have been uploaded to date. Those reviews are then syndicated out to sites including AOL, Yahoo, Google, YouTube and in the best integration, Buy.com (example). The company also delivers those reviews, along with expert opinions and video advertisements through video on demand partnerships with cable providers around the country.
Last month the company began paying video uploaders one penny for each time their reviews are viewed. When that announcement was made the company said it had more than 12,000 product reviews – so it looks like the site nearly doubled in one month by rewarding users financially.
Upon hearing the news, I immediately thought of ShopWiki, a company that pays users to submit video reviews of products listed in it’s wiki style shopping guide. ShopWiki is also well backed. I can’t help but wonder whether building a catalog of video reviews to send elsewhere is a better plan than building that catalog only as added value to your existing site.
One way or the other, it’s an obvious niche in the consumer generated video market. Like UnBoxing videos, consumer reviews (the positive ones at least) provide the kind of marketing fodder that companies have sought desperately to outsource to authentic consumers for some time.
David Beisel of Masthead General Partners posted this afternoon about the investment, saying he sees ExpoTV as a uniquely powerful example of social commerce.