We all enjoy a quality piece of gear and tend to appreciate YouTube and social media as well. This naturally leads to us watching gear review videos on these platforms occasionally. However, how often have you seen a review where the reviewer seriously criticizes the product? And how often have you seen that reviewer use the product after posting the video? It varies. If you watch reviews on a well-known and popular channel, you're unlikely to encounter genuine criticism, and the product may never appear again on that channel. On the other hand, smaller channels might offer more authentic reviews. The issue is that social media platforms often suggest reviews from popular channels, whose owners typically earn money from their videos, and financial incentives can often compromise integrity. This is why many channels shift their focus as they gain popularity. Good channels often start with talented individuals showcasing their skills or sharing knowledge. Over time, you might notice more gear demonstrations and product reviews. Sometimes, you'll see specific company logos in the background, or the channel will explicitly state sponsorship by a company. This explicit approach is fair and legitimate, though it doesn't necessarily make the subsequent information more authentic or reliable.
We Are All Humans
When you have a popular channel, your videos are frequently viewed, leading to monetization. A channel owner who achieves this status aims to create more popular content to sustain and potentially increase their cash flow. Gear manufacturers understand this and aim to promote their products to as many potential customers as possible. This creates a perfect win-win situation! The company sends its product directly to your favorite influencer. They showcase it on their channel, we learn about it, and some of us end up purchasing it. The company receives a free promotional video that quickly reaches thousands of potential customers, the channel owner gains new content to earn revenue from, and everyone benefits.
Where Is the problem?
So, what's the issue with good people earning good money? Where's the problem? There's nothing wrong with good people making money, and I have no personal criticism against anyone here. What concerns me is the system that has become so mainstream in recent years that few ever question it. A system that many believe brings genuine content from ordinary people, though it's often not that simple. The constant feeling of being pursued bothers me. The need to question everything I see or hear makes me uncomfortable.
If you're a shopping enthusiast, that system is designed to serve you, or perhaps you're designed to serve it. In that case, either seek professional help or embrace it and keep shopping. But if you're looking to improve something in your life and aren't careful, that system will ensure your journey is as lengthy as possible and your desires never fully satisfied. It relies on well-researched brain chemistry, and the only way to help yourself endure is to increase your awareness of the rules of the game you're almost always forced into nowadays and start asking questions. Begin by recognizing that most product reviews you see on popular social media channels are commercials disguised as genuine reviews. If you treat them this way, you're already in a better position.
Use Your Instincts
If you only hear positive things about a product, you might be missing some information. Even if a reviewer owns and loves the product without any complaints, others might have different opinions. Actively search for criticism! Nothing is flawless, and what doesn't bother one person might be significant to another.
Sometimes, it's enough to close your eyes and listen to sound clips, ignoring what's said before or after. I've often found myself watching a review or demo video where someone raves about how amazing something is, while all I hear is an average guitar sound. If you remove the person's enthusiasm and excellent playing, you often find something that's just ordinary, repetitive, overpriced, or all three. Remember, if you realize the person is essentially a salesperson, you'll be better off.
It should be obvious, but the best thing you can do is try to physically test something before making a purchase. This isn't always possible, but when it is, it can make a big difference.
I still rely on social media for product information like tutorials, sound samples, and technical videos. Platforms like YouTube and Instagram offer valuable content. However, use your judgment, not just your eyes. Try to separate yourself from the presenter's charisma, their skill, or the number of guitars and pedals in the background. Focus on what you need to gain from the video, if anything. Sometimes the best decision is not to click on it at all.
Watch out, it's a dangerous world out there ;)
Cheers
A Little Story
About two years ago, I invested a considerable sum in a product that promised to enhance my guitar signal and simplify my performances. This product is showcased in numerous YouTube videos and regularly used by some reliable YouTube personalities. While it did make my life easier, the signal enhancement was utterly disappointing, to say the least. After realizing this wasn't my issue, I posted a review detailing my experience, and soon three different people confirmed my claims. These individuals had purchased the product for the same reasons I did and found that it simply doesn't fulfill its promises. One of the people who contacted me is a professional guitarist who earns a living through music, guitar repairs, and building pedalboards. If it fooled him, it could fool you too.
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