Dive Brief:

• Yelp users with iPhones will now be able to upload video elements in their business reviews. 
• The business directory and review site added a feature that allows three- to 12-second videos to be uploaded via its mobile app. 
• Yelp claims it doesn't want the feature to be considered "video reviews," but rather a way for consumers to see the ambiance, lighting, and noise level of a location beforehand. 

Dive Insight:

Video reviews are probably going to mirror their written counterparts in a lot of ways — some will be beautifully helpful while others will be mean-spirited. That's part of what comes with the online review territory, but one can imagine video reviews could pack more punch in both directions. If Yelp sees positive results from video elements, there could be other review-heavy sites to follow suit, like Amazon.