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Do Consumers Trust Product Reviews?



Stephen Bond

Recent studies have suggested that customer trust in product reviews is diminishing.

Customer product reviews have traditionally been a great way to improve customer trust in a product or brand, but recent studies have shown this may be changing.

In a report by PowerReviews, where they surveyed nearly 13,000 people in the United States, 90% of consumers said they had encountered fake online reviews in the past. This growing awareness of fake reviews has led to a corresponding decline in consumer trust in these once-reliant sources of information.

The prevalence of fake reviews is high, with one study by BrightEdge estimating that up to 15% of all online reviews are fraudulent. Another study by Fakespot found that up to 42% of Amazon reviews are not genuine.

As consumers become more discerning and aware of the red flags of fake reviews, their skepticism has reached an all-time high. Bazaarvoice 2022 Fake Reviews Report revealed that 65% of consumers are less likely to trust online reviews now than five years ago, and more than half said they wouldn’t buy a product if they suspected a fake review.

Affiliate Flash’s Take:

This growing distrust presents a significant challenge for affiliate marketers who rely on online reviews to drive sales and establish credibility. To combat the spread of fake reviews and regain consumer trust, affiliates must take proactive measures:

  1. Don’t Use Fake Reviews: This seems simple and obvious, but fake reviews are not exactly rare when it comes to product ads and landing pages. First of all, they are not compliant in most GEOs and can have the ad or page taken down, and secondly, they kill customer trust.

  2. Give Detail On Reviewer: Reviews with timestamps, profile photos and location stamps are much more effective and trustworthy than those that don’t.

  3. Use Product Photos: Reviews accompanied with photos of the product in use have much more traction with consumers.

  4. User-Generated Content: UGC and short videos have a much higher success rate for improving customer trust in a brand. If possible, bring these elements into your campaigns.

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