The power of the “review” cannot be overestimated. It can mean the difference between the success or failure of a brand and so it is of no surprise that there has been an increased focus in exposing those companies involved in the creation or purchasing of fake reviews.
Positive reviews are very important to any brand as a potential customer are more likely to buy if there is proof that the product has been recommended by a ‘genuine customer’.
Verified reviews on websites are more desirable as they would appear to be the most honest and truthful but these can often be bought by the sellers paying genuine people sometimes with the promise of a free product.
This blog was inspired by a suspicion on one particular clothing website which seemed to have an unusually high number of reviews within a target market who one would consider as resistant to making comments online. This was the motivation for looking further into the practice of fake reviews.
Looking at advice to spot the fakies is well worth noting.
Verified reviews on websites are more desirable as they would appear to be the most honest and truthful but these can often be bought by sellers rewarding genuine people sometimes with the promise of a free product.
There have been a number of investigations whereby social media groups are running businesses built on supplying reviews for incentives.
There are some guides to spot the fake
- If the article is fact packed with amazing results in a short space of time reading more like an advertisement than a personal write up.
- If the style of the review has an unusual format without punctuation !
- If a high number of positive reviews on the same day, this should come into question.
- If other reviews have been left by a person it will be a good indication as to whether they are reviewing a lot of other items or the same products. It is unusual for an individual to have so many comments to make particularly if they are all 5 star. There is a likelihood in such situations that the praise has been purchased and the comments are not truthful.
- As the buyer has made comments on the same product many times it could be that they are a member of a review group.
These are just a few tips to spot false reviews but the concern is the ease at which these practices are so widely available and the potential damage to those brands who, in playing by the book, might lose out in a fiercely competitive market.
Fifty One Apparel is no different in wanting to encourage people to leave reviews as they are, without any doubt, a valuable endorsement of our products but, what we do want is honesty. We recognise that even the negatives are as helpful as the positives in understanding our customers and what they want, need and value. Anybody out there with time to spare, please post any comments to help us build our brand in an ethical way.