Gen Z Leads Shift to Social Media for Authentic Reviews

According to recent findings, concerns over fake product reviews are prompting consumers to turn to social media for more trustworthy insights. A January 2023 report from Bazaarvoice revealed that three in four consumers are worried about the authenticity of online reviews, with platforms like Amazon facing growing scrutiny for fake feedback. As a result, younger consumers, particularly Gen Z, are increasingly seeking product information from social media platforms such as TikTok and Reddit.

“People are losing trust in reviews on traditional platforms like Amazon due to deceptive practices,” noted Taylor Strickland, Director of Media Channel Strategy at VML. These deceptive practices, often called “black hat tactics,” involve misleading or fake reviews.

With the rise of generative AI, the production of such reviews has become more widespread. In response, the Federal Trade Commission (FTC) has announced new measures to combat the issue, including a ban on fake reviews set to take effect in October, alongside fines for non-compliance.

Despite these efforts, the problem persists. Positive reviews and ratings remain key influences in purchasing decisions, particularly for clothing and footwear, according to a June 2024 survey. However, as consumer trust in traditional retailer websites wanes, they are increasingly turning to social media platforms. “Consumers are seeking out platforms where they can have authentic conversations about products,” added Strickland.

Gen Z shoppers, in particular, prefer to conduct their brand research on social media. In fact, 42.5% of Gen Z’s go-to platform for evaluating brands is TikTok, according to the 2024 Gen Z Path to Purchase report. However, traditional review videos are no longer as effective; consumers now seek more engaging and authentic content.

Data from Adobe in August 2023 shows that 43% of US small businesses are investing in creative, non-review content to engage consumers, while a 2024 report from First Insight found that influencers are integrating product mentions into their content, rather than relying on formal reviews.

Reddit is also emerging as a key destination for consumers searching for genuine product information, with forums frequently appearing in Google search results. “People want to hear from others who have real experience using a product,” said Strickland.

Brands are advised to expand their presence on platforms where consumers are doing their research. Many already have a presence on TikTok, but engaging with creators is crucial. Additionally, brands can encourage consumers who have left genuine reviews to share their experiences on social media through incentives such as contests, rewards, or complimentary products.