Do you use online reviews to make a purchasing decision? Whether we’re shopping for a book, a vacation resort, or a new car, those of us who shop online go looking for reviews made by others. Those online reviews can be very helpful, but are they always reliable? In a word—no.
There are really two types of online reviews. The first is that which is posted on the product page of an online retailer. How often have you decided to purchase based on how many five-star ratings or reviews a product had? The opposite is also true. The Federal Trade Commission requires reviewers who have received compensation for their review to post a “FTC Full Disclosure” warning on the review. However, not all reviewers take this step.
“Independent” online reviews
The other source of online reviews is the “independent” review. Publishers use this technique with book reviewers and send out Advance Reading Copies. But, many other products are handled the same way. For instance, in September, the FTC posted a story about Machinima, the operator of a popular YouTube network. The network receives three billion video views monthly.
According to the story, “Machinima…paid two influential gaming bloggers to create videos touting the new Xbox One and three new games and didn’t require them to disclose that they were paid for their favorable reviews. The bloggers posted four videos that had more than 1.6 million views. Machinima later recruited and paid more people to upload positive video reviews–again without requiring a disclosure. This generated another 300 videos and 30 million views in a five-week period.”
In my July 2013 post, Focus on Vision Scams, I cautioned about Internet marketers who use referrals and affiliates to soft sell their products. “Internet marketers have learned that the best way to sell a product is not through high-pressure tactics, but via word of mouth. Imagine talking to a used-car salesman who brings in five or ten people who proceed to tell their own stories about what a caring and concerned guy your salesman is…The only difference is they don’t call in the referrals, they let you go find them.”
Tips to avoid scammy online reviews
- Consider the source of the review. Is this a company or person you trust?
- Look for other online reviews by the person. Are those reviews always positive? Do the online reviews encourage you to buy?
- Are the online reviews all similar in wording? If so, the reviewer might simply be passing along company propaganda.
