In less than a generation, the influence of social media has spread around the world, amassing billions of people of all ages. To put it in numbers, 63% of United Kingdom residents use social media every day. What’s more, the number of people using social media is over 4.48 billion worldwide, with the average user going on 6.6 social media platforms each month. Since social media has evolved into our new reality, people and businesses have started carrying their affairs into the online world. We share our daily life, our friends, and our feelings of happiness and sorrow across social media and in return, get to have access to others’.
Regular people have accustomed to social media so well, and businesses are nowhere far away. Many companies have adapted to the digital consumer lifestyle. It’s all part of the story of social media’s ongoing evolution. Now, we even go on social media to find reviews. Yes, social media reviews are here.
Many marketing and advertising agencies have adjusted their yearly plans and are now targeting social media for more exposure. Thanks to the wide user network that social media platforms offer, brands can reach more audiences compared to that of 20 years ago. Consequently, social media is now housing more companies than ever before. From retailers and digital agencies to corporations, many businesses are embracing social media-related strategies.
Since these brands are actively posting and collecting more data about their audiences through social networks, the platforms online customers visit to get solid online reviews about products and services are shifting to social media. So much so that users now tend to go on Instagram and TikTok to get product recommendations from real people trying said products on. These trends have brought on a brand new profession called influencer marketing. Brands collaborate with influencers in order to get their products and services to reach wider audiences. But what does it mean for online review websites? Where do they go?
As businesses’ ability to reach consumers expanded through social media, marketing professionals adapted to a new field of work. Social media’s mass adoption around the world provided professionals with measurement tools that gave way to unprecedented access to precious, actionable data about target consumers’ demographics, buying habits, and more. As marketing professionals were no longer limited to traditional forms of media from the past such as television, radio, mail, magazines, and so forth, a new industry was born: social media marketing.
With the emerging reliance on social media and social media influencers, our perception of reviews has changed. Taking recommendations from social media users has become a regular thing among online customers. Even though review platforms are still intact, many customers also check out social media reviews before they make up their minds before they purchase a product or a service.
Since this is the case, we can say that social media is one of the 21st century’s vital marketing tools. As social platforms act as a virtual gathering place, people resort to others’ reviews on social media as they do with their friends in real-life situations. Below we’ve listed some of the reasons just why and how social media reviews are effective and important tools.
Most people don’t see the point in doing business with a company. Instead, online customers need other people in similar standing points to evaluate and review a product or a service. And since review platforms usually only offer texts and names, having actual people showing off a product or a service and recommending the said item gets to them on a personal level.
If a brand is trying to make it in the social media world, its goal should be to get to people and make them trust themselves over social media interactions. Even though review sites are great places to make a name, social media’s influence is inevitable. In fact, recent research has shown that 81% of people from both the United Kingdom and the United States were directly influenced by their friends' recommendations and posts they shared on Facebook.
This goes both ways. A social media presence works for both the user and the brand. Through social media reviews, it’s possible to create a mutually beneficial relationship. Both between brands and influencers and brands and customers. Creating genuine marketing strategies and reviewing the content on social media influences billions of online customers. Thanks to this reach, a product or service’s sales figures can change dramatically.
There are so many advertisements all over the internet. Resorting to online reviews to stand out from the competition is a smart move. And online reviews have the power to make or break a brand. However, a quality social media review can actually help build a brand or carry it further.
Through comments, interactions, and likes, brands can collect precise customer feedback, and figure out what to do with their products or services in the future. And users can share their opinions on products on services on a platform they’re already familiar with. This creates a circular connection between the brand and the customer over the product or service.
No matter how much reliance both an online customer and a brand might have on social media and a social media review, it always comes down to how genuine the review actually is. Same to the fake reviews we see on the web, there are many fake reviewing contents shared across social media platforms.
Since this is the case, completely relying on social media to find reviews about products or services you’re planning to purchase would be wrong. Instead of blindly following social media influencers or social media trends for online reviews, you should also include real, legitimate review websites to get a clearer understanding of the said products or services.
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