For the last three years of my life I have studied online reviews, and it is safe to say that my motto is, trust the reviews at your own peril.
I have put in considerable effort analyzing over multiple platforms and even tried some products myself to see if there was any substance to the reviews. It is safe to say that some of the reviews are straight-up false.
You have likely encountered a product that has hundreds of five-star reviews, only to see them posted in a span of days. This makes one-star reviews appear fabricated as well as inappropriately shared. Fake reviews are common which in turn deceive consumers and compel them to make terrible choices.
So, how do you spot them? 🤔
The patterns of fake praise (or hate)
One of the things that caught my attention immediately was the language. Overall, as with any type of review, even the positivity bias would comment using a specific tone which was flexible.
Falsified reviews? They appear like terrible marketing material. Phrasing such as “This is the greatest item I have ever bought!” or “Absolutely revolutionary item!!!” (yes, with multiple exclamation marks) are way above normal considering how common they are.
The same goes with negative reviews which declare “Scam!” as if they were saying it to a blunt description devoid of any substantial elaboration. If a review does not elaborate on whether a product is beneficial or detrimental, it is highly concerning.
Review monopolization, also known as Review Flooding) is also readily employed. Brands (or their competitors) with a single click garner unreasoned and low-value attention on a singular page within a short frame of time. When you notice a sudden ungauged boom of identical reviews, all published within a span of hours or days, something does not sit well.
Verified purchase? Not always a guarantee
If you are equally suspicious about a particular company review, make sure you do not dismiss this matter easily.
More often than not, when review flagging is done, it is less effective than leaving a public complaint. Websites like ComplaintsBoard.com provide a good space to complain about any concerns you might have, and more often than not, businesses act much quicker when their reputation is deteriorating.
For the longest time, I thought that if a review has a “Verified Purchase” stamp, then that particular review has to be genuine. I was wrong. Companies found ways around this, such as offering discounts or even hiring people to purchase products in order to leave a good review.
If you’ve noticed someone reviewing the same brand over and over again, especially across various platforms, then that person is likely a part of a paid review scheme.
AI-generated reviews are getting smarter
This is where it gets complicated.
These days, fake reviews are not just written by unscrupulous marketing people, but also by AI systems.
Several review platforms are filled with AI content that imitates human speech, and to some degree, it fools people.
Usually, they are placed with a lack of personal experience, like “This exceeded my expectations,” but never mention why or how.
Reporting fake reviews: does it even work?
Let me be honest with you. It isn’t easy to get fraudulent reviews taken off, especially when the platforms don’t ban a lot of reviews. Users have the option of flagging suspicious reviews, but unless there’s a clear violation, they tend to increase their chances of staying published. That said, there is power in numbers, and the more fake reviews reported, the higher the chances of receiving attention.
Fake reviews are a constant problem that can be solved by understanding their existence.
If we pay close attention to some details patterns, look for detailed experience instead of generalities, and even report dishonest activity, we can help make the online marketplace better.
Even after three years of picking through this nonsense, I get fooled from time to time – but now it happens a lot less often. After reading this article, I hope it will be less frequent for you too.
Author: Jackie Miller
Hey, I’m Jackie ❤️
Over the last three years, I have been looking into online reviews, trying to untangle the real and fake parts, and sometimes losing my mind because the world of fake reviews is infuriating. The best part? It’s endless.
And when I am not dissecting e-commerce trends, I am probably checking out some bizarre technology devices, or having debates with my coffee machine concerning the meaning of life.