Society advances at great speed and this circumstance also affects the traditional reviews. With the advent of influencers, whose lifestyle content is geared towards showcasing new places, products and services, social networks have become a showcase for discovering the latest and most popular recommendations.
Instagram, Twitter and TikTok, the holy trinity of social networks, are the most used platforms for sharing experiences and opinions of all types of users. The fact that everyone can create their own circle of contacts makes it easy to identify common tastes, which has turned these networks into a book of recommendations available full-time in the palm of your hand.
According to the latest CISCO study, 41% of users are more likely to share a video than any other brand content on social networks, a fact that stands out thanks to the strong link between the millennials and Z generations with these platforms.
The rise of video reviews
Visual content has the potential to shape the user experience, making people engage with the story they are watching in a more authentic way. According to the most recent neurological studies, visual content is processed 60,000 times faster than text and generates about 94% more visits.
Users have found video reviews to be a more reliable and attractive source that allows them to go a step further in evaluating products and services. According to CISCO data almost 70% of consumers view twice or more the video of a product before buying.
After including the functionality of video reviews on the platform, NoFakes, a Spanish review certification company, reports that 4 out of 10 NoFakes users choose to leave video reviews instead of written reviews, a trend that has been growing since it was launched. rolling out this new functionality in early 2023.
Undoubtedly, faking a video image is much more difficult than manipulating a photograph or lying in a text. This leads many users to search for these types of reviews to give credibility to the descriptions with their own eyes. For this reason, 84% of the video reviews received by NoFakes pass the triple validation process compared to 16% that are automatically rejected by the algorithm.
The importance of real and verified reviews
If there is one thing that the growing digitalization of trade has made clear, it is the change in the consumption habits of the buyer profile who turn to the opinions of other users to have a reliable source of information about different products and services. According to NoFakes data, internet ratings have become necessary information for buyers and 90% of users say they check the opinion of other users before buying a product or service.
The problem is that, according to the latest data, 55% of the reviews on the internet are false and this can lead many consumers to trust misleading information. Faced with this prejudice that affects both companies and consumers, the Omnibus Directive was approved, which, among other aspects, promotes the certification of reviews through validation processes such as the one promoted by NoFakes.
