We’re spoilt for choice when it comes to most services and products these days. While that’s a good problem to have, it does mean that we lose time trying to find the best fit for us. Instead of purchasing the wrong thing and all the hassle that involves, most of us choose to do a bit of research. It saves time in the long run, and the internet really helps us out with that one.
For example, if we’re looking for a new place to play online, we’ll use a search engine to check out the brand. Not only can we explore the site, but we can also check out online casino sites reviews and ratings. Learning from other people’s experiences saves us time. It’s the new evolution of word-of-mouth marketing, and here’s how it works.
Are We Using Social Media or Is It Using Us? Websites aren’t the only place where people can get information about brands, products, and services. Social media now plays a major role. It’s social interaction, which means people will chat about the things they’ve discovered and like. Of course, it’s also populated with ads and brand accounts, now, too.
Most companies have caught on to the fact that they can reach millions of users through social media. It’s a channel for targeting potential customers, which means it’s not just a place for us to relax and have fun. There’s also a lot of misinformation spread through these channels, which has made staying safe on social media a concern.
So where does the balance of power lie? Well, with some caution and awareness, it’s possible to use social media for what you need without feeling used yourself. That doesn’t mean companies and people monetizing content aren’t getting something, just that you acknowledge the transaction and only give and get what makes you comfortable.
One way to strike that balance is to remain aware of whether the information you get is useful to you or just serves someone else’s purpose. Finding out about companies and products that you’re already interested in is a start. You might also get inspiration, seek advice, or find solutions to problems. Influencers and reviews can help in most respects.
The Rise of Influencers
The market value of influencer marketing is expected to reach $30 billion in 2025. Given that the value stood at $10 billion in 2020, it’s fair to say that this form of marketing is on the rise. Based on anecdotal evidence, too, there’s no doubt that when you go on social media, more and more of what you see is influencer or monetized content.
Thanks to new rules around ads, most influencers should clearly state when they’re in
partnership with a brand. Otherwise, you’re just seeing reviews that are monetized through shop links. Even so, paid promotion can still be useful if you want to see what the selling points of a product or service are.
It’s down to us as consumers to listen out for scripted advantages without any downsides
mentioned. You’ll want to get a balanced picture, which often means impartial reviews. For that reason, influencers and, particularly, paid content are only part of the equation.
Studies into the impact of influencers show that their power lies in authenticity. So look out for people who give you some of what’s real and don’t airbrush, literally and metaphorically, everything. Informative value also plays a role, so it’s worth seeing how much you gain from influencers before you determine whether they’re credible.
Do Reviews and Ratings Matter?
With so many influencers giving us verbal and visual reviews of products and services, do other reviews and ratings still matter? They do! As mentioned above, influencers are just a part of the equation. That information still needs to be qualified, and mass data often helps.
A quick glance at a star rating is invaluable. It gives you the average from the opinions of
hundreds or even thousands of people. Adding some qualitative data to that makes it even more
valuable, as you can work out why it might or might not work for you.
We can think of influencer reviews as the word-of-mouth part that points us toward products and services. The written reviews and ratings are the follow-up, where we see how many people are actually interested in and like the things we might want. It’s actually the combination of the two that gives us the most benefits.
Reviews are definitely not being phased out by influencers. In fact, 71% of consumers check online reviews when researching a business. On top of that, 66% of US consumers are frequently influenced by the customer reviews they read. Search engines and social networks are the two main channels for that kind of research.
Why Word of Mouth Works Hearing about someone else using a product or service is the next best thing to experiencing it ourselves. For that reason, influencers and reviews will continue to play a huge role in how we decide what to use, buy, and experience.
