Online reviews have long been one of the key decision-making factors when choosing products and services. However, a new BrightLocal study that analyzes data from the past 15 years shows that consumer behavior is evolving. Modern users are not so fixated on impeccable ratings, prefer alternative platforms for finding information and are more willing to leave their own reviews.
Today we will analyze the main conclusions of the study and see how businesses adapt to new realities.
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- How has the attitude towards reviews changed in recent years
- Consumers are ready to leave feedback, but they are waiting for an incentive
- Which platforms do users prefer
- How video reviews replace classic reviews
- Conclusions and recommendations for marketers and businesses
- Conclusion
How has the attitude towards reviews changed in recent years
BrightLocal’s research shows that the peak of interest in online reviews occurred in 2020, when 59% of consumers searched for information about local companies on a daily basis due to the COVID-19 pandemic. However, this indicator has been decreasing since then, indicating a change in user preferences.
Key changes in the attitude towards reviews:
- People pay less attention to the perfect 5-star rating.
- The freshness of reviews has become less significant compared to 2018-2020.
- Ratings are still important, but they are perceived more as a “cosmetic” factor rather than an objective indicator of quality.
BrightLocal notes:
“Consumers have become more realistic about maintaining high ratings and realize that this does not always reflect the real quality of the business.”
Consumers are ready to leave feedback, but they are waiting for an incentive
Although the impact of reviews on decision-making has become less significant, people are still willing to share their opinions.
Research data shows that over the past five years, almost 75% of American adults have left at least one online review. Moreover, even those who have not left feedback in the last year have stated that they are ready to do so under certain circumstances.
How can a business motivate customers to leave feedback:
- Create memorable and positive customer experiences.
- To remind clients about the opportunity to leave a review at a convenient time for them.
- Simplify the review writing process by providing links and clear instructions.
The BrightLocal report says:
“For business owners, this means that even though it is difficult to maintain a steady stream of new reviews, consumers are still willing to leave them. It’s important to ask them about it in time.”
Which platforms do users prefer
Google remains the leader among platforms for reviews, but research shows that user behavior is changing:
- Facebook is losing ground in trust and usage from 2020 to 2025.
- Yelp remains a stable source of reviews.
- More and more people are focusing on video reviews on YouTube and TikTok.
- Social networks and local news sites are gaining popularity as decision-making tools.
As the researchers note:
“The division into traditional and alternative platforms for reviews is becoming less relevant. It’s important for consumers to get reliable information, rather than following established definitions.”
How video reviews replace classic reviews
One of the interesting trends is the growing trust in video content. Many users believe that the real-life experiences shown on YouTube and TikTok give a more objective view of the company than dry text reviews.
For example, when choosing a hotel or restaurant, travelers increasingly rely on video reviews, where they can see the living conditions, menu and atmosphere of the place in real time. This creates a presence effect and increases trust.
Thus, modern customers are not just looking for reviews, but the confirmed experience of other people.
Conclusions and recommendations for marketers and businesses
BrightLocal highlights several key findings that will help companies adapt to changes in consumer behavior:
- Be represented on different platforms. Don’t just limit yourself to Google or Yelp. Promote your business on social media and video platforms.
- Prioritize customer service, not just rating. It is important not only to collect positive feedback, but also to respond promptly to customer feedback.
- Actively use Google Business Profile. This helps to maintain a reputation and interact with the audience on a local level.
- Understand that the ecosystem of reviews is expanding. Video reviews, social media, and other non-traditional channels are increasingly shaping consumer opinion.
- Feel free to ask customers to leave feedback. People are willing to do this if they have a positive experience interacting with your company.
Conclusion
Traditional ratings and star ratings are gradually losing their influence, giving way to more flexible and visually saturated formats. Businesses should adapt to these changes by using new communication channels, motivating customers to give feedback, and providing a real experience of interacting with the brand through video and social platforms.
How does your company handle reviews? Have you already started using video content to build trust? Share your experience in the comments!
Source of information: brightlocal.com .