Three in four consumers are concerned about fake reviews, according to January 2023 data from Bazaarvoice. Amazon and other retailer websites have a fake reviews problem, and it’s driving consumers—Gen Zers in particular—to seek information about products on social media like TikTok and Reddit.

“People are becoming less trusting of product reviews on places like Amazon due to black hat tactics. They’re looking for authenticity,” said Taylor Strickland, director of media channel strategy at VML.

These black hat tactics refer to fake or misleading reviews, which have become easier to create with generative AI. The problem is so big that the Federal Trade Commission (FTC) recently announced a ban on fake reviews and fines for violations, which will take effect in October. The ban is a good step, but fake reviews won’t go away.

Positive online ratings or reviews are the most influential part of the path to purchase for clothing and shoes shoppers, according to our June 2024 survey. If shoppers trust reviews on retailers’ sites less, they will look elsewhere. “People are looking for conversational platforms to get ideas or read product reviews,” Strickland said.

Nearly six in 10 shoppers (58%) will research a brand online before shopping, according to January 2023 data from Bazaarvoice.

• For Gen Z, much of this research is likely to take place on a social media platform.
• 42.5% of Gen Z shoppers’ favorite social platform for researching and evaluating brands and products is TikTok, according to our Gen Z Path to Purchase 2024 report.

Even on TikTok, straightforward review videos aren’t always the best way to win consumers. Users are looking for more applicable, authentic, and interesting information about products. Creators can meet this need by employing non-review tactics.

• 43% of US small business owners are investing in creative tangential content related to their product over product or service reviews, according to August 2023 data from Adobe.
• US influencers integrate brand partnerships into content via product demonstrations and mentions more than reviews, according to August 2024 data from First Insight.

Reddit is also drawing consumers looking for product information, with Reddit forums performing well on Google results as people search for authentic advice. “​​I want to see a conversation of people that have been using a product,” said Strickland.

Brand advice: Brands need to show up in off-site places where shoppers are doing their research. Most brands already have a presence on TikTok but make sure to work with creators as well. Brands can also incentivize consumers who have left real reviews on retailer websites to create educational or entertaining posts on social media by reaching out to these consumers directly or by offering contests, rewards, and free products.

This was originally featured in the Retail Daily newsletter. For more retail insights, statistics, and trends, subscribe here.