Fake reviews are becoming an epidemic. Internet trolls spam review sites with fake negative reviews and can do considerable damage to a company’s online reputation. Conversely, some companies put out fake positive reviews themselves in an effort to boost their reputation. Fakespot, a fraud detection company, stated that 36% of online reviews on TripAdvisor aren’t reliable. The Washington Post also did a study about fake reviews and found that the highest percentage of questionable reviews on Amazon are on dieting products and electronics.
It’s hard to determine what’s real and what’s fake online. As a consumer, it’s important to recognize red flags that indicate fake reviews.
- Look at the star rating.
If a company receives a plethora of 5-star reviews in a short span of time, be cautious. Those reviews could be fake. It’s not likely the company is receiving glowing reviews from multiple customers all at once.
- Consider the company’s brand awareness.
If the company you’re looking into is large, established, and has many fans, it’s more likely that it has tons of raving reviews. If the company is new, then a large number of positive reviews is unlikely.
- Read the reviews.
When you’re researching a company, don’t just pay attention to the star rating. Read the reviews. Notice the language that the reviewer uses. Is it organic and genuine or does it seem copy and pasted? Does the reviewer describe what he or she likes or dislikes about the product/service or does the review seem vague? Noticing these signs can help you figure out the authenticity of the review quickly.
- Check the reviewer’s history.
If you’re unsure whether a review is genuine or fake, check the history of the reviewer. Look at past reviews the person left. If the reviewer is handing out 5-star reviews for several products from the same company, it’s likely those reviews are fake.
As a consumer, it’s important that you’re able to recognize a fake review. Most people use reviews in their buying decisions. Falling for false reviews could influence you in the wrong direction. Reading a fake negative review could drive you away from a business that may offer amazing services, while a fake positive review may attract you to a company that isn’t so great. Knowing and understanding the signs of fake reviews can save you a lot of trouble.
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