A recent study by Bazaarvoice has revealed that European consumers consider customer reviews to be more credible than recommendations from social media influencers. The study surveyed over 4,000 people, including 1,000 from Germany, and found that 71% of respondents in Germany trusted online reviews from other customers more than product or brand reviews from journalists or well-known influencers. This is surprising given that 51% of respondents claimed to spend more time with influencer content than the previous year. The study suggests that many people view influencers as entertainment rather than a source of product recommendations.
The study also found that YouTube was considered the most authentic platform, with 30% of respondents naming it as such. However, user-generated content was deemed a more important decision-making factor for many consumers. The biggest problem with influencers, according to the study, is their lack of authenticity, which has led to a decline in trust in social media platforms. Only 8% of internet-savvy millennials consider Facebook to be an authentic platform, while Snapchat and Twitter fare even worse.
To combat this lack of authenticity, 43% of respondents suggested stricter rules for influencers to increase transparency and credibility. The study also found significant generational differences in the perception of influencers, with older participants over 55 years old considering Facebook to be one of the most authentic sources of information. Millennials, on the other hand, view YouTube as the most authentic platform.
In conclusion, while influencers may be popular among younger audiences, customer reviews remain the most important factor in purchasing decisions for many consumers. Companies should not rely solely on influencers but also optimize their review profiles and integrate influencer campaigns into their marketing strategies. By doing so, they can take advantage of the opportunity to compete by using a suitable platform to target consumer-generated content.
