Use negative reviews to weed out fakes from genuine customers

New Ideas in MarketingEssential news for marketers, summarised by YouGov
December 14, 2021, 11:28 AM UTC

When brands respond to negative reviews, genuine customers are more likely to respond to the solutions provided by the brand. 

By responding to negative reviews, brands can show that they value feedback and want to resolve customer issues. Brands should use suitable language in their response and encourage them to respond. Users with fake reviews will not bother responding to brand messages. 

Businesses can then get rid of reviews left behind by unresponsive users. Responding to reviews also helps brands point out inconsistencies in fake reviews. Brands can also quickly research suspected fake reviewers and  

Brands must avoid selling on websites that allow users to upload reviews without purchasing a product. These platforms make it easier for people to write fake reviews. Finally, businesses must opt for trustworthy sources like customer satisfaction surveys instead of relying on reviews for data and insights.

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