The importance of reviews has increased over time, to such an extent that they have become a determining factor in our customers' decisions.
Nowadays, and practically everyone, before buying any product or going to any place, checks the opinion of others, but not everything that glitters is gold and not all reviews are real.
As a consequence, a whole business has been generated with regard to reviews on the Internet, where there are companies dedicated to marketing false and negative reviews, managing to generate a completely false image of the product or the premises.
But as users looking for real opinions and experiences, how can we tell a fake review from a real one?
Here are some features that may raise red flags about the veracity of reviews.
RECENTLY OPENED BUSINESS WITH A HIGH NUMBER OF REVIEWS
Many times we have come across businesses that have just opened but, to our surprise, have a lot of reviews, especially positive ones. Is it really possible to get so many reviews in such a short time? This is the question we should ask ourselves.
We have to bear in mind that most people don't spend a lot of time leaving reviews, and even less time on each site they visit. Therefore, if a business has recently opened, of all the customers that may have visited, only a fraction will post a review.
What's more, if we take a look, even large companies have a number of reviews that does not at all match the number of customers they have, with the number of reviews being lower than the number of customers they actually have.
It is therefore clear that we should take this as a sign and a warning that some of the reviews of this new business may be false.
VERY DETAILED, EXTENSIVE AND SPELLING-PERFECT REVIEWS
Oddly enough, a review that is perfect can turn out to be completely false.
As we have also said before, people usually do not take a lot of time to write a review, even going so far as to give only stars without explaining any experience.
Thus, as can be seen in most reviews, they usually take up a paragraph of 5 to 10 lines at most, or even less. The customer is limited to expressing their satisfaction with the service.
Even so, it is worth mentioning a very curious fact, which is that negative reviews tend to have a greater extension than positive ones, because there is a need on the part of the client or consumer to "let off steam" and share their experience in full with others, a need that does not appear when everything has gone well.
On the other hand, spelling perfection is another very important factor. When we publish a review, we are not taking a spelling test, we simply want to convey an experience regardless of its accents or commas.
The important thing here is that other people understand your experience and that it helps them to make up their minds.
Therefore, a review that does not contain any spelling mistakes and is very long already indicates a high probability that it is false. It is even possible that the person who has written it has obtained something in exchange for the publication of the review and that, for this reason, it is perfectly written.
MANY GOOD QUALITY PHOTOGRAPHS
The publication of many photographs is a clear sign that the review is false, especially if the photographs are of good quality and from all possible angles.
In this regard, as mentioned above, most customers or consumers do not invest excessive time in writing and publishing reviews. Therefore, it is even rarer for someone to accompany a review with an excessive amount of photographs and from all angles and perspectives of the product.
It is true that, in many restaurant reviews, customers usually take photos of the dishes they are served, but this does not mean that they publish the entire menu with photos in a review.
Therefore, we may find reviews that contain photographs, usually 2 or 3 at the most, with those that exceed this number being suspect.
Another detail is the quality of photography. Not everyone has a professional camera or a smartphone with the latest photographic technology. Therefore, even if there are exceptions, the publication of photographs with a high image quality, as if they were taken from magazines, should give rise to some doubt.
PROFILE PUBLISHING THE REVIEW
Last but not least, it is the profile that publishes the review that we should pay some attention to.
All those profiles that we observe that only have 1 publication (a review), that do not have their own image and that lack any personal data should set off alarm bells.
Likewise, and in the case of having several reviews published, we must observe the rest of the reviews. As mentioned at the beginning, there is a whole business behind it and there may be profiles that are dedicated solely and exclusively to giving negative reviews to the competition.
Therefore, when a profile has published negative reviews of companies or businesses in the same sector and only one company has a positive review from them, we must be careful because it may be a profile hired solely and exclusively to damage the competition.