News by Topic
- Search Marketing
- Email Marketing
- Loyalty Marketing
- Mobile Marketing
- Social Marketing
- Viral Marketing
- Trends & Ideas
- Internet Marketing 101
Product reviews on Facebook more trusted, influential than on other social media
New research reveals that, among active social media users, recommendations and product reviews on Facebook are more trusted and acted upon than any other online destination including other social media outlets and retail websites.
A survey of more than 10,000 active social media users reveals Facebook to be their most-trusted review platform, more so than Twitter, Pinterest or YouTube. Conducted by advocacy activation company Social Media Link, the survey found that 68% trust Facebook compared to Twitter (41%), Pinterest (56%) and YouTube (51%).
Furthermore, the survey found that it's quality over quantity when it comes to making a purchase decision. More than three-quarters of respondents said that fewer than 10 reviews might compel them to make a purchase.
However, the nature of a review on Facebook also figures into the equation. While 40% said the most valuable reviews are those based around real-life personal stories, reviews that simply contained lists of product benefits were less favorable (34%) and star-ratings weren't very popular (15%).
When it comes to reviews by people who had been provided with free products to review, those by family and friends were the most-trusted (86%) and even free blogger reviews ranked highly (76%). However, less than half (45%) trusted paid blog reviews, for obvious reasons.
Overall, social recommendations from people they knew were, by far and away, more trusted than those via other media and advertising channels.
"During the holidays when everyone is looking for trusted information on what to buy, recommendations from your social circles on Facebook will carry the most credibility," says Susan Frech, chief executive officer, Social Media Link. "Undoubtedly, the survey found that people don't need hundreds of recommendations and reviews to entice purchase, it's really about receiving a quality message from a trusted source."
For more stats relating to social media's influence, check out Social Media Link's infographic.
Image via Shutterstock
- Top tips to capitalize on social apps
- Mondays a favorite of fraudsters
- Reports show strong Q3, point to strong Q4
- Mobile Roundup: iOS users converting more, device adoption continues to grow
- Study: Moms looking to tech to track family health
- Study reveals global consumer attitudes to cross-border ecommerce
- Apple Pay, HCE to drive NFC-based contactless payments
- Study finds omnichannel strategy can drive more revenue
Featured White Papers
- Move Beyond Batch and Blast Emails
Like many marketers, you've included email in your marketing mix for years. But while email remains a vital channel, traditional...
- Social Media Pocket Guide
In just a few short years, the world of social media has changed immensely. We'll walk through each of the...