One nice thing about shopping online is that you can see feedback from users about the products and services you're interested in. It's easy to see reviews to get a good idea about what you're in for if you make a purchase. However, the Internet is rampant with fake reviews that can mislead consumers. It's important to keep an eye out before spending your money. Here are six ways to spot fake reviews.
1. Watch for Overly Emotional Language
One of the biggest red flags of fake reviews is the use of overly emotional language. They often rely on exaggerated emotions to influence readers quickly. This can be either positive or negative. If you see phrases such as "life changing," "absolutely perfect," or "total garbage," but there is little in the way of specifics, there's a good chance the review is fake. Usually, real users are likely to describe pros and cons of a product or service using balanced language as opposed to extreme praise or anger. There are always exceptions, but you can at least take this as a signal to be a little skeptical.
2. Check the Dates
Make it a habit to pay attention to the dates on reviews when you're browsing them. "If there are many reviews in a short period of time for a product that’s not new to the market, it can be an indication the reviews are fake," says Pirg.org.* "A listing that has a diverse range of reviews from different periods of time can be more trustworthy."
3. Watch for Repetitive Phrasing
If you're reading multiple reviews, pay attention to how things are phrased. When fake reviews are written they often contain repetitive phrasing, and this is a sign that what you're reading is not legitimate. If multiple reviews are using nearly identical wording or structure, it is probably because they are scripted or automated. When reviews are authentic, they are more likely to vary in tone,
length, and style. If you notice repetition, you're probably seeing what amounts to a coordinated effort as opposed to independent user experiences. Watch out for patterns.
4. Check the Profile
You can also click on user profiles and get a good idea of whether they are real people or fake profiles made specifically for leaving fake reviews.
"The majority of bulk fake review companies use thousands of accounts from nameless offshore firms," says Reputation.com.** "While it’s impossible to tell which company is responsible for a review, you can find clues in the style of the
reviewer’s profile. Generic names like ‘John Smith’ are often used because they
are mass-generated. In some cases, the display name may be nothing more than a random string of letters and numbers. Finally, they’ll rarely have a profile
picture because it would expose the writer’s identity, and the same picture can
only be used once."
5. Look for Details
When you're reading online reviews pay attention to the amount of detail used. If a review is authentic, it will probably talk about how a product was used, a problem it solved, or what made it stand out. Fake reviews often leave out this type of context. If it just says something like "great product!" or "worked as expected!" without additional explanation or any real insight, it is probably fake. If it's generic it may not be real, and likely isn't helpful anyway. Look for specific experiences, which are harder to fake consistently.
6. Compare Reviews Across Platforms
Don't just stick to one platform when looking at reviews. Compare them across different ones. Fake reviews may sometimes appear on just one because that's where the coordinated efforts were focused. For example, the perpetrator may have only been concerned with their Google reviews. If a product has glowing reviews on one site but has mixed feedback or a lack of reviews entirely on another, that's a good sign that all the positivity on the one site should be taken lightly. Look for consistency across platforms as this is a better sign of credibility.
Fake reviews aren't always obvious if you're not looking to spot them, but once you consider the red flags and know what to look for, they often stand out. Consider these tips and you may be able to separate the reputable reviews from the illegitimate ones.
* https://pirg.org/edfund/resources/how-to-recognize-fake-online-reviews-of-products-and-services/
** https://reputation.com/resources/articles/spot-fake-reviews-how-to