It is very likely that you have watched an Instagram story about a new product or service. It features the opinion of a customer who has actually purchased and used a product. It is actually a combination of social proof (customer reviews) and an engaging video (content marketing). Nowadays, companies cherry-pick their most favourable reviews and use them for content marketing.
According to research, more than 50% of consumers nowadays consult customer reviews before making a confident buying decision. With the option of turning persuasive reviews into content marketing, products and services are “pushed” to consumers even before they visit the website.
Meanwhile, other companies use customer reviews as user-generated content after asking permission from the customer to reuse the review. Companies are desperate to add relevancy to content marketing so that they embed feedback from a customer to make their marketing strategy work.
Consumers trust organic user-generated content more than paid advertisements. This is because reviews are freely given by customers because they are either happy or unsatisfied with the experience. As a result, consumers consider user-generated content as honest and reliable. Unfiltered opinions can be pivotal in increasing conversion rates so that they must be easily accessible to anyone who wants to read them.
A digital marketing agency highlights king kong advertising reviews on its website to enhance the company’s sales. Clients trust the reviews on 3rd party review sites because they cannot be manipulated. They are authentic in nature regardless of the fact that the reviews come from anonymous employees.