Let’s say you’ve just thought about purchasing a new smartphone for yourself, and have begun browsing the internet for popular brands that match your budget and lifestyle.
It’s no surprise that within minutes, you’ll be bombarded with a long list of benefits and features for different models from numerous brands.
Now, would you choose to confuse yourself with these sleek, tempting advertisements, or rather opt to explore video reviews of similar smartphone brands on social media, made by customers who actually own and have tested the product?
I would ‘hands down’ choose the reviews of ‘real’ customers. Who wouldn’t? After all we’re all looking for ‘social proof’, or an assurance that conveys more ‘authenticity’ through valid, concrete experiences, ratings and testimonials shared by our ‘fellow customers’.