When Was the Last Time You Wrote a Review?

April 19, 2025 Local Marketing, Marketing Strategy
reviews for business growth

When was the last time you wrote a review for a business? Now, think about the last time you consulted reviews before making a purchase or choosing a service. Chances are, it wasn’t that long ago.

Consumer reviews are more than just opinions – they’re powerful decision-making tools. I recently read a study that highlighted just how much influence reviews hold. But here’s the kicker: it’s not just about having good reviews; it’s about having real reviews.

Let’s break down what that means and what businesses should consider when managing their review strategy.

Where Are Consumers Looking for Reviews?

Not surprisingly, Google remains the dominant player, with 83% of consumers turning to it for business reviews. But what about the other platforms?

  • Local News Sites (48%): This one surprised me at first, but the more I think about it, the more sense it makes. People trust local sources when researching community businesses.
  • Yelp (44%): Yelp continues to be a go-to, especially for restaurants and service providers.
  • Facebook (40%): Social proof matters, and reviews on Facebook often come from people within your network.
  • YouTube (34%): Video reviews and in-depth product experiences are gaining traction.

Other platforms worth keeping an eye on include Apple Maps and Trustpilot. And while TikTok remains a bit of a wildcard, its influence is undeniable, especially among younger audiences.

The Power of Objectivity

Consumers aren’t just looking for glowing 5-star reviews; they’re looking for the full story. Authenticity builds trust, and part of that authenticity is transparency. Listing both good and bad reviews shows honesty and allows consumers to make informed decisions.

Here’s why objectivity matters:

  • Trust Builds Loyalty: When businesses don’t filter out the negative, it shows confidence in their offerings.
  • Consumers Are Savvy: They can often spot overly polished reviews, and that can damage credibility.
  • Balanced Feedback = Better Decisions: People appreciate a balanced perspective. A negative review that’s addressed thoughtfully can even improve perception.

Responding to Reviews: A Non-Negotiable

Whether it’s a glowing recommendation or a tough critique, responding to reviews is essential. And timing matters. Aim to respond within a week. A prompt, genuine response shows that you value feedback and are committed to customer satisfaction.

Pro tip: Avoid canned responses. Personalization goes a long way in demonstrating that you care.

Embrace AI-Generated Summaries

AI is now curating summaries of multiple reviews, and 48% of consumers are reading them. This means businesses need to pay attention to the themes emerging from their reviews. Consistent feedback (positive or negative) will surface, influencing potential customers.

Want to stay ahead? Regularly monitor your reviews for trends and act on the feedback.

Don’t Incentivize Reviews. Seriously.

It may be tempting to offer discounts or freebies in exchange for reviews, but resist the urge. Consumers can often detect incentivized reviews, and it chips away at your credibility. Plus, platforms like Google and Yelp actively discourage and may penalize businesses for this behavior.

Encouraging Reviews the Right Way

Here’s an eye-opening stat: 96% of consumers are open to writing a review, but only 29% actually do. Why the gap?

  • The experience wasn’t noteworthy enough.
  • They don’t have the time.
  • They don’t want to create an account.
  • They don’t think their review will matter.

To overcome these barriers, emphasize how valuable their feedback is. The best way to ask? Email leads the pack at 40%, followed by in-person requests at 27%. Make it simple, clear, and personal.

My Edit

So, what should your business focus on? It all boils down to three things:

  • Objectivity: Embrace both the good and the bad. Real reviews build real trust.
  • Diversified Platforms: Don’t rely solely on Google. Explore local news sites, Apple Maps, Trustpilot, and YouTube.
  • Authenticity: Respond thoughtfully, monitor AI-curated summaries, and never incentivize reviews.

Your reputation is one of your most valuable marketing assets. Nurture it, protect it, and above all, keep it real.

And if you enjoy insights like these, subscribe to The Edit for my personal commentary on the latest marketing trends, tips, and strategies. It’s not just a curation of what’s happening — it’s my take on why it matters and how you can apply it to your business. It’s where I share what’s working, what’s not, and how to stay ahead.

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