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May 28.2022
11 Minutes Read

Online Review Marketing Strategy Trends In 2022

The most recent online reviews data and trends were gathered in order to assist businesses in getting a more precise view of the state of reviews today-- and how it shows the experiences individuals want to have.

Here are some crucial findings and significant online reviews stats to help you build an effective review marketing strategy:

1. Google is (still) the leading review site. Zero-click searches, which increased to 65% in 2020, imply more users than ever read Google reviews straight from the search results page.

2. 88% of All Reviews Come from Only 4 Review Sites. The long tail does not offer as important a return as it used to. Marketers need to concentrate on leading directories that hold domain authority and affect reputation.

3. Review Interaction Up by 50% from Pre-Pandemic Levels. It's one of the indications showing customers' increased sensitivity about where to go or what to buy in the wake of the pandemic.

4. Reviews are (A Lot) Shorter.

They're now about the length of a tweet: a structural change that shows changing customer expectations.

5. Businesses Aren't Responding Fast Enough (or At All) to Reviews. 53% of consumers expect companies to react to unfavorable reviews within a week. 1 in 3 have a much shorter timespan of 3 days or less.

6. Responsive Industry Leaders Get Higher Ratings. Faster review action times are carefully connected to having a favorable reputation.

7. Consumers Don't Trust Companies with Lower than 4-Star Ratings. The most typical filter used is to see only businesses with 4-star scores and greater.

8. Reviewers Demand Greater Value from Businesses. Feedback that discuss value tend to be more vital than feedback that discuss other elements of the consumer experience (item, service, place).


Online feedback released on websites like Google, Yelp, Facebook, and Tripadvisor can be extremely effective in forming customer habits. This holds particularly true in the wake of a pandemic that has changed the method customers find and select services online.

Now, individuals rely more greatly than ever on local business listings to research and verify their purchase choices-- making local listing management a leading concern for brand names. Customers are likewise more cautious and conscious about where to go and what to purchase-- in large part due to the fact that they are seeking to examine a business's safety practices and pandemic-friendly services.

In other words: reviews motivate customer confidence in unpredictable times. This highlights the importance of having a review marketing strategy that bolsters customer confidence in your business.

2022 Online Reviews Marketing Statistics and Trends

So: how precisely are customers utilizing reviews to discover companies? And what type of effect do consumer feedback and scores have on the path to purchase?

This report takes a look at the research and decision-making journey of customers, along with essential insights into the state of reviews throughout numerous industries and company review sites.

It also highlights a variety of online reviews data and trends that ought to help marketers find strategic methods to handling their online reviews, brand reputation, and client feedback.

1. Google is (Still) the Review Site of Choice

According to online reviews statistics, 63.6% of customers state they are most likely to examine Google reviews (through Google Maps and Search) prior to going to a service location-- more than any other review website.

Yelp ranks 2nd at 45.18%, followed by Tripadvisor and Facebook.

Google's review growth is driven by the volume of zero-click searches, which increased to 65% in 2020. By revealing review snippets and star ratings in organic search engine results without needing to take users to a third-party site, Google has successfully cut in line ahead of other sites in the online reviews space.

The takeaway is clear: with nearly two-thirds of customers taking a look at information on Google prior to checking out a business, online marketers need to have a firm grasp of best practices in utilizing Google My Business, including:

- Understanding how to use Google to Verify My Business- Executing Google Maps Pack strategies to enhance local search efficiency- Having a strong understanding of Google review policy- Developing Google review stickers and a Google review link- Using Google My Business to create leads- Knowing how to get Google reviews- Making sophisticated GMB listing optimizations.

2. 88% of All Reviews Come from Only 4 Review Sites

According to online reviews stats and analysis, only 4 websites are accountable for the circulation of 88% of all reviews. After Google (73%), Yelp (6%), Facebook (3%), and Tripadvisor (3%) follow suit. 

Because reviews are so prominent in forming customer habits, only a handful of websites also generates new business.

Based upon leading directories analysis, approximately 75% of new business is affected by only a handful of business review sites and directory sites: Google, Facebook, Yelp, Tripadvisor, Apple Maps, and Bing Maps.

These online reviews stats have clear implications on local listing management. It used to be that the narrative around local listing management and local citation software was to guarantee proper and consistent listings throughout as many directory sites, review sites, and social media networks as possible.

Instead of claiming company profiles on as many sites as possible, online marketers must focus their financial investment priorities on handling the leading directories that motivate consumers, hold domain authority, and actually increase search rankings.

Bigger companies, enterprise-level brands, and businesses need to keep this in mind when releasing a local listing management solution.

The long tail does not offer as important a return as it used to. Plant your flags on the leading websites-- and invest in improving customer insights from these digital properties instead of getting another supported directory.

3. Review Interaction Up by 50% from Pre-Pandemic Levels

Third-party market study reveals that review interaction-- which requires actions like searching for or filtering reviews, or clicking to expand and read the whole review-- is up by 50% from pre-pandemic levels.

It's one of the indications showing customers' increased level of sensitivity about where to go, what to buy, and which companies to support in the wake of the pandemic.

It's true that brands normally do not have control over user-generated content found in reviews. However, they can be proactive about guaranteeing the accuracy of their info throughout leading directories and review websites (Google, Yelp, Facebook, and Tripadvisor).

This helps the consumer experience and assists in users' paths to purchase.

At the very least, online marketers need to use local SEO best practices and release up-to-date business information on reliable sites where their business locations are listed. A repeating problem discovered in reviews is incorrect information: for instance, if a customer goes to a shop just to discover that it's closed, management did not update its hours of operation online.

4. Reviews are (A Lot) Shorter

In 2010, the typical length of a review was 600 characters. Ever since, online reviews stats reveal that reviews have actually gotten 65% shorter, with the average review now at a little over 200 characters: about the length of an expanded tweet.

What does this imply?

First: what we understand as a "review" has changed.A couple of years ago, reviews were several paragraphs of text that consumers posted to websites that concentrated on hosting this particular kind of content: for example, Yelp and Tripadvisor.

When Google and Facebook-- two websites people spend a great deal of time on-- presented their own review platforms, it ended up being simpler for customers to leave reviews and voice their opinions.

These structural modifications have also influenced how reviews are written and read. Now, they're a couple of sentences' worth of matter-of-fact descriptions of the products and services being offered. A growing number of websites-- such as Facebook Reviews-- have even begun to execute simple thumbs-up/ thumbs-down score systems that let individuals evaluate companies with one click.

5. Business Aren't Responding Fast Enough (or At All) to Reviews

Reviews provide a platform for consumers to share their experiences not only with fellow customers but with organizations, too. How your company reacts to these reviews can have just as much effect on your brand reputation as what is being said in the very first place. This makes it incredibly crucial for businesses to know how to respond to negative reviews along with positive customer feedback.

Here's the issue: based upon online reviews stats, there is presently a gap in between review response expectations and truth.

94% of customers say a bad review has actually persuaded them to avoid a company. 53% of customers expect organizations to respond to unfavorable reviews within a week. 1 in 3 have a much shorter amount of time of 3 days or less. 63% state that a minimum of one business they reviewed never even responded.

The pandemic may have sped up these trends, with supervisors carrying out line-staff responsibilities and businesses continuing to run with workforce restrictions. On the bright side of things: review responses make a real and quantifiable difference-- not only to the customer who leaves the review, but to everybody else who sees it. In fact, 45% of customers state they're most likely to go to a company if it responds to negative reviews. This shows that even if you're getting negative reviews, having an effective review marketing strategy can be advantageous.

Utilizing natural language processing technology, over 200,000 review reactions was analyzed to determine what is most typically said in review responses.

Many responses to positive reviews consist of an invite for the client to return. On the other hand, reactions to unfavorable reviews typically include a "thank you for your feedback" note to the customer.

A lot of businesses also write replies in a way that shows their dedication to service, customer experience management, and "next steps" (e.g., how a customer can talk to them directly).

6. Responsive Industry Leaders Get Higher Ratings

Another concrete benefit of having an online review marketing strategy and reacting quickly to reviews is the possibility of getting better overall ratings.

Benchmark information was gathered and examined. The data covered a 12-month duration (from Q2 2020 to Q1 2021) that involved online reviews stats of over 48,000 business locations. Findings revealed that the leading 10% of brands throughout all the sampled markets responded much faster (response time) and more consistently (response rate).

For instance, leading automobile brands (companies in the 90th percentile) published a typical response time of 1.04

days compared to the industry average of 8.8 days; unsurprisingly, the previous enjoyed a greater 4.31 general score-- well above the market average of 3.92 stars out of 5. 

When it comes to the speed of their responsiveness, the leading 10% brand names in the hospitality and restaurant industries came in behind automobile leaders as second and third, respectively, with averages of 1.2 and 1.6 days response times and average scores of 4.32 and 4.19 stars. Contrast this to market averages of 6.9 days and 5.1 days response times and average scores of 3.73 stars for both hospitality and dining establishment brands.

7. Consumers Don't Trust Companies with Lower than 4-Star Ratings

The previous area has implications on methods brand names can stand out. Yes, ratings are still important. Once again owing to increased level of sensitivity since the pandemic begun, an increasing number of customers-- as much as 70%-- confess to using rating filters when searching for companies.

Based upon the latest online reviews stats, the most typical filter used is to see only business with 4-star scores and greater. If you're not averaging at least 4 stars, you could possibly be neglected by hundreds or thousands of possible consumers.

It's crucial to note that individuals particularly look for reliable, genuine feedback-- and for that reason typically imperfect reviews and scores. Aim for 5 stars, but at the exact same time, understand that less-than-perfect reviews and ratings are an essential component in customers' research and decision-making process. Keep this in mind when building your review marketing strategy.

8. Reviewers Demand Greater Value from Businesses

In the past, business were defined by what they made. Now, consumer experience is the leading business standard, and people judge businesses based on particular elements of their experience, such as product, service, location, and value.

Value, specifically-- how consumers perceive and demand it-- offers a telling sign that customer habits have become a lot more nuanced since COVID.

According to online reputation analysis, reviews that speak about value tend to be more crucial than reviews that discuss other elements of the consumer experience (product, service, location).

This impacts all notable business categories with the exception of health care. Based upon client experience analytics data, legal services, realty, education, and financial services brands represent the bottom 4 markets in terms of meeting consumer expectations around providing the best bang for the buck.

Legal services: just 33% of value-based reviews are favorable. Realty: just 35.7% of value-based reviews are favorable.

Education: only 36.4% of value-based reviews are favorable. Financial services: only 40.5% of value-based reviews are positive.

Online reviews stats show that for market leaders (companies in the 90th percentile), service-based reviews (reviews that discuss service) registered high positive sentiment in the bulk of markets, ranging from 81% to 95%.

However, even these leaders are not exempt from the trend of having unfavorable reviews about value, which represented the lowest percentage of favorable reviews among all consumer experience categories.

Looking Forward: More Online Review Marketing Trends to Watch in 2022

These additional online reviews stats paint a picture of interesting trends to anticipate in 2022 and beyond. Consider them when making changes to your online review marketing strategy.

Reviews, both positive and negative, add to your brand's credibility.

According to the most recent update on a Google Business Profile help article, clients discover a mix of positive and negative reviews to be more trustworthy.

Reviews are useful for potential clients when they're sincere and unbiased. You can always reply to the review to express to the customers that you care and provide extra context. If the review does not follow our posting rules, you can request its removal.

This ought to ease some of the stress and anxiety businesses may have about getting unfavorable reviews.

It likewise highlights the idea that people particularly look for trustworthy, genuine feedback-- and therefore imperfect reviews and scores.

Purchases are most affected by reviews with an average score of 4.2 to 4.5 stars out of 5.

Not only do critical comments review websites and social networks offer important insights on how your organization can improve; they also provide your brand reputation an important measure of credibility and transparency.

According to a study on 5-star rating by Northwestern, purchases are most affected by evaluations with a typical score of 4.2 to 4.5 stars out of 5-- making this the perfect average star score for purchase possibility.

Consumers will not purchase from brands that censor reviews.

A study by Trustpilot reveals that as much as 62% of customers say they will not support companies that take part in feedback censorship.

This again speaks to the desire for credibility and transparency in reviews.

For entrepreneurs, this means avoiding manipulating their feedback, buying phony reviews, and censoring unfavorable reviews.

Review quantity impacts company earnings.

According to a Search Engine Land report, organizations with more reviews generate 54% more income.

Moreover, those with more than the typical number of reviews generate 82% more in annual revenue than companies with below-average review quantity.

While scores still matter (and customers continue to use rating filters), review quantity is in fact more highly associated with earnings performance than overall ratings.

Last Thoughts

The online review marketing stats and trends highlighted above highlights the value of adjusting to evolving consumer needs and expectations.

As businesses navigate an increasingly intricate market in the current post-pandemic setting, part of the challenge is to improve online review marketing strategies in ways that are relevant to the lives of their clients.

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