Brands like Amazon and TripAdvisor thrive of user-generated content. At first it was revolutionary, but does it still have value.
Everyone has jumped aboard the review train. We're bombarded by all sorts of products claiming to cater to our needs, so when faced with so much choice, the opinion of other people who have used the service is invaluable.
Until you realise Holy Motors down the road got all his mates to rate his business on Google. And Marjorie from Scunthorpe didn't enjoy time on the tea barge as there wasn't any coffee.
Suddenly, a customer review isn't quite so interesting. It's reached the point where a review either adds no value or provide laffs, like some of the corkers on Amazon.
You do get some great testimonals and lines you can use in copy. You also get some insight as to how people talk about it and what they think is important.
I proposed initiatives to take some soundbites from customer reviews about phones and add this into the e-commerce journey as part of "what people like about Talkie Box", so people don't have to scroll the bottom and read through paragraphs of unuseful tripe.
These days, everything can be reviewed, from 20p earrings in Claire's to 90-inch, 4K Bang & Olufson TVs. It gets to a point where one person's awesome is another person's sack of shit.
