What do millennials and Gen Z want from today's reviews?

Key Takeaways:

• The technologically sound Gen Z and Millennials see reviews as first-hand notes from authentic buyers

• They prefer recent, relevant, and genuine reviews that help them understand the product or service more

• They even consider negative reviews essential to judging a business

• Understanding their psychology while analyzing reviews will help companies showcase valuable reviews to them.

What is the first thing you do when you decide to shop online? You read reviews. That is precisely what all the Millennials and Gen Z do, and they take it one step further.

Instead of skimming through the reviews, they dig in, analyze, and compare. They were raised in a digital world with endless options and feedback to study. Although they value a brand's identity, they prioritize the opinion of strangers writing reviews.

Therefore, to impress and influence the purchases of Millennials and Gen Z, brands need to focus on more structured and high-quality reviews. Take this blog as your guide to know what else they prefer while analyzing reviews.

Things That Millennials And Gen Z Consider In Reviews

Prior to making a purchase, Millennials and Gen Z don't just look at the star rating. The review content, the information, the pictures, and the authenticity of the review matter even more. Let's take a look at what they really care about.

• They Care About The Content

Millennials and Gen Z read the actual review text; they care about the real stories, not just stars. Apart from ratings, they care more about details. They look for personal experiences, pros and cons, and how the product solves an issue.

Millennials and Gen Z don't give a second thought to vague reviews, and they trust those that sound genuine. They appreciate users explaining why they liked or disliked something. That's how they connect and make decisions.

• They Care About Review Volume

These generations feel more comfortable when a lot of people have reviewed a product. When they see a product that has only a few reviews, doubts begin to set in. They trust quantity as it relates to popularity and usage.

They think that if a product has hundreds of reviews, it must have some sort of reliability. Thus, sellers with higher review volume tend to attract more attention. Even businesses with average reviews can sway if it has enough numbers.

• They Prefer Recent Reviews

Millennials and Gen Z will always sort by the most recent review. Things change quickly, and fashion trends today shift even faster, so an old review may no longer hold any weight.

They want to know how the brand or its product is performing today and not a year ago. Recent reviews provide a sense of security in their decision. Thus, brands with recent reviews are more relevant to them.

• They Value Visual Reviews

Seeing is believing for millennials and Gen Zs. Therefore, if a review has a photo or video, it increases their trust. They want to know how a product looks in the wild, rather than in staged studio shots.

Visual reviews convey usage, scale, quality, and packaging, and they also eliminate surprises. For this reason, sellers willing to pair text with images have a better chance of earning the trust of Gen Z and Millennials.

• They Check On The Review Authenticity

Millennials and Generation Z have become experts at identifying fake or incentivized reviews. They want unbiased opinions and a genuine tone. Once the review feels way too promotional and cookie-cutter, they are gone.

They prefer reviews that convey genuine emotion, offer reasons with some detail, and use regular language. Verified buyer badges are incredibly important to them. If a brands delete poor reviews, it loses its credibility immediately, as these generations value transparency.

• They Check Negative Reviews Before Purchase

Gen Z and millennials are not scared of negative reviews; rather, they seek them. Negative comments help to understand the possible disappointments. Before they spend money, they want to know the worst-case scenario.

Just as positive reviews matter to them, the negatives provide vital insight. Then, they decide if the complaints are a concern for their needs. Then, based on others' judgment, they decide whether to purchase or escape.

After understanding what millennials and Gen Z look at reviews, you can curate your reviews accordingly. But before doing so, understand their psychology behind giving online reviews so much importance before a purchase.

Why Do Millennials And Gen Z Value Reviews Before Shopping?

Millennials and Gen Z don't trust traditional ads the way previous generations did. They depend on peer recommendations and online reviews. Understanding the reasons behind such increasing dependency on online reviews will help you focus more on collecting reviews.

• They Trust Peer Voices: They value what real users say rather than influencers or promises from brands. Word of mouth just feels more authentic.

• They Want Shared Experiences: These generations want to feel connected to others who have gone first with the product.

• Reviews Help Them Avoid Regrets: There are so many choices, and reviews can minimize risk.

• They Like to Research Before Buying: Reviews are an important part of their pre-purchase process. This is not impulse; it's informed.

• They Make Faster Decisions: Reviews speed up their purchase decision and increase their confidence in the product.

Conclusion

Gen Z and Millennials do not merely look at reviews; they judge based on recency and value. When a product catches their eye, the first thing they do is look for an experience, images, and a proper take on opinions.

So, if your goal is to earn their loyalty, keep reviews transparent, relevant, and visual. Do not worry, as BuyReviewz can help you with this with high-quality, keyword-dense reviews from real users.

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