Looking at the untapped value of product reviews on social media

Product reviews have long been the heartbeat of online shopping but in recent years, with more and more products hitting the marketing, their shape, tone, and power have transformed completely. 

No longer confined to five-star ratings and neatly typed text beneath a product page, reviews have spilled out into TikTok unboxings, Instagram Reels and Reddit threads. All over the internet!

This mass exposure has reshaped how shoppers make decisions – and how brands need to think about feedback.

Today, buyers discover products in their feeds, not just in search results. That means many of the most influential reviews are casual, unsponsored, and embedded in everyday content. 

For brands that aren’t actively watching and engaging online, there’s a missed opportunity not only to gather genuine customer feedback but also to participate in the conversations that influence real buying decisions.

What do reviews on social media actually look like in 2025?

Traditional review platforms such as ourselves, Google Reviews, Amazon, Trustpilot etc. still play an important role as they’re easy to use for clear comparisons and SEO. 

But what consumers trust and engage with most now often comes in a more unfiltered, visual, and personal format. 

Think of a TikTok video where someone reacts live to using a product for the first time. Or a Reddit post where a user lays out the pros and cons of something they just bought. Or a Reel where someone says, “I didn’t expect to love this – but I do.”

These moments don’t rely on a formal structure or a five-star system, their strength lies in authenticity and emotional connection. Just look at the ‘TikTok made me buy it’ trend!

This type of review often has a higher impact because they feel like recommendations from a friend, rather than any forms of advertising and marketing.

The stats don’t lie either; nearly 85% of people trust online reviews as much as personal recommendations.

And with the explosion of TikTok Shop, social commerce is truly making its mark. 

The difference between UGC and traditional reviews

User-generated content (UGC) and traditional product reviews serve different but complementary roles in the buyer journey. 

UGC is often more spontaneous and is perfect for discovery and top-of-funnel engagement. Traditional reviews, by contrast, are structured, informative, and trusted during the research and decision-making phases.

Think of it this way: UGC is what gets someone to pause and think, “That looks cool, I need to check it out.” Traditional reviews are what make them feel confident enough to click “Buy Now”.

So how can brands encourage more UGC and ensure it works hand-in-hand with formal feedback? It often starts with giving customers both the tools and the incentives to share.

Why would consumers share their opinions on social media?

Maybe because the liked it so much? Maybe because they hated it so much? Maybe because they're chasing clout?

Whatever a person’s core reasoning, there’s a clear psychology behind why people go to social media to talk about what they buy – and it goes far deeper than habit. 

Sharing on social media in any capacity is often tied to identity, and when someone posts about a purchase, they’re revealing something about themselves. 

A well-chosen gadget, beauty product, or piece of clothing becomes part of how they present themselves to the world.

Then, beyond self-expression, there’s a strong community-driven reason in that people want to help others. 

Social media is a space where people exchange advice, tips, and warnings, and a thoughtful review can feel like a contribution to a broader group. 

At the same time, these posts offer visibility. A clever or funny take on a product can generate likes and engagement, turning a simple review into shareable content. There are entire Reddit threads on it. 

So, when users are posting about your brand, they’re not just leaving feedback. They’re storytelling, socializing, and signaling.

How can brands share reviews on social media effectively?

The tricky part for businesses is figuring out how to share customer feedback on social media without stripping it of its charm or credibility.

It’s easy to turn to overly polished graphics or marketing jargon but more often than not what actually works is content that mirrors how real people talk and share.

One of the simplest and most effective ways to do this is by reposting a screenshot of a genuine review to keep the tone intact and makes the review feel more real.

For video-based content, brands can clip reactions from user-generated videos, capturing the surprise, enthusiasm, or even skepticism that makes a piece of content relatable.

One of our long serving customers, Beardbrand, saw immense success using a quote from a review where a woman said: “I kiss my husband just to smell his beard.” 

It might sound ridiculous but that humor, mixed with the authenticity, resonated with the audience and in fact became one of their best performing ad campaigns. 

Watch the full interview with the founder of Beardbrand Eric Bandholz where he shares his growth story to reach 7-figures below. 👇

It’s not enough to repost a review and move on. Reviews should be looked at as high-value content assets that can support your broader marketing strategy.

In advertising, whether it’s a short video of a customer unboxing or a tweet raving about your service, this content can fit seamlessly into ad campaigns, landing pages, or retargeting funnels. 

When someone is midway through a buying decision, seeing proof of real customer satisfaction can be the tipping point.

Then for product launches, integrating social proof early creates momentum and gives potential customers confidence that the product works and is already used by real people in similar situations as themselves. 

How can you create engagement for a review-based campaign?

Once you understand why your customers might share a review, it becomes easier to encourage more of that behavior. 

Many users are motivated by credit – they want to be the first in their group to discover something useful or cool.

Others are trying to be helpful, especially if they had a strong emotional experience, positive or negative. 

And of course, there’s the dopamine hit that comes from engagement: likes, comments, shares.

Brands can lean into this by giving subtle prompts – think campaign hashtags or shoutouts for best user posts.

A little recognition can go a long way in encouraging others to share their experiences too. 

Apple’s #ShotOniPhone campaign nailed this sentiment when it comes to using real customer content to show off how good their cameras are. 

Instead of polished studio shots, they feature actual photos taken by regular people, making the iPhone’s camera feel powerful but still totally accessible. 

IG: @adidarmawan

Make sharing easy (and rewarding)

The best UGC often comes from everyday customers (not influencers) and these individuals aren’t necessarily thinking like content creators. That means you need to make it as simple as possible for them to participate.

Offer clear prompts at key moments: After purchase, send a follow-up asking for a review with options. Include choices like “Write a review,” “Post a photo,” or “Share a quick video.”

Some customers are more comfortable with visuals, others with text – don’t force them choose one path.

Look to use QR codes or smart links on packaging or receipts to direct customers to places where they can easily post their feedback.

The less friction, the better and if you create loyalty programs where customers earn points or perks for posting about your product, you're only further encouraging positive engagement.

For example, if someone leaves a video review or uploads a photo, they could receive exclusive early access, discounts, or entries into giveaways.

Tap into influencer micro-networks

Not all UGC needs to come from influencers, but working with smaller creators can help jumpstart the flywheel.

These creators often have niche, loyal audiences and can model the kind of content you’d love to see from everyday users.

Gift products to micro-influencers in exchange for honest reviews or unboxings. Make the ask clear: no scripts, just authentic use.

When followers see how someone else reviewed a product (especially if it looks informal and relatable) they’re more likely to copy that behavior.

Integrate UGC into the purchase funnel

A strong UGC strategy doesn’t just collect content, it weaves it back into the customer journey.

Showcase user posts on your product pages. Photos of real people using your product build trust and help shoppers visualize its use in daily life. Consider dynamic carousels that pull from social media using branded hashtags.

Incentivize content with campaign hashtags or look to run short campaigns encouraging customers to post content using a specific hashtag.

From there you can feature select submissions on your social media profiles or in ads to give the effort lasting visibility.

Don’t over-curate, treat your customers like a mate

Authenticity is what gives UGC and reviews their persuasive power. That means you should resist the urge to over-polish submissions.

Using reviews that feel raw, unscripted, or even a little clumsy often connect better than professionally lit videos or overly stylized posts on social media because it's authentic.

Let the voice of your real customers come through. Curate with purpose, not perfection.

By actively creating systems to encourage, capture, and celebrate UGC (while still supporting traditional reviews) you’ll build a more dynamic trust-based content system. 

People will discover your product in authentic social moments, validate it through structured, more traditional review research, and feel confident clicking "buy" because of the honest voices surrounding your brand. 

This belief is a core part of our Trust Manifesto and what we believe to be the future of commerce – an ecosystem that’s based entirely on transparency and authenticity.