Searches for ‘buy reviews’ have surged by 1,325 per cent in the past year, hitting 6.7 million searches in a single month. ‘Buy followers’ isn’t far behind, with 981,000 searches according to research from anybusiness.com.au

The trend points to a growing problem for small business owners: credibility is now something you can buy.

Nothing good comes from faking it

Think back to the last time you made a purchase online. The first thing you did was check for product reviews, right?  Well, guess what? Most people are just like you. Potential customers don’t buy blind. They look at star ratings, read reviews and sometimes even check out your socials before handing over their card details.

That’s good, it means buyers are being discerning, but that behaviour has also created a booming side industry built on selling trust signals.

“Consumers are trained to look for proof before they buy,” says Mary Tamvakologos, Director of Operations at AnyBusiness.com.au.

“The problem is that those trust signals can now be bought. A brand can appear popular, established and well-reviewed without having earned that reputation from real customers.”

Fake reviews can backfire

According to Google Trends, the number of businesses buying fake reviews and followers rises by the day.  With so many businesses struggling on the surface, it might be tempting to take a shortcut. A few hundred five-star reviews or a follower boost can make a brand look established and respected.

However, Tamvakologos says taking a shortcut like this rarely stays hidden.

“Reputation is one of the most valuable assets a business can build,” Tamvakologos says.

If a customer feels lied to or taken advantage of, it’s highly unlikely that they’ll keep quiet about it. Before you know it, those fake reviews will be replaced by real reviews from disgruntled customers calling you out. Your reputation will take a hit, and it can be pretty hard to come back from.

“Buying reviews or followers might look like a shortcut, but it can damage long-term trust if customers realise the credibility was manufactured,” Tamvakologos says.

Fool me once, shame on you …

Customers are getting better at picking out fake reviews too, Tamvakologos warns. She says there are a few patterns that raise alarms straight away.

“One of the biggest warning signs is a brand with thousands of followers but very little genuine engagement,” she says.

“Reviews are another area where consumers need to slow down. If every review is five stars, very short, overly generic or posted within a similar time period, that can suggest they are not organic.”

Another common giveaway is reviews that sound polished but say very little. Think ‘amazing product’ with no detail on what was actually bought or how it performed. Real customers tend to be far less formulaic.

How to gain trust

Credibility is a long game and there’s no quick hack for trust that sticks. “For legitimate businesses, the answer is not to compete in the black market. It is to build proof properly,” Tamvakologos says.

Ask your customers for honest reviews, follow up on mistakes and respond when things go wrong. How you react to a bad review is just as important as thanking someone for leaving you a glowing reference. The more you show up, the easier it is for people to see who you are and how you operate.

It also means accepting that not every review will be five-star. The good thing is that a mix of feedback looks more believable than a wall of perfect reviews.

The long game still wins

In eCommerce, trust often initiates a purchase. Whether someone buys, returns again, or recommends you to a friend, it all comes back to trust. Buying fake credibility might give you a short-term lift, but it means you’re building your business on shaky ground.

Once trust slips, you’ll lose more than your followers. Your brand reputation will be put at risk and your business will suffer. So stay away from the fake-review trend and build real credibility by focusing on providing the best customer service and experience possible.

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