There is no denying the fact that online reviews can play a critical part in a business’s online visibility and reputation. When consumers consider a new product or service, they almost always head directly to a review from another customer to see what they have to say about it…and as a business, you can use these reviews as part of your digital marketing strategy. 

When you are building a digital marketing strategy do not forget about your online reviews. By encouraging feedback, you are offering customers the chance to engage with your brand, and each generation has different ways of reviewing and interacting with a brand. Below we delve a little deeper into how you can use reviews to engage with younger generations. 


Generation Z And Millennials: The Stats


Generation Z and Millennials are people who are born between 1995 and 2015 and 1981 to 1994 respectively. They are the generations who have a lot of the buying power today, especially Generation Z, and their method of posting and consuming reviews is vastly different to previous generations. 

  • They spend 18 minutes reading reviews before making a decision
  • Some may need up to 180 reviews before they purchase a product or service
  • 85 percent of these generations prefer shopping online
  •  29 percent of this audience needs a 4-star rating to feel confident in a brand
  • Many use their mobile devices to post feedback
  • 70 percent said they were more likely to make a purchase after seeing reviews on mobile
  • 42 percent use Google Business Listings to leave reviews

This generation trusts a brand more after seeing online reviews and how the business has interacted with these reviews, which can be useful for your brand. 


How To Engage With Gen Z And Millennials Using Reviews



  • Remember To Reply: One of the best ways to engage with your audience using reviews is to reply to them, whether they are positive or negative. A review on your Google Business Listing that is left unanswered will make any Gen Z’er or Millennial lose trust in your brand. Answering consumers also allows you to engage with your audience directly. 


  • Use Visuals to Promote Reviews: If you do share the reviews from you consumers, be sure to use related visuals. You could use bright colours and imagery to catch their eye, or stick to your brand colours and logo to keep the post relevant. The visuals should be related to the review, such as a picture of the product or service that the consumer is reviewing. 


  • Create A Q&A: You will often find that, in customer reviews, there are questions that need to be answered. For example, a common frustration might be that customers cannot easily contact you. In the Q&A, you can provide updated contact details and an explanation of how to be contacted after hours. Use the feedback to guide your content and you will soon see an increase in engagement. 


  • Use Video To Your Advantage: In product descriptions, you should include videos of how the product should be used in order to build trust in Gen Z’ers and Millennials, and also to encourage more positive queries and questions. Another way that video content can be useful is to take the best reviews you have and create content using them, such as Instagram Stories or even Facebook Stories, which will encourage your audience to interact with your brand and offers a personalised experience. 


  •  Say Thank You: A review is a conscious decision made by your consumers, and so you should say thank you to them for the review. You can do this on social media or on Google Business Listings, and both methods will be public, allowing other customers to see that you appreciate their feedback. Thanking people for reviews also encourages replies from them and further interactions and these generations demand personal interaction from brands. 


Five-Star Engagement


Reviews are an ideal method for engaging with Generation Z and Millennials. Both of these generations use online reviews to make buying decisions, which will have a direct effect on your business and its profitability. Post reviews on social media, use visuals to highlight positive testimonials, and remember to say thank you. 

If you need an updated social media marketing plan or want to improve the online reviews you are getting, speak to NetMechanic today to find out how we can help you.