Why recency matters for your product reviews

Your shoppers are paying attention. Not just to new products or sales, but to how other customers are interacting with your products and website. As shoppers evaluate what to buy next, user-generated content (UGC) is a major tool in their decision making processes.

It’s not enough to just have UGC any more. It needs to be high-quality, in substantial quantities, and be recent. We hate to say it but in 2021, your reviews from 2011 really don’t matter much any more. To give brands and retailers a better look into how shoppers evaluate UGC, we surveyed over 5,000 customers – and here’s what we found.