Tips On Knowing When To Trust An Online Review

Before you buy do you read any reviews? Do you listen to them? Believe their opinions?

I think it’s important to read reviews before you buy, you’re exposed to different opinions and are able to deduct from the collective of those reviews if this is a product or service for you. In theory that would work if nobody lied on the internet but as we know, that’s just not realistic.


Recently, I was online browsing through a series of products, beauty products to be specific. I was reading reviews and allowing myself to be swayed and influenced by these peoples opinions. I was allowing the review to affect me. Upon reading these reviews I started asking myself:

“Am I sure I can even trust these people”
“Maybe they’re just being dramatic”
“Did they even understand the purpose and the proper use of the product”

After asking these questions I did some digging into the reviewers. The majority of websites ensure that users have an account before they write a review, this way you can track what they use and their buying habits (to an extent). This means you’re also able to look at other products that they’ve reviewed and when. THIS IS KEY. 

If someone is constantly reviewing for the same company and is never purchasing from anyone else there is a good chance they are being championed by the company to write these reviews. Do they ever use products from any other companies? Are all their reviews written around the same time period? Are these users active users on the website or not. Essentially ask yourself is this a shell profile, designed to boost numbers and ratings to improve purchasing patterns.

It’s twisted that this should even be something to think about it but it’s important. The other issue is when you see a star rating look at how many reviews have been submitted to create this projection. A 5-star rating means nothing if there’s only one person submitting a review, but 10’000 reviews with an average of 4.5 stars, that’s something to get a little more excited about.


Example: Kevyn Aucoin The Brow Gel Pencil

The pencil is described as such: “A wax-based, waterproof gel pencil that shapes brows and leaves a semi-matte finish”

The pencil helps darken the brows with a very buildable coloured formula that isn’t precise in nature.
Now should someone expect something from this product that it isn’t meant to do and write a review it might sound like this :




I’m not saying their opinion isn’t valid, I’m saying their expectation of the product wasn’t in line with what it’s meant to achieve.

If you read this review and you were thinking this product was going to give you fine lines like the ABH Brow Wiz, this was a helpful statement and you can now move onto a new product. If you aren’t even looking for fine lines but something more natural and you read a review like the one below, you’ll have a completely different opinion of the product.




This review is more complete, it states what colour the buyer purchased and gives a more complete analysis of the product. After looking at the second review I dove further to see if maybe this was just a Kevyn Aucoin spokesperson, upon seeing other products they had reviewed there was a variety of brands, from Marc Jacobs, Kat Von D to the following.


Different brands


This review helped me deduct that this product was more in line with what I was looking for. I did purchase this product and fell in love with it. It adds a sort of shadow to my brows, a depth that looks very natural.

I hope you now understand what I mean when I say that you have to do more research when trusting a review. There are too many components that come into play, areas that could lead you astray. (didn’t mean to rhyme) .

Next time you’re looking into a product do your due diligence and some proper research so you can feel confident in your purchasing.

Image Credit: Deva Darshan



This site uses Akismet to reduce spam. Learn how your comment data is processed.