The world of local reviews is ever-evolving, and understanding which platforms are gaining traction can significantly impact your business's digital marketing strategy. If you're a small business owner, you probably know that online reviews are like the modern-day word-of-mouth; they can make or break your reputation. In this post, we'll dive into the growth of key local review sites—Google, Facebook, Yelp, TripAdvisor, and Foursquare—to see which one is capturing the most reviews and what that means for your business.
Key Takeaways:
Google reigns supreme as the review platform with the highest growth rate, consistently outpacing its competitors.
Facebook's growth has been sporadic but significant, experiencing a notable uptick in user engagement and review submission.
TripAdvisor is a powerhouse when it comes to the number of reviews per business, but its growth has slowed.
Yelp continues to grow steadily but has seen its rate of new reviews diminish over the years.
Foursquare has plateaued, indicating a shift in focus rather than a decline in relevance.
The Rise of Google Reviews
In recent years, Google has skyrocketed to the top of the review game. According to our analysis of approximately 50,000 U.S.-based businesses, Google has seen a staggering 278% increase in new reviews from 2015 to 2016. This surge can largely be attributed to Google's integration into everyday life through Android devices, making it the go-to platform for leaving feedback on local businesses.
As Rosie Murphy puts it, "Google’s sheer scale coupled with its native integration into Android devices gives them both the biggest audience and the best route to market." This means customers are not just more likely to leave reviews; they’re actively prompted to do so.
Facebook: A Mixed Bag
Facebook is a fascinating case study. While it had an explosive growth in reviews when it first launched the feature, the platform has seen fluctuations in user engagement. Despite a decline in the average number of reviews per business—from 13.6 new reviews in 2013 to 7.2 in 2016—Facebook’s platform is still invaluable for customer interaction. “Facebook needs to encourage users to leave reviews if they are to really compete with Google,” Rosie notes, indicating that while businesses recognize the importance of a Facebook presence, engagement can be tricky.
TripAdvisor: A Niche Authority
TripAdvisor remains the front-runner in terms of reviews per business, with an average of 47.5 new reviews in 2016. However, growth is slowing, with an 82% increase in 2016, down from 115% in 2015. TripAdvisor's strength lies in its specialized focus on travel and leisure, making it a must-have for businesses in these industries.
Yelp: Consistent but Sluggish Growth
Yelp's trajectory has been steady but slow. The platform has seen its review growth plateau since 2014, yet it remains a critical player in the local review space. Businesses are increasingly using Yelp to attract engaged customers, yet its potential has not been fully realized. This could change as Yelp refines its strategy and enhances user experience.
Foursquare: A Shift in Focus
Once the darling of local reviews, Foursquare has shifted its focus toward providing Location Intelligence. This pivot has led to a plateau in user reviews. Foursquare now operates two local-social apps, engaging consumers differently than before. Despite this change, Foursquare still collects data that can be useful for businesses seeking insights into customer behavior.
Conclusion
The landscape of local review sites is continuously shifting, and staying on top of these trends is crucial for any business aiming to thrive online. As you develop your digital marketing strategy, consider where your customers are leaving reviews and how you can leverage this information to drive growth.
In a digital world where visibility is everything, GMB Fox ensures your business isn’t just online—it’s the first choice customers make. Let us handle the complexities of digital marketing, so you can focus on what truly matters: growing your business.
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