Some people are always questioning the credibility of comments on social media sites,s but it turns out that doesn't necessarily include members of Gen Z.
A new study from YPulse, the market research firm that looks into such things, shows these Next Gen customers are paying close attention to comments and recommendations. But they can’t just be from influencers and others who may have vested interests in who buys what.
“A recommendation from a regular person is more authentic than an ad from a brand,” YPulse’s new Influencer Anonymous trend report shows 81% of 13-17-year-olds and 73% of 18-24-year-olds agree that the source of the comment matters.
It’s why YPulse says brands should be paying attention to comment threads—"they’re a goldmine for insights and organic engagement.”
Part of the appeal is that these unsponsored recommendations feel more genuine, less polished and often way more entertaining than traditional ads, the YPulse survey discovered. But online word of mouth recs aren’t just happening in regular people’s videos; every comment section is a hub for even more anonymous influencers—ones that Gen Z trusts. And that includes products in the background that may not be the featured brands but are catching viewer’s attention. “So, brands should understand that everything in the frame is potential product placement.”
It's why YPulse says brands should move beyond only partnering with celebs and influencers with millions of followers and start spotlighting real customers who genuinely love your products. “That kind of authenticity resonates more with Gen Z, who craves transparency and is quick to sniff out anything that feels overly curated or transactional. If your brand isn’t already mining your comments for insight, you’re missing out on some of the best, most direct brand research out there.”