The best way to avoid fake mattress reviews online is to read the small print. Reviewers are often paid by the manufacturer to give glowing reviews for their best-selling mattresses. They do not, therefore, present a fair and balanced view of the product. Instead, these reviews are influenced by affiliate marketing and are not unbiased. Read the fine print and take note of any affiliate links. If you find a slew of these links, skip the article altogether.
Reviewers are incentivized to write glowing reviews about their most profitable mattresses
As a result, most mattress review sites are brand sponsored and driven by advertising dollars. This means the mattresses featured are not the least expensive but also the most profitable. The brand-sponsored mattress reviews are not as credible as those written by consumers, who may have a more nuanced view of the mattress. Nevertheless, a review with a negative tone is gold to a mattress shopper.
Incentives can range from a dollar amount off their next purchase to a coupon. The incentive must be well-publicized to encourage consumers to write a review. Some consumers will do it without prompting. However, PowerReviews reports that nearly 80% of reviews are prompted by an email sent to customers after their purchase. In fact, more than half of all reviewers are motivated by incentives that include a free product.
They don’t take into account other factors
While reading online reviews, it is important to understand that the mattress manufacturer has a responsibility to market their product as positively as possible. That said, unbiased reviews can help you make an informed decision. For example, if you’re looking for a mattress for your health condition, you may want to consider posting a request on social media. Mention your health problem and ask for recommendations from friends and family.
They aren’t unbiased
First of all, mattress reviews online aren’t always unbiased. Brands like Casper pay people to write positive reviews. They spend money on professional photo shoots to make the product look premium. And while they can produce perfect images, sometimes they fall short. Real-life pictures of a mattress aren’t always as polished as the perfect photo. For example, a bed reviewer might not have slept on the same model as a person who woke up on a different mattress.
Another problem with mattress reviews online is that the websites hosting them receive commissions from mattress companies. These companies pay the sites to post reviews and often pay for editorial content. The problem with this is that they often use models and voice actors who aren’t experts on mattress technology. They also don’t disclose how many threads are on a mattress or whether or not a particular brand is made of foam with an extruded design.
They aren’t middle-of-the-road
A popular website that ranks mattresses has more than half a million views. Derek Dawson, the man behind Sleepopolis, is a YouTube sensation with over 2.5 million subscribers. His reviews have gained over half a million views, and his site is the number-one search result for most popular mattress queries. He has spent years studying how to create an effective mattress review that’s not just middle-of-the-road.
Review sites like Sleepopolis and Casper have helped the company increase its exposure and popularity in the online market. Casper was one of the first mattress companies to offer affiliate commissions, and its competitors quickly followed suit. During this period, mattress reviews websites helped convert consumers’ vague interest in a mattress brand into an awareness of the product and a decision to buy. That made sense, because many consumers were Googling “best mattress” and landing on sites like Sleepopolis.