Sometimes a review is not really a review

I’ve said this before, but I’ll say it again — most of what passes for reviews and coverage on social media is nothing butthinly veiled product placement, with influencers spouting nonsense. 

For years, brands and influencers have engaged in a delicate dance, with early access to coveted gadgets dangled in exchange for coverage. Apple has controlled access to its devices, well aware that a review on the first day meant significant traffic for a news publication. This game of access, whether to devices or executives, has long been part of the media game. But with the rise of “influencers,” everything has metastasized and brought in even murkier practices. The old media rules don’t apply to the influencers.

Some of these dirty practices were exposed this past week with the launch of new Google Pixel phones (and devices). Not surprisingly, Google wanted to garner favorable coverage for its new AI-powered phones.

Google has an invite-only Team Pixel program that seeds Pixel products to influencers before public availability. 

So then, what is Team Pixel, exactly? Officially, it’s a program handled by PR agency 1000heads that seeds early units to influencers and superfans to drum up interest as brand ambassadors. While Google partners with 1000heads, it doesn’t directly run the program, and there are distinct differences from the traditional reviews program. [The Verge]

As far as I’m concerned, if Google hired 1000heads, then they are representing the company — no two ways about it. Google’s TeamPixel apparently stipulated that participating influencers were not allowed to feature Pixel products alongside competitors, and those who showed a preference for competing phones risked being kicked out of the program.Google seems to have overplayed its hand. Demanding loyalty oaths from influencers reeks more of desperation than confidence in one’s product. 

While this looks bad, it is not as bad as other industries where we have seen influencers tout products that are simply terrible. I have seen so-called reviews of “pens” and other stationery products that extol their virtues but are simply awful.

Camera reviewers are among the worst offenders. Not a single person comes out and says a camera is terrible — lest they be locked out of future product pipelines. It is a dirty world, as I have written earlier. 

Many of the reviews are just jib-jab: the reviewers are often reciting the laundry list of features, price and how they compare to other cameras. There is very little “review” in these reviews. The camera companies use these reviews as cheap promotion by loaning cameras or lenses to these so called reviewers.

It isn’t just camera reviews — almost all online reviews and articles are devoid of any real content because everyone is racing to publish instantly and curry favor with who they are writing about. Camera reviewers want the next new camera, the news reporters want the first phone call from PR people. This stage managed media of today is a disservice to the end customer – consumers like you and me.

There’s no shortage of questionable reviews that influencers are happy to put out there in exchange for freebies and a chance to build following and traffic, whether it’s for clothes, shoes, or electronics. The only review that has any value for me is when the person reviewing something bought it with their own money and is willing to share their real opinion after using the product for a few weeks, if not months. 

As for Google’s Pixel fracas, it says more about the incompetence of the team running that program. Compliant influencers are dime a dozen — just look at YouTube or TikTok.

August 17, 2024. San Francisco