Gen Z Buys with Their Eyes: How Video Reviews Are Replacing Star Ratings

by Jackie Navarrete

A Shift in the Trust Economy

In today’s hyper-connected marketplace, online reviews are no longer just star ratings on Google or Yelp — they’re immersive, real-time experiences shared on video platforms like TikTok, YouTube Shorts, and Instagram Reels. And for Generation Z, these unfiltered video reviews have become a trusted part of their buying journey.

As small business owners and marketers, understanding how and why this generation relies on video content can help you position your products and services more effectively — not only to appeal to Gen Z, but to future-proof your customer acquisition strategy as a whole.

This blog breaks down the rise of video reviews, what makes them so effective for Gen Z consumers, and how small businesses can leverage this trend to increase visibility, trust, and revenue.

Who Is Gen Z?

Gen Z refers to individuals born between 1997 and 2012. As of 2025, they range from 13 to 28 years old, meaning the oldest are in the workforce, renting or buying homes, and spending their own income. They are digital natives — the first generation to grow up with smartphones and social media as part of their daily lives from childhood.

Unlike millennials, who saw the internet evolve, Gen Z has only ever known a world with high-speed Wi-Fi, curated Instagram feeds, and video-first platforms.

Why Gen Z Trusts Video Reviews Over Traditional Testimonials

Let’s look at the key factors behind this generational shift in how trust is built and how purchasing decisions are made.

1. Authenticity Over Perfection

Gen Z values realness. They tend to be skeptical of polished ads and overly curated content. A peer giving a casual, honest opinion in a 30-second video feels far more trustworthy than a five-star review that seems scripted.

Unfiltered video reactions — complete with facial expressions, tone, and even bloopers — offer a level of authenticity that traditional text-based reviews simply can’t replicate.

2. Visual Learning and Instant Feedback

Over 65% of Gen Z are visual learners. They want to see how a product functions in the real world. Whether it’s a demonstration of how a point-of-sale terminal works, a behind-the-scenes look at how a latte is made, or a reaction to tasting a new menu item, seeing is believing.

Short-form video reviews serve as both entertainment and education — giving consumers the details they want in a way they can quickly digest.

3. Influencer-Led Discovery

For Gen Z, content creators have taken the place of traditional brand ambassadors. A review from a relatable micro-influencer with 10,000 followers may hold more influence than a celebrity endorsement. They trust people who feel like peers — and video formats allow those personalities to shine through.

This influencer trust extends beyond entertainment; it’s part of how they vet everything from restaurants and skincare to tech devices and retail experiences.

4. The Power of Peer-to-Peer Recommendations

Star ratings lack nuance. They don’t answer questions like:

• “How does the product actually feel?”
• “Was it easy to use?”
• “How long did it last?”

Video reviews fill those gaps. Gen Z sees video reviews as real-time, relatable, and emotionally transparent. It’s peer-to-peer validation — and in today’s crowded marketplace, that carries real weight.

Platforms Driving the Video Review Boom

Here’s where Gen Z is getting — and giving — these reviews:

Hashtags like #TikTokMadeMeBuyIt, #SmallBusinessReview, and #RealReview are driving millions of views and significant product discovery for small brands.

Small Business Success Stories from Video Reviews

Let’s look at a few examples of small businesses whose visibility and revenue significantly improved due to video review culture:

☕ Dame Café – Austin, TX

In April 2024, Dame Café, a small but trendy coffee shop in Austin, went viral after a TikTok food creator posted a video review of their Marshmallow Fluff Iced Latte. The video featured the creator taking a sip and immediately reacting with delight, calling it a “must-try” for coffee lovers. The post gained over 1.4 million views, flooded the comments with location requests, and even sparked lines out the door the following weekend.

The café quickly saw a massive uptick in foot traffic, attracting both locals and tourists looking to try the now-famous drink. Dame Café’s success showcases just how powerful a single, authentic video review can be — and how small businesses can benefit from being organically featured by TikTok creators.

@nomstoppable Marshmallow fluff iced latte from Dame Café in Austin, TX ✨ #atx #atxfoodie #austintx #austinfoodie #atxlife #512 #texas #austinblogger #austin #austintexas #austininfluencer #austinrestaurants #northaustin #atxcoffee #austincoffee #coffee #coffeetok ♬ Ballerina Capuchina – shinylightgyat

Juice Time – Naperville & Bridgeview, IL

Juice Time, a locally owned dessert and smoothie shop with locations in Naperville and Bridgeview, Illinois, received a surge of attention after a TikTok video posted by Chicago food reviewer @windy_citychicago went viral. The video showcased Juice Time’s standout offerings — including fresh juices, smoothies, and their Dubai-style chocolate-covered strawberries — with energetic commentary and mouth-watering visuals.

With over 140,000 views and tens of thousands of likes, the video quickly sparked a flood of engagement, with users tagging friends, planning visits, and praising the aesthetics and variety of the menu.

The result? Juice Time experienced a noticeable uptick in foot traffic, social media followers, and buzz across foodie communities in the Chicagoland area.

️ “Craving something fresh and delicious? Juice Time Chicago has you covered!”
— @windy_citychicago on TikTok

@windy_citychicago Craving something fresh and delicious? ✨ Juice Time Chicago has you covered! From refreshing smoothies and fresh juices to viral Dubai chocolate-covered strawberries, this spot is a must-visit! With two locations in Naperville and Bridgeview, you’re never too far from a tasty treat! Tag a friend and let’s go! ️ #JuiceTimeChicago #ChicagoEats #SmoothieLovers #dubaichocolate #dessert #chicago #windycity #chitown #fyp #dessertshop @juicetime.usa @juice time @Juice Time Chicago ♬ ჩუბინა – East Duo

Gomez Boot Ranch – Katy, TX

Gomez Boot Ranch, a locally owned western wear store in Katy, Texas, received a surge of attention after content creator @itsalemtshay posted a glowing TikTok review showcasing the shop’s quality cowboy boots and western apparel.

Tapping into the viral momentum around Beyoncé’s Cowboy Carter album, the Houston Rodeo, and the growing popularity of western aesthetics, the video quickly resonated with viewers looking for authentic gear. The reviewer praised Gomez Boot Ranch for their unbeatable deals, high-quality inventory, and deep Texas vibe.

️ “Y’all wanted the REAL stuff and here it is… This store has QUALITY items and great deals, honestly!”

Location: 2404 Texmati Dr, Katy, TX 77494

@itsalemtshay Replying to @Xyla Royals Yall wanted the REAL stuff and here it is | between cowboy carter, the Houston rodeo and just being in Texas period western wear is NEEDED. This store has QUALITY items and great deals honestly! Store Details: Gomez Boot Ranch 2404 Texmati Dr Katy, TX 77494 United States Go visit and tell them I sent you #houstonrodeo #westernwear #cowgirlboots #westernstorehouston #gomezbootranch ♬ Boots on the Ground – 803Fresh

Engagement Highlights:

• 1M+ views
• ❤️ 75K+ likes
• Comments flooded with “We’re going,” “Saving this,” and “This is the vibe.”

Thanks to this enthusiastic and unsolicited review, Gomez Boot Ranch reached a brand-new audience beyond the Houston metro — proving that video reviews from real customers can put a small business on the map in a big way.

This is a prime example of how local businesses can ride viral waves (like music releases or cultural events) when customers authentically share their experience online.

How Small Businesses Can Capitalize on This Trend

If you’re a small business owner, this shift may feel overwhelming — but the good news is, you don’t need a viral video to benefit. Here are some practical ways to tap into the power of video reviews:

1. Encourage User-Generated Video Content

Ask your customers to film and share their experiences. Offer a small discount, a thank-you gift, or feature them on your own page to incentivize participation.

2. Collaborate with Local Micro-Influencers

Reach out to creators in your area who align with your brand and audience. Provide your product or service for free in exchange for an honest review.

3. Create Your Own Review-Style Content

Don’t wait for others — lead the charge. Record short, informal videos demonstrating your product or explaining your service. Focus on real use cases and behind-the-scenes insights.

4. Use QR Codes to Collect or Share Reviews

Include a QR code on receipts or packaging that links to your TikTok, YouTube Shorts playlist, or a review submission form.

5. Integrate Reviews into Your Marketing Strategy

Embed video testimonials on your website, repurpose UGC for ads, and share reviews in your email newsletters. The more touchpoints you create, the more trust you build.

What This Means for VMS and Our Merchants

At Velocity Merchant Services, we specialize in helping small businesses not only process payments efficiently, but enhance their customer experience in ways that drive real growth.

We understand how vital reviews — especially video reviews — have become to modern business success. That’s why our POS solutions, including Clover devices, are equipped to help you:

• Collect feedback seamlessly at checkout
• Integrate with platforms where video reviews matter
• Automate follow-ups asking customers to share their experience
• Streamline social media tagging and engagement

In a world where how your product is reviewed matters just as much as what is said, we’re here to make sure your business is equipped to succeed in every format.

Conclusion: Seeing Is Believing

The days of relying solely on 5-star ratings and polished testimonials are fading. Gen Z consumers — and increasingly, younger millennials — are turning to authentic, visual, and human-driven content to guide their buying decisions.

For small businesses, this shift presents a unique opportunity. By embracing video reviews and making them a strategic part of your customer experience, you can build trust faster, reach wider audiences, and connect with the next generation of loyal customers.

If you’re ready to modernize your business tools and marketing strategy, Velocity Merchant Services is here to help — with the technology, insights, and support you need to thrive in the age of visual trust.