How Yelp Elites bring attention to local businesses
Ever read a Yelp review and seen the word “Elite” by the reviewer’s name? These are Yelp Elites, an important pillar of the Yelp community. Elites are active reviewers who are selected based on their well-written reviews, high-quality photos, and passion for local businesses. In addition to receiving an Elite badge on their profile, they also attend exclusive events hosted by Yelp’s Community Managers, where they get to know business owners and help bring attention to the best local businesses in their region.
“They’re kind of like local influencers, and all of them use their real name and a real photo,” said Gabi Messinger, vice president of community management at Yelp. “They’re folks who just want to support local businesses and make sure that people have a positive experience with the businesses they’re using.”
How do Yelp Elites—Yelp’s most prolific and experienced reviewers—think about reviews? And how can your business harness their expertise to strengthen your online reputation?
Hear from Gwyn C., a 2023 Yelp Elite, who shares her method for reviewing businesses, what matters most to her as a customer, and how she’s directly helped entrepreneurs with her feedback.
Meet Yelp Elite reviewer Gwyn C.
Lives in El Cajon, California
Joined Yelp in 2011
Contributed nearly 200 Yelp reviews, the majority of which are 4 or 5 stars
Why she reviews: “I love finding those hole-in-the-wall places, and I love seeing them succeed. I’ve worked with and in small businesses before, and I know what kind of a struggle it can be. So I think that’s part of where my passion comes from. I just wanna see them do well.” —Gwyn
Gwyn always aims to provide positive feedback
Most of Gwyn’s reviews are 4 or 5 stars, and there’s a reason for that: She cares about local businesses and carefully considers the effect her reviews have on them and the Yelp community. In 2013, Gwyn wrote one of her first Yelp reviews ever for her local mechanic, Monza Auto Mechanics and Body Shop Inc., and witnessed the power of reviews firsthand.
“[My mechanic] was so good, so honest, and so open. And as a woman, it’s really hard to find a business that you can trust, much less a mechanic,” she said. “I really wanted to help him out… [I] wrote a review for him, and he started to get more business. He was so thrilled with how that worked out. So that started [this feeling of] empowerment [when I write reviews], of ‘Hey, your voice has something to say.’”
It’s not just Gwyn that feels this way: The majority of Yelp users write reviews to share their love for a local business with others—nearly 70% of all reviews are 4 or 5 stars.
Service is a main factor in Gwyn’s reviews
When writing a review, Gwyn puts a lot of emphasis on customer service, noting details such as the server who gave her a free appetizer or the business owner who turned down the music to accommodate the seniors in her party. Although she cares about other factors—the price of a service or the quality of a meal—Gwyn said service can make up for an otherwise mediocre experience.
“The food could be just so-so, but [if] you had good service, you’re gonna wanna go back,” she said. “The food will taste a little better than you initially thought. It’s a sort of a psychological thing, but it somehow feels like it’s okay and it makes up for it.”
On the other hand, when service is lacking, Gwyn considers it her responsibility as a reviewer to share that feedback. “I want the best for every restaurant. I want them to evolve. I want them to do better,” she said. “I always try to be positively critical so that it encourages them.”
Gwyn’s reviews are about more than the star rating
People rely on review platforms for more than just the star ratings and reviews. In a 2023 survey commissioned by Yelp and conducted by Material, only 17% of respondents say they visit review platforms solely for their reviews.*
Although Gwyn pays attention to star ratings, she said she reads Yelp reviews mainly for the detailed descriptions of a business’ service, atmosphere, and offerings. As a reviewer, she also tries to capture these details for others by uploading photos of the business.
“The more pictures, the better,” Gwyn said. “When you go to a restaurant, you want to understand what the portion size is gonna be. The look and appearance of the food is also important. When other people are reading the review, they want to see: Does it look appetizing? How was it plated? I also like to try and capture what the restaurant looks like so you know what you’re walking into.”
Review responses make Gwyn feel valued
Gwyn is motivated by a desire to help local businesses, and review responses are one way she knows she’s made a difference. According to Gwyn, it’s even more meaningful when a business responds to a critical review. “When you write something that’s not necessarily positive, where you’re trying to help the business, if they write back and at least acknowledge it, that means an awful lot—[especially] if they’re not trying to pull out excuses,” she said.
“I appreciate that because it means that the business owner cares and that they want to earn that business back. The ones that take the time to do that, it’s really appreciated and valued.”
Rather than ignore critical reviews, remember your response could help future customers—and potentially change a reviewer’s mind about your business. 86% of respondents say they’re more likely to look past a business’s critical reviews if they demonstrate their commitment to customer service by responding and adequately addressing the issue.*
Did you know? Even business owners can write reviews of their own experiences with other businesses. Visit Yelp.com or download the Yelp app to write your first review.
If you’re a business interested in hosting a Yelp event for Yelp Elites and would like to connect with your local community manager, simply submit an inquiry. Plus, check out www.yelp.com/events to see local events happening in your area.
*Material Survey 2023
These lessons come from an episode of Behind the Review, Yelp & Entrepreneur Media’s weekly podcast. Listen below to hear from Gwyn, or visit the episode page to read more, subscribe to the show, and explore other episodes.