What is word of mouth?

Word of mouth is simply when people share their thoughts, experiences, or recommendations about a product, service, or brand with someone else—often friends, family, or community members. It’s not paid or scripted; it’s spontaneous and driven by real experiences. Sometimes it happens face-to-face, other times through social media, group chats, forums, or online reviews.

Why does word of mouth matter in today’s social world?

Word of mouth is powerful because you and I trust what our friends say more than ads. Around 90% of us rely on personal referrals when making a purchase. Plus, in 2025 it’s gone beyond chit‑chat—private messages, Reddit threads, niche forums, and user-generated content have made it even more hidden yet impactful.

How does word of mouth work online?

In the digital world, word of mouth is called eWOM (electronic word of mouth). That includes:

  • Social media mentions and shares
  • Online reviews and star ratings
  • UGC like photos, unboxing videos, testimonials
  • Influencer and micro-influencer posts—especially from smaller creators who feel like regular people.

eWOM boosts visibility and reach far beyond face-to-face conversations.

What drives people to share?

Not all experiences get talked about—and researchers point to six key triggers (from Jonah Berger’s STEPPS):

  1. Social currency: Sharing awesome stuff makes us look good.
  2. Triggers: Everyday reminders keep the topic top of mind.
  3. Emotion: Strong feelings—joy, surprise, awe—get shared.
  4. Public visibility: If it’s visible, it’s more likely to be copied.
  5. Practical value: Helpful tips and useful info get passed on.
  6. Stories: People remember and share narratives over facts.

What’s the difference between organic and amplified word of mouth?

  • Organic: When someone recommends something because they legitimately love it—no prompting, no incentives.
  • Amplified: When brands actively encourage sharing—think referral programs, loyalty rewards, contests, or hashtag campaigns.

Both types matter—organic feels most authentic, but amplified gives it a nudge.

How can you encourage more word of mouth?

Here’s what works:

  • Deliver exceptional experiences – customers will want to talk about you.
  • Use referral incentives – e.g., “give £10, get £10” for both friend and referrer.
  • Encourage UGC – ask customers to post photos, reviews, or unboxing videos.
  • Engage micro-influencers or fans – they often hold more trust than celebrity influencers.
  • Spotlight positivity – highlight stories or testimonials that others can relate to.

Tips: Do’s and Don’ts for word of mouth success

  • ✅ DO focus on real delight—amazing products or services are the foundation.
  • ✅ DO tap into small, niche communities—they’re often full of trust.
  • ✅ DO make sharing easy—provide links, hashtags, review prompts.
  • ❌ DON’T fake or buy reviews—that erodes trust and can backfire
  • ❌ DON’T over-incentivize—too much reward can feel manipulative.

Bottom line

Word of mouth—organic or amplified—is one of the most trusted and effective ways to grow your brand. By focusing on amazing experiences, authentic encouragement, and user-generated content, you can light up conversations both online and off. And in 2025? Those small, honest shares are the real magic behind brand discovery and trust.