
Power of digital word of mouth
Word of mouth (WOM ) can be extremely powerful. But before we go any further, let’s take a look at what it means… Word of mouth refers to the tendency of people to share their experiences, whether positive or negative, with those around them. Its power lies in our natural tendency to give more credit and trust to people we know. So, when someone in our social circle passes on information to us, we are inclined to consider it as true, because we share common values with that person, whether through friendship or family. Furthermore, when we recommend a brand to someone, that person knows that they can trust us, because our recommendation is not motivated by compensation from the brand in question.
Here are some figures:
- 92% of consumers trust recommendations from friends and family more than traditional marketing.
- 91% of people aged 18-34 trust online reviews as much as personal recommendations.
- Word of mouth is 5 times more effective than paid advertising.
- 83% of consumers are willing to recommend a product after a positive experience, but only 29% actually do so.
- 74% of consumers consider word of mouth to have a major influence on their purchasing decisions.
- Word of mouth accounts for approximately $6 trillion in annual consumer spending, or 13% of all global sales.
- Millennials are 38% more likely to discover brands through recommendations.
- 88% of people place the highest level of trust in brands that have been recommended by a friend or family member.
Benefits of Social Validation

Social validation plays a crucial role in the use of UGC. Here are some of the benefits:
- Increased credibility: When content is shared and approved by other users, it gains credibility in the eyes of the public. Consumers tend to trust the opinions and recommendations of their peers more than traditional marketing messages.
- Increased engagement: Users are more likely to engage with content that is approved by their peers. When they see others commenting, sharing, or liking user-generated content, they are more likely to engage themselves, which can drive interaction and participation.
- Increased authenticity: UGC is often perceived as more authentic and sincere than content created by brands themselves. Social validation confirms this authenticity by showing that other users found the content useful, interesting or entertaining.
- Reach Expansion: When user-generated content is shared and enjoyed by a wide audience, it can help expand the brand’s reach. User shares and recommendations of content can result in significant exposure to new audiences who may be interested in the brand’s products or services.
- Reduced production costs: User generated content can be a valuable and inexpensive source of content for brands. By encouraging users to create and share content, brands can reduce the costs associated with producing marketing content while still enjoying the benefits of social validation.
Social validation builds credibility, engagement, authenticity, expands reach, and enables more cost-effective content production, making it a key element in effectively using UGC in marketing strategies.
Conclusion

User-generated content (UGC) and the power of digital word-of-mouth are essential elements in the modern marketing landscape, providing brands with a unique opportunity to cultivate trust and engagement with their audiences. By leveraging the natural credibility of peer recommendations and the authenticity inherent in UGC, businesses can build strong relationships with their consumers and significantly expand their reach.
Statistics clearly reveal the positive impact of digital word-of-mouth on consumer purchasing decisions, highlighting its crucial role in building brand trust and credibility. Additionally, the social validation associated with UGC
not only strengthens the authenticity of the content, but it also drives engagement and promotes an organic expansion of the brand’s reach.
In conclusion, UGC and digital word-of-mouth provide a valuable opportunity for businesses to connect with their audience in an authentic and meaningful way. By incorporating these strategies into their marketing efforts, brands can not only strengthen their brand image, but also drive long-term customer growth and loyalty.