Do you remember this restaurant? The one that your friend recommended to you by providing value.. on Instagram he has posted #bestrestaurantintown#friendshipgoal#I’llnevercookagain#WORDOFMOUTH!!
WORD OF MOUTH is the most powerful tool in marketing. Consumers might be affected by positive or negative thoughts or reviews that are spread just as fast.
However, world of mouth may create advantages or damages to the brand, as people trust more easily their friends, family or even reviews online rather than influencers or advertisement in general.
People aren’t naive and understand that influencers are paid by brands to promote their products... especially when at the end of the video a discount code is released. Same with advertising, marketers won’t be truly honest when reviewing or creating a spot. Marketers will always enhance the image of the product in order to create an impulse buy toward its consumers.
World of mouth implies various characteristics, while the most useful one are based on stories, emotions, social currency and/or by providing value.
If I had to choose, I’m more likely able to remember a brand based on its story or the emotion created.
Word of Mouth’s aim is to express its feeling, emotions to others in order to give the incentive to try the product.
Why people share on social media content that makes them look cool, interesting, fun?
The purpose is to be followed by users that envy their lives ... right?
This social currency characteristic is the most common technique over the web. Instagram plays this role when influencers share their daily life and share "achievable dreams" with their followers. For example, nowadays people want to look fit and strong. Therefore, users will follow Influencers that are fit and strong, promoting protein powders that will foster them to look like the influencer by buying the product at lower cost.
Overall, consumers feel more confident in the information they're sharing when they're contributing something that's worth talking about. To illustrate this, "research has shown that Facebook users are more likely to share content that educates their network, and/or makes them look good and reinforces a certain image of themselves.” (Megan Mosley, SocialMediaToday, 2017)
How likely you remember a brand or product based on those characteristics?
Is World of mouth influence your choice better than any other marketing technique?
