What is word-of-mouth marketing, and can ads help it?
Word-of-mouth marketing is getting customers to recommend you to other people, in person, in chats, in reviews or in their own posts. Ads can't create it, but they can take real recommendations and show them to far more people.
ShoaibUpdated 3 min read
Why does word of mouth matter so much?
Because people trust people. Nielsen's 2021 Trust in Advertising study found that 88% of global respondents trust recommendations from people they know more than any other channel. An ad saying you're good is a claim; a friend saying it is proof.
What are the main forms of it?
| Form | What it looks like | How to encourage it |
|---|---|---|
| Reviews | Star ratings and comments on Google Business Profile | Ask every happy customer, with a link or QR code |
| Referrals | A customer sends a friend | Make it easy: a shareable link or a simple thank-you |
| UGC | Customers post photos or videos of your product | Repost them (with permission) and make packaging worth filming |
| Private chats | Someone forwards your WhatsApp or Instagram to a friend | Give great service worth talking about |
What are the rules on reviews?
Google Business Profile Help says you can ask customers to leave a review, for example through a Google link or QR code, and encourages replying to reviews. But offering incentives, like free or discounted goods, in exchange for reviews is strictly prohibited. See how to set up a Google Business Profile in Kuwait.
How can ads help word of mouth?
- Turn customer content into ads. Real customer videos and photos often make strong ads. See what UGC ads are.
- Show reviews in your creative. A real quote from a real customer carries more weight than your own claim.
- Reach people like your fans. Ads can find more people similar to the customers already talking about you.
- Work with creators. See what influencer marketing is.
Where should I start?
Make sure the experience is worth talking about, then ask for reviews consistently. Once you have real recommendations, use ads to spread them.
Want your best customer stories working in your digital marketing? See our Meta ads service.