Word-of-mouth

Word of Mouth refers to the organic sharing of opinions, recommendations or experiences between individuals about a product, service or brand. This form of communication can happen in person, over the phone or through digital channels such as social media, messaging apps and online reviews. It is considered one of the most trusted forms of marketing because it comes from real users rather than paid advertising.

Word-of-mouth marketing occurs when customers are so satisfied with a product or experience that they voluntarily talk about it with others. It can also be encouraged through strategic initiatives such as referral programs, influencer partnerships or user-generated content. There are two main types of word-of-mouth marketing: organic, which happens naturally without prompting, and amplified, which is supported by campaigns designed to increase sharing. Both forms contribute to brand awareness, credibility and conversion.

For nonprofits, SaaS providers and mission-driven brands, word of mouth plays a powerful role in growth. Positive experiences shared by peers, colleagues or community members often carry more weight than official messaging. Encouraging reviews, testimonials and social proof helps build trust and reach audiences who might not respond to traditional advertising. To support word-of-mouth momentum, it is important to deliver consistent value, maintain transparency and engage with your audience authentically. When people feel heard and appreciated, they are more likely to share their experiences with others.