Word-of-Mouth Advertising in the Influencer Age
Consider the True Value of Influencer WOM
While friends and family will always have the greatest sway and carry the greatest trust metric when it comes to word-of-mouth, there’s no denying that you can also get a lot of mileage out of endorsement from celebrity influencers. Today, successful social media influencers command millions of followers who not only read their content religiously, but also engage with it, and are prone to buying what they recommend. You do, however, have to keep in mind that their audience is savvy about sponsored content, and they are always fully aware that endorsements from their favorite celebs can be bought.

Determine How You’ll Track Engagement
When you’re measuring how your content is engaging people online, be sure that your metrics accurately reflect the things that matter most to you. When it comes to word-of-mouth marketing, content shouldn’t just be viewed, or liked, but needs to be shared. Shares have a greater impact on the subsequent viewers, because the same content is then seemingly coming from a trusted friend, rather than a brand. Similarly, many companies are sourcing content from their reader base—not only to decrease their expenses, but also because people who publish their own content are more likely to share their work organically, promoting your website or vertical with the power of word-of-mouth.

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