What is Word-of-Mouth Commerce?

From the earliest days of marketing, word-of-mouth has always been the best way to grow a business. Trusted, personal recommendations have reliably driven engagement and sales for brands — in a way that cannot be replicated by traditional marketing strategies. However, word-of-mouth marketing was difficult to scale or repeat, and therefore deemed an inefficient channel in the past.

Now, by operationalizing influencers, customers, affiliates, and other brand community members, word-of-mouth has become highly scalable, profitable, and efficient. 

That’s why word-of-mouth commerce is the next evolution of influencer marketing.

What is word-of-mouth commerce?

Coined by Aspire, word-of-mouth commerce refers to the buying and selling of goods through recommendations, referrals, or third-party endorsements from trusted individuals. This can be in the form of: 

• Influencer marketing
• Paid ads powered by UGC (such as Partnership Ads and Spark Ads)
• Affiliate marketing
• Ambassador programs
• Customer referral programs
• And more

All of these word-of-mouth commerce strategies are powered by today’s most coveted social currency: trust. By partnering with influencers, customers, and other brand fans, you can provide consumers with social proof from real product users. Word-of-mouth from these reliable sources is key to establishing brand trust and driving long-term business growth.

Why should brands leverage word-of-mouth commerce?

Consumers today are bombarded with ads everywhere they turn — but traditional brand content no longer drives impact, particularly among younger audiences who prefer authenticity and peer-to-peer recommendations. Instead of implementing traditional advertising methods that can often feel intrusive or insincere, tap into the power of word-of-mouth commerce.

When a customer, influencer, or a friend vouches for a brand, it resonates far deeper than any scripted commercial ever could. Brands that harness the power of word-of-mouth commerce — through activations like brand ambassador programs or influencer marketing — can leverage this fundamental aspect of human psychology, fostering a community of loyal advocates who willingly spread the word about their positive experiences. This scalable dissemination of brand messaging not only enhances credibility, but also extends the reach of the brand far beyond the confines of traditional marketing channels.

Moreover, word-of-mouth commerce offers brands a cost-effective and sustainable approach to growth in an increasingly competitive landscape. Instead of pouring hefty budgets into traditional advertising campaigns that may yield diminishing returns, investing in cultivating relationships with customers and influencers can generate long-lasting results. 

By nurturing genuine connections and delivering exceptional experiences, brands can create a ripple effect of positive word-of-mouth referrals that fuel ongoing customer acquisition and retention efforts. In essence, leveraging word-of-mouth commerce isn't just about promoting products or services — it's about fostering authentic relationships that form the cornerstone of a brand's success in today's interconnected world.

Ready to tap into word-of-mouth commerce? Book a demo to see how Aspire can help.