The power of eWOM

by | May 6, 2024


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In today’s interconnected world, where information flows freely across various platforms and channels, understanding the dynamics of Word of Mouth (WOM) and User-Generated Content (UGC) has become paramount for individuals and businesses alike. This introductory exploration delves into the intricacies of WOM and UGC, illuminating their roles, intersections, and profound impacts in shaping our choices and experiences in the modern era.

Word of Mouth (WOM) refers to informal communication between people about products, services, or brands. It occurs when individuals share their experiences, opinions, or recommendations with others. WOM can happen both online and offline, including conversations, reviews, recommendations, and testimonials. Traditionally, WOM was primarily face-to-face, but with the rise of digital platforms, it now extends to social media, forums, and other online channels.

So, imagine this, The Chatter at the Café: You’re sitting at your favorite café, sipping a frothy cappuccino. Your friend leans across the table, eyes wide with excitement, and says, “Hey, have you tried that new bakery down the street? Their croissants are like buttery clouds!” That’s WOM in action. It’s those personal recommendations, the hushed conversations over lattes, and the enthusiastic nods when someone says, “Trust me, you’ve got to check it out!”

User-Generated Content (UGC) encompasses any content created by users or consumers rather than by the brand itself. It includes blog posts, social media updates, photos, videos, reviews, and more. UGC is often authentic, relatable, and trustworthy because it comes directly from real users. 

Now picture this: You’re scrolling through Instagram, and suddenly, your screen bursts with vibrant food photos. Avocado toast, rainbow smoothie bowls, and decadent desserts—all snapped by everyday foodies. That’s UGC! It’s the mouthwatering snapshots, witty captions, and hashtags like #FoodPorn. These food enthusiasts aren’t professional chefs; they’re just passionate about sharing their culinary adventures. And guess what? When they rave about that hidden gem of a café, it’s UGC doing its magic. 

While UGC and WOM share similarities, they are not identical. UGC extends beyond WOM, including not only recommendations but also creative content produced by users. Additionally, UGC predominantly exists online, whereas WOM can occur in person or over the phone. Brands benefit from both by fostering authentic user engagement and leveraging the power of genuine recommendations and content creation. 

The Beautiful Blend: Where WOM Meets UGC Sometimes, WOM and UGC dance together like old friends at a lively fiesta. Imagine you’re planning a weekend getaway. You ask your coworker for travel tips, and she raves about a cozy B&B she discovered through an online review. That’s the sweet spot—the intersection of WOM and UGC. Her personal endorsement (WOM) meets the written review (UGC), creating a harmonious symphony of trust. Suddenly, you’re booking that charming B&B, and your adventure begins. 

    Unlocking Sales Growth in E-commerce: The Power of eWOM


    In today’s digital age, electronic Word-of-Mouth (eWOM) has emerged as a dominant force, putting together the huge success of WOM and the ability to use UGC as a tool to create incredible online experiences, shaping consumer behavior and driving sales in e-commerce. eWOM, which encompasses consumer opinions and recommendations shared online, leverages the synergies between traditional Word-of-Mouth (WOM) and User-Generated Content (UGC) to influence purchasing decisions.

    Understanding eWOM:


    eWOM refers to the online dissemination of consumer opinions, recommendations, and experiences about products or services across digital platforms such as social media, review websites, and forums. It represents a digital extension of traditional WOM, amplifying its impact and reach to a broader audience.


    Building eWOM with WOM and UGC:


    WOM serves as the foundation for eWOM, as initial conversations and recommendations among consumers lay the groundwork for digital discussions. These offline interactions spark online dialogue, fueling the exchange of opinions and experiences across digital channels.

    UGC plays a complementary role in building eWOM by providing tangible evidence of product satisfaction and authenticity. User-generated reviews, testimonials, and images serve as social proof, reinforcing the credibility of eWOM and influencing potential buyers.


    Leveraging eWOM for Sales Growth:


    By strategically integrating eWOM, WOM, and UGC, brands can unlock significant sales growth in e-commerce. According to a study by McKinsey, eWOM generates more than twice the sales of paid advertising, underscoring its effectiveness in driving consumer behavior and purchase intent.

    So, next time you hear about a must-visit restaurant from your neighbor or stumble upon a captivating travel blog, remember: WOM and UGC are like flavor-packed ingredients in the recipe of life. They spice up our choices, add a dash of authenticity, and turn ordinary moments into extraordinary memories. Bon appétit! 🌟🍽️📸 

    Are you ready to use the power of WOM and UGC to boost your sales?