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What Is Word of Mouth?
Sales
Updated 18 September 2026
Quick Answer
Word of mouth is people organically talking about and recommending a business to others — the original, still highly trusted form of marketing, now amplified by online reviews and social sharing.
Word of Mouth vs. Referral — What's the Difference?
| Word of Mouth | Referral | |
|---|---|---|
| Specificity | The broader, more general phenomenon of people discussing a business | A specific, trackable recommendation leading to a new customer |
Why It Matters
- It remains one of the most trusted forms of marketing, since recommendations from people we know carry more weight than advertising.
- It's increasingly amplified and made visible through online reviews and social sharing, extending its reach beyond just direct personal conversations.
How It Works
- A satisfied (or dissatisfied) customer shares their experience with others, organically.
- This spreads through personal conversations, and increasingly through online reviews and social media.
- A business can encourage this by delivering a genuinely excellent, memorable experience worth talking about.
Key Takeaways
- Word of mouth is people organically discussing and recommending a business.
- It remains one of the most trusted forms of marketing.
- Online reviews and social sharing have amplified its reach significantly.
Frequently Asked Questions
Can I actively encourage word of mouth?
Yes — delivering a genuinely excellent, memorable experience is the foundation, and directly asking satisfied customers to share or review also helps.
How is word of mouth different from a referral?
Word of mouth is the broader, more general phenomenon; a referral is a specific, trackable instance where someone was directly recommended and became a customer.
Does online review activity count as word of mouth?
Yes — online reviews and social sharing are essentially digital, more visible and scalable extensions of traditional word of mouth.