One of the best ways to engage your audience is by providing them with a compelling reason to share your message with their networks in
a way that is natural and seamless. Word-of-mouth marketing and peer recommendations are an extremely powerful way to increase brand
visibility through social proof, as people believe their network of peers more often than a branded campaign. In fact, a recent Nielsen
Survey on trust in advertising found that only 33% of buyers believe what a brand says about itself. Because people view any brand-to-buyer communication as an advertisement, your customers are less likely to take your word for it. In contrast, the same study showed that 92% believe what their peers have to say about a brand. For example, if your target audience’s friends and colleagues are talking positively about your product or service, you are more likely to gain their trust than by running an ad campaign.

According to a McKinsey Study, marketing-inspired word-of-mouth generates more than twice the sales of paid advertising, and these
customers have a 37% higher retention rate. Given the importance of peer recommendations and their amplification through social
media, influencer marketing has become a widely discussed topic among marketers.