Word of Mouth Marketing: How Trust Builds Brands and Boosts Sales in 2025

Word of mouth marketing (WOMM) has always been a powerful force in business. In 2025, as digital advertising becomes more saturated and consumer trust in traditional media declines, WOMM has emerged as a cornerstone of sustainable growth. Whether through direct conversations, social media posts, or online reviews, people are more likely to engage with brands that come recommended by someone they know. In today’s trust-driven economy, the opinions of friends, family, influencers, and loyal customers hold more weight than any paid ad. This form of marketing is both organic and authentic, making it more impactful than traditional push-based strategies. At The Ann Savva Group, we’ve seen firsthand how experiential events and human engagement can spark conversations that naturally evolve into word of mouth momentum. In this guide, we’ll explore the psychology behind WOMM, how it works in 2025, and how your business can tap into it for long-term success.

What is Word of Mouth Marketing?

Word of mouth marketing refers to the process of influencing and encouraging natural discussions about a brand, product, or service. It happens when people voluntarily talk about a business because they’ve had a noteworthy experience, good or bad. In 2025, WOMM goes beyond casual conversations to include social media shares, video reviews, testimonials, and mentions on online communities such as Reddit, TikTok, and Trustpilot. It also includes influencer marketing, but only when the recommendation feels genuine and not overly commercial. There are two key types of word of mouth: organic (happens naturally) and amplified (when brands encourage or fuel the conversation). Regardless of type, the core element of WOMM is trust. Unlike paid ads or direct sales pitches, word of mouth comes from real people with real experiences, making it significantly more influential. Brands that invest in delivering exceptional customer experiences often generate the kind of buzz that money can’t buy.

Why Word of Mouth Marketing Works: The Psychology Behind It

Word of mouth marketing works because it's rooted in basic human psychology. People naturally seek guidance from others before making decisions, especially when there’s a perceived risk, like spending money. This psychological process is tied to what’s known as social proof, a phenomenon where individuals look to others to determine appropriate behaviour, especially in uncertain situations. For example, if a friend recommends a local catering service or a brand activation agency, that recommendation is taken more seriously than a digital ad. The Ann Savva Group frequently crafts immersive experiences that leave guests so delighted that they share their stories both online and offline. These conversations, driven by real emotion, build a brand’s credibility and influence. In the end, trust is what drives people to convert, and trust is earned, not bought. Understanding the psychology of WOMM allows businesses to create strategies that feel natural, authentic, and compelling to their audience.

People Trust People Over Brands

Studies consistently show that people trust recommendations from people they know more than any form of traditional advertising. According to Nielsen, 92% of consumers trust recommendations from friends and family over paid advertising, and 74% identify word of mouth as a key influencer in their purchase decisions. This inherent trust is what makes WOMM so valuable. While businesses can try to shape their brand story, it’s far more effective when that story is told by customers themselves. This is particularly relevant in the age of ad fatigue, where audiences are increasingly desensitised to paid content. Genuine endorsements offer the human touch that automated campaigns often lack. The Ann Savva Group has leveraged this trust factor in many of its experiential campaigns, where guests become storytellers, sharing their positive experiences with others, creating ripples of trust across communities and social platforms. In today’s economy, people-powered promotion is the real engine of growth.

Social Proof and Herd Mentality

Humans are inherently social creatures. The concept of “herd mentality” plays a large role in how we form decisions, especially when confronted with choice overload. This is where social proof becomes critical. When potential customers see others enthusiastically engaging with a brand, they are more likely to follow suit. This behaviour is especially visible in digital formats: thousands of likes on a product video, a flood of positive comments, or a viral event moment, all serve as proof that the brand is worth exploring. Brands like The Ann Savva Group tap into this psychology by designing unforgettable events that naturally inspire people to share. When attendees post content from branded experiences, they become ambassadors, sending social signals that spark curiosity and influence. In 2025, brands that harness the power of user-generated content, testimonials, and live audience reactions are best positioned to benefit from the crowd’s endorsement and drive consumer action.

Benefits of Word of Mouth Marketing

Word of mouth marketing brings numerous advantages that make it one of the most cost-effective and high-performing strategies available. First and foremost, it leads to higher conversion rates because recommendations come from trusted sources. It also creates greater brand loyalty, as customers feel emotionally connected to a business they’ve heard about through personal channels. Furthermore, WOMM improves customer retention, since satisfied customers are more likely to stick with a brand they advocate for. Unlike short-term ad campaigns, word of mouth generates long-lasting ripple effects. It’s not uncommon for a single recommendation to influence dozens of decisions, especially in niche or local markets. Importantly, WOMM is also more budget-friendly, particularly for small businesses, since it leverages organic momentum. The Ann Savva Group regularly witnesses these benefits during post-event feedback cycles, where client satisfaction translates into referrals and testimonials. When executed strategically, WOMM becomes a powerful engine of sustainable growth, visibility, and credibility.

What Triggers Word of Mouth?

Several psychological and emotional triggers influence whether someone shares a brand or product with others. Understanding these triggers enables brands to design experiences and messaging that spark conversation. The best word of mouth is rarely accidental; it’s often the result of intentional strategies that activate emotional or practical motivations. According to Jonah Berger’s well-known STEPPS framework from his book Contagious, six elements influence why people talk: Social Currency, Triggers, Emotion, Public, Practical Value, and Stories. These drivers remain highly relevant in 2025. Brands that align their campaigns with one or more of these triggers are more likely to generate meaningful, lasting buzz. For example, when an event surprises guests with a unique twist, it creates social currency; when a product is tied to a daily routine, it becomes a trigger. Understanding and applying these drivers is at the heart of WOMM, and The Ann Savva Group designs event experiences with these precise triggers in mind.

Social Currency

People share things that make them look good, interesting, or in-the-know. This is what marketers call social currency. When customers feel like they’re accessing exclusive, exciting, or elite content, they’re more likely to talk about it. Brands can harness social currency by offering VIP experiences, sneak peeks, or insider deals. Consider how invite-only apps or members-only previews create buzz, not just because of the product, but because of the status they confer. The Ann Savva Group often integrates social currency into events by creating Instagram-worthy photo moments, limited-access guest lists, or branded experiences that feel rare and valuable. These special moments encourage people to talk, post, and engage, often without needing additional incentive. In essence, people become brand advocates not just because of what the product is, but because of how talking about it makes them feel. It’s not about boasting; it’s about sharing something they feel proud to have discovered.

Triggers

Triggers are environmental cues that remind people of a brand or product. When done well, triggers are subtle but powerful, associating your brand with a regular event or activity. For example, people often associate coffee with Starbucks, or Fridays with casual dining or fast food treats. These mental associations keep a brand top-of-mind and naturally encourage sharing. In 2025, brands are using clever content marketing and product placement to create digital triggers. A fun, branded song might become associated with a mood or activity on TikTok. For experiential campaigns, The Ann Savva Group has designed events where every detail, from the music to the scent to the decor, is crafted to evoke strong, shareable associations. These sensory and emotional cues act as triggers, ensuring the brand stays present in the customer's daily life long after the event. Smart brands engineer these mental nudges to stay memorable and spark ongoing conversations.

Digital Word of Mouth: How It’s Changed in 2025

The digital evolution of word of mouth has dramatically reshaped how brands grow. Today, digital WOM happens across Instagram reels, TikTok challenges, YouTube reviews, and even private WhatsApp groups. While the essence remains the same, people talking about products or experiences, the scale and speed have changed. A single tweet or TikTok post can go viral in hours, reaching millions. What’s more, user-generated content (UGC) is now considered one of the most trusted sources of information. Consumers actively seek reviews and testimonials before making decisions. Brands must now actively monitor, respond to, and amplify these conversations. The Ann Savva Group ensures clients are equipped with post-event social amplification strategies, encouraging attendees to share and tag their experiences. In today’s landscape, word-of-mouth marketing is no longer confined to word-of-mouth; it’s keyboard, screen, and algorithm-powered, requiring brands to be present, engaged, and responsive to what their audiences are saying online.

## How to Encourage Word of Mouth for Your Brand

Creating a strategy that stimulates word of mouth marketing requires intention, creativity, and consistency. While organic buzz can happen unexpectedly, the most successful brands actively cultivate environments that encourage customers to share. It all begins with delivering exceptional experiences and continues through community-building, amplifying feedback, and strategic follow-up. In 2025, with audiences more selective and savvy than ever, your brand must give people a compelling reason to talk about you. The Ann Savva Group, with its expertise in experiential activations, understands that modern consumers respond to moments that evoke emotion, delight, and a sense of belonging. Below are key strategies to help your brand ignite and sustain positive word of mouth, both online and offline.

Create Memorable Experiences (Experiential Marketing)

One of the most powerful triggers for word of mouth is delivering unforgettable experiences. Experiential marketing makes your brand tangible, creating moments that are not only lived but also shared. At The Ann Savva Group, we specialise in designing immersive, branded environments that connect with audiences emotionally. For example, a recent launch event for a fashion client included a pop-up catwalk in a public square, complete with interactive digital mirrors and surprise influencer appearances. The unique nature of the event, combined with personalised engagement, led to hundreds of organic social media posts, trending hashtags, and even local media coverage. When an experience is surprising, delightful, or emotionally charged, people want to talk about it. And in today’s visual world, if it’s camera-worthy, it’s share-worthy. Brands should strive to create those ‘wow’ moments that guests feel compelled to capture, tag, and repost, fueling natural conversations that build brand equity long after the event ends.

Leverage Customer Reviews and Testimonials

Customer reviews and testimonials are among the most trusted forms of word of mouth, especially in the digital realm. According to BrightLocal, 84% of people trust online reviews as much as personal recommendations. Encouraging happy customers to leave positive feedback on platforms like Google, Trustpilot, and Facebook is essential in 2025. These platforms not only serve as a trust signal but also influence search engine rankings and click-through rates. The key is to make it easy for users to review, and to actively showcase testimonials across your website, emails, and social channels. At The Ann Savva Group, we regularly collect post-event feedback and turn standout quotes into testimonials for future pitches and digital promotion. Positive feedback becomes even more powerful when paired with visuals, such as video testimonials or tagged Instagram Stories. In a world where audiences research before buying, strong reviews help reinforce credibility and support the silent sales force that word of mouth represents.

Build a Brand Community

A strong brand community transforms one-way communication into a dialogue. When people feel part of something bigger than a transaction, they’re more inclined to advocate for it. Building a community can take many forms: Facebook groups, Instagram hashtag campaigns, interactive events, or even private membership platforms. These communities enable peer-to-peer sharing, foster emotional connection, and keep your brand top of mind. For example, The Ann Savva Group has helped corporate clients establish branded VIP event groups where attendees continue conversations, share photos, and plan future meetups. This creates an ecosystem where loyalty is nurtured and word of mouth is a natural by-product. The secret lies in providing value, not just promotion. Give your community early access, insider insights, or exclusive content they won’t find elsewhere. In return, they become not just customers but ambassadors, invested in your success and eager to spread the word to like-minded peers.

Empower Brand Advocates

Every brand has loyal customers, it’s how you engage them that turns loyalty into advocacy. Empowering your best customers to become brand evangelists means giving them the tools and recognition to speak on your behalf. Think referral programmes, ambassador perks, exclusive previews, or even co-creation opportunities. These initiatives create a sense of ownership and pride, transforming fans into partners. One way The Ann Savva Group fosters advocacy is by identifying highly engaged event guests and inviting them to future projects, behind-the-scenes previews, or ambassador programmes. This not only deepens relationships but sparks enthusiasm that gets shared across their personal networks. Advocacy is most authentic when it’s earned, not paid for, so always ensure your advocates genuinely align with your brand values. Empowering them doesn't just increase visibility, it builds authentic credibility, which is the true currency of modern marketing.

Surprise and Delight

People love surprises, especially when they feel thoughtful and personal. The “surprise and delight” tactic is a subtle but powerful way to encourage word of mouth. Whether it’s an unexpected upgrade, a handwritten thank-you note, or a birthday discount, small gestures can leave a big impression. In a world of automation, personal touches feel extraordinary. One memorable example from The Ann Savva Group was a luxury skincare event where each guest was gifted a personalised skincare package based on a digital skin scan done at check-in. The effort behind the experience made it stand out, and attendees were eager to share it across social media. When brands go above and beyond what’s expected, it often sparks conversations that are filled with enthusiasm and gratitude. These acts don’t have to be expensive, just sincere, relevant, and timely. The more emotionally resonant the surprise, the more likely it is to be remembered, appreciated, and shared.

At The Ann Savva Group, we integrate these KPIs into our post-event reporting to ensure every activation delivers measurable value, not just momentary buzz. Analysing this data helps brands optimise future campaigns and fine-tune their strategies.

Common Mistakes Brands Make With Word of Mouth Marketing

Word of mouth may be organic, but that doesn’t mean it’s hands-off. Many brands fall into common traps that dampen their WOM potential. First, ignoring negative feedback can backfire; responding transparently and swiftly can turn critics into advocates. Another mistake is focusing only on big influencers. While influencers can amplify a message, micro-influencers and real customers often generate more trust and engagement. Not having a follow-up system is also a missed opportunity. After creating buzz, brands must nurture relationships through email, community engagement, or loyalty programmes. Lastly, overlooking the customer experience, from your website to after-sales support, can kill WOM momentum. Remember, every touchpoint matters. The Ann Savva Group always advises clients to map out and optimise the full customer journey. A seamless experience makes sharing more likely, while a clunky one creates silence, or worse, negative buzz. By avoiding these mistakes, your brand can create a consistent flow of referrals, reviews, and repeat business.

The Bottom Line: Why Word of Mouth is a Long-Term Growth Engine

Word of mouth is not just a trend, it’s a timeless strategy rooted in trust, experience, and community. In 2025, its importance has only grown as audiences crave authenticity and filter out generic marketing. When someone talks about your brand voluntarily, it carries unmatched credibility and power. Whether through immersive events, personalised gestures, or online reviews, the key is creating meaningful touchpoints that people feel excited to share. WOMM is cost-effective, sustainable, and, when done right, self-perpetuating. At The Ann Savva Group, we’ve witnessed how a single event or engagement can spark hundreds of conversations, leading to real business outcomes. If you’re ready to build a strategy rooted in experience, engagement, and emotional connection, we invite you to consult with us. Let’s design a campaign that gets people talking, for all the right reasons.

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