We all cringe at the phrase “in today’s digital world,” or is it just me? I’m not sure, but IN TODAY’S DIGITAL WORLD, where social media and various online channels truly shape our daily lives, there’s a phenomenon encompassing users’ communication about their experiences with various products and services. We used to call it WOM (word of mouth), and today this phenomenon has its digital extension, i.e., e-WOM (electronic word of mouth).
What is e-WOM?
e-WOM is defined as the digital exchange of opinions, recommendations, and reviews through social networks, blogs, forums, and review platforms. In practice, it’s that moment when, for example, you’re considering buying a smart vacuum cleaner but are torn between two models. You go to your favorite social media group, open forums, or browse reviews on various websites where you encounter experiences from other users and make your purchase (or non-purchase) decision. Been there, done that.
Or, say, you’re planning a trip and want to create an itinerary. You likely first check others’ experiences online, browse Instagram feeds under the location’s hashtag, or ask friends in Facebook groups for recommendations on what to visit, etc. Experiences of real people become your personal quality check, and that’s the power of e-WOM: digital recommendations that are authentic, easily accessible, and often detailed enough to be truly helpful.
e-WOM gives a voice to everyone – both the satisfied and the disappointed. One single comment can spread at the speed of light and influence the attitudes of a global audience, making e-WOM faster, more efficient, and far-reaching than traditional “word of mouth” recommendations.
Statistics* show how powerful e-WOM can be:
- 92% of consumers read online reviews.
- 63% of consumers are more likely to purchase from websites that contain user reviews.
- More than 50 reviews per product can increase the conversion rate by 4.6%.
- Consumer reviews are 12 times more credible than descriptions provided by manufacturers.
- e-WOM communications can increase sales by an average of 18%.
e-WOM comes from users and includes spontaneous interactions about various products and services. Users themselves create the “topic” by sharing their experiences and generating that famous buzz, making it authentic.
When the Right Story Finds the Right Audience
One example of e-WOM’s power comes, logically, from TikTok. Users often share video reviews of their favorite beauty products, from skincare routines and makeup reviews to hair care tips and using beauty gadgets, using the popular hashtag #TikTokMadeMeBuyIt, which has been viewed over 60 billion times. Such videos gather millions of views and likes at lightning speed, often causing spikes in product sales.
For instance, products like The Ordinary niacinamide serum, La Roche-Posay Cicaplast cream, and the Dyson Airwrap hair styling device experienced a surge in sales precisely due to viral reviews on TikTok. Users share their personal results and transformations, further motivating others to try the same products (don’t ask how I know).
Alongside the above, it’s easier to admit that I’m a clean freak and that the hashtag #TikTokMadeMeBuyIt knocked me off my feet, especially (but not only) due to user recommendations about “cleaning hacks,” “cleaning gadgets,” and “cleaning preparations.” One of perhaps the most famous examples for me is The Pink Stuff, a universal cleaning product that became extremely popular thanks to TikTok users who shared “before” and “after” videos of using the product, leading to massive interest and product shortages in numerous stores worldwide.
In the case of Ryanair, their e-WOM strategy combines humor and irony to encourage users to share their personal experiences with the brand. What makes Ryanair special in this story is that their users often spontaneously respond and share Ryanair’s posts, adding their own experiences – whether positive or negative. Examples of such e-WOM include passengers recording funny or uncomfortable moments on Ryanair flights and sharing them online, using sarcastic comments or memes. Ryanair responds to these posts in the same tone, further encouraging sharing and interaction. So, of course, the company wants their content to go viral, but the main strength still comes from interacting with users, which is the essence of e-WOM.
Authenticity, Speed, and Impact
In an era where consumers no longer want to watch fully staged ads, e-WOM brings authenticity. People trust real experiences from other users because their goal isn’t to push something onto others but to genuinely share their experiences. Realistically speaking, when we see on social media that everyone is praising a new product or service, the instinct often kicks in: “I must or want to try that too.” e-WOM leverages this effect – when everyone talks about something, it creates the impression that it’s something special and attracts even more attention.
That’s why a good story can spread at an incredible speed (and a bad one even faster), so one positive review can easily trigger a wave of enthusiasm and make a brand popular almost overnight. On the other hand, negative reviews can also seriously harm a reputation in a minute. Therefore, the power of e-WOM lies in its authenticity, as it primarily comes from users, the speed of information spread, and its impact on brand perception.
In a time when users increasingly trust recommendations and experiences of others in the online space, and their motivation to participate in e-WOM often comes from altruism, the need for self-expression, a sense of community, and economic incentives, it’s crucial to thoughtfully manage e-WOM. This includes preparing a quality strategy focused on engagement, promptly responding to comments, incorporating viral and “buzz marketing” strategies, and a problem-solving approach to build trust and remain relevant in TODAY’S DIGITAL WORLD.
