Word-of-mouth impressions drive sales 5x greater than the equivalent number of paid impressions, and this discrepancy greatens for high-consideration purchases.
Earned media (press, word-of-mouth, peer-to-peer referrals) drives 4x the brand lift as paid media.
84% of consumers say they trust recommendations from family, friends, and colleagues, making peer recommendations the hightest-ranked information source for trustworthiness.
81% of consumers report social posts from their friends and peers directly influencing their purchasing decisions.
