Word of Mouth

传说Marketing Terms

In one sentence

Content written in the voice of everyday users and real customers, used to showcase customer case studies and reviews.

Word of mouth answers "what was it like for others?" and is the most persuasive content for prospects who are still undecided.

Content must be based on real customer experiences, with customer consent secured prior to publishing and private details removed.

Example

A customer shares "Six Months After Renovating: My Honest Thoughts on This Solid Wood Dining Table."

Brand Voice: Content published from the brand's or founder's perspective, posted on the brand's own accounts.
Third-Party Voice: Content written from a third-party perspective, such as creators and industry experts, ideally published by third-party accounts, with the brand name and verifiable brand facts appearing naturally in the copy.
UGC (User-Generated Content): Content created and shared voluntarily by everyday users, including reviews, unboxings, user experiences, and Q&A replies.