Referral marketing or WOM marketing, is a strategy in which products or services are promoted through personal recommendations.

In the influencer context, this means that influencers share products based on their own experiences and opinions with their audience. These recommendations are especially effective because they are built on trust and an existing relationship with followers.

Referral marketing can happen organically through genuine enthusiasm or be part of paid collaborations. Authenticity is the key factor for success.

For brands, referral marketing is highly valuable because it builds trust and positively influences purchasing decisions. For influencers, it allows them to leverage their credibility while providing meaningful recommendations to their audience.