A word-of-mouth (WOM) campaign in influencer marketing aims to generate recommendations and conversations about a brand or product that are as authentic as possible.

The focus is not on traditional, heavily branded advertising, but rather on the influencer’s personal opinion and experience. Products are often organically integrated into everyday life and shown or mentioned in a subtle way, so that it appears to followers as a genuine recommendation.

The goal of a WOM campaign is to build trust and encourage the community to talk about the product themselves, recommend it, or try it out. This creates a kind of “word-of-mouth” effect, which is often perceived as more credible than traditional advertising.

For influencers, this means greater creative freedom and a stronger focus on authenticity. For brands, WOM is particularly valuable because genuine recommendations often have a more lasting impact and can positively influence brand image and purchase intent in the long term.