Word-of-mouth over advertising?

Influencer marketing has largely become just another form of traditional advertising - only on different platforms. As a result, its effectiveness continues to decline.

But the real power of social lies in something far more organic: word-of-mouth. Done right, it can have a more powerful and lasting impact than paid advertising.

The key isn't to rely on traditional influencers, but to engage everyday people who naturally spread information in the right communities and places.

The challenge - and opportunity - is figuring out how to find and motivate the right people. Those who do so will unlock a highly effective and scalable growth engine.