Word-of-mouth: Why personal recommendations are more important than ever

Digital content loses credibility

We're surrounded by digital content every day — posts, product descriptions, reviews. But the more of it pours down on us, the more often many ask themselves the question:
“Can I really trust him? ”
“Who is behind it? ”
“Is that a real experience? ”

When content appears anonymous, generic, or promotional, it loses credibility. Trust is becoming the new currency — and this is where genuine, personal recommendations have an advantage.

“In Switzerland, only 3% of respondents find advertising on apps and 4% on social media credible.” Statista

What is the difference between personal recommendations?

An honest recommendation from a trusted person is:

• emotionally charged
• contextual and targeted
• free from sales intent

“I've tried this product — and I can absolutely recommend it to you.”
sounds more credible than:
“95% of customers were satisfied. ”

Personal recommendations are based on relationships — not algorithms. And that is exactly what makes them so effective.

“92% of people trust recommendations from friends and acquaintances more than any other form of advertising.” nielsen

Artificial intelligence is capable of many things — but has no feeling

Today's AI models are impressive: They write texts in seconds, optimize processes and deliver seemingly personal recommendations at the push of a button. But with all her computing power, she is missing something decisive: real emotion.

An AI can tell you what works — but not what it feels like.
A chatbot answers questions — but it doesn't feel excited.
An algorithm delivers content — but not its own experiences.

What really convinces people is not perfect sentences, but real experiences. “I was there. I've experienced that. And I can heartily recommend it to you. ”

5 concrete tactics for more recommendations

How can you specifically promote genuine recommendations without having an advertising effect?
Here are five field-proven approaches:

1. Create experiences, not just offer services

Make your products and services an experience that customers love to share.

2. Actively ask for recommendations

Happy customers are ready to share their experience — but they need a push. Ask for specific recommendations, e.g. after the purchase or in person. It is best to do this shortly after a positive experience.

3. Increase visibility of real experiences

Use customer testimonials, reviews, and authentic testimonials to promote your products and services. They look more credible than any marketing text.

4. Promote personal closeness

Engage in real dialogue — whether via social media, communities or personal conversations. People are more likely to recommend when they feel connected.

5. From customers to brand ambassadors

Identify fans of your brand and make them visible. Reward loyalty — not with discounts, but with attention and appreciation.

Long story short

In a world full of automation and AI-generated content, one thing is becoming more and more valuable: a personal recommendation from a friend. Companies that today focus on maintaining relationships, customer proximity and authentic experiences are not just winning loyal customers. They create real brand ambassadors. Because in the end, people trust people — not machines.