“Word of mouth is the most effective way of making decisions easier and simpler in an overwhelmingly difficult and complex world.”― George Silverman, The Secrets of Word-of-Mouth Marketing: How to Trigger Exponential Sales Through Runaway Word of Mouth
Imagine this: You’re scrolling through Instagram, and you see a post from a friend raving about a new café. Later, you come across an influencer’s video featuring the same spot. Both make you curious, but you trust your friend’s recommendation more. That’s the difference between User-Generated Content (UGC) and Electronic Word-of-Mouth (eWOM).
At Erahaus Creative Agency, we’ve seen firsthand how both UGC and eWOM can impact marketing strategies. We’ve helped brands amplify their voices through organic and paid UGC while leveraging eWOM to influence purchase decisions. Today, we’ll break down the key distinctions, how they fit into the modern sales funnel, and why mastering both is crucial for your brand’s success.
What is Electronic Word-of-Mouth Marketing (eWOM)?
Electronic Word-of-Mouth (eWOM) refers to online recommendations, reviews, or discussions about a brand. Unlike traditional word-of-mouth, eWOM spreads quickly and reaches a broader audience via social media, review platforms, and online forums.
Types of eWOM
- Organic eWOM – Customers naturally talk about your brand, share positive experiences, and recommend it to others.
- Amplified eWOM – Brands encourage discussions through marketing campaigns, referral programs, or influencer partnerships.
Where eWOM Appears in the Sales Funnel
- Awareness Stage: A viral tweet, a trending topic, or a Facebook discussion introduces new audiences to your brand.
- Consideration Stage: Online reviews and discussions on platforms like Reddit, Quora, or Amazon influence potential buyers.
- Decision Stage: Personal recommendations or influencer endorsements seal the deal.
Case Study
For a Kuwaiti tech brand, we tracked online conversations about their products. We discovered that negative eWOM—particularly complaints about customer service—was hurting their sales. By addressing concerns transparently and incentivizing satisfied customers to leave positive reviews, we shifted public perception. Results within six months?
What is UGC? Definition and Role in Marketing
UGC (User-Generated Content) refers to any content created by customers or fans rather than brands. This includes social media posts, product reviews, unboxing videos, testimonials, and more. If you want to read more about user-generated content and its importance, we have prepared a full comprehensive guide that you can read here:
Where UGC Appears in the Sales Funnel
- Awareness Stage – Influencers and customers share experiences with your brand, increasing brand recognition.
- Consideration Stage – Potential buyers check out product reviews or testimonials before making a decision.
- Decision Stage – Seeing relatable content from peers helps finalize their choice.
Real-World Example
One of our clients, sustainable ergonomic mug brand, wanted to increase conversions. Instead of pushing polished ads, we encouraged customers to share photos and videos of their mugs in daily use. Within three months, the campaign saw:
What is the Difference Between UGC and eWOM?
| Feature | UGC (User-Generated Content) | eWOM (Electronic Word-of-Mouth) |
|---|---|---|
| Definition | Content created by users (photos, videos, testimonials, etc.) | Online recommendations and discussions about a brand |
| Format | Visual content, social media posts, written testimonials | Reviews, social media conversations, blog mentions |
| Control | Brands can encourage but not control content | Brands have no control over what is said |
| Visibility | Public & shareable | Can be public or private |
| Impact | Builds brand credibility & community engagement | Directly influences purchasing decisions |
| Sales Funnel | Awareness & engagement | Consideration & decision-making |
How to Use UGC and eWOM in Your Marketing Strategy
1. Encourage and Repurpose UGC
- Ask customers to tag your brand on social media.
- Run contests where users submit their experiences.
- Feature UGC on your website and paid ads to boost credibility.
2. Monitor and Influence eWOM
- Track brand mentions using tools like Google Alerts, Brandwatch, or Hootsuite.
- Engage in conversations on platforms like Reddit or Quora.
- Address negative feedback professionally to shift perception.
3. Blend Both for Maximum Impact
- Use UGC in paid ads while tracking eWOM discussions.
- Feature positive eWOM as customer testimonials.
- Use influencer UGC to spark word-of-mouth conversations.
The Future of UGC and eWOM
AI and Personalization
Live Shopping and Interactive Reviews
Final Thoughts
Both UGC and eWOM are essential for modern marketing. At Erahaus, we’ve seen how combining them can turn passive audiences into loyal customers. Whether it’s leveraging UGC for engagement or monitoring eWOM for brand reputation, understanding the difference can refine your strategy for stronger results.
What’s your experience with UGC and eWOM? Drop a comment or let’s chat about how we can help your brand grow!
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FAQs About UGC and eWOM
Which is more important: UGC or eWOM?
Both play crucial roles. UGC helps increase brand awareness, while eWOM directly affects purchase decisions. The best strategy is to integrate both into your marketing funnel.
How do brands measure eWOM?
Brands can track eWOM using sentiment analysis tools like Brandwatch, Mention, or Google Alerts to monitor conversations, reviews, and online discussions.
Can negative eWOM be turned positive?
Yes! A brand’s response to criticism can change public perception. Addressing concerns, offering solutions, and being transparent are key to shifting negative eWOM into positive engagement.
How can small businesses leverage UGC?
Encourage customers to post about their experiences, reshare their content, and create incentives like giveaways for user submissions.
Does influencer content count as UGC or eWOM?
It depends. Organic influencer posts are closer to UGC, while direct recommendations from influencers align more with eWOM.
