Recommendations from social media have come to challenge the traditional power of word-of-mouth (WOM) among millennials.
Crucially, in the Middle East & Africa (MEA) region, recommendations on social are now as or more important than WOM. The case is same in Latin America too.
In Europe and North America, however, WOM brand discovery takes the lead, with the latter region having it as the most popular form of brand discovery of all, beating even search engines (41%) and TV ads (37%).
Social media offers speed in expanding organic brand awareness, and it is evident that especially in the Arab world and in Africa, this is making all the difference.
