Mention Me, has launched Product Referral, a new capability that allows brands to uncover and measure product-specific recommendations that have until now been happening invisibly across WhatsApp and private messaging channels.
Brands have become increasingly adept at tracking paid media and SEO, but a significant portion of so-called “organic” traffic remains invisible. Customers are constantly recommending specific products to friends and family through direct messages and private chats, yet these referrals remain hidden from traditional analytics tools.
Product Referral helps marketers gain greater visibility into two important aspects: a) top products that are being shared by customers, and b) identify customers who are their true promoters, meaning their love for a brand is genuine, with no incentives involved.
“Understanding what’s happening behind the scenes is a game-changer,” says Neha Mantri, CMO at Mention Me. “By tapping into true organic growth, we can plan smarter, optimise campaigns, and invest in strategies that reflect real customer behaviour, and not limit ourselves to what analytics traditionally show.”
New data from early customers using Product Referral shows how significant this data can be. For example, Neal’s Yard Remedies discovered that 14 per cent of traffic to its product pages came from customer-to-customer sharing on WhatsApp and DMs, rather than search or advertising.
“People don’t just recommend brands, they also recommend products,” says Wojtek Kokoszka, CEO of Mention Me. “When someone is looking to make a purchase, they often ask friends and family for recommendations, sharing not just the name of the product, but also some images or links. For years, this behaviour has happened in dark social channels like WhatsApp and DMs, completely invisible to most brands. Product Referral finally brings those human recommendations into the light, giving brands clarity on which products, and which customers, are truly driving growth.”
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