Take a look of the last time you bought a product (when you had to make a complex decision making). Did you ask a friend about it? If so, you’d probably ended buying what your friend suggested or confirmed. Because she has a higher influence in you than a brand can have promoting their stuff.
People usually buy products that their family or friends recommend to them. They buy it because they trust them.
If you can make people share and recommend your products, you’re one step ahead.
When someone we trust tells us something about a brand, the likelihood to buy it is way higher than when you promote it.
Having a product that it’s built to be recommended, it’s a winning one.