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Results speak louder than words. Nowadays, 9 out of 10 people are consulting online product reviews and posts on social networks before making a purchasing decision.

Don’t underestimate the power of social influence—Wallock says you’d be wise to use it to your advantage.

Have Others Vouch For You. 92% of consumers trust recommendations from others, even people they don’t know, over branded content. Consider asking influencers to publish a review of your product on their blog or social media account. Encourage them to be objective and to disclose that they are working with you to their audiences, because data shows consumers rate being genuine as an important factor in brand-sponsored content.

“Some brands are doing paid posts with other people’s testimonials on Facebook, and it’s working really well,” Wallock says.

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This article originally appeared on Forbes.com