The New Word of Mouth: Why Consumer-Owned Media Is Rising

Mass media is going in a different direction. Livestreams from Beyoncé’s Cowboy Carter tour didn’t come from networks—they came from fans, forming a holistic approach to community engagement. In this episode of The No Normal Show, Desirée, Stephanie, and guest, Mario Nichols, producer of The No Normal Show, unpack the shift happening in media, influence, and consumer trust. This episode digs into fan-powered content, the White House pushing AI into public education, and the transformation of mass media. Niche creators and everyday voices are now shaping public opinion. So how can your brand level-up?

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Culture, Concerts, and the Evolution of Traditional Influence

In today’s digital wild west, one thing is clear: the consumers are starting to own the mic. In this episode of The No Normal Show, we dissect how culture, technology, and trust are reshaping what influence really means—and why it matters to healthcare.

The Rise of Consumer-Owned Media

When Beyoncé launched her Cowboy Carter tour, fans who couldn’t attend didn’t wait for official footage—they tuned into TikTok and Instagram livestreams from people on the ground. Thousands watched. Comments exploded. Suddenly, a fan’s phone became the world’s stage.

Is this a one-off moment? Probably not. Is it the new norm? Who knows? But as Mario noted, “It felt like a party”—one not curated by networks, but by people who wanted to connect. It was community. It was culture. And it’s something all marketers can take note of.

Word of Mouth, Version 2025

We’re long past the days of trusting only traditional media at face value. Trust today isn’t built only in boardrooms or broadcast studios—it’s built in group chats, podcast episodes, subreddit threads, Instagram comments, and livestreams filmed on phones. It’s built in campaigns with more depth and context. Whether it’s someone breaking down their urgent care visit on TikTok, writing a brutally honest review of their provider on Reddit, or answering someone’s “anyone have a good doctor in Philly?” text with a voice memo—real stories from real humans now carry more weight than any tagline ever could.

This goes beyond generational. It’s not only about digital natives or early adopters. It’s behavioral. It’s cultural. It’s structural. People are looking for more than recommendations—they’re seeking validation, shared experience, and authenticity. They’re tired of the veneer. Tired of influencer ad reads. Tired of fake reviews. Tired of perfectly polished marketing that doesn’t reflect reality.
The new word of mouth is:

Livestreamed — Real-time, unfiltered, emotional.
Crowdsourced — Built on collective validation, not institutional authority.
Contextual — Embedded in communities that know your world.
Decentralized — Happening in places brands don’t always see: DMs, Discords, closed Facebook groups, and forums.

And perhaps most importantly—it’s not always happening on your terms. It’s happening whether you participate or not. The question is: will your brand remain passive, or will it find a way to show up meaningfully in these conversations?

So, What Can Brands Do Now?

Desirée said it best: “Go to where the people are.” That means embracing platforms like Reddit, acknowledging fan-powered content, and thinking differently about how you show up in the world and in cultural moments.
Don’t just slap your logo on a Pride event. Don’t just fund a concert. Build connection. Create meaning. Be part of the conversation, not the backdrop.

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