Just curious if "what is more" is basically the same as "furthermore". It seems to be an expression that creates emphasis, right? How about the following sentence:
I am a great admirer of her films; what's more I've seen each one several times.
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Furthermore and what's more are not exactly synonymous, and are generally found in different contexts.
Furthermore is a transition word that tells the reader to expect an addition to previously stated facts or arguments. It does not imply that the new fact or argument is more important.
Furthermore is most often found in formal written contexts.
What's more also alerts the recipient to expect a new fact or argument, but it tends to imply that this new fact or argument is more important than those previously stated.
What's more is much more common in informal spoken contexts than in formal written contexts.