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March 14, 2024

The Power of Brand Advocacy: Turning Fans Into Brand Advocates

A brand advocate snapping photos in a Valentino event hosted in partnership with The Concierge Club

When it comes to acquiring customers and building brand authenticity, brand advocates are indispensable. Passionate fans who voluntarily promote your products or services to their networks carry far more credibility than traditional marketing tactics.

So how do you find them? You don’t. Brand advocates are earned. If you want customers singing your praises like a hit single on repeat, you need a strong brand advocacy program that cultivates a legion of loyalists—and we’re here to help with that. 

Keep reading as we explore the power of brand advocacy! 

What Is Brand Advocacy?

Brand advocacy is the organic promotion of a brand by its most passionate customers, fans, business partners, employees, and other supporters. It usually happens through word-of-mouth marketing or on social media platforms. 

You’ll know it when you see it! It happens when individuals have such positive experiences with a brand that they can't help but share their stories with others and become vocal ambassadors. Think Taylor Swift and her Swifties!

What Are Brand Advocates?

Brand advocates are loyal customers who freely and enthusiastically:

    Spread the word about your brand (by leaving positive reviews, comments, etc.)
    Recommend your products/services to others
    Champion your cause

A brand advocate’s genuine endorsement (offline) or user-generated content (online) can influence friends, family, and social media followers, leading to a ripple effect of brand loyalty and trust. They also do this all without getting paid! 

💡 Don’t confuse brand advocates with social media influencers, as they advocate for a brand because they’re in the business of being paid to do so.

 A man holding a brand prop at an Innisfree booth during the Sephora Brand Fair

5 Benefits of Building Brand Advocacy

We’ve answered “What is brand advocacy?” and “What are brand advocates?” Now, it’s time to dive into the whys. Why does brand advocacy matter and why do you need to focus your marketing efforts on building your relationship with potential advocates? 

The answer is simple: because they deliver real results.

1. Increased Brand Awareness and Reach

Effective brand advocacy programs increase brand awareness and widen your reach faster than paid advertising. Need proof? It’s been shown that brand messages go 561% further when shared by employees compared to official brand social channels.

Hint: Want to amplify your brand's voice? Start from within. Create a stellar employee advocacy program, and watch the magic happen.

2. Boosted Credibility & Trust

Nearly 90% of consumers trust recommendations from friends and family over all other forms of advertising. When a brand advocate shares authentic endorsements, it resonates with prospective customers more deeply, making you seem more trustworthy. 

🔎 Looking for something else that resonates with potential customers on a deeper level? Check out experiential marketing!

3. Supercharged Sales & Conversions

Increasing your brand visibility and authenticity isn’t the only positive effect of an effective brand advocacy program. You’ll also be driving conversions! 

As we know, word-of-mouth recommendations hold significant weight—so much so that it contributes to up to 50% of all purchasing decisions

That’s why when you ask “What is brand advocacy?” we hope you understand it's not just about creating a buzz; it's about creating a wave of genuine support that translates into tangible results for your business. 

4. Valuable Customer Insights

Brand advocates are often highly engaged and willing to provide feedback and suggestions, making them an invaluable resource for gaining deep insights into your customer base.

Think candid, firsthand accounts of customer experiences and expectations, which can be gold dust for any company looking to refine its products or services. As they say, the customer is always right, so who better to confirm that than your best ones?


Related article: How to Create Targeted Experiences for Consumers

5. Lasting Customer Loyalty

When customers become passionate advocates for a brand, they form a deep emotional connection that transcends mere satisfaction or a transactional relationship. 

We're talking head-over-heels, "I'll follow you into battle" loyalty that makes them resistant to competitors' attempts to lure them away. As long as the brand continues to deliver on its promises and maintain a high level of quality, they will remain fiercely loyal.

How to Measure Brand Advocacy

As with all types of marketing strategies, measuring the progress and outcomes of your brand advocacy initiatives is a must for every brand. Here are some key metrics you can use to gauge the effectiveness of your brand advocacy campaigns:

People interacting with a Valentino Beauty mural

How to Create Brand Advocates

Don’t ask how to find brand advocates. Think about how to create them—and it starts with a good brand advocacy program. Here are some tips to get you started:

  • Create buzzworthy experiential marketing activations that immerse attendees in your brand world through multi-sensory engagements
  • Reward loyalty and create a community
  • Encourage customers to be brand storytellers through user-generated content
  • Personalize interactions, offer exceptional customer service and strive to create a positive customer journey at every touchpoint
  • Throw private events that make attendees feel like they're part of the brand family; these memorable moments foster priceless connections

Related article: How Effective Super Bowl Marketing Creates Brand Advocates

Start Turning New Customers Into Brand Advocates

Giving customers a taste of what you’re offering is step one in the casual-enjoyer-to-brand-advocate journey. Steps two, three, and four are enlisting the help of a team with a magic touch—psst, that’s us! 

At The Concierge Club, we don't just give your customers a taste; we immerse them in multi-sensory brand experiences that spark an emotional connection. The result? Raving fans who become your most vocal brand champions. 

Ready to earn brand advocacy through experiential marketing. Contact us today and let’s discuss how we can turn your audience into loyal supporters!