Are Brand Advocates The New Influencers?

With the rise of social media and content creation, influencer marketing has seen intense growth. Today, there are over 250 million active creators globally. However, more and more brands and agencies are choosing to work with brand advocates over influencers, looking for more authentic connections with their audiences.

You might wonder: “What’s the difference between an influencer and a brand advocate?”

Simply put, an “influencer” is a professional content creator with a strong personal brand and a very engaged audience. They may or may not have a genuine connection to the brands they promote.

On the other hand, a “brand advocate” is a true fan of a brand, aligning with its values and mission on a personal level. And because of this authentic connection, they can help brands stand out in a crowded marketplace.

So, why are brand advocates changing the game? And how can you identify them? I’ll give you three reasons and signs.

Advocates prioritize engagement over followers

While influencers often rely on larger follower counts, advocates focus on building highly engaged communities. Micro- and nano-influencers, with smaller but more interactive audiences, often deliver better ROI and cost-effective results.

Advocates bring an authentic perspective

Unlike influencers who may promote products for payment, advocates genuinely love the brands they endorse. This authenticity creates more relatable content, driving consumer trust.

Advocates unlock niche opportunities

Advocates offer unique, personal stories that can take campaigns in new, unexpected directions. By collaborating with niche advocates, brands can reach unexplored audiences and deliver richer content.

That said, it’s important to note that an advocate won’t always be the best choice for every campaign. Sometimes, with their broader reach and visibility, an influencer might be a better fit, depending on your brand’s goals and target audience. Ultimately, success hinges on understanding who you’re partnering with, your audience, and what you aim to achieve with your campaign. Knowing these factors will help you determine whether an advocate or influencer matches your brand.