How many times did you end up buying a product your friend described as highly effective? Probably, in most cases you did. Can you guess the reason? Of-course you trusted their advice. Now, what would you call them, advocates or influencers? Tough question!

Have a look at the differences.

Who are brand advocates?

A customer, employee or vendor, anyone can be a brand advocate. In most cases, it is somebody who has used a company’s product and has been in long association with the brand or has achieved high satisfaction. This person is willing to spread out the satisfactory experience to acquaintances without any vested interest.

An advocate may not be famous, but his/her advocacy is considered more reliable. Such an individual can be any person who has used the product or service. Chances are, they are unknowingly already promoting a brand without any intimation from the business.

Who are Influencers?

Quite simple! An influencer is anybody from the masses who can influence people. An influencer attracts a considerable following on social media. They attract the attention of businesses because of their huge fan following.

With recent social media boom, the internet has seen a massive rise in advocacy marketing and influence marketing.

But, how does it work? And which is better? The debate remains. But for clarity, let us see how either works.

Advocacy marketing:

Businesses focus on existing customers and provide them with loyalty points and rewards to spread through word-of-mouth their satisfactory experiences. It promotes the brand and garners trust among potential customers. Brand advocates also help extend the loyalty of existing customers.

Driven by conviction and commitment, the marketing technique brings long-term loyalty to the brand. It emerges from highly satisfied customers who recommend the brand’s products or services to friends and relatives. Trust is the factor that drives advocacy market.

Influencer marketing:

It is comparatively a recent market trend. The marketing technique uses influencers with a massive following on social media and otherwise to influence and motivate people. It started all the way back with celebrities. The well-known public figures were brought in to promote a brand.

With emerging internet and social media trends, businesses rope in people with a fan base. People like prominent Bloggers, YouTubers, Instagrammers, and other social media “geniuses” or “Pundits” promote the brands among their followers. This promotional method is considered highly effective in today’s world of internet marketing.

The fact remains that some marketers are better than other marketers. Some provide more appeal than others. It would be wrong to downplay the effect of one marketing technique over the other. However, trust and reliance are the factors that drive long-term relations.

A Wind-Up!

Growing fan base drives influencers. So, influence creates awareness. There is an inspiration. But nobody knows a famous YouTuber or Instagrammer personally. If you do not trust someone, you do not have the conviction to hang on to every word they say.

Brand advocacy and influence are two different marketing techniques, which address different customer needs. As such, loyalty towards a brand is a product of trust and reliability.

What better than personal referrals to trust a brand?