What is the difference between influencers and brand advocates?

It’s easy to get lost in all the new marketing lingo. For example, brand influencers and brand advocates. Here, we will go through the key differences between them and help you decide which one will work best for your business.

Influencers are people in a niche or industry who have immense knowledge, authority and insights in their field. Due to this, they have a major influence over their target audience. These loyal followers make them a great launch pad for your brand. This trust and following can impact the purchasing patterns of their audience. The influencer will gain monetary, merchandise or discount benefits for promoting your brand. On the other hand brand advocates are people who promote your brand through word of mouth. These are people who have used your product, formed an opinion through their experience and are now recommending your product/service to others. Brand advocates quite often are also willing to promote the product/services without any monetary gain just because they are passionate about it.

So the difference?

  • Influencers spread awareness, whereas brand advocates have lower chances of making people act on their awareness
  • Brand advocacy has a higher chance of converting leads to customers as they are driven by loyalty and can gain trust of the followers for your brand.
  • A brand advocate is associated with your brand for a long time. On the other hand, influencers work under contract and may only do 1-2 social ads or posts.

Keeping these points in mind, the best way to promote your brand is to convert your influencers into brand advocates and gain the best of the both worlds. Influencers are great to spread awareness and gain new followers, while brand advocates have a more positive and longer term impact on their audience.