Let Them Talk or Why Brand Advocacy is a Powerful Force

If you live in this time and age, you know the battle for consumer attention and loyalty has hit new levels. Established and upcoming brands are constantly on the hunt for fresh ways to stand out, win hearts, and not just gain customers but also loyal advocates. But why do they do that, and why brand advocacy wield such profound influence? This is a mystery for us to uncover.

Word-of-mouth is powerful

The concept of brand advocacy isn’t new. People have been “gossiping” about brands since blacksmiths started using marks to distinguish their products. People will talk if you give them reasons to. And talking brings that kind of magic that turns satisfied customers into your biggest fans. If we want to get poetic, we can say that brand advocacy is like alchemy, transforming word-of-mouth recommendations into powerful marketing campaigns. It’s what you need if you want sustainable business growth. And with social media providing new ways to discuss and interact, brand advocacy is reaching new heights.

Who are those most likely to recommend your brand

To understand why people become brand advocates, we must look deep inside the human mind. Brand advocates trust and remain loyal to brands that consistently make them happy. They become emotionally connected with the brand, and they wear that as a badge of honor. They are proud of this relationship and want to share their joy and satisfaction. They seek approval from others and a feeling of doing something good with their support. Knowing all these psychological factors will help you cultivate brand advocates and leverage their impact.

Unlock the potential of brand advocacy

“Okay, but why should I do it?” Well, firstly, because it brings in real results. Brand advocates will boost your sales. Since they’re loyal, authentic, and influential, they help companies keep more customers coming back, which saves them from having to spend a lot on acquiring new ones. Brand advocacy is also a cost-effective marketing strategy, relying on word-of-mouth recommendations, and contributes to improved brand reputation by acting as a shield against negative publicity. But most importantly, in a world that’s skeptical of traditional advertising, brand advocacy inspires trust and authenticity. So the question should be, “Okay, so how can a company unlock all these advocacy advantages?”

The road to brand advocacy

Firstly, you must see advocacy as a journey that evolves and goes from first learning about a brand to becoming a die-hard fan. It all kicks off with exceptional customer service, and when I say “exceptional”, believe me, you have to excel. The standards nowadays are very high. You have to actively listen to your consumers to build trust and loyalty. Then, to deepen the emotional bond, you need to build engaging content and personal relationships. Loyalty programs and user-generated content promotion incentivize advocacy while creating advocate communities that provide spaces for advocates to connect and share their experiences. By acknowledging and rewarding advocacy efforts, you strengthen your ties with the community and encourage others to join. These strategies work together to nurture advocates and boost their promotional initiatives. The closer you get to them, the more they will talk about you.

Some brands are doing it right

To see the true power of brand advocacy, it's essential to explore some real-world success stories where brands have harnessed this force to achieve remarkable results. Here, we shine a spotlight on a few standout examples.

1. Apple - Building a Community of Evangelists

Apple enthusiasts don't just buy products; they become fervent advocates. Apple's strategy involves creating products that consistently exceed customer expectations and have a seamless vertical integration. The brand enjoys a cult-like following for its platforms and the "Apple Community" is a prime example of an advocacy-driven ecosystem where enthusiasts actively share their experiences, troubleshoot issues, and sing the brand's praises.

2. Airbnb - Leveraging User-Generated Content

Airbnb's success story is rooted in its brilliant use of user-generated content (UGC) to fuel advocacy. By encouraging hosts and guests to share their stories, photos, and experiences, Airbnb created a thriving ecosystem that resonates with potential users. UGC is a powerful advocacy tool because it comes from real customers who have experienced a brand's products or services. It’s genuine. Brands can tap into this by actively encouraging customers to create and share content, promote it across various channels, engage with UGC creators, and use it in advertising campaigns.

3. Nike - Empowering Athletes Worldwide

Nike's brand advocacy revolves around empowering athletes worldwide. Nike doesn't just sell sports apparel and gear; it sells an aspirational lifestyle. This emotional connection transforms customers into advocates who proudly wear and promote the brand. Nike's success story shows how aligning a brand with personal values and aspirations can create a league of devoted advocates.

The hurdles and headaches

While brand advocacy comes with these amazing perks, it's important also to be aware of the speed bumps that can arise in the pursuit of advocacy-driven marketing. The not-so-great negative advocacy, happening from grievances or controversial incidents, can harm a brand's reputation. Then if the advocacy feels fake or like bribing people, it’s a buzzkill.

Handling it with grace is a must. Privacy and data concerns, managing advocates' expectations, and sustaining advocacy momentum over time also pose challenges. To navigate these obstacles, brands must adopt a proactive and strategic. Keep things positive and transparent, and make sure it's a win-win for both the brand and the advocates.

But is it worth it?

Brand advocacy is as old as time itself because humans love to share good experiences and connect with brands that make them happy. Real-life success stories, from Apple's cult-like community to Airbnb's smart use of user-generated content, show the massive impact of brand advocacy. But let's not kid ourselves; there are challenges and potential pitfalls, like negative advocacy and keeping it real. But even with the roadblocks, it's worth it. After all, if people are talking about your brand, that's the dream, isn't it?

Let them talk.

By Adriana Luca