What Is a Brand Advocate?

A brand advocate is someone who spontaneously promotes your products or services naturally (through word of mouth, reviews, referrals, and even social media content.)

Unlike paid influencers, advocates share their support organically without compensation, making their endorsements particularly powerful and authentic. These supporters act as trusted recommenders within their personal networks, effectively extending your brand's reach through word-of-mouth in digital spaces.

Who Can Be a Brand Advocate?

Anyone who supports your brand and helps it grow, including:
Customers – Their honest reviews and referrals build trust with new buyers.
Employees – Their insider knowledge makes their recommendations credible.
Partners – Other businesses or organizations you work with can spread the word.
Influencers – They help you reach a larger (but targeted) audience.

For example, a customer might post an unsolicited Instagram Story showing how they've used your skincare product for years, tagging your brand and telling friends it's the only solution that worked for their skin concerns.

How to Find Your Brand Advocates:

Building brand advocates starts with exceptional products, strong customer experiences, and emotional connections.
Here’s how to identify potential advocates:
- Monitor for unprompted brand mentions on social media
- Track highly engaged followers who interact with your content
- Highlight positive reviews & testimonials and then reach out to those customers
- Search branded hashtags to find fans already talking about you
- Look for patterns of repeat customers in your CRM system who make frequent purchases