Unlocking the power of your customers: Why 85% of brands believe in consumer advocacy

It’s no secret that the ‘influence’ of influencers is dwindling. With a growing awareness of influencer marketing meaning 96% of us now mistrust influencers [YouGov], what once seemed like a covert ‘cool stamp’ has now become more like a paid celebrity endorsement. And as gen Z consumers become increasingly savvy to the realities of sponsored content, the smart brands are looking elsewhere for promotional content with cut-through.

So then, if we really are seeing the beginning of the end of influencer marketing, what’s next?

In the race towards a post-influencer world, the answer lies in customer communities. According to a recent study by CMX Research, 85% of brands believe building their own online communities is a direct route to improving brand experiences and fostering consumer trust. These customer communities don’t just act as feedback loops for brands, but can be utilised for advocacy and brand promotion – with the inherent benefit of peer-to-peer authenticity, as opposed to paid promotion via influencers.

We asked our global Bulbshare community where they go for endorsements that count. Whether they think influencers are still relevant and what authentic brand advocacy means to them? Here’s what they had to say…

Real-life advocates

Who are the most powerful influencers of all? ‘Your friends and family’, say our global communities. 76% of our users said their purchases are affected by their family and friends’ opinions – compared to only 38% who were affected by influencer opinions. Moreover, 86% reported being more likely to make a purchase based on the recommendations of family or friends over that of an influencer.

Trust and authenticity sadly lacking

Our consumers felt they could trust people they related to more than they could influencers: 30% thought influencers couldn’t be trusted at all and 36% could only see them as authentic under certain conditions. Furthermore, 51% expressed a negative emotional reaction when asked about trust and influencers. 

Similarly, when asked what they thought about influencers in an open question, a fifth of our research communities mentioned money. Evidently, perceptions of materialism and greed polluted any faith our users had in influencers. Hence, the transparency and sincerity of peer opinion reigns supreme.

Influencers during Covid: masking reality 

This disdain at paid ambassadors was heightened during the pandemic. When asked whether influencers used their influence well during lockdown, our research communities answered that they felt the flaunting of wealth and flouting of rules was inappropriate. Terms such as ‘false lifestyles’ and ‘unrealistic images’ arose, as well as concerns about travelling despite restrictions. 

Some respondents mentioned that there were still good examples of influencers, with themes such as ‘spreading positivity’, ‘keeping [followers] company’ and ‘distracting’ them from ‘the real world’ coming up.

Cut through with quality

74% of our digital communities said that quality was the most important factor when it came to them recommending products – not the influencers associated with it (3%). They would happily promote a product that was made to a high standard. A genuine peer advocate talking about the quality of a product they have actually used is seen as the ultimate recommendation. 

Getting it right with co-creation

Our communities noted Nike, Apple, JD Sports, The Body Shop, Ben & Jerry’s, The Meatless Farm Company, Oh Polly, Budweiser, Lush and PlayStation as brands they would like to work with and advocate for. When asked why, they all stated high quality products as the reason.

Notably, though, the brands our users were most enthused about were the ones that considered their customers with compassion: 92% of our global community expressed a positive perception towards brands who ‘co-create with their customers’ – with anecdotal responses telling us this lent a sense of a brand that cares about its customers’ thoughts, opinions and ideas.

The solution to a post-influencer world

So, how do we harness the power of family and friend recommendations? The answer is consumer communities: everyday people reviewing products, sharing ideas and shaping brand decisions.

The future of brand advocacy means cutting out the middleman and getting straight to the consumers: invite them into your brand, become their trusted friend and give them a say in the products they consume. 

Real life, relatable brand champions

88% of our communities were enthusiastic about collaborating with brands and 76% said they enjoy reviewing products. When the average consumer has such capacity to become a brand ambassador, it leaves a question mark over the future of paid influencer marketing. With authentic, trusted, unendorsed voices shouting about your brand in customer communities, there is little need to pay for false, paid-for voices.