Influencer outreach is a big part of many social media and public relations campaigns. Agencies often court these individuals in hopes of harnessing the power of their networks to drive sales.
But, if you're truly looking to influence behavior, you may be better off focusing your efforts elsewhere. Having a huge audience is great for generating buzz, but not always for driving action. That's why you may want to look to brand advocates instead.
A brand advocate is someone who enjoys your product or service so much that they’re eager to tell others about it — whether that’s via social media or in real life. They are avid consumers who act without incentives and passionately endorse your products. As such, their recommendations often carry more weight and others are more inclined to follow their advice.
Our friends at BzzAgent conducted a study to learn more about these powerhouse consumers. Check out the infographic below to better understand their motivations, habits and behaviors.