When a customer touts your product, shares positive reviews, or encourages others to buy it, your brand reaps big rewards. These authentic endorsements provide effective and free advertising. But, what drives consumers to promote your brand? What’s the psychology behind their glowing review or product recommendation?
Look at the psychological factors that drive advocates and see how your brand’s understanding of these factors can entice more advocates to speak up.
Psychological factors that drive advocates to act
When advocates brag about your product, they’re motivated by many factors, some of which are subconscious choices. Advocates that support your brand do so to:
Elevate social status
First and foremost, customers often advocate for brands when they have repetitive, positive experiences with a product.
Think of Apple’s iPhone, for example, and how many loyal customers consistently replace their smartphone with the newest model rather than trying a competitor.
Why do they do it? Apple offers a good product and focuses on the customer experience, but it also positions its products as a status symbol.
Having the newest iPhone triggers a self-signaling behavior. Advocates are eager to share their new tech as it indicates their status and impacts how others perceive them.
Capitalize on “feel good” hormones
For many advocates, sharing a review or promoting a product brings them joy. Why? Advocates are usually driven by an incentive of some sort. For 76% of advocates, the incentive is a reward of some kind, like a free product or points towards a bigger prize. For 67% of advocates, joy comes from knowing they’re educating customers and providing helpful insights.
No matter the incentive, sharing feedback can trigger a dopamine release, which makes the advocate feel good about their actions.
Build trust through positive interactions
Advocates often spark social conversations after they endorse a product. The advocate’s followers, for example, might thank them for honest feedback or ask follow-up questions.
These interactions (even though they’re not in person) trigger a release of oxytocin in the advocate’s brain, a chemical associated with building trust.
Simply put, advocates build trust with customers and thrive on others relying on them for advice.
Provide a rationale for purchase decisions
Customers weigh their purchase decisions, often exploring the pros and cons of spending money. For example, a customer may be drawn to an expensive pair of shoes, but struggle to justify the price.
When advocates support a brand, they ease this push-and-pull known in psychology as cognitive dissonance. For example, by raving about a product or suggesting new applications, they help customers make an informed choice. It’s yet another reason advocates feel good about sharing their thoughts.
How to activate advocates
By understanding advocate psychology, you can compel your biggest fans to act on your behalf. Here’s how:
Give them an incentive
One of the main reasons advocates are willing to promote a brand is to earn an incentive. Sometimes that incentive is simply helping others, but you can motivate more advocates by creating a structured advocacy program. Many opt for a points-based system that awards points for actions, like sharing a review or referring a friend. Points can be redeemed for products, gift cards, or exclusive experiences.
A chance to earn a gift card not only encourages advocates to act but also triggers the dopamine release that everyone craves.
Name your fanbase
Taylor Swift calls her fanbase “Swifties,” and Buffalo Bills fans are dubbed “Bills Mafia.” Why? It creates a sense of community. Fans feel like they belong to something bigger than themselves.
It’s the same idea with brand advocates. Whether you market lawnmowers, catering services, or high-end tech, give your fanbase a name.
Many brands are taking it one step further. Create an advocate community for them rather than just labeling your loyal customers. Having an Advocacy Hub gives them a chance to connect.
Interactions between advocates can produce oxytocin, just as interactions with followers can.
Ask for their feedback
Your advocates love your product and are vocal about it. Imagine how much you could learn from them when beta testing a product or working on a new brand logo. As your brand cheerleaders, they want to see your company succeed, which means they’re willing to provide honest feedback.
By asking your advocates for feedback, your brand demonstrates its appreciation and trust in the group. So, don’t hesitate to tap into the group and gather intel.
Consider an advocate marketing platform
If you’re serious about mobilizing loyal customers, consider an advocate marketing platform like Zuberance. With our platform, you can boost brand affinity, generate influential social content from actual customers, drive reviews, referrals, and gather feedback all in one place.
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Book a Demo
Businesses leverage Zuberance to fuel their advocacy programs, integrating them into their overall marketing programs. The outcome? Lowered marketing expenses, enhanced customer engagement, improved retention rates, and most importantly, positive ROI.
