What Marketers Should Know About Brand Advocates

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Emineo Media BuildingYourBusinessBrandMost make recommendations at least once a month

Brand advocates are consumers who actively promote the brands, products and services they love and provide marketers with a volunteer army of supporters who disseminate recommendations to friends and family.

Social media influencer and advocacy company Zuberance found, in a January 2012 study, that US internet users are making more recommendations than ever before, across a variety of industries. On average, the US internet users studied by Zuberance made 9 recommendations per year.

Among internet users who make at least one brand, product or service recommendation per year, 16% reported recommending more than 15 brands, products or services in that time-frame. Another 16% made 10 to 15 recommendations, while more than two-thirds made fewer than 10 recommendations.

As certain consumers increase the frequency with which they make recommendations to at least once a month, they can be considered brand advocates. And as of January 2012, 68% of internet users were in this category. Many of these brand advocates recommend products and services even more frequently, on a weekly or near-daily basis.

When it comes to the types of recommendations they make, internet users talk about technology most often, at 25%, followed by restaurants and dining (15%), and entertainment and leisure (14%).

The Zuberance study also found that 67% of brand advocates were comfortable recommending brands, products and services related to both professional and personal purchases.

Notably, not all of this online word-of-mouth takes place on social media sites. Internet users still prefer email to make their recommendations, with 57% of respondents saying it is their primary online recommendation tool. Another 35% of respondents cited Facebook as their preferred platform for voicing their brand recommendations.

Source eMarketer


Hispanics Surpass Other Ethnicities on Social Media

Time spent and social sites visited outpace other US internet user groups

US Hispanics are more active on social media than the average US internet user, and are logging in more frequently to a wider variety of social sites.

The February 2012 “American Pulse Survey” from BIGinsight of US adult internet usage found that, while greater percentages of black internet users spent larger blocks of time online than the other groups studied, Hispanic internet users spent more of their online time on social media sites.

On an average day, 26.8% of Hispanic internet users spent six hours or more on social media sites, while 20.4% of black internet users and only 8.5% of total internet users spent that much time on social sites.

Looking specifically at which sites social-savvy Hispanics were using, the survey found US Hispanics were willing to participate in some newer and smaller social sites, logging in more often to networks like Pinterest, foursquare and LinkedIn, for example, than the average US internet user.

In the case of LinkedIn, 15.5% of US Hispanic internet users logged in to that site at least once a day, compared to 10.9% of black internet users and 4.9% of white ones. And, while 85% of white and 82.7% of black internet users reported not having an account on Pinterest, that number dropped to 71.5% among Hispanic internet users.

As marketers work to reach these active Hispanic internet users, data about which social sites Hispanics prefer and their frequency of use can be key to understanding where and when to connect with these consumers.

Source emarketer