Who Can Be a Brand Advocate? A Concise Guide to Your Most Powerful Marketers
A brand advocate is someone who genuinely loves your Amazon brand and promotes it outside of Amazon. They aren't just fans; they're a volunteer sales force driven by their positive experiences with your products and services. But who are these powerful allies, and what exactly do they do?
This concise listicle breaks down the key types of brand advocates and explains how you can empower them to drive authentic growth and sales for your brand.
1. Happy Customers
First and foremost, your most authentic brand advocates are your customers. If they're happy with your product and delighted by your service, they will want to tell other people about it. Their word-of-mouth recommendations are pure gold because they are seen as unbiased and trustworthy.
What they can do: Happy customers can share their positive experiences in reviews, social media posts, or direct conversations. You can empower them by giving them the tools to do this efficiently. For example, a platform like Coral lets you provide a quick, shareable affiliate link. They can post this link anywhere to send traffic to your Amazon product pages. What's truly exciting for an average customer is the ability to earn commissions on the sales they generate—a rewarding and unseen benefit that turns their satisfaction into proactive promotion.
Nurturing these advocates transforms happy customers into a dynamic and credible marketing force. Learn more about the strategies behind empowering Customer Testimonial Advocates.
2. Social Media Influencers & Creators
Influencers and content creators build communities around shared interests. When they genuinely connect with your product, they become powerful advocates. This is especially true if they received a sample, loved it, and are now excited to feature it in their content. For them, your product becomes the protagonist of a story they want to share with their audience.
What they can do: Creators produce authentic content—like unboxing videos, tutorials, or lifestyle posts—that integrates your product naturally. Their endorsement feels like a trusted recommendation, not a paid ad. A platform that allows you to quickly onboard them and automate monthly commission payments makes the partnership seamless. This enables you to reward them with custom affiliate fees for their valuable work, fostering a long-term, mutually beneficial relationship.
These strengths make influencers a dynamic force for driving brand awareness and sales. You can learn more about how to find the right partners for your brand and discover strategies for finding Amazon influencers.
3. Your Own Employees
Your employees are your first and most knowledgeable advocates. They live your brand's mission daily and have an insider's understanding of your products. When they share their passion, it comes from a place of genuine belief, making their recommendations highly credible.
What they can do: Employees can share positive experiences, product insights, and company news on their personal social networks. Their advocacy feels authentic and trustworthy. To encourage this, provide them with shareable content and clear social media guidelines. Recognizing their contributions helps build a culture where everyone is proud to be a brand champion.
These strengths make your internal team an invaluable and cost-effective source for building brand trust and reach.
4. Community Members
Community-driven advocates are passionate members of brand-centric forums, user groups, and online communities. They organically promote, support, and defend the brand because they feel a sense of shared identity and ownership.
What they can do: These advocates generate a wealth of user-generated content, from answering questions in a Facebook group to creating tutorials and reviews. They act as peer-to-peer support, building a strong, self-sustaining ecosystem around your brand. You can nurture this by creating dedicated spaces for interaction and recognizing top contributors.
These strengths create a loyal, self-policing ecosystem that not only promotes your brand but also provides invaluable insights and user support.
5. Industry Experts and Professionals
Respected professionals and thought leaders can lend immense credibility to your brand. When an expert in your field—like a tech analyst, a renowned chef, or a fitness trainer—endorses your product, their recommendation serves as an authoritative stamp of approval.
What they can do: Experts can validate your product's quality and effectiveness through professional reviews, case studies, or by using it in their work. Their advocacy cuts through market noise and provides powerful social proof that influences purchasing decisions among a highly relevant audience.
These strengths make industry experts a powerful resource for building authoritative brand validation and reaching niche, high-value audiences.
From Fans to Advocates: Empower Your Best Marketers
Understanding what are brand advocates means recognizing that authentic relationships are your most valuable marketing asset. From happy customers and passionate employees to trusted influencers and industry experts, these individuals genuinely believe in your brand.
The key takeaway is that you don't have to wait for advocacy to happen. By providing the right tools and incentives—like easy-to-use affiliate links and rewarding commissions—you can actively build and scale a thriving advocate community. This proactive approach turns passive appreciation into measurable results, driving both brand loyalty and new sales for your Amazon store. The most successful brands don't just find advocates; they create an environment where advocacy is simple, rewarding, and exciting for everyone involved.
Ready to turn your most passionate fans into powerful advocates? Coral provides the seamless affiliate platform you need to recruit, manage, and reward your brand advocates for sending traffic and sales to your Amazon store. Start building your advocate program with Coral today and unlock the power of authentic, word-of-mouth marketing.