A long-term, knock-on effect that is not very often discussed within the industry. The thing about brand advocacy is that it fuels itself exponentially.
Back when I worked for Come Round, we saw that those that consider themselves brand advocates are "somewhat, to fairly likely" to influence their first-tier connections and help drive sales based on their recommendation. This metric is extremely challenging to measure without having an advanced programme in place.
This is also a metric that most of us are very familiar with, because we do it ourselves on a day-to-day basis. I'll share a real-life example (it's not an ad, I promise).
I’ve been using Monzo for a while and have recommended it to 5 people I thought would benefit from it. I know that all 5 of them are now using the app, and I know that all 5 of them have gone on to tell their friends about it, too. I'm quite vocal about my support for the app. They had a referral programme in place that worked through the app and delivered cash incentives.
The point I'm trying to make is - there needs to be a strategy in place to harness brand advocacy. It is able to drive direct ROI based on an excellent product experience, not content.
This is a part of influencer marketing that many don't have an infrastructure for - and as such are missing out on incredible value.