Influencers vs. Superfans: Which are more valuable for brands?

Influence is a powerful thing, and some people have trust from the word go. Because most of the time, the best "influencers" are not influencers at all; they are human beings.

They're those consumers who find a product they love and rave about it. So when they give a testimonial, it's real and organic.

These "superfans" are advocates of a product without getting incentives like free products or a paycheck. These passionate individuals not only buy products but also actively promote and defend the brand on their platforms. This creates the type of authentic enthusiasm and positive word-of-mouth endorsement that fuels sales.

A superfan can turn into an influencer, but current influencers can't turn into superfans. Influencers are missing one thing that superfans have: authentic, spur-of-the-moment emotions.

It's great that an influencer endorses a product. The reality is that they got that product for free, and got money to say these positive words. They might’ve never tried that product if they didn’t get it for free.

A study on user-generated content found that fake reviews weigh heavily on people’s minds when shopping. The participants want brands to take action so they can feel confident in their online content.

Comparing influencer and Superfan content

Not every superfan has posts that go viral. Some superfans are active commenters or consistently engage with the brand through direct messages. The influence of superfans grows when they come together, highlighting the power of community.

Content created by superfans offers a unique authenticity that differentiates it from traditional influencer marketing. This type of content motivates others to become part of the brand community and share their own individual perspectives. Superfans create a mix of engagement that paid influencers can't match alone.

Influencers are certainly influential as trendsetters in the beauty industry. However, superfans bring a unique enthusiasm that enhances their capability to genuinely promote the brand’s products.

Influencer campaigns prioritize direct metrics such as click-through rates and conversions to assess success. Superfan campaigns explore brand advocacy and long-term relationships.

This fosters steady growth and loyalty through organic word-of-mouth and broader reach. While influencers can provide quick conversions, superfans create lasting effects with a loyal community of supporters.

Superfans Can Change Marketing Strategies

Superfans can significantly impact a brand's success. In certain situations, they can motivate a brand to completely reconsider its marketing strategy.

When Tower 28 was about to launch its LipSoftie Lip Treatment, the brand went to Instagram to engage its superfans. The task for fans was to share photos of their dry lips for a chance to try the new product ahead of its release.

The response was overwhelming. Instead of consumers sharing their own selfies, many sent images of their partners' dry lips.

Because of this, Tower 28 created a campaign focused on "saving your partner's dry lips." It was a humourous and effective way to take superfans’ ideas and give them a product they truly needed.

Do superfans hold more value for brands than influencers? 

Many brands find that superfan content does better than influencer-generated content.

Superfans differ from influencers because they don't focus on their "image" or the aesthetics of their profile for visitors. While influencers aim for variety in their content, superfans prioritize sharing positive messages about the brand. It's common for superfans to create several videos about the same brand or product.

In the customers’ eyes, the most persuasive factor is a recommendation from someone they trust. Contemporary marketing needs to find ways to replicate personal endorsements in a digital format.

While influencers are still valuable and can still produce content for brands, they also promote lots of brands in short time spans. This doesn't necessarily make endorsements less genuine, but it raises questions about whether the recommendation effectiveness declines over time.

A sincere, unrehearsed testimonial will always be valuable to the consumer. Unlike influencers, whose reach is often broad but shallow, superfans provide authentic depth that leads to lasting brand loyalty.

As brands seek to build meaningful relationships with their audience, superfans are proving to be more valuable than the transactional nature of influencer partnerships.