#brand-advocacy

#brand-advocacy

Beyond their spending, high-value clients typically engage regularly, remain loyal over time, and align with the company's core offerings. For example, a high-value client that engages regularly could be a regular shopper who purchases often but also always likes and comments on the business's social media posts. These comments and likes on social media can have a positive impact on the business, showing other potential consumers that the business is reputable and valued by others.

Once influenced by the brands themselves, today's cultural trends are now shaped by Gen Z. The same traits that make this generation unique - their eye for "what's next," their focus on authenticity, and their prioritization of brand values - can be pain points for brands that aren't marketing with intent. To build loyalty with Gen Z brands need to advocate meaningfully, tap into communities to stay ahead of trends, and lean on like-minded partners.

The Verizon Media-owned company commissioned Sparkler to conduct various studies across the UK, France and Germany in which they asked over 6,000 participants to determine the value of native ad formats via behavioural tests for a set number of brands. In the UK, 31% of people said the native ads they were shown across mobile and desktop devices drove purchase intent, for banner ads the figure was 27%.