Influencer marketing can be extremely effective. You can work with these industry experts to reach out to their large audience and recommend your products and services. However, influencers require compensation, which means they may not have a vested interest in your organization beyond each payment – and many potential customers understand this. Advocates, on the other hand, are not paid to spread the word about your brand. They have simply experienced the benefits of your products or services and want to share that positive experience with others. The most important takeaway here is that your new customers are more likely to trust the word of your advocates over a paid influencer.