How much should you pay a brand advocate for a positive review or comment? According to a recent study – nothing. Research released by commerce-firm Needle claims that the primary reason consumers promote a product is not money or gifts. Rather, 66% of consumers say they’re motivated by the simple desire to share their passion and help others.

The study also found that the average advocate is highly educated, employed full time, and social media savvy. There are 37.5 million people in the US who fit that profile, so your brand has no shortage of potential advocates!

For more information on the study: First Ever Advocate Study Dispels Myths About Untapped Resource