I wish companies would move beyond their fascination with influencer marketing campaigns. Nowadays, the term “influencer” is thrown around like beads at a Mardi Gras parade. Companies quickly invest in influencers, chasing the promise of an instant return through likes, shares, and temporary engagement.
Do yourself a favor this year. Stop chasing influencers and start focusing on cultivating Social Agents—people who are genuinely invested in you, your company, your product, or your mission.
These people don’t just promote you for a paycheck or a freebie; they do it because they genuinely believe in what you offer. That’s where the real value lies. Here’s why.
Influencer Marketing vs. Social Agents
At a glance, an influencer and a Social Agent might look similar: both have followers, create content, and can sway opinions. But their motivations? That’s where things diverge.
Influencers are driven by transactions. They’re in it for the paycheck, the free stuff, the chance to promote their own profiles. They might love the brand for as long as the campaign lasts, but once that ends, their loyalty often does too.
Social Agents, though, they’re a different breed. A Social Agent doesn’t just advocate for your company because they’re paid to; they do it because they genuinely care. They’re emotionally connected to what you do. They might be a customer who has always loved your product, an employee who is genuinely passionate about your mission, or just someone whose values align with yours. They’re not just in it for the money but because they believe in what you stand for. And that makes all the difference.
Why Social Agents Are the Real Game-Changers
This emotional connection that a Social Agent has is the secret sauce that no influencer can replicate. Let’s be honest: people today are savvier than ever. They know a paid post when they see one. They can smell the inauthenticity from a mile away, and many are tired of it. But when someone who genuinely loves your company speaks about it? That’s a different story. People listen. They believe. They engage. And they buy.
Social Agents don’t disappear when the money dries up. They’re still there, advocating for you time and again, creating trust and credibility that lasts. Their advocacy isn’t a flash in the pan; it’s a slow burn that builds over time, leading to deeper connections and long-term loyalty. Unlike influencers, who might jump ship to the next highest bidder, Social Agents remain loyal because their connection to your company is rooted in shared values and authentic belief.
Spotting the Real Deal: A Fireball Moment
Here’s a perfect example from my own experience. A few years ago, I was consulting for Fireball Whiskey. Fireball was gearing up for its first influencer campaign and brought in a high-priced, New York-based influencer agency to run the show. But the brand manager and I went way back — I led the team that launched Fireball on social media and crafted their original Brand Ambassador program back in 2009/10 — and she wanted a trusted consigliere with no skin in the game to make sure the program was executed “The Fireball way.” I know, I’m humblebragging here 
The agency presented its list of influencers, mostly reality TV personalities, eager to shout their “love” for Fireball—as long as we paid them and let them have free rein over the creative. Sure, they all had massive followings, but did they have a genuine passion for Fireball? And did those legions of fans trust them for their liquor recommendations? Both were questionable, at best.
And here’s where it got interesting. As I scanned their list, I noticed a glaring omission—Loryn Powell. If you don’t know Loryn, she’s a force in her own right. An influencer who didn’t need anyone to tell her how to feel about Fireball. She was already out there, loud and proud, talking about her love for the whiskey, and her fans were eating it up. Every time she mentioned Fireball, her followers cheered her on.
So I asked the client, “Why isn’t Loryn Powell on this list? She’s exactly what we’re looking for—a true fan with a huge, loyal audience.”
They saw my point, and we brought her into the campaign, compensating her just like the others. And guess what happened?
Her posts didn’t just perform—they blew up. Her fans were so psyched that Fireball had finally recognized what they already knew: Loryn was the real deal, a true fan, a genuine Social Agent. Her posts weren’t just another ad; they were a celebration by someone who had been waving the Fireball flag long before any money changed hands.
The difference was crystal clear. Our ROI with Loryn was off the charts compared to the others. Her engagement was authentic; her audience trusted her, and that trust spilled over onto the Fireball brand. All because we tapped into the power of a Social Agent—someone who was already on our side.