13 Oct 2022

The Network Effect: Turning Supporters Into Advocates

Introducing the Network Effect We live in a networked age. Overwhelmed by content and innately tribal, we selectively mute many ideas and opinions, choosing largely to listen to people like us. Increasing polarisation makes this reality only more stark and makes us less-likely to share opinions beyond our in-groups.


The Network Effect: Turning Supporters Into Advocates

Today, only half of people regularly advocate for a cause they believe in or a brand they love.

For communicators, this is a huge untapped opportunity. If we can unlock and harness our advocates, they will tell our stories for us, reaching their tribes authentically. We can change minds faster and more effectively by engaging the people our audiences listen to, who will then engage their own tribes. This is a domino effect we call The Network Effect.

To harness The Network Effect we need to tap into what makes supporters advocate and overcome what stops them. Working with behavioural science experts at Influence at Work, we have identified ten factors which shape our willingness to speak up or share content.

  1. Identity
  2. Loyalty
  3. Connection
  4. Obligation
  5. Reward
  6. Intention
  7. Commitment
  8. Impact
  9. Backlash
  10.  Trust

Some will make us advocate, others will hold us back, and they effect all of us to different degrees. That’s why we worked with Savanta to develop a nationwide study to measure how these impact different types of audiences. By understanding what makes our audiences speak up, what might stop them, when they may promote and when they may criticise, we can adapt messaging, content and communications strategies which are truly effective.

Engaged effectively your supporters can reach people you can’t, influencing opinion where you hit walls, and creating a domino effect of advocacy.

The Network Effect harnesses the power of your supporters.

Listen below to hear Deputy CEO, Nick Barron, Head of Strategy Kate Gomes, and COO of Influence at Work Sophie Armour introduce The Network Effect.



To find out how the network effect can increase the reach and effectiveness of your campaign, contact the team: [email protected].

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