Influence is a skill, and for some people, it just comes naturally. Influencers are, as one might expect, really good at persuading their followers to make purchasing decisions, but oftentimes, the best “influencers” aren’t influencers at all; they’re just regular people who love a particular product so much that they want to scream it from the rooftops. These “superfans” possess an authenticity that even the most successful influencers can’t match, no matter how honest they are in their review or promotion of a product. A superfan is someone who raves about a product purely out of their genuine satisfaction and love for it. This powerful word-of-mouth endorsement often triggers positive buzz for the product, generating significant sales.A superfan can turn into an influencer, but an influencer can’t revert to just being a superfan because they’re missing the crucial ingredient: the kind of authenticity that only comes from spontaneity. Today’s influencers are as real as reality TV, which is to say that while the emotions might be real, the circumstances are not. An influencer might genuinely love a product, but they might’ve never tried that product had they not received it for free as a gift from the brand. Influencers can be highly effective vehicles for brands looking to reach their ideal audience and drive sales. However, for some consumers, the perceived lack of authenticity in an influencer's endorsement can be a turnoff, making them want to change the channel (or, more accurately, keep scrolling).So, what makes superfans so special? And do they hold more value for brands than influencers?