Power users in marketing are the customers who shape your growth.
Every business dreams of loyal customers — the ones who come back again and again. But there’s a special category of customer who goes beyond loyalty. They’re the ones who shape trends, test new features, and influence entire communities. In marketing, these people are often called power users, and understanding them can accelerate your growth in surprising ways.
I was lucky enough to learn about power users from world expert, David Meerman Scott, when I wrote Scale for Success. They are different from fans – and you need those too. But fans are about supporting you and helping shape the culture. Power users in marketing help develop your services.
What Are Power Users?
Power users in marketing are not just frequent buyers. They are highly engaged customers who interact with your product or service more deeply than the average user. They give feedback, spot issues quickly, and often act as informal ambassadors for your brand.
Think of the gamer who discovers new features before anyone else, or the SaaS customer who pushes your platform to its limits and shares advice with others. These users don’t just consume — they actively shape your offering.
Why Power Users Matter
The behaviour of power users is often a leading indicator of wider customer trends. If they’re excited about a new feature, chances are others will follow. If they struggle with a process, it may signal a bigger usability issue.
Marketers who study this group gain early insights into customer needs and can adapt messaging or product strategy before the wider market shifts. This is why many companies, especially in tech, run dedicated communities or beta programs just for their most engaged users (Harvard Business Review).
Turning Customers Into Advocates
Power users in marketing are often your best advocates. They write reviews, post about your brand on social media, and convince peers to give your product a try. Unlike traditional advertising, this kind of advocacy feels authentic and carries more weight.
According to Nielsen, 88% of consumers trust recommendations from people they know more than any other form of marketing (Nielsen). Power users amplify your reach by doing this naturally.
Identifying Power Users
Spotting power users starts with data. Look at:
- Frequency of use: who logs in or purchases more often than average?
- Depth of engagement: who uses advanced features or customises the product?
- Community activity: who shares tips, posts reviews, or answers questions?
These patterns highlight your most valuable customers. Once identified, treat them as partners rather than just buyers.
How to Engage Them
- Create exclusive spaces. Invite them to private groups or beta tests.
- Listen and act. Show that their feedback drives change.
- Recognise their role. Shout them out publicly or reward with perks.
- Offer co-creation opportunities. Let them help shape campaigns or products.
When power users feel valued, they become even stronger advocates and stick with your brand long term.
Avoiding the Pitfalls
While power users in marketing are an incredible asset, over-relying on them can skew your perspective. Their needs may not always represent the average customer. Balance their input with broader market research to ensure your strategy remains inclusive.
The Bigger Picture
Power users are more than just a “nice-to-have.” They’re a bridge between your brand and your market, blending customer loyalty with influence and insight. By recognising and engaging your power users in marketing, you not only improve customer experience but also set the stage for sustainable growth.
In today’s noisy marketing landscape, power users can cut through with genuine advocacy, showing others why your brand matters. Invest in power users in marketing, and they will invest in you.
