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What is an Advocate?

Learn what makes someone an InGo Advocate, how participants become Advocates, and how advocacy helps grow your event through sharing, invitations, and referral activity.

An InGo Advocate is any registrant who takes action through InGo to help promote your event.

A registrant becomes an Advocate when they do at least one of the following:

  • Uses the InGo Social Surface to share, invite, or help build visibility for your event on a supported social media platform, such as LinkedIn, Facebook, Instagram, or X
  • Sends a personal invitation to their network using InGo’s 1-click smart invites
  • Engages with a VIP Notification or VIP Share in your email to post about your event

Advocates can come from any participant group, including attendees, speakers, sponsors, exhibitors, or VIPs. Depending on your setup, each group may be activated through separate InGo campaigns or participant groups.

Why Advocates matter

InGo Advocates help your event grow through trusted peer-to-peer promotion.

When an attendee posts about your event, or a speaker invites their network, they introduce your event to people your team may not be able to reach through traditional marketing alone.

This type of promotion is powerful because it comes from real people with existing relationships and professional networks. InGo turns that activity into measurable referral performance, helping you track advocate activity, clicks, and registrations generated through participant sharing.

Advocates also help create visible event momentum. With the InGo Social Surface, participants can see who else is sharing, view top advocates, and invite relevant people from their network with less friction.

How Advocates are activated

Advocates are created through your InGo activation strategy. The most common ways to activate Advocates are:

Express Reg/Signup

Express Reg/Signup is used at the start of registration to help participants begin the registration process with a one-click login or signup experience.

This reduces friction before the form is completed and introduces participants to InGo earlier in their journey. By connecting participants through InGo at the beginning of registration, Express Reg/Signup creates an earlier opportunity for them to become Advocates through sharing, inviting, or engaging with your event.

Registration Install

The InGo Social Surface appears after someone registers for your event, usually on the confirmation or thank-you page.

This encourages registrants to share the event while their interest is highest. It may also show event activity, top advocates, and invitation options depending on your configuration.

VIP Install

VIP Install is used when speakers, sponsors or exhibitors use a different registration platform from the rest of the attendees. Similar to the Registration Install, the InGo Social Surface appears after registration for your event, usually on the confirmation or thank-you page.

These special attendees often drive a significant portion of advocacy due to their industry position, so if your event uses another registration provider for these groups, be sure to give them as much opportunity to advocate as possible by setting up a VIP Install.

VIP Notifications

VIP Notifications are hyper personalized transactional emails sent from InGo that encourage participants to post about the event or invite their network.

These are often used for speakers, sponsors, exhibitors, high-value attendees, partners, or other priority participants.

VIPShare in Emails

VIPShare adds an InGo sharing experience into your own event emails, such as confirmation emails, reminder emails, or know-before-you-go messages.

1-click Smart Invites

Participants who engage with the Social Surface are able to connect their CRM and send 1-click smart invites to the relevant individuals within their network.

Advocate vs. VIP

A common point of confusion is the difference between an Advocate and a VIP.

A VIP is someone your team or InGo has identified as a high-value or high-influence participant. This may include speakers, sponsors, exhibitors, partners, or participants with strong professional networks.

An Advocate is someone who has actually taken action by posting, sharing, or inviting through InGo.

This means:

  • A VIP is not automatically an Advocate.
  • A registrant does not need to be a VIP to become an Advocate.
  • Any participant can become an Advocate once they post, share, or invite through InGo.

Viewing your Advocates

To see your advocacy numbers:

  1. Go to the InGo Admin
  2. Navigate to Growth Reports on the left
  3. View portfolio-wide metrics
  4. Drill down to each individual community and event 

You can also view your advocate counts for a specific event on each individual event page.

Summary

An InGo Advocate is any registrant who promotes your event by posting, sharing, or sending a personal invitation through InGo.

Advocates may be attendees, speakers, sponsors, exhibitors, VIPs, or other participant types. They are activated through tools such as the InGo Social Surface, VIP Notifications, VIPShare in emails, and 1-click smart invites.

Advocates help generate measurable reach, referral clicks, and registrations for your event. You can view and download your Advocate list from the InGo Dashboard.