Using a noun in place of a verb turns something from an action into an identity.

Example: being “someone who runs” vs. “a runner”

But…

This won’t work if the noun you’re using sounds patronizing.

It probably also won’t work when the noun you’re using is polarizing.

And if you’re trying to encourage action, don’t use a noun that seems time consuming and costly.

When should you use it?

for encouraging customers to cement their existing behavior.

Embrace the fandom, use nouns.