Social media platforms such as Facebook, Instagram, Twitter, and TikTok have become avenues for people to influence each other’s decisions, emotions, and even political beliefs. More and more companies are choosing to capitalize on these influential platforms—and “influencers”—to sway buyer behavior in their favor.
But not all influencers and partnerships are built equally.
Sponsored social media content, gifting, and social media takeovers are some of the most common influencer partnerships out there. But while these partnerships are short-term, brand ambassadorship is a long-term commitment.
Since most people trust the choices of their favorite influencers, they will notice a brand when it gets featured on their idol’s social media post. But if they see an influencer using your products regularly, they’re likely to do more than look up your brand. That’s the power of brand ambassadorship.
In this article, we’ll talk more about what brand ambassadors do, the benefits of getting a brand ambassador, and how you can choose and build a good working relationship with your chosen ambassador.
Brand ambassadors use the company’s products for a long time and regularly promote them online. The influencer shares posts about their everyday experiences using the company’s products. In effect, brand ambassadors become “the face” of the brand.
Hiring a brand ambassador is more long-term and multifaceted than paying influencers for social media content or a blog post. Brand ambassadors embody the values and identity of the company they represent. Plus, they should be experts who can talk effectively about your brand’s products and services. Besides sharing reviews and experiences online and offline, you may invite them to write blogs and promote products at events.
Brand ambassadors must have sufficient knowledge about a company’s offerings and values. Ideally, they should have established networks for effective word-of-mouth marketing. These qualities are often found in these common types of brand ambassadors:
A brand ambassador gives your brand a personal touch. That is why their responsibilities include knowing the company’s mission, vision, and goals. Beyond that, these responsibilities should be in the brand ambassador contract:
Understanding the marketing psychology behind effective brand ambassadorship can boost your marketing strategy. A brand ambassador is seen as an honest and relatable person that customers and interested individuals can ask and trust about your brand.
Setting a goal is always the first step in every marketing campaign. What do you want to achieve by hiring a brand ambassador? Is it improving your online presence? Or targeting a new set of customers? Knowing your goals can help you find and assess the best candidates for brand ambassadorship. For example, if a beauty company’s goal is to establish expertise, it is best to hire a professional such as a licensed esthetician.
Next, take a look at your prospective ambassadors’ engagement with their followers. A good ambassador not only has many followers but also has genuine interactions with them. Choosing an ambassador based on popularity alone can also make you vulnerable to associating with someone who does not represent your brand’s values. Also, make sure that your ambassador is active on the platforms you intend them to use during your campaign.
Remember that some influencers might be famous on one social media platform but barely present on another. Last but not least, be prepared to make a deal by reaching out to your prospect and presenting your brand ambassadorship proposal.
A brand ambassador is paid based on factors such as relevant experience and actual performance. Various payment models are used for compensating brand ambassadors depending on the agreement you have with the ambassador. Here are some payment methods for brand ambassadors:
With Tapfiliate’s turnkey influencer marketing software, you can work with any of these payment models and track the actual sales that your brand ambassador refers to. Check out all of the features.
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Asking somebody to be your brand ambassador may be done through social media messaging, email, or in-person during company events and product launches. Choose the best medium of communication according to availability, need, and relationship to the brand ambassador. If the ambassador is one of your followers, sending a DM to inquire about their interest in being a brand ambassador might be good. But if the ambassador is an industry expert, sending a formal email is better.
Last but not least, it is vital that you create a perfect brief after you find the best brand ambassador. That’s because the brief will set clear expectations, goals, and rules for both you and your ambassador.
A few things that will make your brand ambassadorship a success are:
Brand ambassadors can do wonders for your business by boosting your online presence, reaching new customers, and increasing your sales. To maximize the benefits of brand ambassadorship, choose brand ambassadors wisely, determine a mutually beneficial payment scheme, and then seal the deal with your chosen ambassador.
Heather Ann Pulido
Heather Ann Pulido is a freelance SEO content writer and a children’s book author. She believes that words change the world. So, she is passionate about writing for businesses, organizations, and several industries that help shape the consumers, community, youth, and indigenous peoples’ rights.
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