What Is A Brand Ambassador? What Do They Do?

brand ambassadors

Digital platforms have a huge impact on society, with 3.78 billion people using social media. Brands look for individuals who are prepared to represent them and market their goods and services for them. An official brand representative who actively promotes the brand is known as a brand ambassador.

A brand ambassador uses and loves the product, promotes it naturally, and is compensated for doing so. Brand ambassadors present a company’s personality, voice, and attitude to its clients. A position as an ambassador is ideal for those who enjoy socializing and engaging with others.

Continue reading for more details if brand ambassadors are of interest to you.

What Is A Brand Ambassador?

A company chooses a brand ambassador to be the “face” of the brand. The ideal candidate is a tastemaker in their communities and should have plans to use their networks and connections to promote the brand using word-of-mouth marketing strategies (i.e. referring friends, posting about the brand online, etc.).

Additionally, a brand ambassador will represent her company at particular events where she might give product demonstrations or sample giveaways.

Why Do Companies Require Brand Ambassadors?

Every company needs a “face,” a real person who has all the required traits and shares the brand’s values and tone of voice. Brands search for the perfect candidates to speak for them because they can:

  • improve brand awareness;
  • create a higher level of customer trust;
  • reach a new audience and bring in new customers with the help of referral sales (links and coupons) and word-of-mouth;
  • enhance customer lifetime value;
  • blow up conversions through user-generated content;
  • reduce extra expenditures on the creation of in-house content;
  • increase a company’s effectiveness across different channels;
  • establish credibility;
  • build a good reputation;
  • boost sales;
  • drive traffic to a brand’s website.

It’s simple for a customer, an employee, or even a die-hard brand enthusiast to represent your company. The candidate should be an excellent spokesperson, have experience in marketing, and be knowledgeable about the specifics of your brand’s product, vision, and mission.

They should also manage brand accounts on social media. Real people are more likely to recommend a product or service to a company’s target market after using it themselves. Additionally, they support retaining existing clients and gaining new ones.

A public figure with significant mass appeal is what brands ideally seek. It’s likely that you’ve heard that Selena Gomez is a Pantene ambassador and that Dua Lipa represents Puma. Through their campaigns and initiatives, influencers motivate people all over the world.

A Brand Ambassador’s Responsibilities

Brand ambassadors can support the improvement of a brand in many different ways. This involves undertaking tasks like writing articles, taking photos and videos for testimonials, and performing other crucial tasks to create authentic, contextual content for actual users. Discover the many ways that brand ambassadors help to boost brands below:

Writing Testimonials & Reviews

The brand can benefit from the writing of a variety of content that brand ambassadors can produce. This could include brief writings like product reviews or longer writings like blog posts. Both are beneficial in their own ways.

Because they are objective, ambassador recommendations are valuable. Customers understand that they are not sponsored content, so they are helpful. Real emotion is expressed by customers, which benefits the brand. For instance, by including attributed testimonials at the top of their product pages, a website for job preparation saw a 34% increase in conversion rates.

brand ambassadors

Ambassadors may also participate in forums for customer reviews. Online reviews can have a significant impact on a potential customer’s decision because consumers generally trust other consumers more than they do advertising or marketing. The conversion rates of a brand are raised as a result of reviews’ ability to communicate information that customers may be interested in learning.

Creating UGC

User-generated content (UGC), which can be a potent tool to increase brand loyalty and awareness, can be produced in collaboration with a brand by brand ambassadors.

Great examples of visual UGC include product images and photo reviews. In the book Brain Rules According to author John Medina, people only retain 10% of the information they hear after three days. By including images, you can increase retention by 15%. This shows how effective images can be.

Consumers are more likely to recall your brand when there are visuals involved. They make it simple for those with short attention spans to comprehend the benefits of a service or business.

This results in higher engagement, which is highlighted in a study that found that user-generated content featuring a brand generated 6.9 times more engagement on Facebook than brand-generated content. This emphasizes the importance of visual production and ambassador engagement.

Additionally, ambassadors can produce pertinent content. A number of benefits come with sourcing product images. The product may be viewed from all sides in a photograph or may be styled in various ways. Making a page more relatable for the customer is one of the main advantages of UGC.

Another way ambassadors can get involved is through video testimonies. Forbes states, “Utilizing video accelerates revenue growth by 49% compared to marketing campaigns without it.” Prospective customers can benefit from videos in a variety of ways. For instance, 41% of marketers say video marketing has a high return on investment.

Videos are beneficial for product pages, but they are also crucial for social media use. Videos visually engagingly present a lot of information. Additionally, they enable brand ambassadors to express their true emotions.

A fascinating example of video content is an “unboxing video.” In these videos, brand ambassadors are seen opening products and sharing their initial impressions. What is the purpose of an unboxing video, some people may wonder?’.

These videos not only have the potential to receive thousands or even millions of views, but they also give viewers the chance to see real reactions to products and hear real reviews to aid in decision-making. Additionally, they enable viewers to feel a connection to their favorite ambassadors.

Word Of Mouth Marketing

It is very effective to spread the word. In fact, the Chatter Matters Word of Mouth report shows that word-of-mouth influences up to 90% of decisions and is directly responsible for 19% of all purchases.

Customers are 4 times more likely to purchase when referred by a friend, so it’s important to recommend friends. In addition, there are many new ways for this positive word-of-mouth to spread in the modern world. Many social media platforms, including Facebook, Instagram, and TikTok, are important word-of-mouth promoters.

Both offline and online, customers are referred by friends, family, or coworkers. Word-of-mouth in an online setting can be strengthened further by visual content. This makes it possible for brand ambassadors to disseminate their message in various ways.

Creating Events

Some brands may ask their ambassadors to host or plan an event. Events seek to spread the word about a new product or maintain the buzz surrounding the business.

Brand ambassadors can learn more about a brand, interact with other ambassadors, network, and create content at brand events or events related to it. Utilizing the event by asking attendees to share content on social media to raise brand awareness may enhance its value even further.

brand ambassadors

Offering Valuable Feedback

A successful brand ambassador program places a lot of emphasis on the relationships between the brand and ambassadors. Ambassadors provide direct, frank feedback on a variety of topics.

Product testing is one illustration of this. You can generate unbiased evaluations of products for new product development by inviting your ambassadors to take part in product testing. By allowing the ambassador to spread “pre-release” opinions and build buzz about your brand, you can raise the value of this action.

Do Brand Ambassadors Get Paid?

For outgoing, enthusiastic, and sociable individuals, serving as a brand ambassador is a great idea. Indeed reports that the average salary in the United States is $17 per hour and $39,834 per year. 49% of Americans who work as brand ambassadors are happy with their salaries and claim they make enough money to live comfortably.

It’s important to note that many excellent businesses allow brand reps to earn $55,000–$65,000 per year. Because of this, salaries are variable and based on the brands you support.

There are times when brands use a different approach and prefer to pay their professionals based on the number of promotional materials they can distribute or the number of leads they can generate.

As a result, brand ambassadors who are paid on commission may make a lot of money if they bring in a lot of new clients or nothing if they are unsuccessful in growing their clientele.

The Difference Between Brand Ambassadors And Influencers

Some articles and online forums use the terms “brand ambassador” and “influencer” interchangeably, but it is important to understand the key differences between the influencer and brand ambassador definitions.

A person with a sizable social media following—typically 10,000 or more—is referred to as an influencer. Influencers frequently engage in one-time sponsorships with brands and companies. Some influencers don’t produce any sponsored content at all because it isn’t necessary for their position.

Consider a reality TV star who promotes an online clothing retailer in a sponsored Instagram post as an illustration. They may earn money from the sponsored post, but even if it never appeared, they would still be considered an influencer.

The work of a brand ambassador, on the other hand, can be summed up as consistently promoting one or more brands over a predetermined period of time. In contrast to influencers, most brand ambassadors are required to produce content that is related to the brands they represent.

A famous person who serves as the spokesperson for a high-end clothing line is a great illustration of this. They frequently wear the brand while walking the red carpet and are featured in commercials and product photo shoots.

An easy way to remember the difference between these job descriptions is that influencers can be brand ambassadors, but brand ambassadors almost always are influencers or celebrities.

How Do I Become A Brand Ambassador?

To be a corporate ambassador in today’s world, you don’t have to be a famous person, a public figure, or an influencer. Companies look for young enthusiasts with good multitasking skills as they work to increase their sales volume and brand recognition.

Follow the steps below to get started if you believe you have excellent communication and networking skills.

Search For The Brands You Want To Represent

brand ambassadors

Start by looking up the businesses you want to recommend. Remember that brands prefer to work with thought leaders who share their values and complement their main objectives. An ideal fit for a cosmetics company, for instance, is a beauty blogger. So it’s helpful to do some research on the companies that are relevant to the social media content you post. To understand their core values and the people they require, follow them.

Develop A Distinctive Personality

Prepare to present a distinct personality online. Discover your area of expertise for this purpose, whether it be business, lifestyle, beauty, or travel. Brands require brand ambassadors who fit their aesthetics and interests perfectly. Athletes are chosen as brand ambassadors by numerous popular sportswear companies. For instance, Tony Hawk, who is well-known for his accomplishments in skateboarding, accepted a commendable position as a brand ambassador of Vans, a well-known manufacturer of skateboarding shoes and apparel.

Attract More People’s Attention

To earn people’s trust and respect, you must produce high-quality content. Make an effort to write posts that are interesting to read, share photos that are of high quality, and write stories to attract followers and garner likes and comments. To reach more people, use a variety of techniques and approaches. You could also think about hosting giveaways, contacting bloggers for promotion, leaving comments on well-known blogs or pages, or using paid advertising. The more activity your page has, the more appealing your personality is to businesses in the same industry.

Relate To Your Supporters

Stay in touch with your subscribers. Request their experiences and viewpoints. This is a fantastic chance to start a conversation and involve your audience. They won’t be unimpressed by your engaging style. You’ll accomplish this by retaining your current followers as well as gaining new ones.

Subscribers Should Be Increased

Having a large following is one of the main goals of every blogger. Opinion leaders collaborate with other influential people in the niche to achieve it, hold giveaways, publish blog posts frequently, use hashtags, and actively engage with their audiences.

The Businesses You Want To Collaborate With Should Be Contacted

Start contacting brands once your social media profile is ready and you have decided which ones you would love to promote. You can email them or use social media to send them a message offering your services. Additionally, you can do it in person by attending special gatherings and meetings.


To sum up, by using your best staff members or clients as brand ambassadors, your business can increase conversion rates, reach leads, attract new customers, and build strong relationships with the audience. The more effort you put in, just like in any other job function, the better results you will see. Although becoming a brand ambassador does not happen overnight, it is possible with the right attitude.