Brand Ambassadors: 5 Key Secrets for 10x More Growth

Alan VanToai

December 4, 2020

The world is changing, and consumers are looking for a more authentic way to find brands that align with their core values.

In the same manner, once a person finds a brand they love, they want to share it with everyone they know - from their friends to family, and even their followers on social media (and beyond!)

If your customers are already passionate about your brand and you have somewhat of a cult-like following, then maybe it's time to consider a brand ambassador program!

Brand ambassadors can help your brand grow at a rapid speed. They are already advocates, so why not give them the opportunity to work alongside you and help your brand grow?

Brand ambassadors are one of the most effective strategies you can use to grow your brand in an extremely genuine way. Plus, they offer huge benefits at a very low cost.

Today, we are going to discover the top 5 ways brand ambassadors can help push growth and take your brand to new heights!

Without further ado, let's dive into it.

What are brand ambassadors?

A brand ambassador could be any existing customer in your CRM that consistently purchases from your brand,  and who absolutely love your products.

Brand ambassadors know your product, follow your social media, like and comment on all of your posts, and can't wait to share their new products with their friends and family.

They advocate for you and are the reason your brand is thriving.

Brand ambassadors are the customers that already talk about your brand, unprompted, and are making content for your brand for their friends and followers, in the form of videos, IG or FB stories, TikToks, etc.

Now, what if you took those customers and had them work alongside you to help your brand grow? That is a brand ambassador!

Brand ambassadors differ from influencers because of the authenticity they bring to the table. While most huge influencers and celebrities are paid thousands of dollars, brand ambassadors will want to join your program to get small perks and for the chance to grow professionally, become part of a community, and help influence their favorite brand.

This wouldn't be their main job, but more of a side gig that they can do to help influence their favorite brand and be part of the growth of their brand! They do it for the love, not for the paycheck.

We discuss the difference between influencers and brand ambassadors and why a brand ambassador program is a more genuine strategy in our Ultimate Guide to Brand Ambassador Marketing, check it out for more details!

How can brand ambassadors help your company grow?

Brand ambassadors can help your brand grow in a variety of meaningful ways.

By ramping up your already dedicated customers and converting them into your team of brand ambassadors, they will help your brand grow while humanizing your brand.

There are 5 surefire ways that brand ambassadors can help your brand grow:

  • Help increase visibility for your brand
  • Increase positive word-of-mouth
  • Produce more user-generated content
  • Generate more referrals for your brand
  • Give you direct customer feedback to help shape the future of your company

Let's take a closer look at each of these 5 ways brand ambassadors can help you gro

The top 5 ways brand ambassadors promote rapid growth!

Increased visibility

One of the reasons for converting your passionate customers into your tribe of brand ambassadors is the increased visibility your brand will receive.

You can utilize your brand ambassadors to spread your content around their social media accounts. Most of your loyal customers are probably already active on all of the big social media players: Instagram, Facebook, Twitter, YouTube, TikTok.

Knowing that your customers are active on social media, you can leverage this as a strategy to get your content circulating around and into the hands of potential new customers.

Your ambassadors have friends, family, and followers. So let's break down the amount of visibility your brand could, hypothetically, generate with brand ambassadors.

If each ambassador has an average of 1,000 followers on Instagram, and 10% of their followers actually see their content on Instagram (since we all know the IG algorithm works so that your feed is populated with the content you interact the most with). That is STILL 100 new impressions that your brand might have never gotten before with just ONE single ambassador.

Now, let's say that you have 500 ambassadors. If each ambassador has an average of 1,000, and at least 100 of their followers see their post with your content, you are looking at around 50,000 new impressions you never had before!

Take the brand MANTRA DAO,  a community-governed DeFi platform focusing on Staking, Lending, and Governance, for example.

With the help of their ambassadors, they are able to easily share their content and get it into the hands of potential patrons that might have not been able to find it before!

Each time they have conten they want to share, they mobilize their ambassadors and get them sharing it on their social media accounts!

Their ambassadors help a brand that they love all by sharing their content with their circle of friends and followers, increasing the number of impressions each of MANTRA DAO's tweets receive!


How many times have you asked friends or the family for a recommendation or trusted the products that your friends swear by? I certainly have, I'm positive you have, most people would agree they have given a recommendation as well.

Word-of-mouth is HUGE, in fact, Nielsen reported that 92% of consumers believe suggestions from friends and family more than advertising. More than that, 88% of people trust online reviews written by other consumers as much as they trust recommendations from friends and family.

Let's face it, the average person sees around 4,000 ads every day. With that many ads, it's difficult for consumers to sort through that many ads to find the ones that really resonate with them.

DTC brands are finding it more and more difficult to advertise their brand on the typical channels, such as on social media. Most people are seeing thousands of ads each day, which is creating a huge distrust among consumers everywhere.

And the facts speak for themselves, most people would prefer to get a recommendation from a friend over receiving paid ads from thousands of different companies each day.

This is where your brand ambassadors come in! They can help spread the word about your products amongst their followers, and they will do so with excitement as they already love your brand!

User-generated content

Many consumers today consider user-generated content as an important factor when they decide to purchase from a new brand. User-generated content will help potential customers see what your product will look once it arrives.

Instead of checking out models on their websites or a product image, they can see the product in real-time on a real person. This is a huge selling point!

User-generated content aids your potential customers in seeing your brand in action, without having to purchase anything beforehand!

The best part, user-generated content is super authentic. These aren't paid models but actual people. Potential customers will be able to relate and user-generated content will get them excited to try your brand.

Take Vitae Apparel, a Canadian fitness apparel company, as an example of user-generated content done right. They have started their own hashtag #VITAEANYBODY with TONS of success.

Women looking for high-quality athletic clothes can see the user-generated content created by happy customers that look just like them!

They mobilized their ambassadors to create their own post wearing Vitae Apparel items, and invited them to create their own piece of content talking about body positivity.

Vitae Apparel started this hashtag campaign and with the help of their brand ambassadors, now have over 200 posts on Instagram from happy customers using their hashtag!

Be like Vitae. Take your happy customers, turn them into your army of brand ambassadors, and get them creating their own user-generated content today!

Affiliate Marketing - Referrals

Arming your ambasssadors with a unique referral code will do wonders for brand growth. Your customers already love your brand and, as we saw earlier, are excited to give product recommendations to friends and family.

Now, take that a step furhter. If you create an ambassador program, you will be able to arm each ambassador with their own unique referral code or link which they can pass around on their social media and to their friends and family.

Each new customer would receive a discount, which would work as a catalyst for solving any buying anxiety (who doesn't love a discount, especially as a first time buyer.)

And your ambassadors can receive commission for each new customer they refer.

Take the example of the European fashion brand Tally Weijl.

Tally Weijl has a huge base and operates in 14 countries. Their customers love their brand, so the company decided to host an ambassador program.

In just two months, the brand has earned over $20k in affiliate revenue! This is huge growth for the company and it is all due to their army of brand ambassadors!

Tally Weijl arms each ambassador with their own unique referral code, and the ambassadors can share it on their social media, helping spread Tally Weijl's reach and grow its customer base.

Here, we can see one of Tally's ambassadors wearing a very stylish outfit and sharing her referral code! The best part? Through this post, she was able to refer a new customer to Tally Weijl!

Direct customer feedback

I am sure that you are always trying to create the best products for your customers, and utilizing your brand ambassadors to help you do product research is one of the best methods you can use to get direct from consumer feedback.

A huge selling point for a customer to join a brand ambassador program is the chance to work alongeside their favorite brand and play an influential role in the direction the brand takes.

If you host a brand ambassador program, getting feedback will be easy as your ambassadors will be eager to let you know what they think about your products.

Plus, this feedback will be honest and genuine, directly from the source; your customers.

You could ask your ambassadors to provide feedback on a number of things, such as:

  • Their thoughts on a new flavor of granola bar or protein powder your brand just launched
  • Giving their opinion on your newest facewash
  • What colors/patterns they would love to see your brand create for their favorite workout set
  • What they thought of your newest product release

The list goes on and on! Taking this direct consumer feedback from your ambassadors wil help you shape your brand and grow in the direction your customers really want to see.

It's truly a win win for the brand AND the ambassador!

Is your brand ready for a brand ambassador program?

There are tons of great benefits to hosting a brand ambassador program. Brand ambassadors can help you grow exponentially, and they will help you do it in a way that is honest and relatable.

If you aren't sure if your brand is ready for an ambassador program, check our our Brand Ambassador Program Checklist.

We wish you all the luck with your program! If you are looking for the best platform to host your brand ambassador program on, don't be afraid to reach out to us!

Ready to turn your customers into your army of brand ambassadors? If so, check out CrewFire's epic demo video to see how you can drive more referrals, word-of-mouth, and user-generated content for your Shopify store.

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The Ultimate Guide to Brand Ambassador Marketing.

We distilled years of brand ambassador marketing experience to show you how to promote your content, reach more people, and grow your brand with brand ambassadors.
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Alan VanToai

Co-Founder of CrewFire


Brand Ambassadors vs. Influencers: What’s Best for Your Brand?

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