A brand ambassador is an individual that is hired by brands to promote their products. Promoting the brand’s products in valuable ways in front of their followers is the main duty of a brand ambassador. They are the long-term partners of the brands that are motivated towards generating continuous and impactful results.
People are bombarded with thousands of advertisements daily, and this leads to “advertising blindness”: the condition of being unaware of or unresponsive to advertising. In fact, studies have shown that people can be up to 50% less likely to notice an advertisement when they are exposed to too many.
A brand ambassador can help break through the clutter by becoming a walking, talking (and sometimes, even dancing) advertisement for your brand. By associating with a brand ambassador that appeals to your audience, you stand a chance of reaching individuals who previously looked at your advert with nothing registering in their minds.
Brand ambassadors are often social media influencers with large followings, but they can also be regular people who are passionate about your brand. Unlike influencers, ambassadors are committed to working with your brand on a long-term basis. They integrate your products or services into their daily lives and promote them in the same way that they would recommend a company to a friend.
Below are specific methods brand ambassadors employ to promote your brand.
Reach New Audiences with your Brand Ambassador
Brand ambassadors work as a portal between you and your potential customers. They allow you to reach new markets through their Instagram accounts. This allows the general public to access your brand and be encouraged to purchase from your brand. The number of followers the brand ambassador has is not the only thing that you have to look out for here. The niche of their followers is another important thing to look out for when partnering with a brand ambassador.
Loyal Following of Brand Ambassadors on Instagram
Influencers or social media personalities have a loyal following. When your brand ambassador comments, like, or re-shares your post, their followers will also be inclined to use your products or services. Users usually place trust in famous figures they follow on the platform.
There are many reasons why people trust influencers. Influencers have generally built up a large following on social media platforms by regularly sharing interesting and engaging content. This creates the impression that they are experts in their field and that they have the ability to reach a large number of people.
People tend to trust recommendations from people they feel like they know more than those from strangers. If an influencer is someone that people know and trust, then their recommendations are likely to be more trusted as well. Many influencers have a personal connection with their followers, which can make them seem more trustworthy.
Enhanced Content with a Brand Ambassador
When a brand ambassador re-shares your content, they don’t just re-share your post as it is. Instead, brand ambassadors enhance your content and add their own flavor to it in the re-sharing process.
This is not done by editing the original post but by adding their comments and reviews while re-sharing your original content.
Shared Reputation with the Brand Ambassador
Over time your brand ambassador and your brand become a part of each other’s reputation. When your brand ambassador’s followers see brand-related posts on their Instagram page, they naturally start associating the brand with the ambassador and consider them as a single entity.
Build a Personal Connection with the Audience With a Brand Ambassador
Brand ambassadors provide positive word of mouth that helps form a personal and genuine connection between your brand and the audience. This aids in converting the loyal followers of the brand ambassador into your loyal customers.
Certain brands also provide discount codes and promotions for the followers of their brand ambassadors, and this creates even a stronger personal connection between the brand and the audience.
Other than some of the benefits described above, there are a handful more benefits that your brand can enjoy with a brand ambassador partnership with the help of an effective brand ambassador program.