Some time ago, only big companies with premium products enjoyed the luxury of having a brand ambassador. And the role of the brand ambassador used to be an exclusive prerogative of celebrities.
Now, in the era of inclusivity, this marketing tool has been gradually mastered by many brands, even medium and small ones. Brands do understand that people are tired of plain advertising and trust micro and nano-influencers, so brand ambassadors are now also micro and nano-bloggers; they are not celebrities but ordinary people instead.
Given all the above, it means that now, even regular users without large followership can become brand ambassadors. And in this piece, we’ll cover how.
What Is A Brand Ambassador
Influencers, creators, celebrities, and even regular customers can become brand ambassadors.
But the main difference between an influencer marketing campaign and a brand ambassador recruiting is that ambassadors are ready to become the face of your brand, not just post a couple of stories about your product, get paid, and call it a day.
Brand ambassadors share the values of the brand, promote these values across their audience, and love the brand they promote, truly.
As a brand ambassador, you represent a company. But you’re not an official employee who can be addressed with claims and questions regarding the goods’ quality, shipping, etc.
A brand ambassador doesn’t openly call to buy this and this as in an advertisement, but all the time showcases their love for the brand.
Apart from ambassadors, companies may have:
- Brand evangelists: happy customers who talk about the brand for free because they really love it.
- Brand advocates: those who stand up for the brand on social media and the Internet, defend its interests, but have no formal relationship with it.
- Brand faces: those who are hired to advertise and participate in brand events, but are not required to use the company's products.
The ambassador differs from these that they, as a rule, have a signed agreement with the brand. In addition, the ambassador earns income for promotion. These can be either full-fledged royalties, free products or services of the company they represent.
What Does A Brand Ambassador Do
The ambassador's task is to tell their audience about the brand they love and use. On a regular basis.
As a brand ambassador, you must really love the brand you promote. If you don’t use the products of the brand or don’t like them, you’ll get tired and annoyed quite quickly by the same questions your followers will ask you. And this will affect the result of your campaigns: you’ll bring down the brand and your audience as well.
There are lots of ways how a brand ambassador can promote a brand:
- Posts on Instagram and other social media
- YouTube videos, TikTok clips and Instagram Reels
- Honest reviews in blogs and social media
- Photoshoots organised by an ambassador or brand
- Giveaways and contests on social media
- Online and offline events organised by the brand and an ambassador: workshops, masterclasses, meetings and networking events, interviews, and more.
How To Become A Brand Ambassador
Almost anyone who has a social media account can become a brand ambassador now. The main thing is to make an effort and showcase yourself in the right way.
Step 1: Understand how the ambassadorship works
Here are the key points:
- You love a brand you promote and use its products.
- You share the brand’s values.
- You are readily advertising and recommending the brand without mentioning its competitors.
- You are ready to be an ambassador for brand gifts and bonuses, not for money.
Step 2. Work on your social media image
You should be unique on social media, posting content that represents your personality. Forget about generic stock images or someone else's quotes. Show your real you on social media, be active in stories, post Reels, reply to comments under your posts.
Brands love to collaborate with bright and passionate people who are not afraid to be active on social media and communicate with followers.
Step 3. Grow your social media
As unsurprising and unpleasant, even, as it may sound, the brand is interested in your audience, sometimes even more than in you. An account with thousands of active followers is more likely to draw a brand’s attention than a blogger with ten thousand bots.
Therefore, make sure you create content that is interesting to your audience and involve your followers in your posts: ask for their opinion, make contests, talk to them. Grow your followers organically and gradually to avoid violating Instagram policy, no need to rush and buy bots.
Become a proper influencer, and people will genuinely wonder where you bought your new dress and what snickers you put on today.
Step 4. Be consistent
On your social media profiles, get rid of any garbage: low-quality photos and videos, stock images, illiterate captions, etc. Work on your overall Instagram aesthetics and look. Your feed may not be perfectly designed but it should look like you’ve been working on it.
Try to maintain a coherent style and don't jump from topic to topic in your publications. This is especially easy when you think through your content in advance. Combin Scheduler, an Instagram content planning tool, can be quite helpful here.
Step 5. Determine brands you could partner with and contact them
Since you are not yet a famous and popular influencer, you’ll often have to be the first to offer your services.
Make a list of products and services that you often use and enjoy in your daily life. You already know all the perks and flaws of these brands, so you can share them in detail in your pitch to the brand.
Find out if the brands you put on the list have an ambassador program.
If there is no such program available, contact the brand representatives directly (via social media, email, on-site lead forms, etc.), and offer your services inviting them to launch their own loyalty program on any of the platforms for working with ambassadors.
Here is a short list of tips to help you successfully grow as an ambassador:
- Determine your strengths and brands brands you really, really like.
- Join the brand ambassador loyalty program and carefully research all its requirements and conditions.
- Mix your promo posts with non-promotional content. If you overuse your paid posts, you risk losing the credibility of your audience. And mass unfollows won't do you good.
- Act professionally and politely with your brand partners and your audience on social media.
- Don't overreact to negative comments, but don't let your audience get too personal as well.
How To Find Brands and Advertisers
Many companies have specific requirements for their brand ambassadors. For example, the Canon ambassador program can only be joined by photographers and videographers. So before pitching the brand, research their available ambassador program if they have any.
There are multiple ways to join the ambassador program:
- Participation in contests and giveaways organised by brands.
Sometimes companies organise contests to choose ambassadors.
They select ambassadors among the contest participants on Instagram. The requirement for applicants might be to have a public Instagram account with more than a certain number of followers.
The contest typically works as follows: applicants repost a contest layout in their story and put an active link to the brand.
Later, the editorial team of the company picks several the most interesting participants. They check their accounts, how the applicants communicate with their followers, check the engagement of their audience and how genuine it is.
After that, the top ones are put up for open voting - brand followers vote in stories. As a result, one winner is selected.
2. Job application.
This is a somewhat unusual way to become a brand ambassador, but sometimes brands post such vacancies. As a rule, the candidate is required to be sociable, good-looking, Instagram-savvy and even have sales experience. An active social media profile will be an advantage.
Your social media activity is an opportunity to grow into an ambassador from a loyal customer, evangelist or brand advocate. If you, as a candidate for the role of an ambassador, already use the company's products, actively talk about it on social channels or other platforms and act as a brand advocate, then the company may notice this and offer cooperation.
3. Contact the brand.
Who says you can’t be initiative and pitch the brand?
Some brands have special application forms right on their sites for those wishing to cooperate and become ambassadors.
If a brand you’ve chosen does not have this form, you can still DM it on Instagram and other socials. In your pitch, say you’ve been long and devotedly loving the company's products and constantly talking about it on your channels, show your portfolio and/or reviews, and enquire about the conditions of ambassadorship in the company.
How Much Brand Ambassadors Earn
The ambassador's income depends on whether the ambassador is a full-fledged job - the company can offer this kind of cooperation as well - or is it just an addition to the main activity.
The ambassador can receive money for their activities, or sometimes (more often) the company's products, exclusive discounts or non-monetary bonuses, such as travel or free participation in events. Some brands can also offer to cover your costs on targeted ads and other paid advertising.
The list of benefits that ambassadors receive is very diverse and differs from brand to brand. It is limited only by the imagination of brand managers. The most common ones are:
- Big discounts (bigger than those for regular customers)
- Special coupons
- Free products
- Personal gifts
- Exclusive products that are not available to the mass market
But the whole point of ambassadorship is based on the concept of cashless rewards when ambassadors receive awards and bonuses as products or gifts from their favourite brand.
Wrapping It Up
You see that you don't have to be a celebrity to become a brand ambassador but you still do need to have active social media channels and followers. Don't be shy to pitch your favourite brand to see if they have an ambassador program. At least, the worst thing they could do is declining your offer. But don't be discouraged and keep working on your socials to pitch later or find another brand that is good enough to work with you.