What is a brand ambassador?

by | Feb 14, 2024 | Marketing Tips

So, you’re wondering, “What is a brand ambassador?

Here’s the answer: A brand ambassador is the key to your social media success.

76% of people say that they’re more likely to trust content shared by “normal” people than by brands. 

The key to reaching this audience?

Brand ambassadors.

Join us at Click Analytic as we find out what is a brand ambassador. We’ll even share some secret tips for finding and working with them.

Let’s roll. 👇

What is a brand ambassador?

What is a brand ambassador?

Ever seen someone who can’t stop talking about their favourite sneakers or coffee brand on social media? 

That’s a brand ambassador for you. 😁

They’re like the best friend of a brand, spreading the word out of genuine love for the product. 

But they’re not just fans. 

They’re often part of a bigger plan, helping brands shine in the crowded market.

What role do brand ambassadors play in marketing? 🤔

👉 Think of a brand ambassador as the bridge between a brand and its audience. 

People crave authenticity, and these ambassadors bring a human touch to marketing. 

They show how a product fits into your daily life, making it more relatable. 

They’re not just selling; they’re sharing experiences and making connections stronger.

But it’s important to understand the difference between brand ambassadors, influencers and brand advocates.

Here’s where things get a bit mixed up, so let’s clear the air:

✅ Brand ambassadors:

Usually, they have a formal relationship with the brand. They’re in it for the long haul, constantly engaging with their audience about the brand. Think of them as the loyal buddies of the brand.

✅ Influencers:

These folks have a hefty following and work on a more campaign-based approach. They’re like the popular kids in school who everyone listens to, but their relationship with the brand might not be forever.

✅ Brand advocates:

Imagine a super fan who loves a brand so much that they can’t help but talk about it. They do it for free, driven by pure enthusiasm. There are no contracts, just love.

Each plays a unique role, but together, they create a powerful force to make a brand stand out.

💡 Pro tip: Use an influencer marketing platform to find ambassadors, influencers and advocates.

Influencer marketing quotes: Did you know? working with the wrong influencers can damage your brand's reputation.

What value do brand ambassadors bring?

Ever wonder why some brands just seem to “get” you? 🧐

Chances are, they’re working with some amazing brand ambassadors. 

These folks are more than just spokespeople. They’re the secret sauce to creating a buzz that feels genuine. 

Here’s the value brand ambassadors bring to your brand:

🎯 Extends reach.

Imagine throwing a pebble into a pond. 

The ripples go far and wide, right?

That’s what brand ambassadors do. 

They introduce your brand to corners of the world you didn’t even know existed. 

Their social media posts, stories, and real-life chats help your brand reach new eyes and ears every day.

🎯 Enhances brand reputation.

There’s something special about hearing good things from someone you trust. 

Brand ambassadors help paint your brand in a positive light. 

They share their honest experiences, which feel more real than any ad ever could. This trust builds a solid reputation, making people more likely to give your brand a thumbs up.

🎯 Build authentic connections.

Let’s face it; we all crave connections that feel real. 

Brand ambassadors have this incredible ability to create genuine relationships with their audience. They’re not just talking at people; they’re having conversations with them. 

This authenticity turns casual followers into loyal fans.

The benefits of brand ambassadors are real.

Let’s summarise it:

👉 Boosted social media presence: With every post, like, and share, brand ambassadors help your social media stats soar. More followers, more engagement, more everything.

👉 Improved customer loyalty: When customers see a brand represented by people they relate to, they’re likelier to stick around. It’s like being part of a community, not just a customer base.

👉 Enhanced feedback mechanisms: Brand ambassadors can be your eyes and ears on the ground. They share what people really think, giving you the insights to tweak and improve.

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3 Types of brand ambassadors

Brand ambassadors come in various forms. Each type of brand ambassador contributes uniquely to your marketing strategies. 

Let’s explore the different types of brand ambassadors:

📊 Micro-influencers:

Picture someone with a following between 1,000 and 100,000. That’s a micro-influencer. And yes, many brands work with micro-influencers.

The secret to their success? High engagement rates. 

Often seen as more relatable and trustworthy, micro-influencers wield significant influence within niche communities. Their recommendations are like gold dust for brands targeting specific demographics.

📊 College students:

Imagine the energy and enthusiasm of college students being channelled towards promoting your brand. 

These ambassadors bring your products to life on campuses, creating a buzz in a demographic that’s eager to try new things but might be hard to reach through traditional marketing.

📊 Corporate employees:

Now, think closer to home. 

Your employees can be your strongest advocates. 

When they share their work life, behind-the-scenes moments, or how your product is part of their daily routine, it adds unmatched authenticity and trust. 

They’re the insiders who can genuinely vouch for your brand.

But why does this diversity matter? 🤔

👉 A mix of ambassador types ensures your brand resonates across different audience segments. 

A micro-influencer might reach the niche hobbyist, the college student can tap into the vibrant youth market, and the corporate employee lends credibility and a genuine inside look into the brand.

The significance? 

It’s all about connection. 

Each type of ambassador connects with their audience in a way that’s unique and authentic to their experience and relationship with your brand.

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Tips to find and work with brand ambassadors

Ready to get your brand the hype it deserves with some stellar brand ambassadors? Buckle up!

Here’s your go-to guide to find and team up with these champions. 👇

How to find brand ambassadors

✅ First, know what you’re looking for.

Think, what vibes with your brand? 

Are you all about that eco-friendly lifestyle or more about tech and gadgets? 

Find folks who genuinely love what you’re about. It makes all the difference.

✅ Next, scour your socials.

Your loyal fan base is a goldmine. Look for individuals already loving your brand out loud on social media. They’re not just fans but potential brand ambassadors waiting in the wings.

✅ Always keep an eye on engagement.

It’s not just about the numbers. Someone with a smaller following but high engagement can be more valuable. They talk, people listen – that’s the influence you want.

💡 Pro tip: Are you familiar with the essential influencer marketing metrics that spell success? You should be.

Influencer marketing email templates: Two men in business suits with the words did you know?.

Recruit brand ambassadors like a pro

✅ Now, it’s time to make the first move.

Found someone who fits the bill? 

Slide into their DMs or shoot them an email. 

Keep it casual, like you’re inviting them to be part of something exciting (because you are!).

💡 Pro tip: Check out this handy guide to do influencer outreach with free tools like a pro.

✅ Always be clear about what’s in it for them.

What perks come with the gig? 

Free products, discounts, or maybe a shoutout? 

Be upfront about the benefits; it’s all about give and take.

💡 Pro tip: Use these free influencer marketing email templates if you’re at a loss for words.

✅ And then set realistic expectations.

What do you expect from your brand ambassadors? 

Regular posts, stories, or attending events? 

Lay it all out so everyone’s on the same page from the get-go.

💡 Pro tip: You can use an influencer marketing contract and this influencer marketing brief to keep things organised.

Influencer marketing challenges - The biggest problem.

Keep your brand ambassador relationship sweet

✅ Like in any solid relationship, communication is key.

Keep the lines open. 

Regular check-ins, updates on new products, or just a quick “How’s it going?” can make your ambassadors feel valued and in the loop.

✅ Remember the old feedback loop.

Listen to what they have to say. 

Their insights can be gold dust for improving your products or marketing strategy. 

Plus, it shows you value their opinion.

✅ And always show appreciation.

Everyone likes to feel appreciated. 

A simple thank you, a feature on your socials, or a surprise gift can go a long way in keeping your ambassadors happy and motivated. 🥰

Did you know influencer outreach is a lot simpler than marketing managers marketing thinking?.

4 Real-world brand ambassador examples

As we wrap up this journey into the world of brand ambassadors, let’s ignite your inspiration with a few shining examples of brand ambassador programs that have truly made a mark. 🤩


GoPro’s brand ambassador program, often called the GoPro Family, turns everyday adventurers into storytellers. 

By equipping them with the latest GoPro gear, these ambassadors capture breathtaking moments from the peaks of mountains to the depths of the oceans. 

Their authentic, jaw-dropping content showcases the product’s capabilities and embodies the brand’s adventurous spirit. 

This strategy has turned GoPro into a synonym for action cameras, all while building a loyal community of content creators.


Lululemon takes a localised approach to brand ambassadorship. 

Yes, find local influencers to work with.

They partner with yoga instructors and fitness professionals in communities around their stores. 

These ambassadors embody the brand’s health, mindfulness, and active living values. 

By integrating the brand into their classes and social platforms, they authentically promote Lululemon’s apparel as essential for an active lifestyle. 

This strategy has helped Lululemon cultivate a strong brand identity that goes beyond clothing, fostering a community centred around wellness.

Red Bull

Red Bull’s approach to brand ambassadorship is as unique as its marketing strategy. 

From sponsoring extreme sports athletes to supporting students through the Red Bull Student Marketeer program, the brand has mastered the art of aligning with individuals who live and breathe the “gives you wings” motto. 

Through their extraordinary feats and campus events, these ambassadors promote the energy drink and the exhilarating lifestyle that Red Bull stands for.


Our final example of a great brand ambassador program comes from Starbucks.

Starbucks takes an inside-out approach by turning its baristas into brand ambassadors. 

Recognising that these employees are the face of the brand, Starbucks empowers them with extensive training, benefits, and the autonomy to personalise customer interactions. 

This investment turns employees into passionate advocates for the Starbucks experience.

A man in a lab coat is holding a clipboard with social media icons.


And there you have it! Now you know what a brand ambassador is.

What’s your next step?

You grab this free trial of our influencer marketing platform to find your brand ambassador. Quick and easy.

FAQs about brand ambassadors

Still here? Got some burning questions about brand ambassadors?

Check out these answers.


What makes a good brand ambassador?

A good brand ambassador genuinely loves and is passionate about the brand. They should have a strong, engaging online presence or be influential within their community.

How do companies benefit from brand ambassadors?

Companies benefit from brand ambassadors through increased brand awareness, customer loyalty, and authentic customer engagement. They also assist in amplifying marketing efforts, often leading to higher conversion rates.

Can anyone become a brand ambassador?

Yes, anyone with a genuine love for a brand and the ability to influence others through social media platforms or personal networks can become a brand ambassador.

How do I start a brand ambassador program?

Starting a brand ambassador program involves several steps: identifying your goals, defining what you expect from ambassadors, selecting suitable candidates, and establishing clear guidelines and incentives.

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