When it comes to marketing, influencers and brand ambassadors are often used interchangeably. However, there are some key differences between the two. Influencers are typically hired for a single social media campaign to leverage their large number of followers. Brand ambassadors, on the other hand, are in it for the long haul. They typically work with a brand for months or even years.
Lyft's brand ambassador program is a great example of this. Ambassadors are given the opportunity to work on events and earn hourly rates as well as commissions. Plus, they can choose their own schedule, making it a great addition to any marketing resume.
The most basic way to find brand ambassadors is through social media searches. Look for people who post regularly about your brand and have a large following. Unlike traditional influencer marketing, brand ambassador programs usually last 6-12 months, allowing consumer loyalty to grow organically.
Brand ambassadors can be found on various channels such as blogs and personal websites, as well as on social media platforms like Facebook, Twitter, Instagram, and LinkedIn. They use these channels to promote the company of their choice and create relationships between the company's offer and the customer.
When searching for brand ambassadors, make sure you define the values that you want them to match those of your brand. Let them know every time you launch a new campaign and keep your promises too.
You can also use powerful filters such as engagement rates, reach, platforms and even audience interests to find the best brand ambassadors. Colleges and universities are also great places to start a brand ambassador program due to their large number of students.
Finally, don't forget about brand ambassador companies that connect businesses in efforts to promote products and services. Employer branding strategies also rely heavily on advocates who promote employer branding.
Lululemon was one of the first brands to recruit long-term ambassadors, and its program is still ongoing today.
Brand ambassadors can be a great asset to your organization if you take the time to find the right ones and keep them satisfied. With their power to influence brand perception and people's decisions, they're an invaluable asset for any business looking to take their brand to the next level.