The complete guide to Brand Ambassador

Social media platforms like Facebook, Instagram, Twitter, and TikTok have become ways people influence each other’s decisions, emotions, and even political beliefs. More and more companies are choosing to leverage these influential platforms and “influencers” to manipulate buyer behavior in their favour.

But not all influencers and partnerships are created equal.

Sponsored social media content, giveaways, and social media takeovers are some of the most common influencer partnerships out there. However, while these partnerships are short-term, brand ambassadorship is a long-term commitment.

Because most people trust the choices of their favorite influencers, they will notice when a brand is featured on their idol’s social media post. But if they see an influencer who uses your products regularly, they’re likely to do more than just look at your brand. That’s the power of brand ambassadorship.

In this article, we’ll talk more about what brand ambassadors do, the benefits of having a brand ambassador, and how you can choose and build a good working relationship with your chosen ambassador.

What is a brand ambassador?

Brand ambassadors use the company’s products for a long time and regularly promote it online. The influencer shares posts about their daily experience using the company’s products. In fact, brand ambassadors become the “face” of the brand.

Hiring a brand ambassador is more long-term and versatile than paying influencers for social media content or a blog post. Brand ambassadors embody the values ​​and identity of the company they represent. They should also be experts who can speak effectively about your brand’s products and services. In addition to sharing reviews and experiences online and offline, you can invite them to write blogs and promote products at events.

Brand ambassadors should have adequate knowledge of a company’s offerings and values. Ideally, they should have established networks for effective word-of-mouth. These attributes are often found in these common brand ambassadors:

  • Impressive ambassadors – Influencers have thousands of followers and they know how to make engaging content.

  • Industry expert ambassadors – People with specific knowledge about your products and industry have credibility and authority. Beauty brands can look for expert ambassadors who understand the perfect skincare routine.

  • employee ambassadors – Companies often overlook employees when selecting ambassadors, but their significant experience and knowledge of the company’s products make them ideal candidates for ambassadorship.

  • customer ambassadors – Customers who love your products already know what makes them special. So they can easily convince your family and friends to try your products.

What are the responsibilities and benefits of a brand ambassador?

A brand ambassador adds a personal touch to your brand. Therefore, their responsibility is to know the company’s mission, vision and goals. Beyond that, these responsibilities should be included in the brand ambassador agreement:

  • Working with the sales and marketing team to create effective marketing campaigns
  • Training and engaging with customers, retailers and other stakeholders
  • Creating web and social media content to increase brand awareness and increase sales
  • Monitoring customer feedback and preferences and routing complaints to marketing personnel
  • Representing the company at product launches and related events

Understanding the marketing psychology behind effective brand ambassadorship can improve your marketing strategy. A brand ambassador is seen as an honest and relatable person that customers and stakeholders can ask questions about and trust about your brand.

How to choose a brand ambassador that fits your goals

Setting a goal is always the first step in any marketing campaign. What do you want to achieve by hiring a brand ambassador? Does it improve your online presence? Or are you targeting a new customer group? Knowing your goals can help you find and evaluate the best candidates for brand ambassadorship. For example, if the goal of a beauty company is to build expertise, it’s best to hire a professional such as a licensed esthetician.

Next, take a look at how your prospective ambassadors interact with their followers. A good ambassador not only has a large number of followers, but also has genuine interactions with them. Choosing an ambassador based solely on popularity can make you vulnerable to associating with someone who doesn’t represent your brand’s values. Also, make sure your ambassador is active on the platforms you intend to use during your campaign.

Keep in mind that some influencers may be famous on one social media platform but barely found on another. Finally, be prepared to strike a deal by reaching out to your potential customer and presenting your brand ambassador offer.

Brand ambassador pay – how does it work?

A brand ambassador is paid based on factors such as relevant experience and actual performance. Various payment models are used to compensate brand ambassadors, depending on the agreement you make with the ambassador. Here are some payment methods for brand ambassadors:

  • Fixed payment based on the Ambassador’s skills, experience and performance – Ambassadors may receive a monthly or hourly wage. The average annual salary for brand ambassadors is $30,000-50,000.

  • Curated product every quarter – Sending products to an ambassador also allows them to provide much-needed feedback and write honest reviews. Some ambassadors are willing to receive items as payment, but you can gift items as well as fixed payments.

  • Commission opportunities – Commission-based payouts are ideal for ambassadors who already have a good base of followers and are willing to persuade people to buy your products.

  • Others – Ambassadors will be encouraged to work harder for you if they receive benefits such as discounts, gift cards and a first look at new products. In the future, you might even create a product with your most trusted brand ambassadors.

With Tapfiliate’s turnkey influencer marketing software, you can work with any of these payment models and track real sales driven by your brand ambassador. Check out all the features.

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How to ask someone to be a brand ambassador

Asking someone to be your brand ambassador can be done in person via social media messages, email, or during company events and product launches. Choose the best communication medium based on availability, need, and relationship with the brand ambassador. If the ambassador is one of your followers, it might be good to send a DM to find out about their interest in becoming a brand ambassador. But if the ambassador is an industry expert, it is better to send an official email.

Finally, once you’ve found the best brand ambassador, it’s critical that you create the perfect brief. This is because the summary sets clear expectations, goals and guidelines for both you and your ambassador.

How can you maximize your brand ambassador results?

Here are a few things that will make your brand ambassadorship successful:

  • Track your brand ambassador’s engagement, sales, and other key metrics using the best tracking software.
  • Tune your program or partnership based on metrics
  • Creating new goals after reaching old goals
  • Maintaining a healthy relationship with your brand ambassador by being transparent, thoughtful and accessible.


Brand ambassadors can do wonders for your business by strengthening your online presence, reaching new customers and increasing your sales. To maximize the benefits of brand ambassadorship, choose brand ambassadors wisely, set a mutually beneficial payment plan, and then sign the deal with your chosen ambassador.

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