Industry Voice
What It Means to be a Brand Ambassador
- December 16, 2021
A “brand ambassador” goes by many names. Whatever the job title, their value is undeniable in an age of digital consumerism.
The most successful marketing campaigns today are personalized and focus on cultivating relationships between consumers and brands. However, the quality of a product/service may not be enough for consumers to recognize its tangible value. A brand ambassador acts as a catalyst in humanizing a brand, demonstrating value, and ensuring messaging is disseminated by the target audience.
No other social media platform is rewarding the authenticity of users, and the brands they love, than TikTok.
Super Coffee is a healthy, delicious alternative to sugary coffee drinks. They offer a line of zero sugar, protein-infused bottled ready-to-drink coffee, creamer, grounds, pods, and more. NVE helped Super Coffee source and collaborate with 2 TikTok creators to boost brand awareness among millennial, fitness-oriented, young professionals.
Brands that connect with influencers where they gather online and in the real world can also have long-lasting returns. NVE and adidas created an integrated cultural program surrounding the Coachella music festival to make the latest adidas UltraBOOST Clima the most talked about shoe ahead of its spring release.
In 2021, 49% of consumers depended on influencers for product recommendations, and 40% had purchased something after seeing it on Instagram, Twitter, or YouTube.
Brands will increasingly seek recognizable personalities to be their ambassadors on social media through the 2020s because the lifetime value of customers through referral marketing is 16% higher than non-referral marketing strategies.
While celebrity partnerships satisfy a brand’s instant-gratification needs by quickly reaching the largest audience, Millennial and Gen Z consumers prefer personalities that radiate honesty and charisma.
Research shows non-celebrity influencers are 10 times more likely to drive purchases among millennials. In June 2020, NBA Hall-of-Famer Shaquille O’Neal partnered with Papa John’s pizza, a brand that is no stranger to celebrity brand ambassadors like American football player Peyton Manning. Shaq’s charm and friendly demeanor have been essential in rehabilitating Papa John’s brand, the nation’s third-largest pizza chain.
A representative, an influencer, or a brand ambassador ─ they all mean the same thing when it comes to promoting your brand across the metaverse and at brand activations.
A brand ambassador is someone who can attract and engage an audience independently while visibly aligned with a brand. These individuals can use their social media influence to promote a brand on their profiles, at conferences, and through guest appearances as part of an integrated marketing campaign.
Brand experience campaigns are especially successful when the ambassador is a respected figure in a cause or lifestyle so the brand(s) they represent are seen as equally trustworthy.
The business world has long valued the benefits of networking. Stemming from the days when deals were done with a handshake, the social principles of promoting a business online are not that different. That’s because the principles of networking are much the same when attracting influencers to brands because it’s based on mutual benefit.
Key characteristics of an in-demand brand ambassador:
Brand ambassadors are charismatic public speakers with sharp wit and have a penchant for entertaining. Some are rapidly elevated by celebrity status, others organically build their online presence through social media, success in professional sports, or entrepreneurship.
General knowledge of marketing concepts is an asset, but often not explicitly required. Soft skills like knowledge of the latest social media trends, pop culture, and an engaged online following are far more important.
Brands seek partnerships with minor or major celebrities to access their social media following. Influencers must post daily to ensure their following is maintained and continuously find new opportunities to grow through content creation. This could be through a blog post that generates more organic traffic to their website, a TikTok profile for keeping up with the latest viral dance trends, or a weekly podcast.
Consumers are smart and can see right through an ambassador that has no intention of buying the product. The best ambassadors are selective about the brands and products they represent to maintain their credibility and the trust built with their audience.
A brand ambassador is a job that requires a high level of professionalism; dress your best, whiten those teeth, and comb your hair. Investing in the right lighting also pays off when snapping new social media content.
Small and medium-sized businesses should start small with micro-influencers to be their brand ambassador. For example, taking a chance on a local influencer is a great opportunity for your growing brand to reach a new audience and amplify a talented young creator’s online visibility.
Small brand ambassador gigs tend to start with free products in return for increased exposure. According to ZipRecruiter, the national average for brand ambassadors is $713 per week. Small companies pay on the lower end, while big brands will pay significantly more.
Companies benefit the most when influential people are willing to share their brand messaging through word-of-mouth. And while it might look different today than it did 50 years ago, a recommendation from the people we trust is still one of the most powerful tools for marketers in influencing consumer behavior.
Consider an integrated content strategy that utilizes influencers and creators to promote your brand — learn more about NVE’s approach.
NVE is the brand experience agency that creates the right moment that will transform someone forever. Featured in Forbes, AdWeek, and Entrepreneur Magazine, NVE has a proven record of success working with some of America’s biggest brands.
