In the digital world, trends emerge and take place at a fast pace. Likewise, users are becoming a very demanding crowd. Therefore, brands face the challenge of keeping up the pace in order not to lose ground to the competence. 

“Brand Ambassadors” are a trend that keeps on making noise among content producers, but Who are they? What do they do? Are they good for my brand/project? Along with both teams #DigitalMarketing and #SocialMedia, we will discuss these “not so new” characters that are gaining importance in top social media.  

George Clooney – Nespresso, Julia Roberts – Lancome or Ivan de Pineda – ICBC. Every time we mention them, these brands come to mind involuntarily. Surely, this is not at random, but the outcome of marketing, advertising and communication strategies whereby they opt to choose a personality to depict the brand’s values and identity so as to empathize with prospective customers.

What is their main task? 

The role of the “brand ambassador” in digital media is to advocate for a product or service with true belief. They depict the recruiting brand to convey a positive image of business. To paraphrase this, it is some sort of “by word of mouth” updated to the digital environment where interaction between users is crucial to the development and placement of business.

Should they be great figures? 

Good news: to develop this strategy, they are not required to be Hollywood stars. There are several kinds of “ambassadors” that may be a match with growing brands in different categories.

Let’s recap some profiles:  

• Ambassador/Employee: this kind of ambassador works in social media as a representative of the business, they will share their opinions and activities in their profiles naturally. It is advantageous to attract prospective customers as well as to generate the purpose of working for the company.  
• Ambassador / external: Whereas it is related to their personality or kinship, this figure should be a match with the brand’s values so communication feels as relatable and natural as possible. The primary objective here is to produce valuable content related to such product or service to be positioned by using more human communication.  

Advertising campaigns or brand ambassadors? 

Even though both strategies may coexist and complement each other perfectly well to boost results, companies feel encouraged to work with brand ambassadors more and more. Why? Because it is an alternative communication that prefers to “tell a story” rather than to “sell a product explicitly”. The primary goal is to produce valuable content to empathize and to hold the users’ attention. 

Surely, searching for a brand ambassador that advocates for you company’s values and mission is not an easy task. Likewise, it demands training and commitment from the chosen profile, as they should understand and believe in the product, service or brand that they are advocating for in order to empathize and gain trust in their communication.  

Remember: mentioning the product’s features is not enough anymore, nowadays we face the challenge of retelling stories and creating experiences that engage the audience.  

Thanks for reading | NC Team