A brand ambassador aims to raise the public’s interest in a brand by using social media and conversational skills.
There are a few considerations to keep in mind when choosing an ambassador for your brand:
- Audience Size
- Brand Loyalty
- Cultural Fit & Expertise
- Social Media Skills
You want to make sure your brand ambassador fits in with your company’s values and knows the subject matter well. A brand ambassador should also have a decent sized audience on social media.
Unlike influencers, ambassadors are chosen based on how much they already love your products. Their social media reach, while still important, is not the driving factor like it is when choosing an influencer.
One brand that takes advantage of brand ambassadors is Maybelline. They use brand ambassadors to draw attention to their new products and promote them on social media.