Brand Ambassador vs. Influencer: What’s the Difference?

Have you ever wondered what it means to be a brand ambassador vs. influencer? 

Research shows that consumers feel constantly bombarded by ads, leading them to become immune to traditional marketing methods. As a result, companies are having to get more creative. They are increasingly relying on brand ambassadors and influencers to promote their products online and connect with customers in innovative ways.

Brand ambassadors and influencers help companies stay competitive in a crowded market without alienating potential customers with persistent, aggressive sales pitches. And although some people think that brand ambassadors and influencers are the same, they are actually distinct roles. 

In this article, we’ll compare the daily tasks and responsibilities of brand ambassadors and influencers. We’ll also show you how Knowadays can help you launch your very own freelance business and start making money by promoting brands you love.

What Is a Brand Ambassador?

A brand ambassador is someone who represents and promotes a brand. They help to increase brand awareness and sales as the “face” of the company. They usually work with a company on a long-term basis and present themselves to the public as someone who embodies the brand’s core values.

Companies often seek out brand ambassadors within a specific niche. For example, a luggage manufacturer may want to partner with content creators in the travel blogging sphere. While having a large social media following can be beneficial for a brand ambassador, it’s not a strict requirement. Many brands prioritize qualities such as authenticity, engagement, and alignment with their values over the size of an ambassador’s audience. Some companies even prefer to partner with smaller, niche content creators because of their potential to reach a more targeted market. 

Although celebrities can be brand ambassadors, you don’t have to be famous to be a brand ambassador. Some companies, such as Walmart and Sephora, have brand ambassador programs that anyone who uses their products can apply to join. Compared to traditional advertising, these schemes are often a more cost-effective way for brands to reach wider audiences and generate word-of-mouth marketing.

Brand Ambassador Job Description 

Here are some key elements of a brand ambassador’s role:

• Representation. Brand ambassadors may work offline as well as online, attending events, networking with the public, and appearing in advertisements on behalf of the brand they represent.
• Content creation. A significant part of a brand ambassador’s role is producing online content such as blog posts, videos, photos, and reviews that showcase the brand and its offerings. This content often includes personal stories and experiences with the brand’s products or services as a way of building authenticity and trust (e.g., product reviews or “unboxing” videos).
• Tracking campaign performance metrics. Brand ambassadors are sometimes involved in the development of long-term marketing campaigns. Throughout the initiative, they would be expected to monitor its effectiveness and report on key metrics such as social media engagement, event participation, and customer feedback.
• Collaborating with other brand ambassadors in their niche. Partnering with other content creators can help a company reach a wider audience.

Companies can pay brand ambassadors in several different ways, such as per social media post or event appearance. Brand ambassadors often receive free products or services from the brands they represent, as well as access to new products before they’re officially released.

What Is an Influencer?

Another type of online promotion is influencer marketing. According to a 2023 survey, the influencer marketing industry has grown from less than $2 billion in 2016 to over $20 billion today.

But what is an influencer, and what’s the difference between an influencer and a brand ambassador? Like brand ambassadors, influencers promote a company online by creating content, such as sponsored posts and videos. They typically create content for social media platforms such as Instagram, Facebook, and TikTok.

However, unlike brand ambassadors, who tend to have long-term business relationships with one company, influencers usually work with multiple brands on a short-term basis. The brands they work with may not have anything to do with their niche. For instance, it wouldn’t be uncommon for a lifestyle influencer to promote a range of different products (e.g., vitamins, toothbrushes, and bicycles) all within a short time.

Influencer Job Description

Although brand ambassadors can be anyone with an online presence, influencers tend to have larger social media bases made up of loyal, engaged followers. An influencer’s compensation is often based on how many followers they have. Mega-influencers (those with a follower count of over 1 million) typically earn more per social media post than micro-influencers (those with a follower count of 10,000–100,000). However, despite their smaller audiences, micro-influencers make up over 90% of the influencer market. 

There is some overlap between the roles and responsibilities of influencers and brand ambassadors. Influencers are typically expected to:

• Create content that promotes a particular product or service
• Authentically portray their usage of a product they represent (e.g., a video of themselves using it in their daily life)
• Engage with followers and answer questions about the product or service
• Expand their reach by collaborating with other influencers
• Track the performance of their content, including metrics such as likes, shares, and comments

Influencers are also sometimes invited to attend marketing events, such as product launches. These functions are organized by brands or marketing agencies to create buzz and generate authentic content that influencers can share with their followers.

Becoming A Brand Ambassador

Keen to know how to become a brand ambassador and get paid to promote the products you love? Check out our comprehensive Becoming A Brand Ambassador course! It will teach you everything you need to know to make your dreams of earning an online income a reality.

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