Brand Ambassador Vs Influencer: What’s The Difference?

By this point, you know partnering with content creators can boost your reach and win over customers by harnessing the power of social proof. But which type of creator is best suited for your social media marketing strategy. This guide will help you understand the main differences between brand ambassadors and influencers, so you can make the right choice for your brand.

Who is a brand ambassador?

A brand ambassador is someone who represents and promotes your brand in a positive way. They help build a community-centric brand by increasing sales and brand awareness. These ambassadors are typically long-term partners who genuinely care for your brand and will continue to use your products or services. 

Specifically, brand ambassadors are loyal customers who already support your brand and align with your values. They could be your everyday customers or happy employees — who qualifies as a brand ambassador for your brand will depend on whose in your audience. 

Typically, they have a smaller, more engaged audience compared to influencers as their influence is rooted in trust and authenticity. They promote products and services used daily because they truly believe in and want to support your brand.

To better understand the roles and impact of brand ambassadors, let’s look at some real-world examples of successful programs and partnerships.

Patagonia's Brand Ambassador Program is built of athletes well-known in their sport. Patagonia believes that its program should not only be for advertising but building a relationship with those aligned with its brand values. They may pay their ambassadors a salary for their involvement in the program, but they truly believe that having a working relationship with them is key to success. By sending ambassadors products to test and wear at their sporting events, Patagonia has implemented an amazing program, using only one half of one percent of revenue on advertising.

Lululemon's Ambassador Program consists of like-minded individuals living the “sweatlife.” They can be runners, yoga instructors, studio owners, artists, teachers, and more as long as they love to empower their community and love to sweat. They focus on test-driving new products and developing tools, rather than having their ambassadors fully advertising. Lululemon is all about being active, so finding individuals that meet their brand values is key for their successful program. 

When (and why) a brand ambassador program is a good idea

A brand ambassador program is ideal for brands looking to build long-term relationships, enhance customer loyalty, and leverage authentic word-of-mouth marketing. It works best for brands with strong community values, like Patagonia and Lululemon, and those looking to create deeper connections with their target audience.

Here are some benefits that demonstrate why a brand ambassador program is a good idea:

• Cost Savings: Ambassadors often work in exchange for products or modest compensation, making it more cost-effective than large marketing campaigns.

• Loyalty: Ambassadors tend to remain loyal to the brand, providing consistent promotion. 

• Authenticity: Their genuine endorsement enhances brand credibility and trust.

Who are influencers?

Influencers are individuals with the power to affect the purchasing decisions of others because of their authority, knowledge, or relationship with their audience. They create niche content that promotes products to their followers and typically are found on social media platforms such as Instagram, TikTok, and YouTube.

Influencers themselves can be categorized into many different buckets, so understanding them as a brand is important to note when choosing which is the right fit for you.

1. Mega/Celebrity Influencers: Celebrities with millions of social media followers.

2. Mid-Tier Influencers: Well-known individuals with 100,000 to 1 million followers.

3. Micro/Nano Influencers: Everyday individuals with 1,000 to 100,000 followers, often focused on niche topics. 

4. Local Influencers: Influencers with a strong local presence, like your local hummingbirds.

Anyone with a significant online presence and the ability to create engaging content can become an influencer. They range from celebrities to niche content creators, and their level of influence varies on their following count and engagement rate. For example, mega influencers can reach millions, while local influencers tend to have more engaged, unique audiences. 

Exploring successful influencer programs can provide valuable insights into how these partnerships function and thrive.

1. Mega/Celebrity Influencers: Kylie Jenner promotes beauty and clothing products on her social media platforms and has 398 million followers.

2. Mid-Tier Influencers: Sian Grant is a UK-based fashion creator who has 204,000 social media followers. 

3. Micro/Nano Influencers: Caroll Salazar is a lifestyle blogger located in California who shares her love of makeup to her 41,000 followers. 

4. Local Influencers: Eve Tang is a hummingbird sharing her experiences in Indianapolis with her 2,600 followers while living abroad.

Why brands love influencer marketing

Influencer marketing is perfect for brands aiming to increase brand awareness quickly, generate high-quality content, and target specific niche audiences. You can create lifetime customers with content creators by understanding the long-term benefits that come along with these influencers.

• Brand Awareness: Influencers can introduce your brand to a wider audience.

• High-Quality Content: They create professional, engaging content that resonates with their followers.

• Targeted Reach: Smaller influencers can help brands connect with niche audiences effectively.

Brand Ambassador Vs. Influencer: 7 Key differences

Brand ambassadors and influencers both play crucial roles in social media marketing and aid businesses, but they differ in several key ways. Ambassadors are long-term partners who genuinely love and support the brand because they were customers first. On the other hand, influencers are often chosen for their large or engaged following and may have no prior connections with the brand. Ambassadors focus on  building ongoing relationships and loyalty, whereas influencers typically engage in short-term, campaign-based promotions. 

Below is a deeper dive into the 7 key differences between these two types of marketing partners.

1. Selection process

Brand ambassadors are usually loyal customers and brand supporters, often selected based on their genuine love for the brand. They are typically individuals who have already shown commitment to the brand and its values by utilizing the products or services offered by the brand. 

On the other hand, influencers are chosen based on their follower count, engagement rates, and relevance to the brand’s target audience. They may not have a prior relationship with the brand before being approached for a campaign or partnership. 

2. Outreach tactics

Brands reach out to potential ambassadors through existing customer relationships, loyalty programs, or by identifying highly engaged customers. This process often involves a more personal approach, emphasizing the mutual benefits of the partnership. 

Influencer outreach is more transactional. It is often conducted through direct messages, influencer marketing platforms, or PR agencies. Brands usually present influencers with specific campaign details, compensation, requirements, etc. 

Sometimes, when completing outreach for both influencers and brand ambassadors, the individuals will reach out to you. If you have built an influential network large enough to attract them, you may get requests from individuals to join your programs, but it is also important to consider if they match your brand values and goals. 

3. Compensation

Brand ambassadors typically receive compensation in the form of free products, discounts, or small monetary payments. Their compensation is often tied to their ongoing relationship with your brand rather than individual promotional efforts.

Influencers, however, are usually paid per post, campaign, or via affiliate marketing commissions. Their rates can vary widely based on their follower count, engagement, and the scope of the campaign. Examples of different pricing models include pay-per-post, pay-per-view or pay-per-subscribers. 

4. Relationship dynamics

The relationship with brand ambassadors is long-term and ongoing. It is often a deeper, more personal relationship between the brand and individual as ambassadors are seen as extensions of the brand’s team. They participate in events and provide feedback on products which makes the relationship with them more hands-on. You will spend more time cultivating these relationships as you want to have high retention. 

Influencer relationships are typically short-term and campaign-specific. These relationships are more transactional, with clear start and end dates, so there is less time your brand needs to spend on cultivating these relationships. 

5. Promotion tactics

Ambassadors promote the brand through authentic, everyday interactions and word-of-mouth recommendations. Their content is organic and less scripted, reflecting their genuine use of the brand’s products and services.

Influencers create content that aligns with the brand’s campaign requirements, which can be more polished and strategically planned. Influencer content is often tied to specific promotions, events, or product launches.

6. Success measurement

Success for brand ambassadors is measured by metrics such as customer loyalty, repeat purchases, and long-term brand advocacy. Brands may track sales via unique ambassador links, referrals, and overall brand sentiment. 

For influencers, success is measured through engagement rates (likes, comments, shares), reach (impressions, views), and campaign-specific metrics like sales and conversions tracked via affiliate links. Influencer marketing success is often assessed through short-term spikes in brand awareness and engagement.

7. Tools to support the engagement

Managing brand ambassadors often involves tools like customer relationship management (CRM) systems and ambassador management platforms that facilitate ongoing communication, reward distribution, and performance tracking.

CRM systems help brands manage and analyze customer interactions and data throughout the ambassador lifecycle. The pricing for these systems varies from a free basic version to $50-$300 per user per month for more advanced features. Examples include Salesforce and HubSpot.

Ambassador management platforms are designed to manage brand ambassador programs. They provide features like onboarding, training modules, performance management, and communication tools. Pricing for these platforms ranges from $100 to $1,000 per month depending on the number of ambassadors and features. Examples include AspirelQ and BrandChamp.

Influencer database software and social media analytics tools help brands identify suitable influencers, manage campaigns, and measure performance. These search tools help streamline the process of finding influencers, negotiating deals, and tracking campaign performance.

Influencer database software are tools that allow brands to search for and identify potential social media influencers based on specific criteria. Pricing for these tools range from $100 to $2,000 per month, depending on database size and function. Examples are Traackr and Influencity. 

Social media analytics tools provide detailed insights into influencer performance, campaign effectiveness, and audience engagement. The pricing is $30 to $1,000 per month, and some examples are Sprout Social and Hootsuite.

By leveraging these tools, brands can manage their relationships with brand ambassadors and influencers more effectively to ensure that both partnerships are contributing to the overall marketing strategy.

Choose creative partners that will help you build a community-centered brand

Content creators, whether brand ambassadors or influencers, are important partners for your marketing efforts. It’s crucial to find partners who resonate with your target audience, as these relationships can significantly impact your brand’s reach. Whether you choose to work with ambassadors, influencers, or a mix of both, selecting the right creative partners will help you build a strong, community-centric brand. 

Get answers to all of your influencer marketing questions and learn how to level-up your strategy with creative partnerships by visiting our resource hub!