The Importance of Brand Ambassadors in social media content

If you think about how many everyday casual discussions you have that either encourages or discourages you from purchasing a product or service, this not only highlights the power of ‘word-of-mouth’ but also how important a brand ambassador can be. 

What is a brand ambassador?

A brand ambassador is someone who represents an organisation and who champions a brand both on and offline; they are the embodiment of the organisation’s values and mission, the human face of your company. 

Brand ambassadors are important because they can act as a point of contact for those interested in finding out more about a company, its products and/or its services. They have a personal connection and first-hand knowledge of the brand, be it through working for them or their own use of the products. Brand ambassadors often have experience or knowledge in a certain area which provides a level of credibility and helps to build trust and connection with those who come into contact with the brand. Consumers buy into a brand predominantly because of people and how they are made to feel about a brand, and ambassadors’ expertise can encourage consumers to take action.

How can a brand ambassador help my organisation?

Ambassadors are the nexus between your brand and your target audience. It is through them that you can tell stories about your organisation and give meaning to the product, service or experience being marketed. A school, for example, can use brand ambassadors from different subject departments to share achievements, opportunities, interactions, extracurricular activities, information and advice. Through sharing this information, prospective students and parents can see how the school helps to enrich students’ educational experiences. Thus, painting a holistic picture of the school as a desirable place of education. 

In a world where more and more consumers are seeking information and validation from reviews posted in video form on social media channels, insights from brand ambassadors are proving to be a valuable asset for brand perception and ultimately in influencing purchasing decisions.