Brand ambassadors: discover this new digital marketing trend

In recent years, differentiated and increasingly improved digital marketing strategies have allowed brands to attract their consumers more assertively and gain more notoriety in the digital environment. The opportunities that emerged meant that brands could, therefore, strengthen the relationship with their audiences and make a deeper connection with them.

We live in constant change and, with the help of technology and the internet, trends emerge all the time, at great speed, also providing changes in consumer behavior. With this, brands need to update themselves all the time so as not to miss the timing of events and take advantage of the opportunities that arise.

In an era based on digital influencers, dance trends and tutorials, memes, videos and high engagement, knowing how to differentiate between millions of users who are online daily and catch their attention is a challenging task. And to help with this challenge, we can highlight a recent strategy that is moving the digital environment: brand ambassadors.

Companies have invested a lot in brand ambassadors and they have been gaining ground in digital marketing, but for this strategy to bring good results, it is necessary to know how to use it properly: who are the people behind it, what is their importance and what the relationship of content creators with brands. To know everything about brand ambassadors, keep reading this post until the end!

What are brand ambassadors anyway?

A brand ambassador is someone – it can be anyone – who speaks well of a company, stands in its favor and recommends its products or services, simply by using them and liking them. They are people who identify with a brand and who demonstrate this to a loyal audience that follows them, both through the online and offline environment.

The purpose of the brand ambassador is to motivate people who have common interests and connect them to a brand, generating value and recognition and making these people interested and relate in different ways to the brand. In this way, a relationship of loyalty is established, whether by purchasing products and services or praising the brand’s values ​​and projects.

Brand ambassadors, in addition to actually liking the products and services of a particular brand, need to be involved with its values ​​and objectives, know well its history, its target audience, its positioning in the market, its competitors and its dissemination strategies. And, working together with the brand, they become its spokespeople.

Who are brand ambassadors?

In the digital environment, there are many influencers (influencers and brand ambassadors are the same thing) – famous people, artists, singers and several other professionals who have been standing out lately, such as teachers, journalists, nutritionists and physical educators, among others – who became brand ambassadors. But, contrary to what is commonly thought, brand ambassadors do not necessarily need to be famous people or have a large following on social media.

The brand ambassador can be anyone who knows a brand well, has a loyal audience and is engaged with it. He also needs to know how to communicate properly and present the characteristics of the brand in its favor, captivating his audience and bringing good results for both.

How important are brand ambassadors?

The brand ambassador plays an important role in building the positioning of a brand in its niche. The famous term “brand awareness” comes to light, that is, how a brand is seen by the consumer and how it is remembered by him. A brand ambassador is able to bring confidence to someone who is in doubt and doesn’t know what product to buy, for example; he can make that person make a decision, choosing the brand he represents.

In addition, the brand ambassador also helps to achieve some important metrics in digital marketing, such as organic traffic on websites, increase in followers, social media engagement and lead generation, driving more sales. It not only helps in building the image of a brand but also improves its performance in its actions in the digital environment.

How to choose ambassadors for a brand?

Conducting good research is essential for choosing the ideal brand ambassador: it is necessary to evaluate those that best match the brand, that have the most synergy and that may be relevant to it. It is possible to test different influencers for certain types of campaigns, depending on the segment, always observing if the ambassador “matched” the brand’s audience.

A brand ambassador can be considered the pillar of branding in marketing or, as they say, become the “face of the brand”, bringing credibility to the partner company. For this, the influencer chosen to represent a brand must understand very well the values ​​and purposes of the company they represent. After all, your image will be directly related to the brand.

It is a job that must be done with a lot of planning and dedication, because the results come in the long term. So, you have to be careful, patient and constant to build a whole recognition of the brand in question.

Now that you understand what brand ambassadors are, how important they are and how to use them in a business, how about investing in this strategy? We are sure that a brand ambassador who knows your audience well will bring good results for your brand, both for a deeper connection with your audience and for a good performance of your business actions and campaigns.

Not sure how to choose a good brand ambassador for your company? Contact us and we’ll help you select the best one for your business!