Ambassadors

In the context of social media, ambassadors are individuals who represent and promote a brand, business, or organization on their personal social media platforms. They do this with the intent of creating a positive image and establishing trust between the ambassador and the audience, which is simultaneously the target consumer group for the organization the ambassador is representing. The audience is typically more inclined to listen to the ambassador because the ambassador is, in most instances, relatable.

There are both formal and informal relationships between brands and ambassadors. Most unbranded, personal content shared by an ambassador will generate more engagement and more “likes” than content that is heavily branded. This is why ambassadors are an important part of the social media marketing mix; they can have a much wider reach in a more cost-effective manner than traditional advertising.