Brand Ambassador

On social media, a brand ambassador is an individual who is informally or formally enlisted by a brand to represent, promote, and advocate for its products, services, or values. Oftentimes, these ambassadors are influencers or content creators, but even loyal customers can serve in this capacity. Brand ambassadors act as the human face or the voice of the brand on various social media platforms, using the brand and their association with it to create organic and trustworthy word-of-mouth marketing.

These ambassadors are expected to belong to the brand’s informal “street team” and to be using some combination of paid media, earned media, and their own digital assets to be amplifying the brand’s message to various target audiences. They do this while showcasing the brand and its products through whatever means feels most natural to them. They may do this through posts, stories, videos, or live streams, and they do so while being themselves, which feels authentic.

Because of this, their role serves as the perfect bridge for the brand to gain even more access to the online discussion taking place around it.