It can be easy to think influencers and brand ambassadors are the same thing. They promote your products and influence your audience in some way. However, influencer marketing and brand ambassadors are not interchangeable as they have many key differences.
Promote Vs. Example
Ambassadors promote your products and are seen as the experts on the product. This is made into a full-time position for larger brands where the company provides them the details they need to know to become a master. They are the ones consumers can go to and get almost any question answered.
While influencers show your audience by being the example and sharing how and why they use your products or services, they may love your products and understand them quite a bit. Still, for the most part, they don’t have the extensive knowledge brand ambassadors gain when working with one or a few brands.
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Influencers tend to work with many different brands and campaigns over the months and years, making it impossible for them to be a real expert on all the information your brand has to provide.
Long-term vs. Short-term
As stated above, influencers typically work with more than one brand or company. On the other hand, brand ambassadors only work with your company to master the knowledge and understand how your products and services work.
Influencers may recommend your business once or twice while brand ambassadors repeated it daily. They are your brand loyalists or journalists and will find them at the top of the pyramid of influence right above influencers.
Audience vs. Experience
Brand ambassadors are sought out due to experience and devotion to the product. They are committed to your brand and truly believe in the benefits. They are likely coming to you or directly applying. On the other hand, influencers are contracted due to their audience, engagement rate, or other important conversions you need for your business. They do not have to have tried your product or care too much about it. These conversions give you a clear insight into what kind of return on investment you can expect to see.
Their Similarities
Both brand ambassadors and influencers want to promote your product and see you succeed. Each can be added to your marketing campaign to drive more engagement, traffic, and brand awareness. However, they both need to sign agreements to protect their rights and promote your product authentically and enthusiastically through unique and creative content.
Overall, it is important to understand the difference to choose the right person for your campaign goals. Each offers many similar benefits, but the type of relationship, compensation, and metrics needed will determine who is right for the job.