- Authenticity: Brand ambassadors are honest-to-goodness fans of the brand, which means more authentic and credible endorsements.
- Organic reach: Brand ambassadors share their experiences naturally, amplifying brand reach without significant advertising costs.
- Improved brand reputation: Positive word-of-mouth from brand ambassadors can enhance brand reputation and customer loyalty.
- Higher conversion rates: Ambassadors' genuine endorsements can lead to increased sales and brand loyalty, with 77% more likely to buy if their friends recommended it, according to Nielsen.
- Long-term relationships: By fostering strong relationships with ambassadors, brands can build a loyal customer base with a sustainable marketing strategy.
- Higher engagement rates: Micro-influencers (or ambassadors) engagement rates can be anywhere between 7%–20% while macro-influencer engagement rates average around 5%, according to Marketing Prof.
So, what's the big deal with brand ambassadors? Well, it all boils down to trust. When you hire influencers, you're essentially paying them to say good things about your product. While that can work, it often feels a bit... forced.
On the other hand, brand ambassadors are genuine fans who genuinely love your product. They're not just in it for the money; they're sharing their honest opinions because they believe in your brand. It's like getting a recommendation from a trusted peer.
That's why major brands like NA-KD, and One Piece have shifted their strategies to include micro-influencers, macro-influencers and celebrities. They've realised that building a community of passionate advocates can inspire more authentic and effective marketing.
Sure, these brands leaned on influencer marketing initially to gain momentum but soon realised that a more genuine approach was needed. By shifting their focus to brand ambassador marketing, they were able to build a community of passionate fans who organically promoted their products.
This approach not only skyrocketed their brand awareness but significantly improved their return on investment. It's like the difference between a forced sales pitch and a heartfelt recommendation from a friend.
Read more: What makes a good brand ambassador? 6 essential traits for success.