Marketing brand ambassadors: What is ambassador marketing and why it works

Ambassador marketing is all about transforming your most loyal customers, followers and fans into passionate advocates for your brand. By turning these superfans into marketing brand ambassadors, you unlock the power of authentic word-of-mouth marketing, the kind that consumers trust the most.

What is ambassador marketing?

Ambassador marketing is a strategy where brands partner with their most loyal supporters (often existing customers) to promote their products or services. Unlike traditional ads, which can sometimes feel forced or impersonal, ambassador marketing leverages real people’s genuine enthusiasm for what your brand does.

These brand ambassadors share their experiences and excitement through user-generated content (UGC), helping to build trust and bring your products and services in front of new eyes.

By participating in creative marketing tasks or missions, ambassadors earn rewards such as gift cards, free products, or cash, while amplifying your brand’s reach in authentic and engaging ways.

If you are exploring ways to increase brand engagement, sales and long-term loyalty, ambassador marketing could be your perfect solution. But how does it work, and why is it so effective? Let’s dive into the details to give you a full understanding of ambassador marketing and how you can implement it to grow your brand community.

asian woman holding her har and wearing a denim jacket

Michael Kim

How did ambassador marketing start?

Word-of-mouth marketing dates back centuries, but its modern form took off with the rise of the internet. Before the digital age, celebrities and fictional mascots (think Ronald McDonald or the Pillsbury Doughboy) were often used as brand ambassadors to help build trust with consumers.

With the advent of social media, brands began partnering with high-profile influencers to promote their products. However, as influencer marketing became more widespread, some consumers started to lose trust in influencers who promoted multiple products they didn’t seem to genuinely use or care about. This led to a shift toward more authentic, smaller-scale creators – those who had real connections with their followers and were trusted for their transparency.

Today, ambassador marketing combines the best of both worlds: brands partner with customers and creators who are already enthusiastic about their products, building genuine relationships and driving engagement.

Ambassadors are enthusiastic about your brand, which means they are naturally motivated to spread the word. This organic promotion can drive increased brand awareness and higher sales, especially when combined with the trust factor ambassadors bring to their audience.

Why choose ambassador marketing over influencer marketing?

While influencer marketing typically focuses on reaching a broad audience through partnerships with individuals who have a large following, ambassador marketing focuses on driving engagement. Instead of looking for influencers to endorse your products, ambassador marketing turns everyday customers into brand advocates.

These ambassadors may not have millions of followers, but what they do have is the trust and attention of their communities. They are more selective about the products they promote and have a stronger, more authentic connection to the brands they love. This makes ambassador marketing an incredibly powerful tool for building long-term loyalty and driving sustainable growth.

black model in a sleeveless jersey looking away from the camera

SHVETS production

How ambassador marketing works

At its core, ambassador marketing is about relationships. Brands recruit ambassadors from their customer base, giving them creative tasks to promote the brand on their social media channels, blogs and even in person. In return, ambassadors receive rewards based on their performance.

Here is a breakdown of how ambassador marketing can benefit your brand:

1. Authentic content drives engagement

Ambassadors promote products they genuinely use and love, which helps them create authentic content that resonates with their followers. This builds trust, as people are more likely to be influenced by recommendations from friends, family or peers than by traditional marketing methods.

In fact, according to Social Media Today, “90% of consumers said that authenticity is important when deciding which brands they like and support…And marketers understand how much authenticity matters, with 83% saying authenticity is very important to their brands, and 61% believing authenticity is the most important component of impactful content.”

2. Increased ROI

Ambassador marketing tends to have a higher return on investment (ROI) compared to traditional paid ads. Not only does it result in more authentic content, but it also allows brands to reuse UGC across future marketing campaigns, saving time and money. Social media creator campaigns earn an average of $5.78 for every dollar spent.

Suleika Mueller

3. Stronger customer relationships

Building an ambassador program strengthens relationships with your existing customers. By rewarding your ambassadors for their contributions, you are not only encouraging loyalty but also creating a sense of community.

A brand community plays a crucial role in attracting more people into your marketing funnel, as it encourages emotional connections that deepen their engagement with your brand.

4. Boosted brand awareness and sales

Plus, a low following may actually benefit your brand, “Micro-influencers achieved 22.2 times more conversations than average consumers when they recommended products. 82% of consumers reported that they were highly likely to follow a recommendation made by a micro-influencer,” says Neil Patel.

female asian model photographer in black and white, looking down from the camera

Lambada

Types of ambassador programs

There are different ways to structure your ambassador program, depending on your goals and audience.

1. Open programs

In an open program, anyone can apply to become a brand ambassador. This allows for greater participation but may require more screening to ensure that your ambassadors align with your brand values.
Build a brand ambassador persona to get clear on who your ideal ambassador is. This persona should include what kind of content the creator makes, their audience demographics and their values.

2. Closed programs

A closed ambassador program is an invitation-only approach, allowing brands to carefully select representatives who align with their values and image. By hand-picking ambassadors, brands can maintain a high level of control over their messaging and ensure that each advocate is genuinely passionate about their mission, resulting in authentic, high-quality content that resonates with their target audience. This exclusivity also adds a sense of prestige, attracting attention and giving ambassadors a unique sense of belonging and importance.

This approach is ideal for brands aiming to deliver a premium, boutique experience, as it fosters deeper, more personalized relationships with ambassadors. Working closely with each ambassador ensures they are well-equipped and motivated to create impactful content, strengthening their connection to the brand. A closed program thus supports a highly curated and loyal community, positioning the brand as exclusive and desirable to both ambassadors and their followers.

Sergey Causelove

3. Student programs

A student ambassador program can be a powerful way for brands targeting college students to build awareness and excitement on campuses. Students are highly active on social media and well-connected within their peer groups, making them ideal ambassadors for spreading your brand message authentically. By partnering with students, brands can reach an influential, tech-savvy audience eager to engage with companies that align with their values, enhancing brand visibility through genuine peer-to-peer interactions.

Student ambassador programs that feature creative events, pop-ups, and stunts are especially effective for generating buzz and capturing Gen Z’s attention. This generation values authenticity, social responsibility, and innovation, making them ideal candidates for ambassador roles. A well-designed student program can foster long-term brand loyalty by building relationships with students who may continue to support the brand after graduation. By staying culturally relevant and resonating with students' beliefs and lifestyles, student ambassador programs not only boost immediate engagement but also establish lasting connections with future professionals.

4. Employee programs

Employee brand ambassador programs create authentic brand advocacy by empowering team members to share their positive experiences, building trust with customers and reinforcing internal loyalty. As daily experts on the brand, employees become genuine advocates, promoting the brand to their networks both online and offline. This approach fosters pride and belonging, boosting job satisfaction and creating a positive company culture. By involving employees in the brand's success, these programs enhance engagement and alignment with the company’s mission, also making the brand more attractive to potential hires. Overall, employee ambassador programs strengthen external credibility and internal morale, benefiting both brand growth and employee loyalty.

Tima Miroshnichenko

Building a successful ambassador campaign

To get the most out of ambassador marketing, you’ll need to create campaigns that are both engaging and rewarding. Here are a few ideas:

Social media posts: Encourage ambassadors to create posts and videos that showcase your product. You can set themes, challenges or trends to help guide content creation.
Giveaways: Host a giveaway where ambassadors can share a post for a chance to win a prize. This boosts engagement, increases brand visibility and brings in a ton of followers.
Collaborations: Partner with other brands or ambassadors to create cross-promotional content that benefits both parties.
Reviews: Ask ambassadors to write honest reviews about your products. These reviews can be posted on social media or your website to add credibility and social proof.

female woman in business suit with sunglasses and gold watch

Eko Agalarov

Tools you need to start an ambassador program

Ready to start your ambassador program? Here are the key tools and resources you will need:

A community manager: Having a dedicated person to manage your ambassador program ensures that everything runs smoothly, from onboarding to communication and reward distribution.
Ambassador management software: To scale your program efficiently, you will need a platform (Club can help you!) to automate tasks like communicating with ambassadors, tracking performance and paying out rewards.
A plan for measuring success: Tracking the right metrics is important to understanding the success of your ambassador program. Look at key performance indicators (KPIs) like engagement rates, content quality and conversion rates. Also, you have to know your marketing goals so you can include the right milestones.

young black male model in light blue suit

Tatiana Saavedra

The future of ambassador marketing

As brands continue to look for more authentic ways to connect with consumers, ambassador marketing is only going to get more and more popular. By focusing on relationships with creators who already love your brand, you can build a community of ambassadors who create genuine content that will get your brand out there!

Are you ready to start working with marketing brand ambassadors? Let’s get started!

Get more inspiration

Automate your community marketing in 60 seconds.

Brand Terms User Terms Privacy Policy

Brand ambassadors

Micro-influencers

Affiliates

UGC creators

Customer loyalty

Engage

Communicate

Affiliate

Insights

Manager

Loyalty

Recruit

Solution

Magazine

Case studies

7 easy steps to create your best brand ambassador marketing campaign

Marketing brand ambassadors: What is ambassador marketing and why it works

What is ambassador marketing?

How did ambassador marketing start?