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Top trends brand ambassador programs will follow in 2025">
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In a world where audiences crave genuine engagement and authentic connections, brand ambassadors offer a more personalised and trustworthy approach compared to traditional influencer marketing.
By transforming loyal customers and dedicated fans into brand ambassadors, companies are tapping into a form of marketing that feels organic and deeply connected.
Do you want to level up your marketing efforts this coming year? From video content to automation, let’s dive into the key strategies that we think are going to dominate.
Jacky Hong
Video marketing continues to evolve, and in 2025, it will be more crucial than ever for brands to get creative, especially on TikTok.
2. AI as an opportunity for brand ambassador programs
While it’s tempting to see AI as a replacement for brand ambassadors in creating user-generated content (UGC), the reality is far more collaborative. Imagine leveraging brand ambassadors to power your AI content generation, combining their authenticity with the efficiency of AI.
Big brands are already tapping into AI-generated content—and it’s time you did too.
After attending a recent IAATalks event, Airbnb’s EMEA Marketing Lead, Sarah Forbes, shared her key takeways:
- AI presents an immense opportunity for brands to capitalise on.
- Brands need to act now to master AI-driven content creation, or risk seeing AI-generated ads representing them without their endorsement.
- AI is transforming how media campaigns are designed and executed at scale.
By integrating AI into your brand ambassador strategy, you can supercharge your campaigns while maintaining the personal touch ambassadors bring to the table.
Jonatan Galvis
3. The rise of social commerce
Social commerce – the seamless blend of social media and eCommerce – is set to grow massively! This trend allows consumers to shop directly through social platforms, making impulse buying so much easier. Unlike utility-driven platforms like Amazon, where users search for specific products, social commerce thrives on discovery and inspiration.
Facebook continues to innovate in this space, enhancing social shopping features and enabling live chats through Messenger and WhatsApp. The platform’s move to integrate loyalty programs could revolutionise how consumers interact with brands.
With ambassador marketing integrated into social commerce, brands can capitalise on organic promotions and the trust ambassadors have with their followers to drive sales directly from social feeds.
Vika Kirillova
5. Ambassador marketing will eclipse influencer marketing
As influencer marketing continues to lose credibility, ambassador marketing is stepping in to fill the gap. The reason? Authenticity.
Brand ambassadors are genuine fans of the products they promote, often having used and loved them long before entering a formal partnership. This level of authenticity resonates with audiences, building trust and credibility that influencer marketing often struggles to achieve.
In 2025, consumer trust will be harder to earn, especially with concerns over fake news and inauthentic endorsements. According to The Drum, 96% of people in the UK already distrust influencers. By relying on brand ambassadors who genuinely care about the products they endorse, companies can rebuild consumer trust and drive more meaningful engagement.
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6. The power of nano-influencers will be embraced
While follower counts were once the gold standard for brand partnerships, 2025 will continue to see brands prioritising engagement over sheer numbers. Enter nano-influencers: social media users with smaller, highly engaged followings; around 1,000 followers or less.
Their intimate connections with their audiences make them incredibly influential, even more so than celebrities or traditional influencers with massive but less engaged followings.
“One of the benefits of using nano-influencers is that they have the highest level of engagement. Because of this, many brands have started to place a larger focus on nano-influencers,” explains CMS Wire.
Nano-influencers often respond to comments and engage directly with their community, creating a relationship-driven marketing experience similar to traditional word-of-mouth. This approach proves that trust and genuine interaction can be far more valuable than a large reach when it comes to driving sales and building brand loyalty.
Michael Kim
7. Community-driven marketing remains key
The pandemic era may be over, but the sense of community it created remains. Virtual communities have flourished, and businesses are now harnessing this phenomenon to scale globally.
Brand ambassadors are central to this community-driven marketing approach, promoting products in ways that feel organic and connected. With 71% of people more likely to purchase based on social referrals, community-based ambassador marketing will continue to drive sales in 2025.
This global reach has made it easier than ever for brands to onboard customers and ambassadors from around the world. By investing in ambassador programs that prioritise community and trust, companies can tap into a worldwide audience, creating a ripple effect of brand awareness and loyalty.
Oneinchpunch
8. Automation will be non-negotiable
Managing a thriving ambassador community manually is no longer sustainable. As the demand for structured and scalable ambassador marketing strategies grows, automation will become a necessity.
Brands will need to leverage advanced ambassador management platforms to save time, automate communication, track metrics and streamline reward distribution.
Automation tools will help brands efficiently manage large ambassador networks, ensuring that marketing goals are met without overburdening their teams. By automating repetitive tasks, brands can focus on encouraging genuine connections with their ambassadors and driving results.
Yaroslav Shuraev
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