Influencers will generally be paid. They are high-profile and should be chosen based upon how well they could represent your company while also resonating deeply with your audience. Do their goals, messages, images, audience, and personality fit how you want your company to be portrayed? Think what age group, style, and other demographics and psychographics you want to attract your audience as that is the type of brand ambassador you should connect with.
● A specific image. Ambassadors are chosen to fit how you want to be seen. They often make it their job to maintain a professional image and demeanor.
● Focused, reliable marketing. Someone who is being reimbursed (through goods, services, or payments) for their positive portrayal of your company.
● Polished content. You are paying for their services. They, therefore, will hopefully be providing you with more refined content than a casual fan.
● Free marketing. Fans do not expect to be reimbursed. Think of how many passionate fans there are for books!
● High influence within a smaller group. Though fans may not always have as wide-ranging social circles as influencers, their personal standing means that their recommendations will hold greater weight to some.
● Authentic, trustworthy content. Unpaid ambassadors tend to offer more genuine reviews and support than ambassadors, especially on platforms where paid advertisements need to be disclosed.
● Video Marketing! Video content is big. In fact, more than 60% report being convinced to make a purchase after watching a video. It is an easily accessible medium, and you should be taking advantage of that. It does not all have to be formal business demonstrations, either. Get creative! For example, if you are a nutrition expert with lots of great products, your brand ambassadors might make TikTok videos or Instagram reels of themselves trying your latest smoothie flavor for breakfast.
● Try someone more niche, less influencer-y. More and more people are growing wary of traditional influencers. Try contacting some of your most vocal, passionate organic fans to be your ambassadors.
● Create a community. Online communities have boomed since the pandemic. Take advantage of this. Form a small community around (or find one relevant to) your product.