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What Is a Brand Ambassador? How to Hire Your First Brand Ambassador

If you’ve been interested in hiring a brand ambassador for your business, this article is for you.

Brand ambassador digitally promoting upcoming event
December 19, 2022
Kathleen Crampton
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Reading time about 5 min

Whether you’re just starting a marketing plan for your new company or are a seasoned business owner who’s been around the marketing block, you’re probably interested in the various ways to promote your brand and grow your business. One proven method for getting more eyes on your product or service is to create an ambassador program for your brand.

What does that type of program look like for your company? And what is a brand ambassador exactly? Keep reading to learn about what to look for and how to hire a brand ambassador.

What Is a Brand Ambassador?

A brand ambassador is someone hired to represent a company’s brand online and in their day-to-day lives. You can think of a brand ambassador as the face of the company, which helps increase brand awareness and provides an authentic perspective for your products.

You may be wondering how a brand ambassador differs from an influencer. While both should have large social media followings, an influencer can choose to do one-off sponsorships with brands, perhaps only creating one post or one series of posts. An influencer isn’t required to post anything (unless part of a sponsorship or partnership). A brand ambassador is hired to do just that — post content regularly or according to the brand’s schedule.

Brand ambassador conducting online stream.

What Does a Brand Ambassador Do?

A brand ambassador’s tasks will vary from brand to brand, but typically they include the following responsibilities.

Market the Brand

A brand ambassador's most important function is to market the brand on their social media platforms. Typically, their agreement requires them to create digital content regularly that fits the company’s product release schedule or other social content schedules. The brand ambassador serves as a way for companies to market to and connect with customers.


Personalize the Brand

Businesses use brand ambassadors to bring a human, honest element to the brand. While the importance of branding — in terms of effective design, messaging, and company action — cannot be stressed enough, remember that brand ambassadors are part of the brand, too. They create content that markets your brand and fits their lifestyle and preferences. After all, they wouldn’t be your brand ambassador if they didn’t use and love your product.

Customers appreciate the authenticity of brand ambassador posts and are more likely to buy based on user-generated content than from an ad or even an influencer. Your brand ambassador will promote and relate a new product to their life. For example, a personal trainer could be a fitness clothing brand ambassador and post a video of them working in a new tech tee. Then, they honestly review the product, providing their followers with a trusted, authentic opinion.


Help Grow the Business

Good branding helps your business expand, and brand ambassadors can help facilitate that growth. In theory, their followers will start following your brand and purchase your product or service. In addition, brand ambassadors help establish your social media presence energetically and honestly, which helps lead to loyal customers and business growth.


Attend Events

Brand ambassadors can do far more than promote products or services online. They also attend events, such as trade shows, conferences, retail pop-up events, grand openings, and more.

How Much Does a Brand Ambassador Get Paid?

You can pay a brand ambassador a salary or an hourly wage. According to Indeed, a brand ambassador can make between $32,000 and $66,000 annually, and hourly rates are about $19.

How to Hire a Brand Ambassador

Here are some tips for hiring a brand ambassador.

  1. Search in your market. Look for popular bloggers in your industry or who match your brand’s aesthetic. Similarly, search for people on social media with large enough followings to make an impact — these could even be your employees. One place to start is by looking for people who have tagged your business in a post.

  2. Know what to look for. Hiring someone who already has a significant online following and is energetic, outgoing, and loyal to your brand is important.

  3. Gauge audience interest. Sift through comments on their social media posts to get a glimpse of how they communicate and connect with their followers. They should be positive and enthusiastic.

  4. Proactively contact potential ambassadors. Reach out to the person on social media or through their blog, clearly stating what you would like them to do and how much you’re offering in pay. Also consider sending samples of your products immediately, so the brand ambassador can start using them and clearly understand the product before they post about it.

  5. Foster the relationship. Remember that just as your brand ambassador facilitates meaningful relationships with their followers, you should build and maintain a good relationship with them.

Red Bull team at an event

What Is an Example of a Good Brand Ambassador Program?

Many large and small businesses use brand ambassadors to promote their products or services and grow their companies. Red Bull is one of the businesses doing it right.

Red Bull might be the most well-known company to use brand ambassadors. The company hires college students as part of its Wings Team, and they essentially act as an extension of the brand. These enthusiastic, outgoing people represent Red Bull at local events, school activities, and more, promoting the brand to those most likely to drink the product (hint: young people). Red Bull hit the brand marketing target with the Wings Team, which is recognizable and memorable and helps create a human connection with the product.

Learning how to market your business effectively is crucial to the growth and success of your company. In addition to hiring a brand ambassador, remember that you can use text to build your brand. It’s a no-brainer when you realize that text has six times higher engagement than email and a 98% open rate.

EZ Texting’s text marketing solution can help you reach more customers faster and easier. Contact us today for more information!

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