They look the same, they dress the same. They appear to be doing the same things. We're just not sure.
The question - what's the difference between an influencer and a brand ambassador?
We've had numerous clients ask us that question. And it's a perfectly good question. With the trend in making use of 'persons' to market your product or service, it's important to know what you're spending your money on.
But first, why would you use an influencer or ambassador? It has become an effective way to grow and retain new customers as word of mouth has become the best way to get sales. People trust what other people say, especially if that person is recognisable and has a solid social media following.
Let's compare the differences:
- Brand ambassadors promote your brand by word-of-mouth telling others about your product, influencers promote your brand by example, showing others how they use the product.
- Influencer relationships are typically short-term, but ambassador relationships are long-term.
- Influencers only promote your brand once or twice, while ambassadors promote your brand repeatedly.
- Influencers always receive some type of payment (money or free products) for promoting your brand, but brand ambassadors will often promote your brand for free.
- Influencers haven’t necessarily used your product before. All ambassadors have already actively used your product.
- Influencers are chosen based on their capacity to reach an audience. Ambassadors, are chosen based on existing love for a product.
- Brand ambassadors are committed to promoting your brand—your brand already stands out in their eyes. Some influencers might not choose to promote your product at all if it doesn’t stand out to them, especially if they’re bombarded with promotion requests from multiple brands.
Some businesses swear by using influencers, while others have admitted that they did not receive the outcome they were hoping for. Either way, the key is to make sure that the influencer or the ambassador understand and know your expectation.