Brand ambassadors vs influencers: which works better?

There are two terms frequently tossed around in the marketing scene: “influencer” and “brand ambassador.” What’s the difference? In this article, we will delve into the differences and similarities between influencers and brand ambassadors!

Who is an influencer?

Influencers are creators with a significant and engaged following on social media platforms. Their appeal lies in their ability to sway the opinions and purchasing decisions of their audience, often due to perceived authenticity, relatability, or expertise in a particular niche.

Who is a brand ambassador?

Brand ambassadors are individuals who have established a long-term relationship with a brand. Unlike influencers who may collaborate on a per-campaign basis, brand ambassadors are typically committed to representing a brand consistently over an extended period. They embody the brand’s values and identity, often becoming the face of the company.

For example, Christiano Ronaldo is a brand ambassador for Nike. They have been working together for over 20 years – and in 2016, they signed a lifetime deal (so he must really love Nike!). Besides promoting the brand on social media, games, and events, they have even created a collection together!

Ronaldo’s Nike collection (source:

What’s the difference between influencers and ambassadors?

Influencers and brand ambassadors surely have many similarities – but they’re not the same. Here are 3 ways to distinguish between these two:

?  Nature of relationship

One of the primary distinctions lies in the nature of the relationship between the individual and the brand. Influencers typically engage in short-term collaborations for specific campaigns, whereas brand ambassadors form a more enduring and committed alliance with a brand.

?  Scope of influence

Influencers often have a broader reach, appealing to diverse audiences across different demographics. Brand ambassadors, on the other hand, focus on building a deep connection with a specific target audience, embodying the brand’s values in a more sustained manner.

?  Content creation vs. representation:

Influencers excel in creating captivating content that resonates with their audience, often incorporating products seamlessly into their narratives. Brand ambassadors, while also creating content, emphasize representing the brand in a holistic manner, acting as a continuous embodiment of the brand’s ethos.

Which strategy would work for your brand?

In general, long-term influencer partnerships always work better. This is one of the biggest trends in influencer marketing: more and more companies turning to building long-term influencer relationships.

However, it also depends on your specific goals, budget, and the nature of your brand.

If your goal is to create short-term awareness, promote a specific product or service, or reach a broad audience quickly, influencer marketing might be the right choice. Influencers can help generate buzz around a campaign and drive immediate results.

Influencer marketing works wonders for short-term promotion (photos: @jettte)

If you are looking for a long-term, sustained brand presence and aim to build a loyal community around your brand, a brand ambassador program is more suitable. This approach focuses on cultivating lasting relationships with individuals who consistently represent your brand.

Success in a brand ambassador program is often measured through long-term brand loyalty, community growth, and sustained engagement. The impact may take longer to materialize, but it can lead to lasting brand advocacy.

Conclusion: influencers vs ambassadors

In general, both influencers and brand ambassadors play integral roles in enhancing brand visibility and engagement. While influencers bring diversity and reach to campaigns, brand ambassadors provide a consistent, long-term presence.

Ultimately, the effectiveness of these partnerships depends on aligning the chosen individuals with the brand’s values and objectives, fostering a symbiotic relationship that benefits both parties and captivates audiences in the ever-evolving world of social media.

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